SlideShare a Scribd company logo
Sports Marketing
Integrated Marketing Strategy & Digital Communications
Text Book: Chapters 9 & 10
- Promotional mix tools
- Elements of the communications process
- The promotional planning model
- Comparing advantages / disadvantages of promotional tools
This week:
- Role of integrated marketing communications in strategic sports marketing
- The impact, benefits and challenges of emerging digital media
The Communications Process
Integrated
Marketing
Communications
…”is the holistic approach to communication in marketing. It’s making sure that you
are being consistent in your marketing both online and offline.” - American Marketing Assoc.
…”is the use of marketing strategies to optimise the communication of a consistent
message of the company's brands to stakeholders.” - Kitchen, P., & Burgmann, I. (2015). "Integrated
marketing communications: Making it work at a strategic level". Journal of Business Strategy.
…”is an approach to creating a unified and seamless experience for consumers to
interact with the brand/enterprise; it attempts to meld all aspects of marketing
communication such as advertising, sales promotion, public relations, direct
marketing, and social media, through their respective mix of tactics, methods,
channels, media, and activities, so that all work together as a unified force. It is a
process designed to ensure that all messaging and communications strategies are
consistent across all channels and are centered on the customer.” - Belch, G. E., & Belch, M.
A. (2004). Advertising and promotion: An integrated Marketing communications perspective (6th ed.). New York: McGraw-
Hill/Irwin.
“The whole is more than the sum of
its parts…”
That's the essential essence of
integrated marketing - that by
coordinating messages across
channels the results from
increasing brand awareness,
familiarity, favourability and
purchase intent are far higher than
when taking a less integrated
approach.
Why is this different?
Mid-1980s
Marketing underwent huge
environmental changes
requiring a new approach...
● Media proliferation
● Audience fragmentation
● Globalisation of markets
● The advent of new
communications technologies
● The widespread use of
databases
● The rise of digital and
interactive media meant that
marketers were relying less on
advertising
The integration of marketing has never been more difficult
or more important.
It’s not just
social media We now need to plan our integrated
marketing communications across
multi-device usage
That has changed the reality of
sports marketing
Digital Marketing
Tools
MOBILE
MARKETING
But we still employ “traditional” tools
Integration doesn’t just mean coordinating across individual digital channels.
Many more traditional mediums have retained their effectiveness, and actually
need to be integrated with digital campaigns.
TV has proved particularly
resilient in sports...
Plus all the other advertising options to choose from in the promotional mix
The problem with IMC definitions...
...is that they use outdated models of delivery (broadcast campaigns, one-way
communication, no interactivity).
Digital media has brought us the opportunity to share, for have two-way
communications, for everyone to create (UGC), and for marketers to build more
immersive experiences.
We can also personalise across ads, website and email content through
techniques like retargeting and data segmentation.
Planning an integrated campaign
Designing an effective campaign
Indirect or
Direct?
Cost?
Competitors?
Effectiveness?
Type of appeal?
What message?
One/Two-Sided? Comparative?
Influencers? Trust?
Where to publish the message?
Data?
Measurability?
Appeals in sports
marketing
campaigns:
HEALTH
- The value we place
on health growing
- Ageing population
focuses on weight
and appearance
- Rising healthcare
costs
Appeals in sports
marketing
campaigns:
EMOTIONAL
- E.g. fear, humour,
sex, pleasure, drama
- High levels of
involvement and
identification of fans
- Fear used sparingly
Appeals in sports
marketing
campaigns: SEX
- “Sex sells” (draws
attention)
- Always a delicate
and ethical subject
- Many sports rely on
sex appeal to sell the
sport, e.g. volleyball
Appeals in sports
marketing
campaigns:
PLEASURE
- Participating in or
watching sport is fun
- Social interaction
- Focuses on positive
relationships formed
to overcome barriers
https://youtu.be/L2e8sbpyj_g
Appeals in sports
marketing
campaigns: SLICE
OF LIFE
- “Common” athlete or
consumer
- Lifestyle ads
- Appeal to the
participant in each of
us
Appeals in sports
marketing
campaigns:
SCIENTIFIC
- Feature
technological
superiority
- Research/studies
- Testimonials
(credibility/trust)
“Choosing Media” from How to Develop an IMC Strategy: Smart Insights
Matching
the
Medium
to
the
Message
So what do integrated campaigns
look like?
Example 1: Lululemon
How did a small Canadian yoga studio turn into a multi-billion dollar powerhouse brand synonymous with fitness?
BRAND AMBASSADORS + EVENTS + OUT OF HOME + SOCIAL MEDIA
● Brand ambassadors give free class events in stores they own several
times per week, sharing on social media (active/engaged retail associates)
● Influencers show off product on Instagram, YouTube, and Snapchat
● Digital video does the heavy lifting, though the company did not run ads
until 2017
#ThisIsYoga
Example 2: GOPRO
Uses the theme “Be a HERO” to connect with its target audience in a meaningful way...
SEARCH + SOCIAL MEDIA + OUT OF HOME + VIDEO
● Users submit videos using HERO 5 to win Video/Photo of the Day on
GoPro’s social media channels.
● One of the top ads of the year: firefighter’s original GoPro video (UGC).
● Out of home ads leveraged UGC to associate adrenaline junky lifestyle.
● Tie in with sponsorships around the integrated campaign.
GoPro
Example 3: #ThisGirlCan Sport England
1. To address the fact that 2m more men than women took part in sport.
