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OBSERVER PROGRAMME EYOF 2009, TAMPERE MARKETING

OBSERVER PROGRAMME EYOF 2009, TAMPERE MARKETING. Maria Arokallio Marketing coordinator maria.arokallio@tampere2009.fi. Main focus. Sponsors and partners Raising public intrest and knowledge of the event Merchandice products Visual identity. General challenges. Unknown event

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OBSERVER PROGRAMME EYOF 2009, TAMPERE MARKETING

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  1. OBSERVER PROGRAMME EYOF 2009, TAMPEREMARKETING Maria Arokallio Marketing coordinator maria.arokallio@tampere2009.fi

  2. Main focus • Sponsors and partners • Raising public intrest and knowledge of the event • Merchandice products • Visual identity

  3. General challenges • Unknown event • Media not interested in youth sports • Financial crisis worldwide, also in Finland

  4. How did we do it?1. Sponsors and partners • Contracts with three sellers / agencies • National partners: Infront Finland Oy • Local partners: Finnfalcon • Venue exposure: Mediakanava • Was started too slowly, last deals (cars) were signed at the end of May-09

  5. Partners & supporters

  6. What did sponsors get in return? • Exposure in publications and venues • Right to use logo and mascot • Tickets to opening and closing ceremonies • Sales promotion opportunities • Athletes • Event guests • Additional sales • Contacts and customers

  7. Partners & supporters – ideas and tips • Be prepared to tell about the event – it’s really unknown • Find a way to get free exposure – think who benefits your event: shops, services (car rental, laundry services, telephone subscriptions, gas stations etc.)

  8. Partners & supporters – ideas and tips • Take advantage of ”barter deals” – there is a wide range of articles and services you need during the event • E.g. accomodation, furniture, removing services, printing services, security services, food, soft drinks, cars, computers… • Easier to get deals – save money • Make the list of needs as detailed and early as possible

  9. How did we do it?2. Public interest • People in sports are quite well aware of the event, but public intrest was a challenge • Strategic choise: free admission to the venues • Cooperation with local newspaper Aamulehti and its weekly tabloid ”Moro” • Olympic torch was brought to a different events in June and July • Wide exposure in two shopping centres starting from the beginning of June • First day experiences: stands were reasonably crowded -> atmosphere!!

  10. Creating awareness – flame and mascot on tour

  11. Creating awareness – EYOF-theme in shopping center Koskikeskus

  12. Creating awareness – EYOF-theme in shopping center DUO

  13. How did we do it?3. Merchandice products • A company, ”Eepe Promotion” was selected to be responsible of purchasing and resell the products • Products were selected and their price was set together with EYOF-organisers • Web-shop was opened in April-09 • Points of sale in several competition venues, one at city centre ”Olympic tent” and one at OLV

  14. How did we do it? 4. Visual identity • Contract with an AD, Pirjo Uusitalo-Aura • First brief in 2007 by chief executive: ”Young, fresh and lively”

  15. Publication covers • For athletes, CdM:s, VIP-guests, citizens of Tampere

  16. Stickers on the back of buss benches

  17. Stickers on the back of buss benches

  18. FINXies

  19. webpages

  20. Outdooradvertisements

  21. Stamps and posters

  22. What would I do differently? • Attention to contracts! • More details, more deadlines • More accurate list of needs • Find experienced sellers that are familiar with sports and large events

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