Marketing Public Relations and Sponsorship Marketing

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Marketing Public Relations and Sponsorship
Marketing

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Public Relations

• Audiences for Public Relations?

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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

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Marketing Public Relations
Proactive MPR
Reactive MPR

• Dictated by a companys marketing objectives
• Offensively oriented and opportunity seeking

• The conduct of public relations in response to
  outside influences
• Attempt to repair companys reputation, prevent
  market erosion, and regain lost sales

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Proactive MPR
Proactive MPR
Widely used forms of publicity in MPR
Product releases
Executive-statement
Feature articles
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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
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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
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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
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Reactive MPR
Negative publicity cases
Examples ???
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• Great example of Reactive MPR (a brand managers
  nightmare?)

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Reactive MPR
Negative publicity cases

• Product tampering cases -Tylenol and Sudafed
• The Perrier case
• The Pepsi Hoax
• Rumors

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Reactive MPR

• Johnson Johnsons
• efforts to retain
• customers using
• reactive MPR

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Reactive MPR
Negative publicity cases

• Product tampering cases -Tylenol and Sudafed
• The Perrier case
• The Pepsi Hoax
• Rumors

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Reactive MPR
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Reactive MPR Exercise
Negative publicity case

• You are owner of a campus restaurant
• Rumor Rat found in your food

• How do you handle this???

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Sponsorship Marketing

Event sponsorships
Cause-related marketing
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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 brands equity
• Enables marketers to target their efforts to
  geographic regions and/or to lifestyle groups

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Event Sponsorships

• Event Sponsorship

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Event Sponsorships

• McDonalds
• List sponsorship options that offer the
  opportunity to build McDonalds image as fitting
  into a healthy lifestyle.

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Sponsoring Events and Causes
John Hancock
Hill Holliday
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Event Sponsorships

• Dennys Sponsorship
• Harlem Globetrotters
• WHY??

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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?

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Event Sponsorships

• Ambushing Events

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Cause-Related Marketing (CRM)

• Cause-Related Marketing

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Event Related Promotion

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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

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Cause-Related Marketing

• Cause-related
• marketing
• illustration

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Cause-Related Marketing

• Cause Related Marketing
• CRM

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