Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

TMK.edu Promotions and Sponsorships: September 2016

222 views

Published on

Presented by Ludmila Palasin: September 14, 2016

How do you identify the right partner? How will we know if the event/sponsorship is successful? This session will go through some strategic guidelines and hidden pitfalls of this branch of marketing. There will also be some cases studies – good and bad – to give you additional insight and knowledge in order to create successful campaigns.

Published in: Marketing
  • Be the first to comment

TMK.edu Promotions and Sponsorships: September 2016

  1. 1. S tmk.edu Promotions and Sponsorships
  2. 2. Agenda S Examples S Partnership Guidelines S Overarching Considerations S Category Specific Pros and Cons
  3. 3. S Examples
  4. 4. Celebrities and Brands – Easy to Get Wrong
  5. 5. Even MLB Can Get It Wrong
  6. 6. Sony: All I Want for Xmas is a PSP
  7. 7. Under Armour – I Will What I Want
  8. 8. Amazon/Versa Note
  9. 9. S Partnership Guidelines
  10. 10. The Golden Rule S The promotion or sponsorship should work as well for you as for your partner S Upfront investment with potential partners pays off S Leverage both partner’s strengths S Goals S KPIs S Elements S Timing S Budgets
  11. 11. Signs The Partner Is Not For You S The proposal you received is canned; nothing is tailored to your client S The proposal was cut and pasted so badly it includes the name of the previous advertiser it was sent to S Lackadaisical follow up
  12. 12. S Overarching Considerations
  13. 13. Vetting the Concept S Communicate the emotional, not just the functional, benefit of the brand S Be genuine and authentic S Have multiple communication platforms S Create exponential outcomes S Before/during/after S How to make your best customers your brand ambassadors
  14. 14. Keep in Mind S Planning and execution is everything S Have back-up plans S Be prepared for anything to go wrong S Communication S Multiple layers of creative approval S ‘Talent’ generally has a posse and can escalate costs and headaches dramatically S Legal
  15. 15. ‘Talent’
  16. 16. Amazon/Versa Note
  17. 17. S Specific Category Partnership Considerations
  18. 18. Cultural Institutions S Pros S Respected, community-based brands that can make it easier to reach specific segments of a target audience S Children S Ethnicities S Lifestyle S Cons S Limited creativity S View advertising as a necessary evil to support their ‘mission’ S Logo soup S Their timelines are dictated and are not necessarily flexible
  19. 19. Major League Sports S Pros S Devoted fan base that will align with brands the team supports S Huge reach S Multiple media types to deliver messaging S Promotion friendly and open to creativity S Cons S Expensive S Aligning with any one team/sport can limit to only a segment of the whole target audience S Potential for brand backlash if anything negative happens
  20. 20. Minor League Sports S Pros S Teams are deeply embedded in their local communities and can create hyper-local, grassroots promotions S Family-oriented; represent a low cost way for a family to have fun S Extremely creative with promotions, usually great with execution S Cons S Limited reach S Your brand could be in logo soup with local companies S Post campaign reporting may not be high quality or very complete
  21. 21. Events S Pros S Pure-play execution that can fully deliver a brand experience across multiple fronts S Memory creation can cement long term brand loyalty and create brand ambassadors S Cons S Can be very labor intensive S Some factors cannot be controlled (attendance, weather, power failure) S Insurance needs
  22. 22. Celebrity Endorsements S Pros S Brand can create enormous impact by drawing on qualities and fame of the endorser S Cons S Working with ‘talent’ S Expensive S Align with one segment of the target to the detriment of others S Negative fallout if the talent gets into trouble
  23. 23. Thank You!

×