Creating the Brand Story – Communications Campaigns

MKT 3865Dr. Don Roy

What to Sell: Steak or Sizzle?

I Don’t Make this Stuff Up!

“It’s frustrating for female golfers. It’s kind of the state of where we’ve always been. We don’t get respect for being the golfers that we are. Obviously, Golf Digest is trying to sell magazines. But at the same time you’d like to see a little respect for the women’s game.- Stacy Lewis

Creative Strategy Decisions

Creative StrategyDecisions

Message Strategy

Presentation Strategy Execution Strategy

Message Strategies and Hierarchy Sports Model

Awareness

Trial

Attitude Preference

Associations

Purchase

KnowledgeAffinity Action

Loyalty

Informational Emotional Behavioral

Creative Strategy Terminology

• Message Strategy – Approach used to deliver key ideas (“How to get through”)

• Presentation Strategy – Situational foundation for ad message (Context)

• Execution Strategy – How message is presented to audience (Form/appearance)

Figure 9.8Examples of Informational Messages• Season starts at home this year with a game against the

Buffalo Bills on September 3rd

• Albert Pujols and Los Angeles Angels will be here for a huge weekend. Tickets are still available

• Pittsburgh Penguins score one for life – Red Cross Blood drive, February 27th at the Consol Energy Center. Jersey-style t-shirts for donors and an opportunity to meet Penguins stars

Emotional Appeal Example

Unique Presentation Situations in Sports

• Marketing a team brand versus individual star players

• Marketing the home team versus opponents

• Marketing a team with a poor on-field performance

• Marketing a team with little history or tradition

Presentation Strategy Examples

You Make the Call: K- Swiss

• Using Figure 9.4 as a template and using facts from case, construct a campaign plan for K-Swiss for marketing its Tubes shoes to the teen market. Your campaign plan includes:– Objectives– Strategies– Tactics

• Summarize your campaign by justifying the recommendations made

• Turn in at class on T 4/8; You can earn up to 25 points that will be used to replace your lowest quiz score.

Figure 9.4Relationship between Objective, Strategy, & Tactics