2. Research showed fear of judgement or poor priorities - was stopping women.
3. Street-casting led to real people (doing regular exercise) to feature in the ads.
4. Influencers and media outlets were engaged well before the campaign.
5. Sport England primed audience with similar sentiment (social and media).
6. Women made their own content, which Sport England shared on social media.
7. Stats released in January 2016 show that 2.8m women aged 14-40 who
recognise the campaign say they have done some or more activity as a
result, while 1.6m say they’ve started exercising.
#ThisGirlCan
Sport England
YouTube: https://youtu.be/jsP0W7-tEOc
Example 4:
Paralympics 2012
Paralympics
Channel 4
Objectives:
● Position Games as one of largest broadcast events of 2012 and the biggest event in Channel 4's history (!)
● Engage UK media (audience) early and move coverage for Paralympic sport from the margins to the mainstream
● Marketing campaign (Thanks for the Warm Up & Meet the Superhumans)
● Reinforce Channel4's long-standing identity as an innovator prepared to challenge perceptions, break new
boundaries and provide a voice for the minority audience
● Bring about a shift in public attitudes to disability
Paralympics
Channel 4
Strategy: Education (2010 - early 2012)
● Press launch event hosted by comic Adam Hills (unveiled as presenter for round up show “The Last Leg”). Full
line up of new disabled talent and LEXI decoder system announced
● Roadshow to the offices of key TV listing, consumer and feature media
● Commission bespoke photography of athletes and presenters to secure widespread covers and features
● Prepare comprehensive crisis comms plan with buy in from key stakeholders (including LOCOG, IPC and BPA)
Paralympics
Channel 4
Strategy: Excitement (Jan 2012 - July 2012)
● Engage specialist agency support to complement in-house team and help navigate opinionated, powerful
sporting media
● Develop regular dialogue with Paralympic editorial team at C4 to ensure promotional opportunities maximised
● Summer 2010 press conference to launch £500k initiative to search for new disabled Paralympic presenters
● Roll out publicity for “That Paralympic Show”, “Inside Incredible Athletes” and the BT Paralympic World Cup
Paralympics
Channel 4
Strategy: Anticipation (July - Aug 2012) - Olympic Games transition
● Sell in “Meet the Superhumans” campaign launch
● Roll out C4 presenters, athletes and executives to generate excitement and anticipation for Paralympics
● One-to-one briefings with each national sports editors
● Lobby TV listings media to ensure no drop off of coverage after Olympics as other channels launch new shows
● Support editorial-led 'paid for' supplements in key nationals and regionals to further engage national press,
building profile for LEXI decoder system and presenters
Paralympics
Channel 4
Reputation: During and post-Paralympic Games
● Place presenter columns in broadsheet press – adding credibility to C4 coverage and locking in the allegiance
of key newspapers to new talent
● Amplify viewing figures and commission research to drive reputational impact of coverage
● Celebrate – host more than 60 non-sport journalists at the Games – bringing the campaign to life and bring
media on side
RESULTS
500+ hours of coverage broadcast to almost 40 million people – ⅔ UK pop.
The Opening Ceremony audience peaked at 11.6m.
When British athlete Jonnie Peacock stormed to 100m T44 victory on ‘Thriller
Thursday’ 6.3m people watched (largest rating ever for a Paralympic event in UK.)
Not only did the coverage reach record audiences, it also helped change
perceptions and create household names.
Following the Games, and after two years of Channel 4 programming which
included a weekly magazine show called “That Paralympic Show” the number of
people who could name a British paralympian rose from 18% to 41%.
Again, Digital Marketing changed how we
would traditionally market this campaign
Rich Media: Interactive ‘SharePod’ ad format,
developed especially for the campaign, allowed
users to learn more about their favourite
athletes: biographies, powerful video content,
option to share across multiple social media
platforms.
Come the end of the Games, over 278 hours
had been spent engaging with the content with
over a third of all the 2 minute video clips (35%)
being watched in full.
The impact of
emerging
Digital Media
Internet usage among sports fans
“The Rise of Social Sports” report,
2017 by WeAreSocial:
https://wearesocial.com/blog/20
18/01/rise-social-sports
e.g . Facebook targeting
Is Digital Even Affecting Product Design?
Second Screen
Maximising multi-screen in your strategy
And when the show is over...
So why not design with audience interaction in mind
Benefits & Challenges of Digital Marketing
BENEFITS
Cost-effective, global advertising
Highly targeted audience segmentation
Interactivity = higher engagement
Flexible, responding to changing environment
Allows age-old social activity of conversation
Reach is measurable
CHALLENGES
Inability to reach certain groups, e.g. offline
audiences, older people, <13s, socio-economic
Noise / promotional clutter
Control of the message
High creative need to differentiate / stand out
Difficult to measure effectiveness (e.g. interest
level of consumer or purchase intent)
Further impact of digital media in sports
Summary
- The role of integrated marketing communications for sports marketers
- The elements of the communications process and tools within the
promotional mix that are considered when forming a strategy
- How to create an integrated strategy: what stages are considered
(objectives, budget, creativity, media, evaluation)
- What makes a good integrated strategy and why they work
- The impact of emerging digital media on the industry for sports marketers
- How to integrate social and digital into a sports marketing strategy

