OBSERVER PROGRAMME EYOF 2009, TAMPERE

MARKETING

Maria Arokallio

Marketing coordinator

maria.arokallio@tampere2009.fi

Main focus

1. Sponsors and partners2. Raising public intrest and knowledge of the

event3. Merchandice products4. Visual identity

General challenges

• Unknown event• Media not interested in youth sports• Financial crisis worldwide, also in Finland

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

Partners & supporters

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

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.)

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

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!!

Creating awareness – flame and mascot on tour

Creating awareness – EYOF-theme in shopping center Koskikeskus

Creating awareness – EYOF-theme in shopping center DUO

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

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”

Publication covers

For athletes, CdM:s, VIP-guests, citizens of Tampere

Stickers on the back of buss benches

Stickers on the back of buss benches

FINXies

webpages

Outdooradvertisements

Stamps and posters

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