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Event Marketing

and Sponsorships

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Event Marketing

Event Marketing

Integrating a variety of communications elements

behind an event theme.

Event Sponsorship

Financial support of an event in return for

advertising privileges.

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Sponsorship Alternatives

Sports

Entertainment

Festivals and Fairs

Causes

Arts

1. Event marketing is a $9.5

billion business in NA.

2. Sports gets the majority of theinvestment (67%).

3. Sports reaches the masses.

4. Causes and arts reach theclasses.

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Sports Sponsorship Strategies

A company can invest a lot or a little. The benefits are

the same but on a different level.

Global

International

National

Regional Local

Some companies such as

McDonalds and Coca-Cola

provide support at all levels.

Events and sponsorships are

integral aspects of theirmarketing strategies.

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Sports Sponsorship Strategies

Sports marketing is extremely competitive so companies

look for advantage by any means.

1. Ambush Marketing

2. Venue Sponsorships and Marketing

3. Value-Added Sponsorships (CelebrityAssociation)

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Entertainment Sponsorships

Entertainment opportunities are ideal for companies

wanting to reach youth and young adult targets.

Rock Concerts and Tours

Film Festivals

With entertainment the goal is to leverage the

sponsorship in order to to gain maximum benefit.

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Culture and Arts Sponsorships

Culture and the arts reaches a more selective and upscale

audience. It is class reach instead of mass reach.

Dance

Theatre

Music

Literature

Stratford Festival

Shaw Festival

Just for Laughs Festival

The primary benefit is goodwill; it is part of a

companys corporate citizenship program.

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Cause Marketing Sponsorships

Association with a cause has a positive effect on

consumers perceptions of a brand or company.

CIBC Run for

the Cure

Ronald McDonaldsChildrens Charities

A means of emotionally

connecting with

consumers.

Some companiesdevelop and sponsor

their own good causes.

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Product Promotional Tours

Experiential

Marketing

Finding ways for a

target audience to

interact directly with aproduct.

A team arrives at pre-determined locations to actively

promote and distribute a product.

Mountain Dew implements themed skateboarding

tours.

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To Participate or Not?

The decision to participate in event marketing should

be based on predetermined criteria.

Exclusivity

Must compliment other IMC strategies

Reach target effectively

Appropriate image Media coverage opportunity.

The fit between event and sponsor is crucial.

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Event Marketing Planning

IMC

PlanEvent Marketing

PlanConcept

Objectives

Strategies

Execution

Evaluation and

Measurement

Advertising

and PR

Strategy

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Event Concept

Event Concept

and Design

Theme

Venue

$ Resources

Timing

Rooms & Layout

Technical & A/V

SuppliersAccomodations

Number of and extent of

decisions depends on sizeand scope of the event.

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Event Objectives

Objectives are essential in order to justify investment.

Some possible objectives include:

Size of audience reached

Ability to reach target

Sponsor recognition levels

Potential sales

Economic Impact

Objectives are included in an event proposalalong

with organizational details and a timeline.

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Event Marketing Strategies

An event is much like a product so the marketing

strategies are similar.

Define the product (the event)

Establish price

Distribution (of tickets) Marketing Communications

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Marketing Communications

Branding

Advertising

Strategy

Name, logo, colour, and image.

Event needs a consistent look.

Message and media strategy to

create interest and reach target

effectively.

PR StrategyPress releases and conferences in

pre-event stage.

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Event Marketing Execution

Delineating all of the details associated with the event.

Site Selection

Staging

Catering and Accommodations

Staffing

Operations and Logistics

Safety and Security

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Benefits of Sponsorship

Although results are difficult to measure, certain

rewards make an investment in event marketing

worthwhile.

1. Awareness and Association

2. Image Enhancement

3. New Clients and Increases in Sales

4. Target Reach

5. Media Coverage

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Drawbacks of Sponsorships

Events can be sexy and glamorous, but there are some

drawbacks.

1. Cost of associating with big events

2. Advertising clutter at events

3. Effectiveness difficult to measure

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