More Related Content

What's hot

The Art of Place Branding
The Art of Place Branding The Art of Place Branding
The Art of Place Branding
SCG International
 
Marketing Strategy Framework
Marketing Strategy FrameworkMarketing Strategy Framework
Marketing Strategy Framework
Demand Metric
 
Example of-marketing-communication-plan
Example of-marketing-communication-planExample of-marketing-communication-plan
Example of-marketing-communication-plan
Mr Nyak
 
Advertising agency business plan
Advertising agency business planAdvertising agency business plan
Advertising agency business plan
Mohammad Anishur Rahman
 
1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..
venkatesh yadav
 
Product Marketing Framework
Product Marketing FrameworkProduct Marketing Framework
Product Marketing Framework
Demand Metric
 
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Prof.(Dr.) Hong K. D.Litt, D.Sc., PhD.ក្រោយបណ្ឌិត
 
IMC Planning Process
IMC Planning ProcessIMC Planning Process
IMC Planning Process
gyaanmasti
 
Chapter07
Chapter07Chapter07
Sports Marketing
Sports MarketingSports Marketing
Sports Marketing
Imane SBAI
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai
Knowcrunch
 
Chapter 12 addressing competition and driving growth ppt
Chapter 12  addressing competition and driving growth pptChapter 12  addressing competition and driving growth ppt
Chapter 12 addressing competition and driving growth ppt
AndreasPrasetia1
 
NPR Design. Agency deck, 2017.
NPR Design. Agency deck, 2017.NPR Design. Agency deck, 2017.
NPR Design. Agency deck, 2017.
NPR design
 
PR Process: RACE Model
PR Process: RACE Model PR Process: RACE Model
PR Process: RACE Model
TejKumarDaram
 
Ch 15.advertising and public relations
Ch 15.advertising and public relationsCh 15.advertising and public relations
Ch 15.advertising and public relations
ZAREFAH
 
Chap02 The Role Of Imc In The Marketing Process
Chap02  The Role Of Imc In The Marketing ProcessChap02  The Role Of Imc In The Marketing Process
Chap02 The Role Of Imc In The Marketing Process
Phoenix media & event
 
Advertising Agency
Advertising AgencyAdvertising Agency
Advertising Agency
Mohsin Akbar
 
Creating a Differentiated Value Proposition & Brand Promise
Creating a Differentiated Value Proposition & Brand PromiseCreating a Differentiated Value Proposition & Brand Promise
Creating a Differentiated Value Proposition & Brand Promise
ClubIntel
 
Chapter 19 imc evaluation
Chapter 19 imc evaluationChapter 19 imc evaluation
Chapter 19 imc evaluation
Kristine Johnson
 
Appeals of advertisement
Appeals of advertisementAppeals of advertisement
Appeals of advertisement
Aswin prakash i , Xantus Technologies
 

What's hot (20)

The Art of Place Branding
The Art of Place Branding The Art of Place Branding
The Art of Place Branding
 
Marketing Strategy Framework
Marketing Strategy FrameworkMarketing Strategy Framework
Marketing Strategy Framework
 
Example of-marketing-communication-plan
Example of-marketing-communication-planExample of-marketing-communication-plan
Example of-marketing-communication-plan
 
Advertising agency business plan
Advertising agency business planAdvertising agency business plan
Advertising agency business plan
 
1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..
 
Product Marketing Framework
Product Marketing FrameworkProduct Marketing Framework
Product Marketing Framework
 
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
Chapter 7 advertising-design-message-strategies-executional-frameworks -addit...
 
IMC Planning Process
IMC Planning ProcessIMC Planning Process
IMC Planning Process
 
Chapter07
Chapter07Chapter07
Chapter07
 
Sports Marketing
Sports MarketingSports Marketing
Sports Marketing
 
Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai Digital Marketing Strategy for Cedars Sinai
Digital Marketing Strategy for Cedars Sinai
 
Chapter 12 addressing competition and driving growth ppt
Chapter 12  addressing competition and driving growth pptChapter 12  addressing competition and driving growth ppt
Chapter 12 addressing competition and driving growth ppt
 
NPR Design. Agency deck, 2017.
NPR Design. Agency deck, 2017.NPR Design. Agency deck, 2017.
NPR Design. Agency deck, 2017.
 
PR Process: RACE Model
PR Process: RACE Model PR Process: RACE Model
PR Process: RACE Model
 
Ch 15.advertising and public relations
Ch 15.advertising and public relationsCh 15.advertising and public relations
Ch 15.advertising and public relations
 
Chap02 The Role Of Imc In The Marketing Process
Chap02  The Role Of Imc In The Marketing ProcessChap02  The Role Of Imc In The Marketing Process
Chap02 The Role Of Imc In The Marketing Process
 
Advertising Agency
Advertising AgencyAdvertising Agency
Advertising Agency
 
Creating a Differentiated Value Proposition & Brand Promise
Creating a Differentiated Value Proposition & Brand PromiseCreating a Differentiated Value Proposition & Brand Promise
Creating a Differentiated Value Proposition & Brand Promise
 
Chapter 19 imc evaluation
Chapter 19 imc evaluationChapter 19 imc evaluation
Chapter 19 imc evaluation
 
Appeals of advertisement
Appeals of advertisementAppeals of advertisement
Appeals of advertisement
 

