Transcript Marketing Public Relations and Sponsorship Marketing

Marketing Public Relations
and Sponsorship
Marketing
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Public Relations
Audiences for Public Relations?
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Marketing Public Relations
Marketing Public Relations (MPR)
Marketing-oriented aspect of public
relations that is an organizational
activity involved with fostering
goodwill between a company and its
consumers
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Marketing Public Relations
Proactive MPR
Reactive MPR
• The conduct of
• Dictated by a
public relations in
company’s marketing
response to outside
objectives
influences
• Offensively oriented
• Attempt to repair
and opportunity
company’s
seeking
reputation, prevent
market erosion, and
regain lost sales 4
Proactive MPR
Proactive MPR
Widely used forms
of publicity in MPR
Product releases
Executive-statement
Feature articles
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Proactive MPR
Product releases
Executivestatement
Feature articles
• Announce new
products
• Provide relevant
information, features
and benefit
• Audiovisual product
releases (video news
releases, or VNRs)
gained wide usage
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Proactive MPR
Product releases
Executivestatement
Feature articles
• News releases quoting
CEOs and other
corporate executives
• May address a wide
variety of issues
• Published in the news
section
• Carry a significant
degree of credibility
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Proactive MPR
Product releases
Executivestatement
• Detailed descriptions of
products or other
newsworthy programs
• Written by a PR firm for
immediate publications
or airing
• Inexpensive to prepare
Feature articles
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Reactive MPR
Negative publicity
cases
Examples ???
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• Great example of Reactive MPR (a
brand manager’s nightmare?):
Reactive MPR
Negative publicity
cases
• Product tampering
cases -Tylenol and
Sudafed
• The Perrier case
• The Pepsi Hoax
• Rumors
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Reactive MPR
Johnson & Johnson’s
efforts to retain
customers using
reactive MPR
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Reactive MPR
Negative publicity
cases
• Product tampering
cases -Tylenol and
Sudafed
• The Perrier case
• The Pepsi Hoax
• Rumors
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Reactive MPR
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Reactive MPR Exercise
Negative publicity
case
• You are owner of a
campus restaurant
• Rumor: Rat found in
your food
• How do you
handle this???
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Sponsorship Marketing
Event
sponsorships
Cause-related
marketing
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Why Growth in Sponsorships
• Avoid the clutter inherent in
advertising media
• Help companies respond to
consumers’ changing media habits
• Help companies gain the approval of
various constituencies
• Can enhance a brand’s equity
• Enables marketers to target their
efforts to geographic regions and/or
to lifestyle groups
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Event Sponsorships
Event Sponsorship
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Event Sponsorships
McDonald’s
List sponsorship options that offer the
opportunity to build McDonald’s image
as fitting into a healthy lifestyle.
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Event Sponsorships
Denny’s Sponsorship
Harlem Globetrotters
WHY??
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Selecting Sponsorship Event
• Consistent with brand image?
• Reach the desired target market?
• Has competition ever sponsored the
event?
• Is the event cluttered?
• Compliment your existing sponsorships
and fit other marcom programs?
• Economically viable?
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Event Sponsorships
Ambushing Events
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Cause-Related Marketing (CRM)
Cause-Related Marketing
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Event Related Promotion
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Benefits of CRM
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•
•
•
•
•
•
Enhance corporate or brand image
Thwart negative publicity
Generate incremental sales
Increase brand awareness
Broaden customer base
Reach new market segments
Increase sales at retail level
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Cause-Related Marketing
Cause-related
marketing
illustration
Cause-Related Marketing
Cause Related
Marketing
CRM
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