Transcript Advertising

Marketing Communications
2007
Philip Byers
1
Course Content
 Week 1

– PR Publicity
– Introduction, Project
 Week 2
– Communications Planning
 Week 3
– Advertising
 Week 4
– Packaging/Branding
 Week 5
– Sales Promotion
Week 6

Week 7
– Internet/on-line/tech

Week 8
– Sponsorship

Week 9
– Direct Marketing

Week 10
– Exam preparation and
evaluation
2
Project



Groups
Brief
Plan
Business Presentation
–
–
–
–


Name
Sales Promotion campaign
Communications plan
Advertising campaign
Budget
Timing
3
Research Groups

Four groups evenly split
– Not the same as the project group
1.
2.
3.
4.
Media Scope
Distribution channels
Packaging/Design
Competition
4
Group A - Research
Media
Distribution
5
Group A - Research
Packaging/Design
Competition
6
Group A - Research
Messages
7
Group B - Research
Media
Distribution
8
Group B - Research
Packaging/Design
Competition
9
Group B - Research
Messages
10
IRELAND
11
The Economy

Small open economy
– Very successful growth since the late 90’s

Growing and ageing population
– But now quite young
As good as full employment - <4%
unemployment
 There are a lot of two income families

12
ROI -Population Increase 1996 - 2031
Millions
+2%
2031
2026
2021
2016
2011
2006
2001
+2%
+3%
4,767
4,676
4,563
+4%
+5%
+6%
4,425
4,257
4,053
+6%
3,836
3,626
1996
0
1,000
2,000
3,000
4,000
5,000
13
ROI -Population Split By Age
1996 - 2031
3.6 Million
4.8 Million
1996
2031
85+
80-85
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
05-9
0-4
 Men  Women
14
Politics


Government are in the centre
No real left opposition as all parties have
similar policies
– Fainna Fáil, Fine Gael, Labour, Progressive
Democrats, Green Party, Independent

Voting is by PR- the same as European
Parliament elections
– Government is in power for a maximum of five
years
– Current government is a coalition and have been
there for the last two terms
15
Retail profile

Supermarket chains as in other countries
– Tesco, Dunnes Stores, Super Value, Centra, SuperQuinn,
Spar/EuroSpar
– Account for 95% of the grocery market

Department stores
– Roches Stores, Brown Thomas, M&S, Debenhams

Pharmacies
– Chains, owner managers

CTNs
– 000’s of small stores accounting for large turnover of
Cigarettes, newspapers, sweets, drinks etc.

Hardware/DIY
– Mostly chains but still a few small outlets
16
Marketing
17
The Marketing Mix
“The complex of marketing decisions which may
stimulate sales”
Prof. Neil Borden, Harvard University
The elements of the Marketing Mix
- Product
- Price
- Promotion
- Place
“The 4 Ps”
18
The Marketing Mix
Product




Durable
Non-Durable
Service
Unsought
Branding






A Product is something made in a factory
A Brand is something bought by a customer
A Product can be copied by a competitor
A Brand is unique
A Product can be quickly out-dated
A successful Brand can be timeless
19
The Marketing Mix
Price
- Cost price
- Selling price – discounts – credit terms
- Promotional price
Pricing strategy
- Cost price established by manufacturer
- Selling price can vary depending on strategy
- Profit margin has to be achieved
- Promotional prices for tactical use only
- Demand will dictate price range
20
Pricing strategy
Setting the price of a product
- How much does it cost to produce?
- How much will customers pay for it?
- What is the profit objective of the company?
Income
Break-even point
Profit
Variable Costs
Costs
Fixed Costs
Units
21
The Marketing Mix
Place (Distribution)
- Physical – Channels – Inventory - Transport
- Availability in the marketplace
- Market segmentation
- Customer focussed
- Channel focussed
Distribution strategy
- Direct to customer
- Via re-sellers
- Mix of channels
- Ease of access
- Portability
22
Distribution strategy

Choosing the correct channels
- Customer behaviour
- Desired level of service
- Responsibility of channel