Similar to Sports Marketing - integrated marketing and digital communications

project
 project project
project
manisha khiwal
 
Marketing Agencies
Marketing AgenciesMarketing Agencies
Marketing Agencies
IIT Roorkee
 
COMMUNICATE USING INTEGRATED MEDIA
COMMUNICATE USING INTEGRATED MEDIACOMMUNICATE USING INTEGRATED MEDIA
COMMUNICATE USING INTEGRATED MEDIA
Lia s. Associates | Branding & Design
 
Marketing final version
Marketing final versionMarketing final version
Marketing final version
Ankit Agarwal
 
Elite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương Giang
Elite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương GiangElite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương Giang
Elite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương Giang
Ngọc Trần
 
M And C Presentation
M And C PresentationM And C Presentation
M And C Presentation
chrisgoodey43
 
Publicisgroupe Creds En 03222010
Publicisgroupe Creds En 03222010Publicisgroupe Creds En 03222010
Publicisgroupe Creds En 03222010
bradoneil
 
INTERNET AS A MARKETING TOOL
INTERNET AS A MARKETING TOOL INTERNET AS A MARKETING TOOL
INTERNET AS A MARKETING TOOL
anubhab Das
 
Integrating Marketing Communications to Build Brand Equity.pptx
Integrating Marketing Communications to Build Brand Equity.pptxIntegrating Marketing Communications to Build Brand Equity.pptx
Integrating Marketing Communications to Build Brand Equity.pptx
Sneha Awal
 
Social-Media-Marketing-and-Ads-Running -.pptx
Social-Media-Marketing-and-Ads-Running -.pptxSocial-Media-Marketing-and-Ads-Running -.pptx
Social-Media-Marketing-and-Ads-Running -.pptx
Freelancer
 
Abhishek-INDIAN ADVERTISING
Abhishek-INDIAN ADVERTISINGAbhishek-INDIAN ADVERTISING
Abhishek-INDIAN ADVERTISING
Pranav Patil
 
The death of advertising?
The death of advertising?The death of advertising?
The death of advertising?
Hanis Koh
 
Chapter1-Advertising-Principles-and-Practices.ppt
Chapter1-Advertising-Principles-and-Practices.pptChapter1-Advertising-Principles-and-Practices.ppt
Chapter1-Advertising-Principles-and-Practices.ppt
Dexterescartin
 
introduction to Moden Advertising four components of advertising
introduction to Moden Advertising four components of advertisingintroduction to Moden Advertising four components of advertising
introduction to Moden Advertising four components of advertising
ahmedjaura1
 
Montfort Credentials 2015: Digital, social and content marketing for people w...
Montfort Credentials 2015: Digital, social and content marketing for people w...Montfort Credentials 2015: Digital, social and content marketing for people w...
Montfort Credentials 2015: Digital, social and content marketing for people w...
Montfort
 
Vertigo 6 agency deck 2021
Vertigo 6 agency deck 2021 Vertigo 6 agency deck 2021
Vertigo 6 agency deck 2021
Mike Hendrixen
 
Digital conv keep britain tidy & the distillery
Digital conv keep britain tidy & the distilleryDigital conv keep britain tidy & the distillery
Digital conv keep britain tidy & the distillery
Kirstie Buchanan
 
Claudio Branno CV
Claudio Branno CVClaudio Branno CV
Claudio Branno CV
Claudio Branno
 
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyHow to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
Tinuiti
 
Dsd War
Dsd WarDsd War
Dsd War
guestf2e2a4
 

Similar to Sports Marketing - integrated marketing and digital communications (20)

project
 project project
project
 
Marketing Agencies
Marketing AgenciesMarketing Agencies
Marketing Agencies
 
COMMUNICATE USING INTEGRATED MEDIA
COMMUNICATE USING INTEGRATED MEDIACOMMUNICATE USING INTEGRATED MEDIA
COMMUNICATE USING INTEGRATED MEDIA
 
Marketing final version
Marketing final versionMarketing final version
Marketing final version
 
Elite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương Giang
Elite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương GiangElite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương Giang
Elite 2 - Digital Marketing Strategy - Hồng Ngọc + Hương Giang
 
M And C Presentation
M And C PresentationM And C Presentation
M And C Presentation
 
Publicisgroupe Creds En 03222010
Publicisgroupe Creds En 03222010Publicisgroupe Creds En 03222010
Publicisgroupe Creds En 03222010
 
INTERNET AS A MARKETING TOOL
INTERNET AS A MARKETING TOOL INTERNET AS A MARKETING TOOL
INTERNET AS A MARKETING TOOL
 
Integrating Marketing Communications to Build Brand Equity.pptx
Integrating Marketing Communications to Build Brand Equity.pptxIntegrating Marketing Communications to Build Brand Equity.pptx
Integrating Marketing Communications to Build Brand Equity.pptx
 
Social-Media-Marketing-and-Ads-Running -.pptx
Social-Media-Marketing-and-Ads-Running -.pptxSocial-Media-Marketing-and-Ads-Running -.pptx
Social-Media-Marketing-and-Ads-Running -.pptx
 
Abhishek-INDIAN ADVERTISING
Abhishek-INDIAN ADVERTISINGAbhishek-INDIAN ADVERTISING
Abhishek-INDIAN ADVERTISING
 
The death of advertising?
The death of advertising?The death of advertising?
The death of advertising?
 
