16 Event Sponsorship Product Placements Celebrity and Branded
16 Event Sponsorship, Product Placements, Celebrity and Branded Entertainment (Advertainment)
Examples of Event Marketing • The Charmin Pottypalooza Promotion shows that: – The creative ways marketers are using promotional tools to create meaningful connections to consumers. – The unconventional is becoming conventional and mass media are no longer enough to provide impact for a brand. – IBP efforts are directed at hard-to-reach niche markets often in urban locations, where new market trends tend to originate. • Other examples of new methods include : – trucks that drive endlessly through city streets as mobile billboards (strippermobile!) – ads beamed onto the sides of office buildings; – racks of postcard ads placed in trendy restaurants and nightspots – small signs attached to the backs of messenger bikes that patrol the canyons of downtown corporate America.
Event Sponsorship • Involves a marketer providing financial support to help fund an event. • The appeal of event sponsorship: – Effective media coverage and exposure – Fan loyalty converts to sales – Events can foster brand loyalty – Events attract well-defined audiences
Guidelines for Sponsorship 1. 2. 3. 4. 5. 6. 7. 8. Match the brand the event Define the target audience Stick to a few key messages Develop a plot line Deliver exclusivity Deliver relevance Use the Internet Plan for the before and after
AOL sponsored the 2004 Super Bowl half time. Did the ‘wardrobe malfunction’ fiasco promote or disrupt their exposure? Click Bar To Start Video Rewind Video Next Slide
Branded Entertainment • Embedding a brand or brand symbol in entertainment programming – Product placement is placing a brand into the content of an entertainment product. – Agents, marketers, producers and writers are finding ways to incorporate brands in movies, webisodes, and reality TV. – Anywhere and any time people are being entertained, there is opportunity for branded entertainment. • Examples : – On Time Warner’s WB network, a shiny orange Volkswagen Beetle convertible played an important role in Smallville. – In the sitcom Everybody Loves Raymond, Ray Romano chased his wife around a grocery store, knocking over a Ragu display. – Queer Eye for the Straight Guy has provided a bonanza of placement opportunities with brands like Amaretto, Redken, and Diesel.
EVENT MARKETING AND SPONSORED EXPERIENCES CASE STUDY OF THE BLOCK HOTEL; OWNED BY VEGAS LOCALS Liko Smith, Kevin Kearns, & Mike Woods THE BLOCK Hotels
Two Men - One Vision Marc Frank Montoya Liko Smith Snowboarding Hotels Snowboarding + Hotels =
Snowboarding + Hotels = Mountain Biking Hiking Skiing Gambling Boating Wind-surfing
Snowboarding + Hotels = s k Po. Rac Sta k tus e d r. R Boot/Glo ar o v om o e W a r m p B e r m s x Roo a o Blue. Bird W Ga H me p i Co H Cul Ipod Stereos ns ture ole s Free Movie/Game Rentals VIP THAT’S ME!
Brand Beginnings Brand & Beyond! • CNN Financial • G 4 • Outside Magazine • MTV • Men’s Journal • Snowboard Magazine Brand Building • New York Magazine • Snowboarder Magazine • Inc. Magazine • Trans World Snowboarding • Penthouse • Hotel. Chatter. com • X Games • Entrepreneur. com • Westword • Snowsports. org • LA Times • International Coverage • NY Times • Various other media outlets
THE BLOCK Rail at Heavenly
Sponsored Hotel Room Formula • Emotional Connection • Endemic vs. Non-Endemic • Dangers & Rejects • Long-term • 1 + 1 = 300! e=mc 2
Sponsored Hotel Rooms DVS Shoe Company “Retro Vibe”
Branded Rooms Vivid “Pornstar”
Branded Rooms Bear Mountain “Mountain Made”
Branded Room Formula • Emotional Connection • Endemic vs. Non-Endemic • Dangers & Rejects • Long-term • 1 + 1 = 300! e=mc 2
A La Carte Sponsors/Partners
Event marketing…
What event sponsors want… Win Win THE BLOCK Pa. Press Releases rty THE B LOCK Rail Ja s m e r e i m e r P e g a r Film e v o C l a n o i t a Intern EXPOSURE
What event sponsors want… Win Win An y s r e d r a t o b w h o n S o r P in g Bu Relevant Sp onsorst Sq u sa ip h s Authentic Relation re ASSOCIATION
Why our partners love us…
Event marketing…
Sponsors love EVENT MARKETING
Celebrity Marketing
Overview • Talent agencies negotiate salaries and other perks for celebrities. • These agencies find and secure the best possible roles, money, and other benefits for actors.
Factors Affecting Salaries • Popularity of Celebrity • Position in Career • Whether or not the actress/actor has just made a blockbuster film • Overall Public Perception – Ex. Serious films/Art Films generate lower salaries
External Factors Which Determine Demand • State of the Nation – Ex. 9/11, Spiderman • Time of Year/Season – Ex. Independence Day premiered 7/4 • Economy – Ex. Disposable Income
External Factors Determine Demand cont’d • Public Opinion – ACNielson Study – “Positive reviews – almost half of all movie viewers were influenced to see a film by a positive review. ” – “While only 29% said a negative review persuaded them to skip a movie. ” – “Only 1/3 decided on a film based on its positive box office results. ”
Determining Public Demand • Marketing Research uses – Surveys • www. gozing. com • ACNielson Study – survey of 10, 000 households – Opinion polls • http: //www. the-movie-times. com/thrsdir/question. html – Test Screening • Ex. Ghost • Secondary Research – Previous films, actors, directors, etc.
Results of Marketing Research • MR determined Titanic and Forrest Gump would be huge hits • Biggest impact on the budget is quality determined by director and producer – Cast/talent, equipment, editing, location
Movie Budget Statistics • http: //www. thenumbers. com/movies/records/budgets. html
Gross Earnings (millions) • Top 5 Male Actors 1. 2. 3. 4. 5. Harrison Ford - $118. 6 (25 films) Tom Hanks - $109. 4 (25 films) Mel Gibson - $104. 3 (30 films) Robin Williams - $102. 9 (27 films) Tom Cruise - $100. 4 (20 films)
Gross Earning (millions) cont’d • Top 5 Female Actors 1. 2. 3. 4. 5. Julia Roberts - $86. 9 (21 films) Carrie Fisher - $79. 2 (17 films) Whoopi Goldberg - $62. 5 (25 films) Drew Barrymore - $60. 3 (23 films) Sally Field - $56. 3 (24 films)
Questions?
Why is marketing research significant in the process of determining a celebrity’s salary?
Give an example of a movie that was expected to be a hit but resulted in a flop. So you think that marketing research was conducted properly or at all?
The producer of Titanic is thinking about producing Titanic II, but wonders what the audience response would be to the sequel. Define the management decision problem.
Define the marketing research problem corresponding to the management decision problem you have identified.
Based on your problem definition, identify two research questions and develop two hypotheses for each question.
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