Event Sponsorship,
Product Placements,
and Branded Entertainment
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©2012
©2012
Cengage
Cengage
Learning.
Learning.
All Rights
All Rights
Reserved.
Reserved.
MayMay
not not
be scanned,
be scanned,
copied
copied
or duplicated,
or duplicated,
or posted
or posted
to atopublicly
a publicly
accessible
accessible
website,
website,
in whole
in whole
or inorpart.
in part.
Brand + Entertainment2 = IBP!
•
There are many creative ways marketers are using
promotional tools to create meaningful connections to
consumers.
•
Healthy Choice needed to reach young professionals who eat
lunch at their desks to effectively promote Fresh Mixers— a
rice or fresh pasta single serving lunch.
•
The marketer and agency had extensive research on the
target market—who were they? What were key behaviors?
•
An IBP campaign was created: “Fresh Mixers Working Lunch”
o
o
o
o
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Live improvs were performed by Second City at lunchtime
The Web portal to view the improvs was sponsored by Fresh
Mixers.
Characters in the improv used Fresh Mixers in skits
The campaign, designed in this way, featured both branded
entertainment and “buzz” marketing
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Why the Convergence of Madison
(NYC) & Vine (LA)?
•
Advertising, branding, and entertainment are converging
though social networking, videogames, and events.
• Mass media erosion has fueled the convergence.
• More IBP options provide more opportunities for brand
visibility.
• A mass exodus from traditional media – Chaos Scenario:
o Dollars will leave (have left) traditional media because of
audience fragmentation and ad avoidance
o Reduced funds from ads will compromise programming
o Compromised programming will reduce audience size
leading to more ad erosion
o Billions of dollars will flow to alternative IBP techniques
•
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Events, product placements, and branded entertainment
offer exciting ways to build brands in the market.
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Courtesy of TiVo, Inc.
Ad avoidance is fueling product
placement and branded entertainment.
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Event Sponsorship
• Involves a marketer providing financial
support to help fund an event
• The appeal of event sponsorship:
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o
Effective media coverage and exposure
o
Fan loyalty converts to sales through the
“affinity” effect
o
Events can foster brand loyalty
o
Events attract well-defined audiences
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Courtesy, JBL Harman International
Event
sponsorship can
target well
defined
audiences.
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Finding the Sweet Spot:
Guidelines for Effective Sponsorship
• Match the brand and the event
• Define the target audience precisely
• Stick to a few key messages
• Develop a plot line
• Deliver exclusivity
• Deliver relevance
• Use the Internet
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• Plan for the before and after the event
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Managing Event Sponsorship
Assess the Benefits
•
Hard to determine, especially if CEO ego is involved
•
Nielsen has developed software for assessment
•
Advertisers seek “media impressions” from brand
exposures during the event
Leverage the Event
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Collateral communication that reinforces the event—
news coverage, PR, word-of-mouth, etc.
•
Can be used to entertain/reward key customers,
motivate sales force and employees
•
Can be used to sell branded premiums
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© Susan Van Etten
Events can be
leveraged to sell
branded
premiums.
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Product Placements
Placing a branded product in the content of an
entertainment event/product:
• Television—over 100,000 placements in 2005
• In movies—Under 25 segment most likely to
notice and try brands placed in movies
• In video games—Game placement expenditures
could reach $1 billion by 2010
• Novel product placements create “buzz”
• “Authenticity” and “celebrity connection” are keys
to success in placement
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Branded Entertainment
Developing and supporting a sporting event, TV show, theme park,
short film, movie, or video game where the objective is to feature a
brand to impress and connect with consumers in a unique and
compelling way.
• The surge of these techniques relates to reaching
unreachable segments.
• There is the risk of oversaturation resulting in
consumer annoyance.
• Marketers and entertainment providers can have
trouble working together and agreeing on priorities.
• Consumer advocacy groups like Consumer Alert argue
that product (brand) placements are really just paid
advertising and consumers should be informed of such.
• Attitudes and regulations vary from country to country.
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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© The Procter & Gamble Company. Used by permission.
Branded
entertainment
puts the brand in
a “natural”
setting.
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Coordination Challenge—IBP is Everywhere!
Radio
Events
Directories
Newspapers
Internet
Television
Magazines
Billboards
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Transit/
Aerial
Branded
Entertainment
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Factors Working Against
Coordination
• Organizations rely on functional specialists who
focus on their specialty and lose sight of what
others in the organization are doing.
• Internal competition for budget dollars often leads
to rivalries and animosities that work against
coordination.
• Few agencies have all the internal skills
necessary to fulfill clients’ demands for IBP.
• The objective underlying coordination is to
achieve a synergistic effect: media and IBP can
build on one another and work together.
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Check Your Understanding
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An up-and-coming chain of “green”
grocers has reasonable prices, friendly
staff, local produce, and a focus on
organic and natural products. The
company wants to connect with
consumers in a fresh way and considers
creating a show on the Food Network.
What concept is this grocer considering?
a. brand loyalty
b. branded entertainment
c. product placement
d. Madison & Vine
©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Check Your Understanding
A firm has decided to sponsor a PGA golf tournament. Its
marketing director knows it is critical to find unique ways
to leverage the sponsorship. One way to leverage the
sponsorship beyond traditional methods would be to
a. estimate the number of viewers who will see the
company name.
b. allow the CEO to meet with top golfers on the course.
c. calculate the exposures to the brand received by
attendees.
d. use the opportunity to entertain important clients and
recruit new ones.
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.