Chapter1-Advertising-Principles-and-Practices.ppt
Chapter1-Advertising-Principles-and-Practices.pptChapter1-Advertising-Principles-and-Practices.ppt
Chapter1-Advertising-Principles-and-Practices.ppt
 
introduction to Moden Advertising four components of advertising
introduction to Moden Advertising four components of advertisingintroduction to Moden Advertising four components of advertising
introduction to Moden Advertising four components of advertising
 
Montfort Credentials 2015: Digital, social and content marketing for people w...
Montfort Credentials 2015: Digital, social and content marketing for people w...Montfort Credentials 2015: Digital, social and content marketing for people w...
Montfort Credentials 2015: Digital, social and content marketing for people w...
 
Vertigo 6 agency deck 2021
Vertigo 6 agency deck 2021 Vertigo 6 agency deck 2021
Vertigo 6 agency deck 2021
 
Digital conv keep britain tidy & the distillery
Digital conv keep britain tidy & the distilleryDigital conv keep britain tidy & the distillery
Digital conv keep britain tidy & the distillery
 
Claudio Branno CV
Claudio Branno CVClaudio Branno CV
Claudio Branno CV
 
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyHow to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
 
Dsd War
Dsd WarDsd War
Dsd War
 

More from Leanne Ross

Online Marketing - eCommerce - Innovation
Online Marketing - eCommerce - InnovationOnline Marketing - eCommerce - Innovation
Online Marketing - eCommerce - Innovation
Leanne Ross
 
IMC Advertising Message Strategies
IMC Advertising Message StrategiesIMC Advertising Message Strategies
IMC Advertising Message Strategies
Leanne Ross
 
National Digital Forum New Zealand 2017 - Engaging Museum Audiences with Digi...
National Digital Forum New Zealand 2017 - Engaging Museum Audiences with Digi...National Digital Forum New Zealand 2017 - Engaging Museum Audiences with Digi...
National Digital Forum New Zealand 2017 - Engaging Museum Audiences with Digi...
Leanne Ross
 
Creative Dish Dunedin 2017: Gaming the Facebook Algorithm
Creative Dish Dunedin 2017: Gaming the Facebook AlgorithmCreative Dish Dunedin 2017: Gaming the Facebook Algorithm
Creative Dish Dunedin 2017: Gaming the Facebook Algorithm
Leanne Ross
 
Social Media for Sporting Organisations
Social Media for Sporting OrganisationsSocial Media for Sporting Organisations
Social Media for Sporting Organisations
Leanne Ross
 
Social Media Belfast 2016 - Leanne Ross
Social Media Belfast 2016 - Leanne RossSocial Media Belfast 2016 - Leanne Ross
Social Media Belfast 2016 - Leanne Ross
Leanne Ross
 
Content for Business Past, Present & Future
Content for Business Past, Present & FutureContent for Business Past, Present & Future
Content for Business Past, Present & Future
Leanne Ross
 
Content Strategy - Blogging for Small Business
Content Strategy - Blogging for Small BusinessContent Strategy - Blogging for Small Business
Content Strategy - Blogging for Small Business
Leanne Ross
 

More from Leanne Ross (8)

Online Marketing - eCommerce - Innovation
Online Marketing - eCommerce - InnovationOnline Marketing - eCommerce - Innovation
Online Marketing - eCommerce - Innovation
 
IMC Advertising Message Strategies
IMC Advertising Message StrategiesIMC Advertising Message Strategies
IMC Advertising Message Strategies
 
National Digital Forum New Zealand 2017 - Engaging Museum Audiences with Digi...
National Digital Forum New Zealand 2017 - Engaging Museum Audiences with Digi...National Digital Forum New Zealand 2017 - Engaging Museum Audiences with Digi...
National Digital Forum New Zealand 2017 - Engaging Museum Audiences with Digi...
 
Creative Dish Dunedin 2017: Gaming the Facebook Algorithm
Creative Dish Dunedin 2017: Gaming the Facebook AlgorithmCreative Dish Dunedin 2017: Gaming the Facebook Algorithm
Creative Dish Dunedin 2017: Gaming the Facebook Algorithm
 
Social Media for Sporting Organisations
Social Media for Sporting OrganisationsSocial Media for Sporting Organisations
Social Media for Sporting Organisations
 
Social Media Belfast 2016 - Leanne Ross
Social Media Belfast 2016 - Leanne RossSocial Media Belfast 2016 - Leanne Ross
Social Media Belfast 2016 - Leanne Ross
 
Content for Business Past, Present & Future
Content for Business Past, Present & FutureContent for Business Past, Present & Future
Content for Business Past, Present & Future
 
Content Strategy - Blogging for Small Business
Content Strategy - Blogging for Small BusinessContent Strategy - Blogging for Small Business
Content Strategy - Blogging for Small Business
 

Recently uploaded

Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
Lauren Polinsky
 
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyGlobal Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
Jorge Calmett
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
vishc81
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
WilliamZinsmeister
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
Search Engine Journal
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaStory Telling Master Class - Jennifer Morilla
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Navah Hopkins
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
Shuntaro Kogame
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
Vbout.com
 
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
elizabethella096
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
huyenngo62
 

Recently uploaded (20)

Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuMastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis Yu
 
Efficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing ProsEfficient Website Management for Digital Marketing Pros
Efficient Website Management for Digital Marketing Pros
 
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyGlobal Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
 
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
01 Field+Guide+to+Human-Centered+Design_IDEOorg_English GUIA COMPLETA DETALLA...
 
Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockPillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan Brock
 
DCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptxDCC Technology Intro Slides June 2024.pptx
DCC Technology Intro Slides June 2024.pptx
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
 
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On RedditFrom Subreddits To Search: Maximizing Your Brand's Impact On Reddit
From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
 
Mastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando AnguloMastering Your Online Visibility - Fernando Angulo
Mastering Your Online Visibility - Fernando Angulo
 
Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaStory Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer Morilla
 
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialBreaking Silos To Break Bank: Shattering The Divide Between Search And Social
Breaking Silos To Break Bank: Shattering The Divide Between Search And Social
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
 
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 
How to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social CommerceHow to Maximize Sales Using Social Commerce
How to Maximize Sales Using Social Commerce
 
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxMindfulness Techniques Cultivating Calm in a Chaotic World.pptx
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
 
THE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptxTHE STORY COMMUNICATION Credential 2024.pptx
THE STORY COMMUNICATION Credential 2024.pptx
 

Sports Marketing - integrated marketing and digital communications

  • 1. Sports Marketing Integrated Marketing Strategy & Digital Communications
  • 2. Text Book: Chapters 9 & 10 - Promotional mix tools - Elements of the communications process - The promotional planning model - Comparing advantages / disadvantages of promotional tools This week: - Role of integrated marketing communications in strategic sports marketing - The impact, benefits and challenges of emerging digital media
  • 5. …”is the holistic approach to communication in marketing. It’s making sure that you are being consistent in your marketing both online and offline.” - American Marketing Assoc. …”is the use of marketing strategies to optimise the communication of a consistent message of the company's brands to stakeholders.” - Kitchen, P., & Burgmann, I. (2015). "Integrated marketing communications: Making it work at a strategic level". Journal of Business Strategy. …”is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.” - Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated Marketing communications perspective (6th ed.). New York: McGraw- Hill/Irwin.
  • 6. “The whole is more than the sum of its parts…” That's the essential essence of integrated marketing - that by coordinating messages across channels the results from increasing brand awareness, familiarity, favourability and purchase intent are far higher than when taking a less integrated approach.
  • 7. Why is this different?
  • 8. Mid-1980s Marketing underwent huge environmental changes requiring a new approach... ● Media proliferation ● Audience fragmentation ● Globalisation of markets ● The advent of new communications technologies ● The widespread use of databases ● The rise of digital and interactive media meant that marketers were relying less on advertising
  • 9. The integration of marketing has never been more difficult or more important.
  • 10. It’s not just social media We now need to plan our integrated marketing communications across multi-device usage That has changed the reality of sports marketing
  • 12. But we still employ “traditional” tools Integration doesn’t just mean coordinating across individual digital channels. Many more traditional mediums have retained their effectiveness, and actually need to be integrated with digital campaigns. TV has proved particularly resilient in sports...
  • 13.
  • 14. Plus all the other advertising options to choose from in the promotional mix
  • 15. The problem with IMC definitions... ...is that they use outdated models of delivery (broadcast campaigns, one-way communication, no interactivity). Digital media has brought us the opportunity to share, for have two-way communications, for everyone to create (UGC), and for marketers to build more immersive experiences. We can also personalise across ads, website and email content through techniques like retargeting and data segmentation.
  • 17. Designing an effective campaign Indirect or Direct? Cost? Competitors? Effectiveness? Type of appeal? What message? One/Two-Sided? Comparative? Influencers? Trust? Where to publish the message? Data? Measurability?
  • 18. Appeals in sports marketing campaigns: HEALTH - The value we place on health growing - Ageing population focuses on weight and appearance - Rising healthcare costs
  • 19. Appeals in sports marketing campaigns: EMOTIONAL - E.g. fear, humour, sex, pleasure, drama - High levels of involvement and identification of fans - Fear used sparingly
  • 20. Appeals in sports marketing campaigns: SEX - “Sex sells” (draws attention) - Always a delicate and ethical subject - Many sports rely on sex appeal to sell the sport, e.g. volleyball
  • 21. Appeals in sports marketing campaigns: PLEASURE - Participating in or watching sport is fun - Social interaction - Focuses on positive relationships formed to overcome barriers https://youtu.be/L2e8sbpyj_g
  • 22. Appeals in sports marketing campaigns: SLICE OF LIFE - “Common” athlete or consumer - Lifestyle ads - Appeal to the participant in each of us
  • 23. Appeals in sports marketing campaigns: SCIENTIFIC - Feature technological superiority - Research/studies - Testimonials (credibility/trust)
  • 24. “Choosing Media” from How to Develop an IMC Strategy: Smart Insights
  • 26. So what do integrated campaigns look like?
  • 27. Example 1: Lululemon How did a small Canadian yoga studio turn into a multi-billion dollar powerhouse brand synonymous with fitness? BRAND AMBASSADORS + EVENTS + OUT OF HOME + SOCIAL MEDIA ● Brand ambassadors give free class events in stores they own several times per week, sharing on social media (active/engaged retail associates) ● Influencers show off product on Instagram, YouTube, and Snapchat ● Digital video does the heavy lifting, though the company did not run ads until 2017
