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 Sponsorship
1.
2.
3.
4.
5.
6.
7.
8.
Match the brand and the event
Define the target audience
Stick to a few key messages
Develop a plot line
Deliver exclusivity
Deliver relevance
Use the Internet
Plan for the before and after
AOL sponsored the 2004 Super Bowl half time. Did the
‘wardrobe malfunction’ fiasco promote or disrupt their
exposure?
 Click Bar To Start Video 
Rewind Video
Next Slide
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
- One Vision
Marc Frank Montoya
Liko Smith
Snowboarding
Hotels
Snowboarding + Hotels =
Snowboarding + Hotels =
Mountain Biking
Hiking Skiing
Gambling Boating
Wind-surfing
Snowboarding + Hotels =
THAT’S ME!
Free Movie/Game Rentals
Brand Beginnings
Brand & Beyond!
• CNN Financial
• G4
• Outside Magazine
• MTV
• Men’s Journal
• Snowboard Magazine
Brand Building
• New York Magazine • Snowboarder Magazine
• Inc. Magazine
• Trans World Snowboarding
• Penthouse
• HotelChatter.com
• X Games
• Entrepreneur.com
• Westword
• Snowsports.org
• LA Times
• International Coverage
• NY Times
• Various other media outlets
THE BLOCK Rail at Heavenly
Sponsored Hotel Room
Formula
• Emotional Connection
• Endemic vs. Non-Endemic
• Dangers & Rejects
• Long-term
• 1 + 1 = 300!
e=mc
2
Sponsored Hotel Rooms
DVS Shoe Company
“Retro Vibe”
Branded Rooms
Vivid
“Pornstar”
Branded Rooms
Bear Mountain
“Mountain Made”
Branded Room Formula
• Emotional Connection
• Endemic vs. Non-Endemic
• Dangers & Rejects
• Long-term
• 1 + 1 = 300!
e=mc
2
A La Carte Sponsors/Partners
Event marketing…
What event sponsors want…
Win
Win
Win
EXPOSURE
What event sponsors want…
Win
Win
Win
ASSOCIATION
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.thenumbers.com/movies/records/budgets.html
Gross Earnings (millions)
•
Top 5 Male Actors
1.
2.
3.
4.
5.
Harrison Ford - $118.6 (25 films)
Tom Hanks - $109.4 (25 films)
Mel Gibson - $104.3 (30 films)
Robin Williams - $102.9 (27 films)
Tom Cruise - $100.4 (20 films)
Gross Earning (millions) cont’d
•
Top 5 Female Actors
1.
2.
3.
4.
5.
Julia Roberts - $86.9 (21 films)
Carrie Fisher - $79.2 (17 films)
Whoopi Goldberg - $62.5 (25 films)
Drew Barrymore - $60.3 (23 films)
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.