Push or Pull strategy?
- Push means channels are the key
- Pull means demand generates sales
23
The Marketing Mix
Promotion
- Advertising
- Promotional activity
- Direct marketing
- Product sampling
Promotional strategy
- Strategy depends on product or service
- Mix of activity based on market dynamics
- Emphasis linked to Product Life Cycle
- Competition defines investment
- Budgets set by strategy
24
Promotions mix


Marketing mix (4Ps) → 4th P = Promotion →
Promotions Mix = Marketing Communications
Mix.
Promotions Mix divided between:
– 1. Below the line
– 2. Above the line
– 3. Online
25
Components of the Promotions Mix
– 1. Advertising

“Any paid form of non-personal presentation and promotion of ideas,
goods or services by an identified body”
– 2. Sales Promotion

“Short term incentives to encourage trial or purchase or reward loyalty”
3. Public Relations (PR) & Publicity

“Programs to promote and protect a company or its products in the
public eye using ‘newsworthy’ communications”
– 4. Personal Selling

“Face to face interaction with prospective purchasers”
– 5. Direct Marketing

“The use of non personal contact tools to communicate with specified
contacts”
26
The Marketing Mix
Marketing Management
Marketing Managers have to be capable of:
- Interpreting market needs
- Allocating organisational resources
- Defining copmpetitive positioning
In order to:
- Produce appropriate products or services
- At a profitable market price
- With the necessary distribution
- At the right time
- To the relevant target market
- With the appropriate amount of promotional support
27
Assessing Market Opportunities
Define:
Who exactly needs the product or service?
What is it they need?
Why do they need the product or service?
Where in the marketplace do they need it?
When do they need the product or service?
How do they wish to purchase and consume it?
Will they pay enough for it and how will they pay?
28
7 Keys to Effective Marketing
-
Specialisation
Differentiation
Segmentation
Concentration
Positioning
Branding
Reputation
29
Market segmentation
Mass marketing strategy
- Coca-Cola, McDonalds, Nike
Niche marketing strategy
- Powerade, Gatorade
Multiple-niche strategy
- Sony, P&G
30
Market segmentation








Can the segment be estimated?
Is the segment accessible?
Can the segment handle another product?
Can the segment be defended once entered?
Has the segment got a future?
Can the company compete effectively in it?
Is the segment profitable?
Can the segment be re-defined?
31
Marketing Research

Defining Marketing research
The purpose of marketing research is to obtain information
which helps to identify a marketing opportunity or problem in
order to evaluate the alternative solutions and select the correct
course of action
– Types of research
- Exploratory
- Conclusive
– Method of collecting data
- Qualitative
- Quantitative
32
Marketing Research
The research process
- Defining the research objective
- Determining the sources of information
- Preparing the data collection methods
- Designing the sample
- Collecting the data in the field
- Compiling, coding, tabulating, analysing the
data
- Preparing the research report
33
Marketing Research
The research process
-
Qualitative methods
-
Focus groups
Depth interviews
Psychographic analysis
Questionnaires
34
Marketing Research
The research process
-
Quantitative methods
-
Omnibus surveys
Observation
Questionnaires
Polls
35
Marketing Research
The research process
- Primary
- Observation (Personal, Mechanical)
- Surveys (Mail, Telephone, Internet,
Personal)
- Secondary
- Internal (Records, MIS, Marketing data)
- External (Census, Periodicals, Reports)
36
Marketing Research
The research process
- Surveys
-
-
Mail
Phone
Internet
Personal
Questionnaire design
Dichotomous (Yes, No)
Open-ended (How, Why etc)
37
Advertising
38
39
Advertising


TV, Radio, Newspaper/magazines, Outdoor, Ambient, In-store
TV
– RTÉ 1 and 2, TV3, TG4, UTV, Sky, Channel 4

Radio
– RTÉ 1, 2FM, Today FM, NewsTalk
– FM 104, Q102, Spin 1038,

Newspapers
– Irish Independent (Sunday Ind.), Irish Times, Examiner, Evening
Herald, Sunday Times, Business Post, Sunday Tribune




