R sharath kumar pgp31282 brand management sec b individual assignment
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As part of the brand management course taught by prof Sameer Mathur at IIM Lucknow.
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R sharath kumar pgp31282 brand management sec b individual assignment
- 1. Brand Building Via The X Games BRANDING BRIEF 6-1 R Sharath Kumar (pgp31282), Section B Under The Guidance Of Professor Sameer Mathur
- 2. Summer, Colorado Winter, Los Angeles BMX Moto Cross Skateboard Rally Started in 1995 as a Biannual event. ESPN’s largest owned and operated property. Grew fast and considered by many as their own “Olympics”.
- 3. • Skate, snow and surf gear apparel, and accessories market grew from $5b to $11bin the last 8 years • Grew into a franchise that hast staged more than 65 events attended by more than 2.5 million fans. • 4 day final attendance for X games 17 in the summer of 2011 was 141,500.
- 4. • The event is a great avenue for advertising through sponsorshipsand partnerships • Target demographic of 18-34 is easy to reach • Partners are selected based on cultural fit with the X games and based on mutual commitment to objectives
- 5. Sponsor Selection Sponsor Requests Advertisers specifically request X games Timing of advertiser’s campaign matched X games Advertisers want to tap into a target group of 18-34 ESPN Approaches Pitched to sponsors based on perceived fit Pitched to sponsors based on budget
- 6. X Games Print Advertising Advertised in local newspapers with alternative or relatable themes so as to tap into the right reader base. They also advertised in sports and adventure magazines.
- 7. Television Advert. Click on picture to open in browser. X Games Television Advertising The television adverts focussed heavily on the extreme and fun element of the X games. They were run a month in advance of X games and were used to generate awareness. Television Advert. Click on picture to open in browser.
- 8. Radio Advertising Local radio channels and ESPN’s own radio channel was used for the radio advertisements. They were run two weeks prior to the games and through the games. (click on radio icon for sample)
- 9. Digital Advertising Customized Websites With Partner Brands Twitter Skype Partnership Facebook Contests on mobile Own Website Most of the digital media advertising was done through partner websites like Redbull, Skype etc. Their own website & social media were used to interact with the fans. Contests were run through mobile
- 10. Now that we’ve seen X Games’ presence across media and know a little bit of the even, let us analyse it as a medium by itself. What kind of organisations would want to partner/sponsor X games and why?
- 11. Interactive Marketing Advertisements & Promotions Mobile Marketing Events & Experiences FOUR MAJOR MARKETING COMMUNICATION OPTIONS X Games is an avenue for this type of communication
- 12. Events & Experiences Public sponsorship of events or activities related to sports, art, entertainment or social causes. $46.3 billion spent on event marketing globally. 68% of which is in the world of sports
- 13. “Event sponsorship provides a different kind of communication option for marketers. By becoming part of a special and personally relevant moment in consumers’ lives, sponsors can broaden and deepen their relationship with their target market.” – Strategic Brand Management, pg. 221
- 14. The Rational Identify with a particular target market Increase awareness of product or brand To create or reinforce brand perceptions To enhance corporate image dimensions To create experiences and feelings To express commitment to social issues To entertain key clients or employees To permit merchandising or promotional opportunities
- 15. So, who should sponsor the X Games and why? What type of company would have the best opportunity with the X Games. Let’s look at some of their previous sponsors.
- 17. Guidelines for choosing which event to sponsor: • Must meet marketing objectives and communication strategy • Audience should match target audience • Event must be large enough and have sufficient awareness about it • Event must possess the desired image
- 18. From the previous three slides, its clear that the sponsors for X Games matched the criteria discussed. However, one final criteria to keep in mind is – The frequency of the advertising.
- 19. Frequency of advertising is important because the X Games is Biannual and is only useful for those periods as a marketing medium. This limits the options that advertisers have.
- 20. SUMMARY Introduction To The X Games How partnerships and sponsorships work X Games in various media Marketing Communication Options – Ads, events, interactive & mobile Communication through events in detail – Factors to consider Who sponsors X games & why? Thank You
- 21. DISCLAIMER These slides were created by R Sharath Kumar(pgp31282) as part of the brand management course, taught at the Indian Institute Of Management by Prof. Sameer Mathur
Editor's Notes
- Voiceover: What is the branding brief, also add brief introduction of self
- Voiceover: Brief Introduction of X games. Each of the icons can be clicked for a brief video about the particular sport.
- Voiceover: Talk about how the X games have grown and highlight the statistics
- Voiceover: Talk about the advertising opportunities
- Voiceover: Talk about sponsorship avenues and how they are selected
- Voiceover: X games spend on print and their themes etc.
- Voiceover: X games spend on TV and their themes etc.
- Click on the radio icon to be redirected to a youtube video with many sample X games radio spots
- Voiceover: List out the four major marketing communication options