Transcript Document 7131303

Marketing Public Relations
and Sponsorship
Marketing
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Public Relations
Audiences for Public Relations?
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Employees
Suppliers
Stockholders
Governments
The Public
Labor Groups
Citizen Action Groups
Consumers
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Marketing Public Relations
Marketing Public Relations (MPR)
Marketing-oriented aspect of public
relations that is an organizational
activity involved with fostering
goodwill between a company and its
consumers
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Marketing Public Relations
Proactive MPR
Reactive MPR
• The conduct of
• Dictated by a
public relations in
company’s marketing
response to outside
objectives
influences
• Offensively oriented
• Attempt to repair
and opportunity
company’s
seeking
reputation, prevent
market erosion, and
regain lost sales 4
Proactive MPR
Proactive MPR
Widely used forms
of publicity in MPR
• Product introductions
or product revisions
• Credibility accounts
for the effectiveness
• Publicity is the major
tool
Product releases
Executive-statement
Feature articles
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Proactive MPR
Product releases
Executivestatement
Feature articles
• Announce new
products
• Provide relevant
information, features
and benefit
• Audiovisual product
releases (video news
releases, or VNRs)
gained wide usage
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Proactive MPR
Product releases
Executivestatement
Feature articles
• News releases quoting
CEOs and other
corporate executives
• May address a wide
variety of issues
• Published in the news
section
• Carry a significant
degree of credibility
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Proactive MPR
Product releases
Executivestatement
• Detailed descriptions of
products or other
newsworthy programs
• Written by a PR firm for
immediate publications
or airing
• Inexpensive to prepare
Feature articles
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Reactive MPR
• Often product
defects and failures
are the factors
• Quick and positive
responses are
imperative
Negative publicity
cases
Examples ???
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• Great example of Reactive MPR (a
brand manager’s nightmare?):
• http://money.cnn.com/2003/12/17/co
mmentary/wastler/wastler/
Reactive MPR
• Often product
defects and failures
are the factors
• Quick and positive
responses are
imperative
Negative publicity
cases
• Product tampering
cases -Tylenol and
Sudafed
• The Perrier case
• The Pepsi Hoax
• Rumors
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Reactive MPR
Johnson & Johnson’s
efforts to retain
customers using
reactive MPR
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Reactive MPR
• Often product
defects and failures
are the factors
• Quick and positive
responses are
imperative
Negative publicity
cases
• Product tampering
cases -Tylenol and
Sudafed
• The Perrier case
• The Pepsi Hoax
• Rumors
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Responses to Rumors
Old
and
New
Procter
and
Gamble’s
Logos
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Reactive MPR
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Reactive MPR Exercise
Negative publicity
case
• You are owner of a
campus restaurant
• Rumor: Rat found in
your food
• How do you
handle this???
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Sponsorship Marketing
Involve investments in events or
causes for the purpose of achieving
various corporate objectives
Event
sponsorships
Cause-related
marketing
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Why Growth in Sponsorships
• Avoid the clutter inherent in
advertising media
• Help companies respond to
consumers’ changing media habits
• Help companies gain the approval of
various constituencies
• Can enhance a brand’s equity
• Enables marketers to target their
efforts to geographic regions and/or
to lifestyle groups
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Event Sponsorships
Event Sponsorship
A form of brand promotion that ties a
brand to a meaningful athletic,
entertainment, cultural , social, or other
type of high-interest public activity
http://www.youtube.com/watch?v=1SgFsPNCmkA
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Sponsoring Events and Causes
John Hancock
Hill Holliday
Event Sponsorships
Denny’s Sponsorship
Harlem Globetrotters
WHY??
Repair negative image/record of employement
discrimination against African-Americans
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Event Sponsorships
Denny’s Set To Hold Third Annual Week-Long
Harlem Globetrotters Summer Basketball Camps
(PHOENIX, April 12, 2000) – Denny’s restaurants and the Harlem Globetrotters will once again hold a series of week-long basketball
camps in 15 cities across the country this summer for aspiring athletes between the ages of 6 and 16.
The 15 cities chosen to host the Denny’s/Harlem Globetrotters Summer Youth Basketball Camps are Denver (June 12-16),
Milwaukee (June 19-23), Los Angeles (June 26-30), New York City (June 26-30), Houston (July 10-14), Phoenix (July 17-21),
Seattle (July 17-21), St. Louis (July 17-21), Pittsburgh (July 24-28), Washington D.C. (July 31-Aug. 4), Chicago (Aug. 7-11), San
Diego (Aug. 14-18), Buffalo (Aug. 21-25), Atlanta (TBA) and San Jose (TBA).
”It’s a great thing that Denny’s is doing for kids and families each year. We are proud to team up with Denny’s for the third
straight year and conduct their summer camps in 15 different cities,” said Globetrotters Owner and Chairman Mannie Jackson.
”Both the Globetrotters and Denny’s are dedicated to improving the lives of children. The summer basketball camps present
positive role models for all who attend, as well as an experience that will be remembered for many years to come.”
Ranging between $150-$185, the week-long, half-day camp is open to all aspiring athletes, regardless of skill level. Boys and
girls entered will receive an official Denny’s/Harlem Globetrotters Summer Youth Basketball Camp T-shirt, a mini Globetrotters
basketball, an autographed Globetrotters team photo and a camp picture.
Harlem Globetrotters players and coaches will instruct the camp activities, with an emphasis on basketball skill instruction,
leadership development training, conditioning, and academic and athletic issues. Camp attendees will have the chance to
interact with the Globetrotters throughout the entire week, while vying for special awards in hustle, citizenship and basketballrelated skills.
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Selecting Sponsorship Event
• Consistent with brand image?
• Reach the desired target market?
• Has competition ever sponsored the
event?
• Is the event cluttered?
• Compliment your existing sponsorships
and fit other marcom programs?
• Economically viable?
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Event Sponsorships
Ambushing Events
When companies that are not official
sponsors undertake marketing efforts to
convey the impression that they are
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Ambushing
Wendy’s
Wendy’s
International,
Inc.
Cause-Related Marketing (CRM)
Cause-Related Marketing
Based on the idea that a company will
contribute to a cause every time the
customer undertakes some action
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Event Related Promotion
Cause-related marketing illustration
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Benefits of CRM
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Enhance corporate or brand image
Thwart negative publicity
Generate incremental sales
Increase brand awareness
Broaden customer base
Reach new market segments
Increase sales at retail level
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Cause-Related Marketing
Cause-related
marketing
illustration
Cause-Related Marketing
Cause Related
Marketing
CRM
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