S

tmk.edu

Promotions and

Sponsorships

Agenda

S Examples

S Partnership Guidelines

S Overarching Considerations

S Category Specific Pros and Cons

S

Examples

Celebrities

and Brands –

Easy to Get

Wrong

Even MLB Can Get It Wrong

Sony: All I Want for Xmas is a

PSP

Under Armour – I Will What I

Want

Amazon/Versa Note

S

Partnership Guidelines

The Golden Rule

S The promotion or sponsorship should work as well for

you as for your partner

S Upfront investment with potential partners pays off

S Leverage both partner’s strengths

S Goals

S KPIs

S Elements

S Timing

S Budgets

Signs The Partner Is Not For

You

S The proposal you received is canned; nothing is tailored

to your client

S The proposal was cut and pasted so badly it includes the

name of the previous advertiser it was sent to

S Lackadaisical follow up

S

Overarching

Considerations

Vetting the Concept

S Communicate the emotional, not just the functional,

benefit of the brand

S Be genuine and authentic

S Have multiple communication platforms

S Create exponential outcomes

S Before/during/after

S How to make your best customers your brand ambassadors

Keep in Mind

S Planning and execution is everything

S Have back-up plans

S Be prepared for anything to go wrong

S Communication

S Multiple layers of creative approval

S ‘Talent’ generally has a posse and can escalate costs and headaches dramatically

S Legal

‘Talent’

Amazon/Versa Note

S

Specific Category

Partnership

Considerations

Cultural Institutions

S Pros

S Respected, community-based brands that can make it easier to reach specific segments of a target audience

S Children

S Ethnicities

S Lifestyle

S Cons

S Limited creativity

S View advertising as a necessary evil to support their ‘mission’

S Logo soup

S Their timelines are dictated and are not necessarily flexible

Major League Sports

S Pros

S Devoted fan base that will align with brands the team supports

S Huge reach

S Multiple media types to deliver messaging

S Promotion friendly and open to creativity

S Cons

S Expensive

S Aligning with any one team/sport can limit to only a segment of the whole target audience

S Potential for brand backlash if anything negative happens

Minor League Sports

S Pros

S Teams are deeply embedded in their local communities and can create hyper-local, grassroots promotions

S Family-oriented; represent a low cost way for a family to have fun

S Extremely creative with promotions, usually great with execution

S Cons

S Limited reach

S Your brand could be in logo soup with local companies

S Post campaign reporting may not be high quality or very complete

Events

S Pros

S Pure-play execution that can fully deliver a brand experience across multiple fronts

S Memory creation can cement long term brand loyalty and create brand ambassadors

S Cons

S Can be very labor intensive

S Some factors cannot be controlled (attendance, weather, power failure)

S Insurance needs

Celebrity Endorsements

S Pros

S Brand can create enormous impact by drawing on qualities

and fame of the endorser

S Cons

S Working with ‘talent’

S Expensive

S Align with one segment of the target to the detriment of

others

S Negative fallout if the talent gets into trouble

Thank You!