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Sample Marketing Presentation/Plan

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Here is a marketing presentation I created that details integrated marketing tactics for the newly created Warriorscup brand.

Here is a marketing presentation I created that details integrated marketing tactics for the newly created Warriorscup brand.

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  • 1. Warriors Cup Marketing Proposal Presented By: Juntae DeLane – Marketing Director Events West Marketing, LLC © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 2. Events West Marketing, LLC Events West is a diversified strategic, lifestyle sports & entertainment marketing company with expertise in trend- setting global, urban, and popular culture. We develop and implement innovative and effective ways to assist clients in reaching their target audiences, by utilizing traditional & non-traditional marketing tactics. © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 3. Overview Events West will implement a marketing campaign that will bring about knowledge and awareness of the sport and the exciting and entertaining aspects of it that appeal to the casual fan. With its edgy approach to marketing and programming, Warriors Cup is poised to take its place as one America’s most significant new Pay Per View events. Utilizing innovative grassroots strategies and tactics, Events West will create a relevant, impactful pre-launch grassroots marketing campaign that “organically” extends the Warriors Cup brand into the lives of its viewers and attendees. © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 4. Objectives • To develop creative, high-impact executions that maximize viewership and attendance and attention for Warriors Cup’s first televised event. • To deliver cost effective peer-to-peer communication, that builds preference, excites viewers and keeps the Warriors Cup brand moving forward in innovative ways. •To develop an organic display of demand for Warriors Cup & its mission, that will influence cable partners world-wide to broadcast Warriors Cup. © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 5. Strategy By working in partnership with our sponsors, Events West will accomplish the following objectives: Strengthen brand preference for Warriors Cup and its Sponsors Build & maximize the Warriors Cup “fan” base Implement targeted and integrated grassroots initiatives Utilize Meaningful Entertainment and Engagement as a primary means of message delivery Collect data from the target audience to assist in Warriors Cup growth © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 6. Tactics Events West will provide managerial oversight & production to the Warriors Cup movement to create a cool & relevant campaign that speaks directly to the passions of the target demo. This development and implementation will happen in two (2) main areas: 1) Guerrilla Media Strategy Design & Implementation 2) Overall Campaign Oversight & Feedback Reporting © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 7. Warriors Cup Market Analysis © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 8. Customer Analysis • Current Market: MMA Supporters -Males 18-34, U.S., Japan -Rapidly growing from less than 10 MMA schools in the early 90’s to over 200 in California alone -100 to 200 students each -MMA also attracts casual fans who follow boxing & wrestling as well © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 9. Market Segment • MMA Market -Fans & Practitioners: practice & participate & support the sport at all levels. • Urban/Hop Hop Market -Millions of urban youth & adults influenced & guided by hip hop music and culture. • Cross Over Market -Mainstream or “MTV” market, heart of popular culture © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 10. Target Market • Hip Hop Market -Extremely lucrative, ever growing -Cutting edge, historically set trends -Openly embraces cutting edge, controversial themes -Hip Hop has become the mainstream -Key to overnight MMA success © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 11. Secondary Markets • Cross Over Market -Reached through success within the hip hop market -Attacked with same marketing mix • MMA Market -Will not be sacrificed -Exciting fights, fighter to fan relations & interaction maintain stronghold on this market segment © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 12. Positioning • “Premier Event” -Accedes caged fights or concert promotion -Worlds best fighters, top musicians, sports stars & entertainers in attendance -Red Carpet sporting event © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 13. Warriors Cup Integrated Strategies © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 14. Building The Warriors Cup Brand ONLINE PR ONLINE PR Street Team Unique destination site PR efforts can be used to Street Team Unique destination site PR efforts can be used to Marketing team of multicultural that features content, further the life of in- market Marketing team of multicultural that features content, further the life of in- market mavens that will drive the peer video and photo executions. PPS will work with mavens that will drive the peer video and photo executions. PPS will work with to peer engagement. Generate redemption. Establish WC’s publicist to insure aafully to peer engagement. Generate redemption. Establish WC’s publicist to insure fully hand-raisers / /Data collection partnerships with relevant integrated campaign. hand-raisers Data collection partnerships with relevant integrated campaign. cards for future marketing online communities cards for future marketing online communities efforts & consumer feedback efforts & consumer feedback (ROI). (ROI). RADIO RADIO Support of grassroots & Warriors Cup Support of grassroots & commercial radio commercial radio programming. Use of