  • 29. Example 2: GOPRO Uses the theme “Be a HERO” to connect with its target audience in a meaningful way... SEARCH + SOCIAL MEDIA + OUT OF HOME + VIDEO ● Users submit videos using HERO 5 to win Video/Photo of the Day on GoPro’s social media channels. ● One of the top ads of the year: firefighter’s original GoPro video (UGC). ● Out of home ads leveraged UGC to associate adrenaline junky lifestyle. ● Tie in with sponsorships around the integrated campaign.
  • 30. GoPro
  • 31. Example 3: #ThisGirlCan Sport England 1. To address the fact that 2m more men than women took part in sport. 2. Research showed fear of judgement or poor priorities - was stopping women. 3. Street-casting led to real people (doing regular exercise) to feature in the ads. 4. Influencers and media outlets were engaged well before the campaign. 5. Sport England primed audience with similar sentiment (social and media). 6. Women made their own content, which Sport England shared on social media. 7. Stats released in January 2016 show that 2.8m women aged 14-40 who recognise the campaign say they have done some or more activity as a result, while 1.6m say they’ve started exercising.
  • 34. Paralympics Channel 4 Objectives: ● Position Games as one of largest broadcast events of 2012 and the biggest event in Channel 4's history (!) ● Engage UK media (audience) early and move coverage for Paralympic sport from the margins to the mainstream ● Marketing campaign (Thanks for the Warm Up & Meet the Superhumans) ● Reinforce Channel4's long-standing identity as an innovator prepared to challenge perceptions, break new boundaries and provide a voice for the minority audience ● Bring about a shift in public attitudes to disability
  • 35. Paralympics Channel 4 Strategy: Education (2010 - early 2012) ● Press launch event hosted by comic Adam Hills (unveiled as presenter for round up show “The Last Leg”). Full line up of new disabled talent and LEXI decoder system announced ● Roadshow to the offices of key TV listing, consumer and feature media ● Commission bespoke photography of athletes and presenters to secure widespread covers and features ● Prepare comprehensive crisis comms plan with buy in from key stakeholders (including LOCOG, IPC and BPA)
  • 36. Paralympics Channel 4 Strategy: Excitement (Jan 2012 - July 2012) ● Engage specialist agency support to complement in-house team and help navigate opinionated, powerful sporting media ● Develop regular dialogue with Paralympic editorial team at C4 to ensure promotional opportunities maximised ● Summer 2010 press conference to launch £500k initiative to search for new disabled Paralympic presenters ● Roll out publicity for “That Paralympic Show”, “Inside Incredible Athletes” and the BT Paralympic World Cup
  • 37. Paralympics Channel 4 Strategy: Anticipation (July - Aug 2012) - Olympic Games transition ● Sell in “Meet the Superhumans” campaign launch ● Roll out C4 presenters, athletes and executives to generate excitement and anticipation for Paralympics ● One-to-one briefings with each national sports editors ● Lobby TV listings media to ensure no drop off of coverage after Olympics as other channels launch new shows ● Support editorial-led 'paid for' supplements in key nationals and regionals to further engage national press, building profile for LEXI decoder system and presenters
  • 38. Paralympics Channel 4 Reputation: During and post-Paralympic Games ● Place presenter columns in broadsheet press – adding credibility to C4 coverage and locking in the allegiance of key newspapers to new talent ● Amplify viewing figures and commission research to drive reputational impact of coverage ● Celebrate – host more than 60 non-sport journalists at the Games – bringing the campaign to life and bring media on side
  • 39.
  • 40. RESULTS 500+ hours of coverage broadcast to almost 40 million people – ⅔ UK pop. The Opening Ceremony audience peaked at 11.6m. When British athlete Jonnie Peacock stormed to 100m T44 victory on ‘Thriller Thursday’ 6.3m people watched (largest rating ever for a Paralympic event in UK.) Not only did the coverage reach record audiences, it also helped change perceptions and create household names. Following the Games, and after two years of Channel 4 programming which included a weekly magazine show called “That Paralympic Show” the number of people who could name a British paralympian rose from 18% to 41%.
  • 41. Again, Digital Marketing changed how we would traditionally market this campaign Rich Media: Interactive ‘SharePod’ ad format, developed especially for the campaign, allowed users to learn more about their favourite athletes: biographies, powerful video content, option to share across multiple social media platforms. Come the end of the Games, over 278 hours had been spent engaging with the content with over a third of all the 2 minute video clips (35%) being watched in full.
  • 43.
  • 44. Internet usage among sports fans “The Rise of Social Sports” report, 2017 by WeAreSocial: https://wearesocial.com/blog/20 18/01/rise-social-sports
  • 45. e.g . Facebook targeting
  • 46. Is Digital Even Affecting Product Design?
  • 47.
  • 49. Maximising multi-screen in your strategy
  • 50. And when the show is over...
  • 51. So why not design with audience interaction in mind
  • 52. Benefits & Challenges of Digital Marketing BENEFITS Cost-effective, global advertising Highly targeted audience segmentation Interactivity = higher engagement Flexible, responding to changing environment Allows age-old social activity of conversation Reach is measurable CHALLENGES Inability to reach certain groups, e.g. offline audiences, older people, <13s, socio-economic Noise / promotional clutter Control of the message High creative need to differentiate / stand out Difficult to measure effectiveness (e.g. interest level of consumer or purchase intent)
  • 53. Further impact of digital media in sports
  • 54. Summary - The role of integrated marketing communications for sports marketers - The elements of the communications process and tools within the promotional mix that are considered when forming a strategy - How to create an integrated strategy: what stages are considered (objectives, budget, creativity, media, evaluation) - What makes a good integrated strategy and why they work - The impact of emerging digital media on the industry for sports marketers - How to integrate social and digital into a sports marketing strategy

