tmk.edu promotions and sponsorships: september 2016
TRANSCRIPT
S
tmk.edu
Promotions and
Sponsorships
Agenda
S Examples
S Partnership Guidelines
S Overarching Considerations
S Category Specific Pros and Cons
S
Examples
Celebrities
and Brands –
Easy to Get
Wrong
Even MLB Can Get It Wrong
Sony: All I Want for Xmas is a
PSP
Under Armour – I Will What I
Want
Amazon/Versa Note
S
Partnership Guidelines
The Golden Rule
S The promotion or sponsorship should work as well for
you as for your partner
S Upfront investment with potential partners pays off
S Leverage both partner’s strengths
S Goals
S KPIs
S Elements
S Timing
S Budgets
Signs The Partner Is Not For
You
S The proposal you received is canned; nothing is tailored
to your client
S The proposal was cut and pasted so badly it includes the
name of the previous advertiser it was sent to
S Lackadaisical follow up
S
Overarching
Considerations
Vetting the Concept
S Communicate the emotional, not just the functional,
benefit of the brand
S Be genuine and authentic
S Have multiple communication platforms
S Create exponential outcomes
S Before/during/after
S How to make your best customers your brand ambassadors
Keep in Mind
S Planning and execution is everything
S Have back-up plans
S Be prepared for anything to go wrong
S Communication
S Multiple layers of creative approval
S ‘Talent’ generally has a posse and can escalate costs and headaches dramatically
S Legal
‘Talent’
Amazon/Versa Note
S
Specific Category
Partnership
Considerations
Cultural Institutions
S Pros
S Respected, community-based brands that can make it easier to reach specific segments of a target audience
S Children
S Ethnicities
S Lifestyle
S Cons
S Limited creativity
S View advertising as a necessary evil to support their ‘mission’
S Logo soup
S Their timelines are dictated and are not necessarily flexible
Major League Sports
S Pros
S Devoted fan base that will align with brands the team supports
S Huge reach
S Multiple media types to deliver messaging
S Promotion friendly and open to creativity
S Cons
S Expensive
S Aligning with any one team/sport can limit to only a segment of the whole target audience
S Potential for brand backlash if anything negative happens
Minor League Sports
S Pros
S Teams are deeply embedded in their local communities and can create hyper-local, grassroots promotions
S Family-oriented; represent a low cost way for a family to have fun
S Extremely creative with promotions, usually great with execution
S Cons
S Limited reach
S Your brand could be in logo soup with local companies
S Post campaign reporting may not be high quality or very complete
Events
S Pros
S Pure-play execution that can fully deliver a brand experience across multiple fronts
S Memory creation can cement long term brand loyalty and create brand ambassadors
S Cons
S Can be very labor intensive
S Some factors cannot be controlled (attendance, weather, power failure)
S Insurance needs
Celebrity Endorsements
S Pros
S Brand can create enormous impact by drawing on qualities
and fame of the endorser
S Cons
S Working with ‘talent’
S Expensive
S Align with one segment of the target to the detriment of
others
S Negative fallout if the talent gets into trouble
Thank You!