Brand programming. Use of community teams and on community teams and on air promo TELEVISION air promo TELEVISION Support of PPV media ad EVENT MARKETING Support of PPV media ad EVENT MARKETING buys, along with cross LIFESTYLE We will create aaunique buys, along with cross LIFESTYLE We will create unique marketing of soundtrack, Fliers, posters, wheat paste, event experience that will marketing of soundtrack, Fliers, posters, wheat paste, event experience that will DVD, television shows, etc. and stickers at retail outlets, drive online traffic, build DVD, television shows, etc. and stickers at retail outlets, drive online traffic, build lifestyle locations, colleges, lifestyle locations, colleges, brand awareness and brand awareness and etc alerting consumers of etc alerting consumers of strengthen WC’s viral strengthen WC’s viral WC’s launch event. WC’s launch event. connection with its audience. connection with its audience. © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 15. Guerrilla Media Model PHASE 1: Sustained promo presence in all markets, gear & premiums, traditional • Peer to Peer Marketing & PR media used in non- • Online marketing/Content traditional ways to create • Non traditional Outdoor a mystique around the brand. Creation of guerrilla content & online distribution. • Event Marketing PHASE 2: •Print Advertising Creation of custom events & • Peer to Peer content. Support of in • Custom Content market events, promotions & engagement marketing activity that touch • Peer to Peer trendsetters on an •Television Promo emotional / cultural level. • Radio Promo PHASE 3: •Custom Content Increase active participation • Outdoor with Warriors Cup via live events, ongoing content and unique experiences that serve to build the brand, deliver shifts in preference and turnout amongst the target. © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 16. Our street teams Street Teams are influential individuals who Edgy, aware, street savvy leaders use direct, hi- with a unique and creative approach touch, non- to marketing traditional Inter- Multi-cultural & Bilingual Mavens Action to solidify Encouraged to work together,and branding. They be self-starters are trained to Excited about spreading the engage target message consumers in “experiential” Shine light on the big picture interactions that The Street Teams will be link to their recruited within the 18-34 year old lifestyle, connect subcultures that are prevalent in the with their target market consciousness and The Street Teams will target make indelible relevant events to create efficiency impressions. of effort & maximize promotional impact © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 17. Street Team Training Events West’s approach to training and selection is key in its’ success with creating a peer to peer channel that generates excitement around the Warriors Cup brand. The focus is on continuity of message, creativity, excitement in engaging the target audience and innovation. The Warriors Cup brand team & Events West will work hand in hand to insure that the brand message is communicated in an edgy, fun & consistent manner. © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 18. Targeted Martial Arts Schools, Tournaments, & Events •Gracie Jiu-Jitsu Martial Arts Academies •College Martial Arts Programs •The Ultimate Fighting Championships •PRIDE Fighting Championship (Japan) •All National Jiu-Jitsu Tournaments •Need Input from Jason on this* © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 19. . Radio Elements •Focus on creating excitement around the Pairing Warriors Cup event via ticket giveaways and promotions with a radio station partner or partners •Look to establish partnerships with both will help to drive commercial radio and non commercial radio traffic and build that appeals to the 18-34 audience excitement around • By utilizing their community teams, on air the Warriors Cup giveaways and reach we can weave the Launch. We event launch into the minds of the listeners recommend establishing a major •Recommend bringing fighters and talent to level partner i.e. do interviews at the station the night before Clear Channel, Radio or day of if this is possible One, etc. and also •We can develop special backstage packages building alliances for the on air giveaways to differentiate from with sports radio the general free admission networks, and college radio •Recommend a “meet and greet” for the stations. This will fighters and talent prior to the show for media give both wide to give the artist/talent the time to spread the spread reach and message targeted • Explore the costs associated with a live communication with radio remote as part of the event production targeted listeners. © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 20. . Online Elements •Focus on creating excitement around the The internet is a event via online editorial placements & major part of the partnerships lifestyle of the 18- •Through viral street teams, the Warriors Cup 34 target launch event will be discussed in chat rooms audience. A lot of their information • We should look to partner with relevant comes from non- websites that are located in key markets or traditional media have significant communities in those sources. They markets. view this media a •Talent/celebrities can do chats prior to the “truer” and launch to help build buzz unfiltered. •Backstage packages for can be given away We want to tap as part of the relationship with online into this partners preference as a •Potential partners would run the gambit from way to both fullcontactfighter.com to allhiphop.com Target promote the both the mixed martial audience and the hard Warriors Cup core urban hip hop and rock audience. launch and deliver viral buzz & • Explore the costs associated with a live content after the webcast from WarriorsCup.com as part of the event event production © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 21. . Partner MMA Fight schools in Elements key markets (I.e. •Utilize young people each organization to get L.A., NY, the Bay the word out and augment already existing Area, Miami, etc..) street teams. whose mission and •Work with some of these youth who are very goal is in line with passionate about the sport as spokespeople Warriors Cups to to target various media outlets. promote the sport of Mixed Martial Arts • Promote the event through existing can be a key tool in communication tools that these organizations identifying the young already use. (i.e. newsletters, email blasts, people most websites, ongoing events) passionate about •Work with each organization to make fight this sport and teams for our different Warriors Cup partnering with them sponsors. in promoting the event and the cause of MMA.