Editor's Notes

  1. To make an impact you have to choose the most effective promotional mix to construct your plan. Then you have to coordinate messaging. Have you ever wondered why McDonalds are constantly advertising? Everyone knows who McDonalds are. Everyone knows what McDonalds offer and there is one on every street corner. So why do they advertise? Because there is power in reminding consumers about your brand, even if they already know that it exists. And of course, they may want to change perception of it's values and what it offers. This is why consistent messaging across appropriately-chosen channels is so critical.
  2. Different channels have different strengths. Different content types suit different channels best. But audiences are segmented across channels, so just focussing on one channel could miss out important target audience consumers.
  3. Really good integrated marketing is about more than just having the same slogan, ident and brand colours splashed across every marketing channel. It weaves a coherent story through everything the brand does.
  4. SEM: Digital PR for backlinks SEO: Digital Advertising & technical site builds
  5. Direct objectives to generate immediate response in consumers (build sales). Or they can be sales promotion like discounts/competitions. Indirect objectives e.g. image enhancement (always present to some extent). Budget should stem from objectives, not other way around, but factors like money available, competitive activity and opinion of advertising effectiveness will be kept in mind. Creative process is about idea generation. Three outcomes: to identify benefits of sports product, design the ad appeal (what to say) and then develop an execution plan (how to say the message).
  6. The 9 lies that cost Sketchers $40million: https://www.businessinsider.com.au/the-11-worst-lies-of-skechers-shape-up-campaign-2012-5?r=US&IR=T#all-you-need-to-do-is-tie-your-shoes-1 (Reebok previously shelled out $25 million for falsely advertising that its shoes guaranteed “a better butt with every step.”)
  7. To successfully integrate your marketing so all channels are pulling in the same direction, you need to plot all customer touch points with your brand across the customer lifecycle. This lets you form a list of channels you'll need to integrate and align with the same messaging. The Smart Insights integrated lifecycle marketing diagram should help you consider the options such as retargeting. It plots 26 marketing channels and activities across the customer lifecycle.
  8. Here you can use the Smart Insights content marketing matrix to see what types of content you can use and again create a checklist of mediums which you need to assure the messaging is aligned across. Need to think about reach, frequency, attention levels. Then consider options for media scheduling… (e.g. during season only?)
  9. On the evening it was launched, the advert – shot over 16 days and portraying British Paralympians as incredible and extraordinary athletes – was aired concurrently across 78 different UK channels at 9pm. Supported by 2,000 poster sites across the UK, the campaign soon won worldwide acclaim and has since won multiple awards.
  10. LEXI decoder system: a revolutionary new graphical system which aims to aid the viewing experience of this summer's Paralympic Games by debunking the often confusing classifications that govern Paralympic sport. Research revealed that some viewers are confused by the disability classifications in Paralympic sports but would be more engaged with the Paralympics Games if they had a better understanding of why athletes with different disabilities compete against each other.
  11. Whilst athletes around the world were preparing for the biggest event of their lives in London, two years out from the Games Channel 4 was spending £850,000 on recruiting and developing a new generation of presenters and reporters. When winning the rights Channel 4 committed to at least half of its new talent having an impairment in an effort to add authenticity and credibility to its coverage.
  12. Bearing in mind Channel 4 is the channel that also has hit shows like Big Bang Theory, Formula 1, Homeland, etc...
  13. When Channel 4 became official broadcaster of the Paralympics, just 14% of the population said they were looking forward to the event. By the time the event closed, 64%* of the population agreed that the Paralympics were as good as the Olympics - a figure that rose to 79% among those who had watched Channel 4's Paralympics coverage. Meanwhile, 69%* of viewers said it was the first time they had made the effort to watch the Paralympics.
  14. Of these 10 trends, six (2, 3, 4, 5, 6, 7) have been brought about by digital and social media innovations. 8, 9 and 10 are increasing in prominence because we can now measure such elements using digital and social analytics.
  15. So digital media is becoming a bigger part of the sports fans’ overall experience. There is also a great fit between the profile of a sports fan and that of an internet user. But sports fans are more engaged than the average internet user and so are more receptive to online advertising.
  16. Micro-targeting, cost-effectiveness, tailored messages across one main campaign, data analytics...
  17. While this can represent distraction from marketing messages, it also represents an opportunity: Viewers using a sync application to view TV programming showed a 26% higher engagement rate than their solo-screen viewing counterparts. Because there are two types of second screen behaviour: multi-tasking (unrelated content) and supplementary (related content = increased engagement).
  18. Real-time researching is motivated by curiosity and a need for efficiency. Situational socialising is connecting with like-minded communities.
  19. On-going crazing is more done out of habit: multitasking on a device but doing things unrelated to the big screen watching. Great escaping is when the big/first screen content is boring us so we jump to another screen for entertainment or to do something useful.
  20. Disney does this too, with their iPad programmes called “Disney Second Screen” to engage movie watchers in a guided multi-device experience...