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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. Promotions and Sponsorships: September 2016


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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
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  1. 1. S 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!