Marketing Public Relations and Sponsorship Marketing

Marketing Public Relations and Sponsorship Marketing 20

Public Relations Audiences for Public Relations? 2

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 3

Marketing Public Relations Proactive MPR Reactive MPR • Dictated by a company’s marketing objectives • Offensively oriented and opportunity seeking • The conduct of public relations in response to outside influences • Attempt to repair company’s 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 5

Proactive MPR Product releases • Announce new products • Provide relevant information, features and benefit • Audiovisual product releases (video news releases, or VNRs) gained wide usage Executive- statement Feature articles 6

Proactive MPR Product releases • 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 Executive- statement Feature articles 7

Proactive MPR Product releases • Detailed descriptions of products or other newsworthy programs • Written by a PR firm for immediate publications or airing • Inexpensive to prepare Executive- statement Feature articles 8

Reactive MPR Negative publicity cases Examples ??? 9

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 11

Reactive MPR Johnson & Johnson’s efforts to retain customers using reactive MPR 12

Reactive MPR Negative publicity cases • Product tampering cases -Tylenol and Sudafed • The Perrier case • The Pepsi Hoax • Rumors 13

Reactive MPR 14

Reactive MPR Exercise Negative publicity case • You are owner of a campus restaurant • Rumor: Rat found in your food • How do you handle this??? 15

Sponsorship Marketing Event sponsorships Cause-related marketing 16

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 17

Event Sponsorships Event Sponsorship 18

Event Sponsorships McDonald’s List sponsorship options that offer the opportunity to build McDonald’s image as fitting into a healthy lifestyle. 19

Event Sponsorships Denny’s Sponsorship Harlem Globetrotters WHY?? 21

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? 22

Event Sponsorships Ambushing Events 23

Cause-Related Marketing (CRM) Cause-Related Marketing 24

Event Related Promotion 25

Benefits of CRM • 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 26

Cause-Related Marketing Cause-related marketing illustration

Cause-Related Marketing Cause Related Marketing CRM 28

Marketing Public Relations and Sponsorship Marketing