Instruments of marketing communications: EVENT MARKETING.

Instruments of marketing communications:

EVENT MARKETING

• Exhibitions, special events and sponsorship.

• Choice criteria for event marketing programs.

• New instruments of marketing communications: product placement, presentation.

• Internet marketing. • Problems of budgeting and evaluation.

SPONSORSHIP OBJECTIVES AND AUDIENCES

OBJECTIVE CATEGORY

SPECIFIC OBJECTIVE AUDIENCE

BRAND •Raise awareness•Change attitudes and image•Prompt trial•Protect and build sales

CONSUMERS

• Exclude from opportunities COMPETITORS CORPORATE •Maintain investments

•Reinforce relationships •Develop goodwill•Motivate and reward

•Foster special interests

SHAREHOLDERS

POLITICIANS & REGULATORS

DISTRIBUTORS

EMPLOYEES

MANAGEMENT

Sponsorship & Consumer Perspectives

Sponsorshipdefinition

Consumer-related

attitudinalconstructs

Event

Attitudestowards

behaviouralintent

Attitudestowards

commercialization

Attitudestowards

event

Sponsorship-linked

marketing

Objectives

SPONSORDHIP OBJECTIVES

• Enhance a company’s image

• Increase a firm’s visibility

• Differentiate a company from its competitors

• Showcase specific goods and services

• Help a firm develop closer relationship with current and prospective customers

• Unload excess inventory

INTERNET MARKETING

• internet-based marketing– is a way to provide added value to stakeholders:

customers, company, investors, and the media.

• to develop marketing strategies and tactics outside of your company Web site.

• The goal – to drive traffic to your site, – but the execution is through external means such as

banner ads, sponsorships, and e-mail campaigns. – Often these tactics are part of an overall branding

strategy.

Marketing

• Traditional • Broadcast advertising• Direct mail• Press releases• Promotions• Networking• Word of mouth

• Internet • Banner adse-mail• Web site pressroom• Online events• Chat rooms/listserv• Viral marketing

INTERNET AS PART OF MARKETING STRATEGY

• Communication channel

• Distribution channel

• Lead generation

• Media relations

• Revenue stream

• Increase speed of new products to market

• Reducing costs in order fulfillment

• Enhancing customer service

• Aftermarket information

• Medium for advertising

• Expanding into new markets

• Promotional programs

• Extending the branding experience

INTERNET AS PART OF MARKETING STRATEGY

FACTORS

• Company goals and resources: – Where does the Internet fit into the organization’s

long-term and short-term goals? – Does the company have the resources (time, people

and money) to build and maintain the strategies?

• Target audience sophistication: – How long has your typical customer used the

Internet? – What is your customer’s typical connection to the

Internet? – How does your customer use the Internet?

• Marketing Integration: – How can Internet marketing strategies support

your traditional programs? – How can Internet marketing add value to the

customer’s experience with the brand?

• Impact on the bottom line: – How has your company defined success? – How will you measure results?

FACTORS

WEB SITE STRATEGY

• Determine what your business wants to achieve from going online

• Understand your target audience e.g., technical capacities, use of the Internet

• Define how your Web site will integrate with existing marketing activities

• Ensure your brand/core competencies remain consistent to your offline efforts

• Ensure backend processes are in place to support online initiatives

WEB SITE TYPES

• Promotional sites

• Service sites

• E-commerce sites

PROMOTIONAL SITES

• A promotional site is an extension of your company’s collateral materials, product/service catalogues and corporate data.

• The first generation: “brochureware” (limited interactive functionality).

• The goal is not to sell but to provide information

• to help customers make a purchase decision.• More sophisticated sites allow visitors to search

for specific details and some even link to maps.

SERVICE SITES

• Service sites incorporate an authentic service within the Web site environment. – Federal Express’s Web site enables

customers to track the status of their deliveries.

– As an added convenience, the site also enables customers to store account information such as pick-up and billing addresses.

E-COMMERCE SITES

• From candy http://www.godiva.com to cars e-commerce sites allow customers to purchase products and services directly through the Web site.

• Typically, payment is made through a credit card or pre-established payment for terms.

• Europeans are experimenting with Smart Card technology

50 Tips to Increase Traffic

1. Banner ads 2. Sponsorships 3. Interstitial ads 4. eNewsletter ads 5. Online events 6. E-mail newsletters 7. Participation in users groups and listserv 8. Join affiliate programs 9. Conduct research to better understand your

market 10. Leverage traditional offline marketing strategies

11. Develop internal communication processes with managers of all marketing functions and channel responsibilities

12. Develop an integrated marketing plan 13. Include your URL in all corporate materials and product

literature 14. Establish goals and success metrics 15. Develop partnerships Web site Specific 16. Corporate information including speeches and white papers 17. Public Relations press page 18. Review your Web site navigation and usability 19. Viral toys and postcards 20. Ensure that your content is fresh and adds value

50 Tips to Increase Traffic

21. Develop a process to ensure out dated information is deleted

22. Link to appropriate sites 23. Loyalty programs 24. Online community 25. Search engine placement – review monthly 26. Meta tags and key words 27. Security policy posted on site 28. Privacy policy posted on site 29. Develop an opt-in list 30. E-mail link to customer service department

50 Tips to Increase Traffic

31. Develop response standards to e-mail inquiries 32. Online chat connected to customer service department 33. Branding strategy – ensure the consistency of the

brand is reflected on the site 34. Collect visitor information 35. Analyze your site’s log trends 36. Include e-commerce capability 37. Register the common misspelling of your URL 38. Encourage employees to add your corporate URL to

their e-mail signatures 39. Ask visitors to bookmark your site 40. Include a search engine function

50 Tips to Increase Traffic

41. Add a FAQ (frequently asked question) section 42. Include a site map 43. Ensure that shopping carts, order forms function properly 44. Periodically check all links 45. Periodically check the upload page time 46. Build your site to accommodate your customers’ logon

technology 47. Remember you are now a “global company” 48. Navigate your entire site as though you were a first time

visitor 49. Incorporate personalization and customization functionality 50. Develop a CRM (customer relationship management)

strategy to analyze and mine customer data

50 Tips to Increase Traffic

Internet Servicesoffered by Advertising Agencies

• Building databases for e-mail campaigns• Designing e-mail campaigns linking customers

to web site information• Creating fun and innovative games to attract and

keep customers coming back to the Web page• Creating incentive programs• Translating printed documents for the Internet• Adding graphics to the Web site

Clues to Poor Design

• Clueless banners

• Slow loading front page

• Forcing people to go through numerous screens

• Too much verbal information

• Too many technical terms

• Hard navigation

Home Task 5

• Access 4 different Web sites for one of the following products.

• Locate the FAQ section. • Was the FAQ section difficult to find?• How is the FAQ section organized?• Does it provide effective answers for

questions?• Do the four sites have similar questions

listed?

• Product categories:

• Jeans

• Cosmetic Surgery

• Automobile

• Cameras

• Financial Services

Home Task 5