14-1 copyright © 2009 pearson education canada inc. chapter 14 public relations and event marketing...
TRANSCRIPT
14-1 Copyright © 2009 Pearson Education Canada Inc.
CHAPTER 14
Public Relations and Event Marketing and
Sponsorships
14-2 Copyright © 2009 Pearson Education Canada Inc.
Learning Objectives
Identify the role of public relations and event marketing and sponsorships in achieving organizational objectives.
Describe the various types of public relations activities
Identify the steps involved in the public relations planning process
Continued…
14-3 Copyright © 2009 Pearson Education Canada Inc.
Learning Objectives (cont.)
Assess the usefulness of a variety of public relations tools
Evaluate public relations and event marketing and sponsorships as a communications medium
Identify the unique considerations involved in the planning and evaluation of event marketing programs
14-4 Copyright © 2009 Pearson Education Canada Inc.
The variety of activities and communications
an organization undertakes to monitor,
evaluate, and influence the attitudes,
opinions and behaviours of groups or
individuals who constitute their publics.
Public Relations
14-5 Copyright © 2009 Pearson Education Canada Inc.
Public relations is distinguished from advertising in two ways:
1. Advertising is focused on product image; public relations is more focused on corporate image.
2. Advertising is controlled and paid for by a sponsor (the company the media story concerns); public relations is controlled by the media.
Public Relations versus Advertising
14-6 Copyright © 2009 Pearson Education Canada Inc.
Publicity
At the product level, publicity is used to market goods and services.Publicity is one aspect of public relationsIt is the communication of newsworthy information designed to familiarize the public with the features or advantages of a product, service, or idea.
Typically, publicity attends:Launching new productsOpening a new storeTechnological breakthroughAchievement of some milestone
14-7 Copyright © 2009 Pearson Education Canada Inc.
The Publics
PR is sensitive to two different publics:
Employees, distributors, suppliers, shareholders, and regular customers
Media, governments, prospective shareholders, financial community, and community groups
InternalPublicsInternalPublics
ExternalPublicsExternalPublics
14-8 Copyright © 2009 Pearson Education Canada Inc.
The role of PR generally falls into six areas: 1. Corporate Public Relations
Corporate Advertising
Advocacy Advertising
Crisis Management
2. Reputation Management
3. Product Publicity
4. Product Placement and Branded Content
Continued…
The Role of Public Relations
14-9 Copyright © 2009 Pearson Education Canada Inc.
The Role of Public Relations (cont.)
5. Buzz Marketing (word-of-mouth)
6. Media Relations
7. Community Relations & Public Affairs
Lobbying
8. Fund Raising
14-10 Copyright © 2009 Pearson Education Canada Inc.
A PR plan is dictated by the situation. It can:
be proactive and carefully set out in advance and be implemented with precision or
be reactive and only undertaken because of some unforeseen circumstance occurring
The success or failure of a PR plan can impact on the bottom line
Public Relations Planning
14-11 Copyright © 2009 Pearson Education Canada Inc.
Public Relations Planning
PR planning usually involves five steps:
EvaluateEffectiveness
EvaluateEffectiveness
SituationAnalysisSituationAnalysis
EstablishObjectives
EstablishObjectives
Develop thePR StrategyDevelop thePR Strategy
Execute PlanExecute Plan
14-12 Copyright © 2009 Pearson Education Canada Inc.
The tools available to execute public relations programs are diverse. Some are used routinely while others are used periodically.
Press Release Press Conference Publications Posters and Displays Web Sites Blogs
The Tools of the Trade
14-13 Copyright © 2009 Pearson Education Canada Inc.
Credible source of
information
Can influence sales
positively
Helps to build
relationships
Lack of control
Costs associated
with waste
Advantages Disadvantages
Advantages & Disadvantages of Public Relations
14-14 Copyright © 2009 Pearson Education Canada Inc.
Event Marketing
Integrating a variety of communication elements to support an event theme.
Financial support of an event in return for advertising privileges.
EventMarketing
EventSponsorship
14-15 Copyright © 2009 Pearson Education Canada Inc.
Culture& the Arts
Culture& the Arts
Cultural sponsorships are aimed at a “class” target audience.
SportsSportsThe largest sponsorship segment (70%), sports reaches a “mass” target audience.
EntertainmentEntertainment Music plays a major role in entertainment sponsorships.
Primary Types of Sponsorship
Cause-RelatedCause-RelatedPartnership between a company and a non-profit entity for mutual benefit
14-16 Copyright © 2009 Pearson Education Canada Inc.
Sports Sponsorship
Sports sponsorship are dominated by some of the largest manufacturers, service companies, and retailersFord, General Motors, Molson, Labatt, RBC Financial, BMO Financial Group, Visa, MasterCard82% of the North American executives perceive event marketing to be strategic and efficient business tool.
A key indicator of success is the effect the association with a sponsored event has on consumer awareness of brand or company.
14-17 Copyright © 2009 Pearson Education Canada Inc.
Level of Sports Sponsorship
From grassroots (local) levels to global events, sponsorships can pay dividends for companies.
Local
Regional
National
International
Global
14-18 Copyright © 2009 Pearson Education Canada Inc.
Sports marketing is extremely competitive so companies look for advantage by any means. Some recent strategies include:
Ambush Marketing
Venue Marketing and Sponsorship
Athlete Sponsorship
Sport Marketing Strategies
14-19 Copyright © 2009 Pearson Education Canada Inc.
Entertainment Sponsorship
Sponsor concerts and secure endorsements from high-profile personalities in the hope that the celebrity-company relationship will pay off in the long run.Coca-Cola uses entertainment sponsorships as a vehicle for developing pop-music and youth-lifestyle marketing strategies.
Festivals (film, comedy, music) offer opportunities to reach a cross-section of adult target audiences.Montréal International Jazz Festival attracts GM, TD Canada Trust, Loto Quebec, and Bell.
14-20 Copyright © 2009 Pearson Education Canada Inc.
Cultural and Arts Sponsorships
Art and cultural event opportunities embrace dance, film, literature, music, painting, sculpture, and theatre.Effective for companies who prefer to reach a more selective and upscale audience (e.g., Mercedes).
Primary benefit that companies gain from sponsoring the arts is goodwill from the public.
14-21 Copyright © 2009 Pearson Education Canada Inc.
Cause Marketing Sponsorship
Partnership between company and a non-profit entity for mutual benefitThe relationship between the parties has significant meaning to consumers
CIBC Run fro the Cure (partners are Canadian Breast Cancer Foundation and CIBC both trying to raise funds to help find a cure for breast cancer)
14-22 Copyright © 2009 Pearson Education Canada Inc.
“Fit” between the event and the sponsor is essential. It is important to:
Select events offering exclusivity
Use sponsorships to complement other promotional activity
Choose the target carefully
Select an event with image that sells
Establish selection criteria
Strategic Considerations for Event Marketing
14-23 Copyright © 2009 Pearson Education Canada Inc.
Measuring the Benefits of Event Marketing and Sponsorship
The following indicators are used to measure the benefits of sponsorship:Awareness
Image
New Clients
Sales
Specific Target Reach
Media Coverage
14-24 Copyright © 2009 Pearson Education Canada Inc.
Advantages
Target marketing capability
Face-to-face access to customers
Public image enhancement
Disadvantages
Cost of big events
Advertising clutter at events
Ambush marketing (potentially)
Effectiveness hard to measure
Advantages & Disadvantages of Event Marketing & Sponsorship