( I.e.. Gracie Jiu Jitsu, ??? Need Jason input… © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 22. . Lifestyle Locations •Colleges & Universities In addition to •Concerts (all genres of music) promoting at •Popular Nightspots tastemaker and high •Clubs & Restaurants profile events, The •Special Events & Parties Warriors Cup team •Sporting Events will target •Music Stores underground and •Public Transportation hubs mainstream hot spots within our key •Popular strips (i.e. sunset LA, ) target markets. •Lifestyle locations (shops, salons, Events West will barbershops, spas, galleries, malls, target the following etc.) locations and events •Movie Theaters (mainstream & art in the bay area in an house) effort to reach the •Extreme Sports Centers (skating, targeted wall climbing, etc) demographic within • Major National Events (i.e. spring their environments: break,) •Urban Clothing Retail Stores •Cultural Centers © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 23. . Colleges Elements The college student body is a major bulls eye for this event. Their •Major colleges in all key markets interest in social •Fraternities & Sororities issues and • Student Groups logistical ease •Associations make college students word of •Athletic Programs mouth incubators that can be utilized to push the Warriors Cup mission, ppv buys, & attendance. © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 24. . Integration Elements: Events West will •Outdoor Postering (Warriors Cup work to integrate the larger issue of Mixed Logo) Martial Arts being the •Murals most exciting sport •Peer to Peer as the backdrop for •Celebrity hosted events in target the event markets introducing Warriors Cup attendance. The goal launch is to integrate this message into all •On site celebrity content that can be aspects of our aired via big screens communication so •User Generated Content aired asking that people are for more Warriors Cup action excited about the •Invite people to bring signs, banners chance to be part of or other displays of their opinion on the historical launch of the sport as well their favorite fighters or fight teams as experience a once •Show will be aired later on other in a lifetime event outlets • (need input from Jason for more) © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 25. Street Team@ Work Connecting with Hip Hop Culture © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 26. Street Team @ Work Connecting with Punk / Rock / Alternative Culture It’s cool, he’s one of us. This guy is every where! © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 27. Street Team @ Work Connecting with Asian / Latino Culture © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 28. Street Team @ Work Connecting with Skate Culture © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 29. Traditional & Non-Traditional Outdoor: Graf Murals & Billboards Events West’s experience in non-traditional outdoor media will be a perfect fit for establishing Warriors Cup by utilizing everything from Graf Murals to wheatpastes, & Billboards. The end result will be outdoor media that feels grassroots, young and edgy. © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 30. (Non-Traditional Media) Outdoor Marketing Outdoor Marketing (Postering) (Installation) Bill Boards (vinyl Outdoor Marketing installation) (Billboards) © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 31. Warriors Cup Total Program Benefits Builds a database of passionate missionaries (Sleepers) Collects real world content Creates PR angle for Local/National news Creates a consistent personal connection between Warriors Cup & the audience. © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 32. Warriors Cup Total Program Benefits Provides content for www.warriorscup.com Uses “vanity marketing” to drive awareness and online traffic Cost effective execution and ROI tracking via online traffic & video redemptions Casting for future Warriors Cup commercials & grassroots recruitment © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 33. Next Steps Get client/sponsor feedback and approval on concepts Formalize Events West and Client/Sponsor Relationship Develop work plan & Budget Execute strategies © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 34. Thanks For The Opportunity I appreciate the opportunity to present these ideas to your company. Events West ’s dedication to creativity, relevance and dependability makes for a great alliance. I look forward to discussing these ideas in person with you, so we can nail down next steps, hear your feedback, earn your trust & earn your business. Thanks again for the opportunity. Sincerely, Juntae Delane Events West Marketing, LLC © 2007 Copyright Events West Marketing, LLC. All rights reserved.
  • 35. Contact Information For more information on the enclosed concepts and capabilities, please contact: Juntae Delane Marketing Director jdelane@events-west.com Office: (800) 884-8369 Fax: (888) 879-6908 © 2007 Copyright Events West Marketing, LLC. All rights reserved.