Magazines
Bus sides
48 Sheets
Trolleys, checkouts, wall screens/plasmas
40
Advertising

The definition
– The science of arresting human intelligence long enough to
get money from it

Dictionary definition
–

To make known, to proclaim publicly, to draw attention to, to
make conspicuou
The function of advertising
–
The first function of advertising is to create differentiation
between one particular product or service and others of the
same category
41
Advertising

Does advertising really work?
– 50% of my advertising budget goes to waste. I only wish I
knew which 50%
– “ The best advertising is free – it’s a potential customer
seeing an existing customer using our product”. Anon.

Advertising process
- Advertising creates Awareness
- Information creates Interest
- Persuasion creates Desire
- Promotion creates Action
A. I. D. A.
42
How does advertising work?
Sender
F
Intended
message
Encoded message
E
E
D
B
A
Received message
Receiver
response
C
K
43
Advertising
How does advertising influence purchase
decisions?
Familiarity
rationalisation
Pre-purchase
preparation
Search for
alternatives
Advertising & Awareness
Information
gathering
Problem
recognition
Decision process
Purchase (Start/Frinish)
(Post
purchase
phase)
44
Advertising

How to create an advertising budget
The 5 “M’s”

Mission

Money

Message

Media

Measurement

Four main budget setting methods




Affordable
Percentage of sales or profits
Comparative
Objective and task
45
Advertising

Set objectives (SMART)
- Specific
- Measureable
- Achievable
- Realistic
- Time-oriented

Follow a consistent approach
- Market segmentation plan
- Professionally produced campaigns
- Co-ordinated company response
46
Advertising

Advertising Style
- Attract attention
- Arrest the reader/listener/viewer
- Be easily understood
- Be brief, emphasise key benefits
- Have a compelling headline/opening
- Incorporate the “USP”

Consistency
- Maintain a consistent style/image
- Use of logo or housestyle
- Repetition of size/position/time
47
Advertising

Campaign Planning
- Situation analysis
- Research
- Problems & Opportunities (SWOT anaslysis)
- Marketing objectives
- Budget
- Marketing strategy
- Advertising creative
- Advertising media
- Sales Promotion
- Evaluation
- Testing & feedback
48
Why is Media important?

You can have the greatest ad in the world, but it’s
no good if nobody sees it

Now we can identify people in like minded groups
and where and how they consume media
– More specific than “ABC1s” or “Housekeepers”
– More than just how many and at what cost

We can tell where to talk to potential consumers,
how best to speak to them and for how long
Media Choice
How do we decide what media to use?


We must look at the most suitable media for
the particular communications objective
We start by looking at the various strengths
and weaknesses of each medium
Television


Pros



Cons
Entertainment
Emotional value
Stimulates nearly all senses
Dynamic & persuasive
Broad coverage
•Expensive production
•Inflexible
•Copy restrictions (spirits)
•Viewer fragmentation
Radio


Pros




Cons
One-to-One
Captive audience (in-car)
“Theatre of the mind”
Flexible
High frequency
Cheap (CPT & Production)
•Creative concerns
•No visuals
•Copy restrictions (spirits)
•Audience fragmentation
•Lack of detail
Press

Detailed message
Can peruse and retain message
Environment
You’ve paid for the medium!
Newsworthy
Longevity




Passive medium
One sense
Expensive CPT
Low frequency



Pros
Cons


Outdoor



Pros



Cons




Impact
Roots
Environment
Huge frequency
Inexpensive CPT
Longevity
Lacks the ability to deliver detail
Expensive production
Inflexible
Sites and locations
Media selection
Coverage:Cost of Target Audiences (Reach)
High
Direct
Selling
Cost per contact
Telemarketing
Literature
Trade shows
Database Marketing
Public Relations
Low
Media Advertising
55
Broad
MEDIA SELECTION GRID
Brand names
Memorable
 Pronounseable
 Meaningful
 Global or Local

