SEMII 2.06 Part I

Identify ambush strategies to use at other events

Develop viral sport/event marketing strategies

What is Ambush Marketing?

• Ambush marketing is an emotionally-charged phrase that refers to the practice of appearing to align a brand with an event for which that brand has not paid for the right to be a sponsor.

Reasons Businesses Use Ambush Marketing

• It’s effective• It attracts consumers at

the expense of its competitors

• It is cheaper than being an official sponsor

• For some smaller companies, it is the only way to be tied in with a large sport event

Ambush Marketing used as a Marketing Strategy

• A brand associates itself with a sport/event• Used to gain market share• May sponsor an athlete or team, but not the

entire event• Handing out free apparel or items with the

company name on it

Impact of Ambush Marketing on Sponsorships

• It could hurt the ambushing company in future sponsorships

• It hurts event/sport organizations ability to demand high sponsorship prices

• It frustrates official sponsors that have paid top dollar for the right to sponsor an event.

Ambush Marketing in conclusion• Ambush marketing. Ambush marketing is a promotional technique whereby

a nonsponsoring business tries to associate with an event in order to gain recognition as a sponsor. There are many strategies businesses can use to engage in ambush marketing. One strategy involves associating with or sponsoring a specific athlete, performer, or team. Sponsoring a person or team is often less expensive than sponsoring a large event such as the Olympics. When a nonsponsor places advertising during a high-profile event and makes an association (e.g., congratulating a medal winner) with someone or something related to the event, it is engaging in ambush marketing tactics. Sales promotion refers to promotional activities other than advertising, personal selling, and publicity that stimulate customer sales. Copyright infringement refers to individuals or organizations that use copyrighted material and are not authorized to do so. Sponsorship is an agreement that allows a company to pay a fee to a team or an event for the right to affiliate itself with that team or event.

What is Viral Marketing?• any marketing strategy that

encourages users to pass on the marketing materials or message to others.  Also known as “word-of-mouth marketing”

• This creates an exponential growth pattern, not unlike that of the flu virus, as the material is forwarded from friend to friend, allowing the message to reach millions, if done right.

Importance of viral marketing

• It is the least expensive option for advertising purposes

• It can make or break a company• Consumers want to hear what the public has

to say about a company – it is much more reliable than a paid advertisment

Principles of viral marketing• 1 - Free Products or Services

– The majority of viral marketing strategies give away something for free.  Free ringtones.  Free samples.  Free games.  A core principle of viral marketing, is delayed gratification.  You may be giving away free product initially, but understanding that the attention and buzz you can generate from your campaign will pay off in spades down the road.

• 2 – Spreads Easily– YouTube, Facebook, Twitter, etc.

• 3 – Easy to Scale– Make sure your marketing campaign pays off.

• 4 – Use a Common Human Motivation– Should appeal to basic human nature: fear, humor, love. People

need to connect with your marketing scheme.• 5 – Content is everything

– if people are not interested, your campaign will never take off• 6 – Keep it Simple

Old Spice Guy Responds to Fans

• Mad Men Yourself• To help create buzz around the third season of Mad Men, AMC launched 

Mad Men Yourself, an avatar creator that allowed you to make a stylized '60s version of yourself. The site received half a million visitors in the first week and the Season 3 premiere saw record ratings. Perhaps the most impressive part about this campaign is it's still going strong five years later, receiving updates with every new season.

•An e-mail sender asks the message receiver to forward the message to 10 friends. Viral marketing is a web-based technique in which a marketer encourages people to send or forward its messages to others, usually via e-mail. Viral marketing is a kind of online "word-of-mouth" promotional tactic. Stadium banners, blimps, and posters are forms of outdoor advertising.

SEMII - Obj 2.06 Part 2

Part C: Explain considerations in using special events as a sales-promotion strategy

Part D: Plan special events for sports/entertainment

Define Special Event

• A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body

• To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience

According to The Special Event guruhttp://specialeventguru.blogspot.com/2007/11/seeking-definition-of-special-events.html

Types of Special Events

• Pre-game autograph session/meet & greet• Pre/post- game concert for fans

– Blake Shelton concert prior to Belk Bowl in Charlotte• Giveaways to fans

– Walk-In (first 100 people in the gate get free t-shirt)– In-Stadium (pom-pom on every seat in the stadium)

• In-game contests– Half-court shot for $1,000,000 during halftime of Final Four

game• Community Service Project

– Donations for V Foundation collected at door– Toy for Tots contribution gets discount on ticket

Benefits of Using Special Events• Creates excitement for main event• Builds additional fan base• Maintains existing fan base• Creates goodwill• Increases revenue (ticket, merchandise,

concessions)

Barriers to Using Special Events

• Takes away attention from main event• Disappointment from fans not included

– Not enough of the giveaway item for all the fans that arrive early

– Traffic to bad to get to pre-game concert on time• High cost of some events

– Paying performers– Paying for giveaways

Creating Special Event Plans

• Develop strategies for success– Define the purpose– Start planning well in advance– Think about evaluation process after event

• Make a detailed checklist to ensure organization• Create a budget (and stick to it)• Consider logistics

– Traffic, start/end time, shipment of giveaway items from manufacturer, set-up/clean-up, staffing, etc

