16 Event Sponsorship, Product Placements, Celebrity and Branded Entertainment (Advertainment)

Examples of Event Marketing• The Charmin Pottypalooza Promotion shows that:

– The creative ways marketers are using promotional tools to create meaningful connections to consumers.

– 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 (strippermobile!)

– ads beamed onto the sides of office buildings;

– racks of postcard ads placed in trendy restaurants and nightspots

– small signs attached to the backs of messenger bikes that patrol the canyons of downtown corporate America.

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

Guidelines for Sponsorship1. Match the brand and the event2. Define the target audience3. Stick to a few key messages4. Develop a plot line5. Deliver exclusivity6. Deliver relevance7. Use the Internet8. Plan for the before and after

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AOL sponsored the 2004 Super Bowl half time. Did the ‘wardrobe malfunction’ fiasco promote or disrupt their

exposure?

Branded Entertainment• Embedding a brand or brand symbol in entertainment programming

– Product placement is placing a brand into the content of an entertainment product.

– Agents, marketers, producers and writers are finding ways to incorporate brands in movies, webisodes, and reality TV.

– Anywhere and any time people are being entertained, there is opportunity for branded entertainment.

• Examples :

– On Time Warner’s WB network, a shiny orange Volkswagen Beetle convertible played an important role in Smallville.

– In the sitcom Everybody Loves Raymond, Ray Romano chased his wife around a grocery store, knocking over a Ragu display.

– Queer Eye for the Straight Guy has provided a bonanza of placement opportunities with brands like Amaretto, Redken, and Diesel.

EVENT MARKETING AND SPONSORED EXPERIENCES

CASE STUDY OF THE BLOCK HOTEL; OWNED BY VEGAS LOCALS

Liko Smith, Kevin Kearns, & Mike Woods THE BLOCK Hotels

Two Men

Marc Frank Montoya

Snowboarding

Liko Smith

Hotels

Snowboarding + Hotels =

- One Vision

Snowboarding + Hotels =

Skiing

Mountain BikingHiking

BoatingGambling

Wind-surfing

Board

Racks

Ipod Stereos

Snowboarding + Hotels =

Hip

Hop

BlueBird Wax Room

Culture

Game ConsolesFree Movie/Game Rentals

Boot/Glove Warmers

VIP Status

THAT’S

ME!

Poker Room

Brand Beginnings

Brand Building

Brand & Beyond!

• G4

• MTV

• Snowboard Magazine

• Snowboarder Magazine

• Trans World Snowboarding

• HotelChatter.com

• Entrepreneur.com

• Snowsports.org

• International Coverage

• Various other media outlets

• CNN Financial

• Outside Magazine

• Men’s Journal

• New York Magazine

• Inc. Magazine

• Penthouse

• X Games

• Westword

• LA Times

• NY Times

THE BLOCK Rail at Heavenly

Sponsored Hotel Room Formula

• Emotional Connectione=mc2

• 1 + 1 = 300!

• Endemic vs. Non-Endemic

• Dangers & Rejects

• Long-term

Sponsored Hotel Rooms

DVS Shoe Company

“Retro Vibe”

Branded Rooms

Vivid

“Pornstar”

Branded Rooms

Bear Mountain

“Mountain Made”

Branded Room Formula

• Emotional Connectione=mc2

• 1 + 1 = 300!

• Endemic vs. Non-Endemic

• Dangers & Rejects

• Long-term

A La Carte Sponsors/Partners

Event marketing…

What event sponsors want…Win

EXPOSURE

Film Premieres

THE BLOCK Rail Jam

International

Coverage

THE BLOCK PartyPress Releases

Win Win

Win

ASSOCIATION

Anything But

SquareRelevant SponsorsAuthentic Relationships

Pro Snowboarders

Win Win

What event sponsors want…

Why our partners love us…

Event marketing…

Sponsors love EVENT MARKETING

Celebrity Marketing

Overview

• Talent agencies negotiate salaries and other perks for celebrities.

• These agencies find and secure the best possible roles, money, and other benefits for actors.

Factors Affecting Salaries

• Popularity of Celebrity• Position in Career• Whether or not the actress/actor has just

made a blockbuster film• Overall Public Perception– Ex. Serious films/Art Films generate lower salaries

External Factors Which Determine Demand

• State of the Nation– Ex. 9/11, Spiderman

• Time of Year/Season– Ex. Independence Day premiered 7/4

• Economy– Ex. Disposable Income

External Factors Determine Demand cont’d

• Public Opinion – ACNielson Study– “Positive reviews – almost half of all movie

viewers were influenced to see a film by a positive review.”

– “While only 29% said a negative review persuaded them to skip a movie.”

– “Only 1/3 decided on a film based on its positive box office results.”

Determining Public Demand

• Marketing Research uses– Surveys

• www.gozing.com • ACNielson Study – survey of 10,000 households

– Opinion polls• http://www.the-movie-times.com/thrsdir/question.html

– Test Screening• Ex. Ghost

• Secondary Research– Previous films, actors, directors, etc.

Results of Marketing Research

• MR determined Titanic and Forrest Gump would be huge hits

• Biggest impact on the budget is quality determined by director and producer– Cast/talent, equipment, editing, location

Movie Budget Statistics

• http://www.the-numbers.com/movies/records/budgets.html

Gross Earnings (millions)

• Top 5 Male Actors1. Harrison Ford - $118.6 (25 films)2. Tom Hanks - $109.4 (25 films)3. Mel Gibson - $104.3 (30 films)4. Robin Williams - $102.9 (27 films)5. Tom Cruise - $100.4 (20 films)

Gross Earning (millions) cont’d

• Top 5 Female Actors1. Julia Roberts - $86.9 (21 films)2. Carrie Fisher - $79.2 (17 films)3. Whoopi Goldberg - $62.5 (25 films)4. Drew Barrymore - $60.3 (23 films)5. Sally Field - $56.3 (24 films)

Questions?

Why is marketing research significant in the process of determining a celebrity’s salary?

Give an example of a movie that was expected to be a hit but resulted in a flop. So you think that marketing research was conducted properly or at all?

The producer of Titanic is thinking about producing Titanic II, but wonders what the audience response would be to the sequel. Define the management decision problem.

Define the marketing research problem corresponding to the management decision problem you have identified.

Based on your problem definition, identify two research questions and develop two hypotheses for each question.