– Single brand name
– Multi brand names
57
Brand naming

The name should suggest the character
– Functional and psychological

Approaches to developing the brand name
– Descriptive

Bitter Lemon
– Associative

Walkman
– Free-standing

Kodak
– Family names

McDonalds
58
Exercise

Choose an advertised brand
– What message are they attempting to
convey?
– What appeal are they making to who?
– What media are they using?
– How are they using the internet?
59
Brand names
Memorable
 Pronounseable
 Meaningful
 Global or Local

– Single brand name
– Multi brand names
60
Brand naming

The name should suggest the character
– Functional and psychological

Approaches to developing the brand name
– Descriptive

Bitter Lemon
– Associative

Walkman
– Free-standing

Kodak
– Family names

McDonalds
61

1955
2005
1905
62

1886-2005
63
Summary

Is the name
– Distinctive

Stands out
– Supportive

Positioning of the company
– Acceptable

Not ridiculous
– Available

Registerable
64
Pricing Decisions
 Pricing
strategies
 Pricing exercise
 Ten ways to ‘increase’ prices
without increasing price Winkler
65
Quality
Low
Low
High
Economy
Strategy
e.g. Tesco
spaghetti
Penetration
e.g. Telewest
cable phones
Skimming
e.g. New film or
album
Premium
e.g. BA first
class
Price
High
66
Pricing strategies

Premium pricing


Penetration pricing



Uses a high price, but gives a good product/service
exchange e.g. Concorde, The Ritz Hotel
offers low price to gain market share - then increases
price
e.g. France Telecom - to attract new corporate clients (or
Telewest cable)
Economy pricing


placed at ‘no frills’, low price
e.g. Soups, spaghetti, beans - ‘economy’ brands
67

Price skimming




Psychological pricing



to get a customer to respond on an emotional, rather
than rational basis
.e.g 99p not £1.01 ‘price point perspective
Product line pricing



where prices are high - usually during introduction
e.g new albums or films on release
ultimately prices will reduce to the ‘parity’
rationale of a product range
e.g. MARS 32p, Four-pack 99p, Bite-size £1.29
Pricing variations


‘off-peak’ pricing, early booking discounts,etc
e.g Grundig offers a ‘cash back’ incentive for expensive
68
goods

Optional product-pricing


Captive product pricing



products that complement others
e.g Gillette razors (low price) and blades (high
price)
Product-bundle pricing



e.g. optional extras - BMW famously underequipped
sellers combine several products at the same
price
e.g software, books, CDs.
Promotional pricing

BOGOF e.g. toothpaste, soups, etc
69

Geographical pricing



different prices for customers in different parts
of the world
e.g.Include shipping costs, or place on PLC
Value pricing


usually during difficult economic conditions
e.g. Value menus at McDonalds
70
Ten ways to ‘increase’ prices
without increasing price - Winkler







Revise the discount structure
Change the minimum order size
Charge for delivery and special services
Invoice for repairs on serviced equipment
Charge for engineering, installation
Charge for overtime on rushed orders
Collect interest on overdue accounts
71
Ten ways to ‘increase’ prices without
increasing price - Winkler
Produce less of the lower margin
models in the line
 Write penalty clauses into contracts
 Change the physical characteristics of
the product

72
Packaging



Maybe the 5th “P”
“The activities of designig and producing the
container or wrapper of rthe product”
Three types or packaging
– Primary – immediate container
– Secondary – protects the primary such as the cardboard
outer
– Shipping – Outer box

Labeling
– Contains the detailed information about the product –
marketing

Well designed packages can create convenience for
the consumer and promotional value for the producer
73
Packaging

Packaging as a marketing tool
– Self service the packaging is a selling tool
– Affluence means they will pay more
– Image is conveyed by packaging
– Inovation

Pop-Top cans, Tetra Pacs, pump dispensers for
toothpaste
74
Packaging

Steps for designing packages
– Concept – what is the function
– Details – is there much information needed
– Portability – who will buy it and where
– Materials – does it need to be protected
– Branding – is there a link
– Competition – will it be seen
– Testing for durability
75
Summary