• Plan advertising/publicity• Evaluate the event

– SWOT Analysis

Sales Promotion

Holding a contest during a game or performance. Sales promotion involves promotional activities other than advertising, personal selling, and publicity that stimulate customer purchases. These activities might include a special event such as holding a contest during a game or performance. The purpose of the special event during a game or performance is to attract attention and increase ticket sales. For example, several fans are selected to participate in a skill contest during halftime in an attempt to win a large monetary prize. The contest encourages many people to buy tickets to the event in the hope of being one of those selected. Advertising prices, using telemarketers, and planning an interview are not sales-promotion strategies

Example• Free autographed baseballs are given to the first 100 attendees on little-league

day. Sales promotions are promotional activities other than advertising, personal selling, and publicity that stimulate customer purchases. A special event is any happening arranged for a special reason. Sport organizations often develop sales promotions in conjunction with special events to attract customers and increase attendance rates. In the example, the professional baseball organization has established a special event for the area's little-league teams. This usually involves group sales (little-league organizations), discounted ticket prices, and special recognition sometime during the game. When the professional baseball organization gives away baseballs to the first 100 people who enter the stadium gates, it is using sales promotion in conjunction with the little-league day (event). Statistics and articles are content that usually appear in the team's program and are not examples of a special event or a sales promotion. In addition, logo merchandise sold in the team's retail store and bundled concession items are not examples of sales promotion or special events.

Example #2• A pregame autograph and photo session for fans with the team's

players. Special promotional events, such as autograph and photo opportunities, are productive ways to increase game attendance. The appearance of celebrities, special half-time or intermission performances or programs, and merchandise giveaways (e.g., baseballs given to the first 200 game attendees) are tools commonly used to increase interest and game attendance. A postgame dinner for the team players and their families does not generate an increase in event attendance. Although distribution of the sports program may generate interest, it does not necessarily increase attendance. Many fans like to eat at a sporting event; however, most do not attend primarily for food consumption and, therefore, food is not a primary factor used to increase attendance to particular sporting events.

SEMII - Obj 2.06

Part C: Explain considerations in using special events as a sales-promotion strategy

Part D: Plan special events for sports/entertainment

Define Special Event

• A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body

• To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience

According to The Special Event guruhttp://specialeventguru.blogspot.com/2007/11/seeking-definition-of-special-events.html

Types of Special Events

• Pre-game autograph session/meet & greet• Pre/post- game concert for fans

– Blake Shelton concert prior to Belk Bowl in Charlotte• Giveaways to fans

– Walk-In (first 100 people in the gate get free t-shirt)– In-Stadium (pom-pom on every seat in the stadium)

• In-game contests– Half-court shot for $1,000,000 during halftime of Final Four

game• Community Service Project

– Donations for V Foundation collected at door– Toy for Tots contribution gets discount on ticket

Benefits of Using Special Events• Creates excitement for main event• Builds additional fan base• Maintains existing fan base• Creates goodwill• Increases revenue (ticket, merchandise,

concessions)

Barriers to Using Special Events

• Takes away attention from main event• Disappointment from fans not included

– Not enough of the giveaway item for all the fans that arrive early

– Traffic to bad to get to pre-game concert on time• High cost of some events

– Paying performers– Paying for giveaways

Creating Special Event Plans

• Develop strategies for success– Define the purpose– Start planning well in advance– Think about evaluation process after event

• Make a detailed checklist to ensure organization• Create a budget (and stick to it)• Consider logistics

– Traffic, start/end time, shipment of giveaway items from manufacturer, set-up/clean-up, staffing, etc

• Plan advertising/publicity• Evaluate the event

– SWOT Analysis

Question # 1

An athletic shoe company that has no association with the Olympic games runs a television commercial congratulating a track star for winning two gold medals. This is an example of

A. sales promotion . B. ambush marketing C. Copyright infringement. D. nondesignated sponsorship.

Question #2

Which of the following is an example of a viral marketing strategy:

A. A blimp displaying a sporting-goods retail chain logo flies over a football stadium.

B. A stadium banner shows a graphic of an ice-cold glass of a favorite soft drink.

C. An e-mail sender asks the message receiver to forward the message to 10 friends.

D. A local restaurant places a poster of a supplier's product near the building entrance.

Question #3

Which of the following is an example of using a special event as a sales-promotion strategy to increase ticket sales:

A. Advertising prices in a community publication B. Holding a contest during a game or performance C. Using telemarketers to contact a target audience D.Planning an interview with a popular columnist

Question #4

Which of the following is an example of a sales promotion that uses a special event to increase high attendance rates at a professional baseball game:

A. Baseball statistics and articles are printed in the team's program. B. Free autographed baseballs are given to the first 100 attendees

on little-league day. C. The team's logo merchandise is sold in the retail store located in

the stadium. D. Concession stands offer bundled food and beverage items for a

low price.

Question #5

What variable might increase attendance at a professional soccer game?

A. A postgame dinner for team players and their families

B. Mass distribution of the team's sports program to the fans and media

C. Offering a wide variety of food and beverages at the concession stands

D. A pregame autograph and photo session for fans with the team's players

Thank you

• Any questions????