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Special Events Licensing

The Starting Gate. Just like all marketing efforts, effective special events require strategy, planning, and organization.. Strategy. How will your efforts at the event support the communication of your brand benefits / reason why?How are you going to ensure consumers see you as different, better

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Special Events Licensing

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Presentation Transcript

    1. Special Events & Licensing Chapters 17 & 18

    2. The Starting Gate Just like all marketing efforts, effective special events require strategy, planning, and organization.

    3. Strategy How will your efforts at the event support the communication of your brand benefits / reason why? How are you going to ensure consumers see you as different, better, special?

    4. Planning How are you going to ensure the consumer finds you (points of distribution). Event signage (HIGH) Brand activation

    5. Planning Hospitality Proactive Competitive Planning

    6. Standing Out In A Crowd The Big Bang Theory Big Audacious New Giggles

    7. Ambush Marketing Special Events are a prime target for competitive ambush marketing. Outdoor festivals / city celebrations are most vulnerable (those not contained in an arena or stadium).

    8. The Wienermobile

    9. Developing Your Own Special Events Hawaiian Punch Surfmaster Learnings Get your route / appearance locations secured BEFORE you build it. Test it with BOTH the TRADE and CONSUMER BEFORE you build it.

    10. Local Media Partners Great way to get tons of advertising. Olympic Torch Relay / KSL in Salt Lake City Giant Jello Jump / Lagoon & 107.5 The End NBA Game - Cincinnati

    11. Licensing

    12. The Best Business In The World… Is the one where you just walk down to the mailbox and pick up your check. Licensing is a way to do just that!

    13. Licensor v. Licensee Licensor: Owner of the trademark Licensee: Pays licensor for the rights to use the mark.

    14. Why License Away MY Trademark? When you don’t have the means to make it and sell it yourself. Two of the biggest flops for violating this fact: Jello Pudding Pops Kellogg’s Breakfast Mates

    15. Kellogg’s Breakfast Mates

    16. Typical Fee Structure Upfront fee (negotiable) Royalty for each unit sold (typically 10% to 15% of wholesale price) Performance guarantees

    17. As A Manufacturer… It makes a lot of sense to acquire licenses to make licensed goods if you have excess manufacturing capacity. Efficiency lowers unit mfg. costs across the board.

    18. Disney Own channels: Parks & resorts Disney Stores Disney Catalog Studio Stores DisneyStore.com

    19. Pantastic Party Cakes

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