Is the name
– Distinctive

Stands out
– Supportive

Positioning of thecompany
– Acceptable

Not ridiculous
– Available

Registerable
76
8-Step Communications
Strategy
1.
2.
3.
4.
5.
6.
7.
8.
Situational analysis
Set communications objectives
Message design
Communications channel selection
Campaign budget
Promotions mix
Measure the results
Manage and co-ordinate
77
Promotion Tools
Advertising
–
–
–
–
–
–
–
–
–
–
Print/broadcast
Packaging/inserts
Mailings
Catalogues
Cinema
Magazines
Brochures
Posters
Directories
POP displays
Sales Promotion
– Contests
– Premiums/gifts
“BOGOF”
– Sampling
– Trade fairs
– Exhibitions
– Demonstrations
– Couponing/rebates
– Entertaining
– Trading stamps
78
Promotion Tools
Public relations
Personal selling
–
–
–
–
–
–
–
–
–
–
–
–
Press kits
Speeches
Seminars
Annual reports
Donations
Sponserships
Publications
Lobbying
Sales presentations
Meetings
Tele-marketing
Incentive
programmes
– Samples
– Trade shows
79
Types of Sales Promotion
Price based
Free product
Promotion mechanics
Prize promotions
Premium offers
Charity promotions
80
Sales promotion









Contests, games,
lotteries etc.
Premuims and gifts
Sampling
Discounts
BOGOF
Exhibits
Demonstrations
Coipons
Rebates








Low intersts finance
Entertainment
Trade-in allowances
Continuity programs
Tie-ins
Loyalty cards
Contests
Trading stamps
81
Sales Promotion

Targetting from sender to reciever
– Manufacturer to Intermediary = Trade
promotion
– Manufacturer to Consumer = Consumer
Promotion
– Manufacturer to manufacturer = Business
promotion
– Retailer to Consumer = Retail promotion
82
Reasons for using SP

Trade promotions
– Increase stock levels
– Secure “hot spots”
– Launch success
– Seasonality
– Competitive
83
Reasons cont.

Retail promotions
– Increase store traffic, purchase frequency
& amount
– Store loyalty
– Own brand sales
– Seasonality
– Peak periods
84
Reasons cont.

Consumer promotions
–
–
–
–
–
–
–
–
Encourage trial
Expand use
Trade up
Information
Attract switchers
Load up
Seasonality
Competitive
85
Features of SP

Communication
– Advertising = conceptual
– Sales promotion = experiential

Incentive
– Encouragement to purchase

Invitation
– “Buy me now”
86
Costs of Sales Promotion
Image
 Production
 Communication
 Redemption or fulfilment

87
PRICING
88
Pricing Decisions
Pricing
strategies
Pricing exercise
 Ten
ways to ‘increase’ prices
without increasing price Winkler
89
Quality
Low
Low
High
Economy
Strategy
e.g. Tesco
spaghetti
Penetration
e.g. Telewest
cable phones
Skimming
e.g. New film or
album
Premium
e.g. BA first
class
Price
High
90
Pricing strategies

Premium pricing


Penetration pricing



Uses a high price, but gives a good product/service
exchange e.g. Concorde, The Ritz Hotel
offers low price to gain market share - then increases
price
e.g. France Telecom - to attract new corporate clients (or
Telewest cable)
Economy pricing


placed at ‘no frills’, low price
e.g. Soups, spaghetti, beans - ‘economy’ brands
91

Price skimming




Psychological pricing



to get a customer to respond on an emotional, rather
than rational basis
.e.g 99p not £1.01 ‘price point perspective
Product line pricing



where prices are high - usually during introduction
e.g new albums or films on release
ultimately prices will reduce to the ‘parity’
rationale of a product range
e.g. MARS 32p, Four-pack 99p, Bite-size £1.29
Pricing variations


‘off-peak’ pricing, early booking discounts,etc
e.g Grundig offers a ‘cash back’ incentive for expensive
92
goods

