Event Sponsorship, Product Placements, and Branded Entertainment

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Event Sponsorship, Product Placements, and
BrandedEntertainment

• Marketing 3344

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The Brave New World of IBP
The Brave New World of IBP

• The Charmin Restrooms promotion shows
• The creative ways marketers are using
  promotional tools to create meaningful
  connections to consumers.
• That the unconventional is becoming conventional
  and mass media are no longer enough to provide
  impact for a brand.
• IBP efforts are directed at hard-to-reach niche
  markets often in urban locations, where new
  market trends tend to originate.
• Other examples of new methods include
• trucks that drive endlessly through city streets
  as mobile billboards
• ads beamed onto the sides of office buildings
• racks of postcard ads placed in trendy
  restaurants and nightspots
• ads printed on coffee cups with coordinated
  signage attached to coffee carts
• small signs attached to the backs of messenger
  bikes that patrol the canyons of downtown
  corporate America

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Why the Convergence of Madison VINE ? Vine?

• Advertising, branding and entertainment are
  converging though social networking, videogames,
  and events.
• Mass media erosion has fueled the convergence.
• More IBP options provide more opportunities for
  brand visibility.
• A mass exodus from traditional media Chaos
  Scenario
• Dollars will leave traditional media because of
  audience fragmentation and ad avoidance
• Reduced funds from ads will compromise
  programming
• Compromised programming will reduce audience size
  leading to more ad erosion
• Billions of dollars will flow to alternative IBP
  techniques
• Events, product placements, and branded
• entertainment offer exciting ways to build
  brands
• in the market.

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Ad in Context Example
Ad avoidance is fueling product placement and
branded entertainment.
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Event Sponsorship
Event Sponsorship

• Involves a marketer providing financial support
  to help fund an event
• The appeal of event sponsorship
• Effective media coverage and exposure
• Fan loyalty converts to sales
• Events can foster brand loyalty
• Events attract well-defined audiences

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Ad in Context Example
Event sponsorship can target well defined
audiences.
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Finding the Sweet Spot Guidelines for SPONSORSHIP

1. Match the brand and the event
2. Define the target audience
3. Stick to a few key messages
4. Develop a plot line
5. Deliver exclusivity
6. Deliver relevance
7. Use the Internet
8. Plan for the before and after

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Managing Event Sponsorship

• Assess the Benefits
• Hard to determine, esp. if CEO ego is involved
• Nielsen has developed software for assessment
• Advertisers seek media impressions
• Leverage the Event
• Collateral communication that reinforces the
  eventnews coverage, word of mouth, etc.
• Can be used to entertain/reward key customers,
  motivate sales force and employees
• Can be used to sell branded premiums

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Ad in Context Example
Events can be leveraged to sell branded premiums.
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Product Placements
Product Placements

• Placing a branded product in the content of an
  entertainment product
• Televisionover 100,000 placements in 2005
• In moviesUnder 25 segment most likely to notice
  and try brands placed in movies
• In video gamesGame placement expenditures could
  reach 1 billion by 2010
• Authenticity and celebrity connection are
  keys to success in placement

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Branded Entertainment

• The development and support of a sporting event,
  TV show, theme park, short film, movie, or video
  game where the objective is to feature a brand to
  impress and connect with consumers in a unique
  and compelling way.
• The surge of these techniques relates to reaching
  unreachable segments.
• There is the risk of oversaturation resulting in
  consumer annoyance.
• Marketers and entertainment providers can have
  trouble working together and agreeing on
  priorities.
• Consumer advocacy groups like Consumer Alert
  argue that product (brand) placements are really
  just paid advertising and consumers should be
  informed of such.
• Attitudes and regulations vary from country to
  country.

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Coordination Challenge
Directories
Events
Newspapers
Television
Internet
Billboards
Magazines
Branded Entertainment
Transit
Radio
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Factors Working Against Coordination

• Organizations rely on functional specialists who
  focus on their specialty and lose sight of what
  others in the organization are doing.
• Internal competition for budget dollars often
  leads to rivalries and animosities that work
  against coordination.
• Few agencies have all the internal skills
  necessary to fulfill clients demands for IBP.
• The objective underlying coordination is to
  achieve a synergistic effect media and IBP can
  build on one another and work together.