Optional product-pricing


Captive product pricing



products that complement others
e.g Gillette razors (low price) and blades (high
price)
Product-bundle pricing



e.g. optional extras - BMW famously underequipped
sellers combine several products at the same
price
e.g software, books, CDs.
Promotional pricing

BOGOF e.g. toothpaste, soups, etc
93

Geographical pricing



different prices for customers in different parts
of the world
e.g.Include shipping costs, or place on PLC
Value pricing


usually during difficult economic conditions
e.g. Value menus at McDonalds
94
Ten ways to ‘increase’ prices
without increasing price - Winkler







Revise the discount structure
Change the minimum order size
Charge for delivery and special services
Invoice for repairs on serviced equipment
Charge for engineering, installation
Charge for overtime on rushed orders
Collect interest on overdue accounts
95
Ten ways to ‘increase’ prices without
increasing price - Winkler
Produce less of the lower margin
models in the line
 Write penalty clauses into contracts
 Change the physical characteristics of
the product

96
SPONSORSHIP
97
COMMUNICATIONS CHANNELS
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Advertising –Press, TV, Outdoor,Radio,Internet
Direct Marketing – Letter,
Telephone,Catalogues
Sales Promotions
Public Relations – Media exposure
Promotional Literature
Sales Force
Other Channels
98
FORMS OF SPONSORSHIP

COMMERCIAL
– Sport
– The Arts
– Community Projects
– Education & Training
– Environmental Enhancement
– Charitable Events
– Services
99
FORMS OF SPONSORSHIP
 COMMERCIAL
INVESTMENT
– Patronage
– Certain Arts Sponsorship
– Community Responsibilities
– Environmental Sponsorship
100
SPONSORSHIP
DEFINITION

“Corporate Sponsorship is a financial
investment in the activities of an
organisation or individual in return for
such benefits as enhanced corporate
profile, enhanced public regard, access
to target customer groups.
Strengthened brand presence, image
building, and further development of
commercial credibility.”
AAI
101
WHY SPONSOR?



Because of media fragmentation,
companies look for new and different ways
to get their message/brand across in a costeffective and competitively successful way.
Sponsorship works well because of its
relatively low cost compared to advertising.
Sponsorship also allows for the opportunity
to monopolise a particular event or property
in terms of exclusivity.
102
WHAT CAN SPONSORSHIP DO?
It can add value to a brand’s
relationship with its consumers and
its distributors by:
 Raising brand awareness
 Enhancing brand image
 Increasing brand affinity
 Driving sales

103
SPONSORSHIP OBJECTIVES







Add Value to the marketing activities.
Provide an effective alternative method of establishing brand
awareness.
Consolidate the relationship between company and customer.
Provide opportunities to develop relationships with potential
customers.
Enhance relationship with business, public opinion and
community leaders.
Develop close identity with and support from the community.
Show the company as a responsible corporate citizen.
104
HOW CAN SPONSORSHIP BE SUCCESSFUL




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
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By rigorous sponsorship planning
By understanding how it works
By understanding what matters to
people
By having clear criteria for selection
By bringing alive the fit creatively
By exploiting the sponsorship
association
By measuring the impact on the brand
105
SPONSORSHIP PLANNING
The sponsorship brief must include:
-Who are you talking to
-What do you want to say
-How do you want to say it
-What do you want the sponsorship to do
-Budget allocation
106
SPONSORSHIP PLANNING

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
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Develop a full implementation plan
Negotiate and agree full licensing rights
Allow enough time to plan and implement
Have a single-minded, focussed approach
Set up the means of evaluation at the start
Explore opportunities costs and downside
107
SPONSORSHIP CONTRACT

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Parties to the agreement
Property in the sponsorship –
Team/Event
Duration of the agreement
Rights and benefits
Granting of rights
Advertising and publicity
Sinage rights
108
SPONSORSHIP CONTRACT
Hospitality rights
 Personalities
 Merchandising
 Payment
 Grounds for termination
 Performance
 Warranties/Libility

109
HOW DOES IT WORK?
Recognising what matters to people
 Becoming associated with people’s
interest
 Building affinity with consumers
 Being relevant to the brand
 Being motivating to the consumer

110
WHAT MATTERS TO PEOPLE


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Rugby
Soccer
GAA
Extreme Sports
Health and
Fitness
Gardening
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Stand up comedy
Music Festivals
Films
Travel
Home
Arts
111
MEASURING BRAND IMPACT
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Sponsorship awareness
Incremental brand awareness
Appropriate brand image movement with
consumer
Successfully executed promotion utilising
theme
Improved relationship with retailer/distributor
Softer benefits
112
SPONSORSHIP
ASSESSMENT
Is it consistent with marketing and
communication objectives?
 Does the lifestyle of the event fit brand
objectives?
 Do audience demographics match those
the company is seeking to promote?
 Does the event’s geographic reach
match the company’s requirements?

113
SPONSORSHIP
ASSESSMENT
Does it fit with existing sponsorships –is
there synergy?
 Is the company’s business compatible
with current or future sub-sponsors?
 Is the community interested in this
activity?
 Does the community approve of this
organisation?

114
SPONSORSHIP
ASSESSMENT
Is this the most cost-effective means of
addressing the audience?
 Are there any hidden costs?
 Is exclusivity guaranteed?
 Will the sponsorship stimulate sales?
 Are there opportunities for promotions?
 Is there opportunity for
sinage/hospitality?

115
SPONSORSHIP
ASSESSMENT
Will the media see the sponsorship or
the event as newsworthy?
 Is there a web site associated with the
sponsorship?
 Are there opportunities to involve staff?
 Are there opportunities to ensure the
brand logo appears on
TV/advertising/promotions?

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SPONSORSHIP SUMMARY
Be Brand driven not deal driven
 Understand the consumer and talk
to them via their passions
 Think laterally/innovate
 Provide considered brief
 Get senior management buy in
 Be creative

117
SPONSORSHIP SUMMARY
Be accountable in all expenditure
 Be prepared to experiment
 Be single minded and focused
 Give yourself time to plan
integrated activity

118
Public Relations
What areas does it cover?
119
PR includes:
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Media Relations/Publicity
Media Training
Speechwriting/Copywriting
Crisis Management
Event Management
Strategic Counsel
Internal Communications
Sponsorship management
120
What is not PR?
121
PR is not
Covering up
 Lying
 Glossing over
 Exaggerating
 Pulling the wool over
 Profiling yourself and not the client!
 “Meeting people”
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122
Why PR works

Consumers are bombarded with 5,000 messages per day

Many suffer from ‘partial attention syndrome’

Media sophistication on the rise – ‘wallpaper syndrome’

Consumer cynicism on the rise

Need to make yourself heard in an information flooded world

New methods needed to get consumers into your space and
keep them there
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The emotional connection

Don’t just want products – but experiences

Want to be informed and stimulated

Want to connect with brands:

Desire meaning and purpose

Brands must earn loyalty
- Nike: athletic shoes – ultimate physical achievement
- Hallmark: greeting cards – sharing emotional moments
- Disney: animated movies – magical experiences
124
Credibility

“This simpler and more contemporary definition of a
brand, we believe, liberates us to de-link our brands
from assets and connect them to meaningful
promises” – Dupont

Your brand will not just be realised through..
- a slogan
- an advertising campaign
- special offer promotions
…but through a meaningful idea with
multiple delivery channels
125
How can it help your business?
126
PR vs. Advertising

A symbiotic relationship but not the same

Advertising:
- Costly
- Client can dictate the message
- You get what you pay for
- It’s reach very important
- Frequency: only works with repetition

PR:
- Generally good value for money
- Media Relations appears as news!
- It’s at the core of brand building and brand equity
- A good marketing tool for today’s consumer
127
What’s your DNA?

Build Brand Equity

Create emotional links

Think of your brand as a person…

Building your brand will create relationships

Building your brand will carry financial significance
128
Where has it worked
effectively?
129
The Battle of the Beds

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Marriott Intl. vs. Starwood
Who had the best and most expensive beds?
Starwood:
- lined up outside the NY stock exchange
- floated on a barge in Savannah
- placed on the aerial tramway, Palm Springs
Marriott:
- launched it’s Marriott bed
- positioned as the result of 1 yr of research
Publicity drive ran to $2 mill..
130
Award winning PR

What does it take?
– Strong situational analysis
– Defined objectives
– Good rapport
– Defining and reaching publics
– Message development, delivery and follow
up
– Relevant techniques
– Review & refresh
131
Case Study: Carrig Country
House & Restaurant
132
Overview

Never used PR before

Confusion with adjacent property

No public awareness

No presence in major guide books
Where do you start?…….
133
Strategy
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Changed name from Carrig House to Carrig Country
House & Restaurant
Strategic relationship building campaign
Concentration on main highlights:
- gardens
- location
- unique hospitality
- chefing team & food
Familiarisation trips
Food spreads
Trade links
134
Results

Trade features, Recipe spreads, Travel columns, Local Press,
Broadcast opportunity

Colour features with gardening press: Irish Garden; Sunday
Business Post; Tribune

Cost vs. Media Relations coverage an 8: 1 ratio

Listed in main guides - NB: Bridgestone’s 100 Best Places to
Stay

Won 2004 AA Country House of the Year for Ireland
135
Think upon this..
136
Checklist for PR clarity

Norman Stone in “How to Manage PR”
suggests 10 key questions
–
–
–
–
–
–
–
–
–
–
To whom are you talking?
What do you want them to do?
Why do you want them to do it?
What are you going to say to them?
Where are you going to reach them?
When are you going to reach them?
Which techniques will you use?
How much are you going to spend?
What if there is an unforeseen problem?
How did you do?
137
Checklist for PR clarity

Frank Jefkins recommends a six-point PR
planning model
–
–
–
–
–
–
Appreciation of the situation
Definition of objectives
Definition of publics
Selection of media and techniques
The budget
Assessment of results
138
Press

8 national daily papers

10 national Sundays

1 National Weekly

87 provincial papers
139
Radio

3 national semi-state stations

1 national commercial station

1 regional commercial station

25 local commercial stations

14 community radio stations

6 hospital/institutional stations
140
Broadcast

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RTE 1&2
TV3/TG4
UTV
Channel 4
BBC Northern Ireland 1&2
Sky News Ireland (BSKYB)
Setanta Sports
Plus….overspill from UK and Digital
141
Specialist magazines
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Accountancy/Banking/Insurance
Advertising/Marketing
Agriculture
Arts, Music & Entertainment
Building/Construction
Business
Company Staff Newsletters
Computers/Internet
Education/Science
Environment
Fashion/Lifestyle
142
Specialist Magazines
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Food/Drink/Catering/Hospitality
Grocery/Drinks Trade
Health
Hobbies/Interests
Interiors/Property
Legal
Medical
Motoring/Motor Trade
Political
Religious
Sport
Tourism/Travel
Veterinary
Wedding
Women’s Interest
143
Online
– SPECIFIC MEDIA RELATIONS WEB SITES
– CUSTOMISED INFORMATION DELIVERY
– POSITIVE E-MAIL RELATIONSHIPS
INFORMATION ON THE SITE
BREAKING NEWS
CONTACT LIST
POSITION STATEMENTS
ACTIVITY CALENDAR
PRESS RELEASE ARCHIVE
144
Principles of good press
relations
1. SERVICE
2. REPUTATION FOR RELIABILITY
3. GOOD COPY
4. CO-OPERATE
5. VERIFY MATERIAL
6. PERSONAL RELATIONSHIPS
(JEFKINS)
145
Media Jargon
•
•
•
•
•
•
•
•
•
•
•
By-line
Stringer
Pic Ed/News Ed/Features Ed/Special Corr
Sub Editor
News Agency
Picture Agency
Syndication
Photo Caption
Exclusive
Feature article
Lead time
146