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Imperative it is to ensure that every "brand meeting" builds the brand image

EVENT MARKETING & CORPORATE SPONSORSHIPS

Classifications of Advertisement

Classification by medium:

  • Print advertising (newspaper, magazines, brochures, flyers)

  • Electronic advertising (television, radio: commercials; Internet)

  • Outdoor advertising (billboards, public transport, events)

  • Direct-mail advertising (through the Postal Service and by e-mail)

  • POP (point of purchase) advertising

  • Whereas advertising gives a reason to buy, SP gives an incentive to buy.

COMMUNICATING YOUR BRAND POSITION

BRAND ASSEST MANAGEMENT

A I D A

1. BASIC APPEALS

  • Biological

Focus on consumer’s basic needs for health and security

  • Emotional

Focus on the consumers’ feelings (love, romance, pride)

  • Rational

Focus on the consumer’s reasoning abilities (cost, safety, convenience)

  • Social

Focus on the way that social pressures influence consumer behavior (odor, weight, acne, fashion)

  • Advertising is designed to inform, influence, or persuade people.

  • To be effective, an advertisement must first Attract attention and gain a person’s Interest. It may then build Desire for a product and provide a method for them to take Action.

2. Attention-getting headlines (TAG LINES)

3. Slogans

  • Short phrases that a company uses over and over in its ads.

  • Good slogans are easy to remember and stick in people’s minds.

  • A successful headline leads a person into reading the rest of the ad.

  • Some headlines attract attention by promising the reader a personal benefit, such as savings or improvement in physical appearance.

The Key Players

Advertiser

  • Uses advertising to send out a message about its products
  • Initiates the advertising effort by identifying a marketing problem
  • Approves audience, plan and budget
  • Hires the advertising agency

Audience

Agency

  • Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities

  • Advertising department
  • The desired audience for the advertising message

  • Advertisers must recognize the various target audiences they are talking to and know as much about them as possible
  • Advertiser (client)
  • Agency
  • Media
  • Supplier
  • Audience

OBJECTIVES OF SALES PROMOTION

Media

Supplier

  • Assist advertisers, agencies, and the media in creating and placing the ads

  • The channels of communication that carry the message to the audience

Limitations of Sales Promotion

IMC

Integrated Marketing Communication

  • It typically cannot reverse a genuine declining sales trend.

  • Marketers cannot reasonable expect sales promotion to convert refection of an inferior product into acceptance.

  • Sales promotion may even weaken the brand image.

  • Sales promotion has also been blamed for encouraging competitive retaliation.

Communication Imperatives

They often meet our brand,

But how often do they notice them?

IMC is a concept of Marketing Communication planning that recognizes the added value of a comprehensive plan to provide:

  • Clarity, consistency and maximum impact

Brand communication begins after brand identity process has been clearly laid out

  • Remember, brand communication is just a reflection of our strategy

Forms of Direct Marketing

The Need of Brand Communication

Effectiveness Influencers

WHY IMC?

  • The greater the influence of communication on target audience, the greater the audience's change/effect in favor of the brand

  • Communication effects are greatest where the message is in line with the receiver's existing opinion, beliefs and disposition
  • The need of Impact
  • The need of an involving, positive experience
  • The need to affect consumer behavior
  • The need for a High Payback
  • Personal selling direct marketing
  • Direct-mail direct marketing
  • Catalog direct marketing
  • Telephone marketing
  • Direct-response television marketing
  • Kiosk marketing
  • Digital direct marketing
  • Online marketing
  • It fragments mass markets into multitude of mini-markets, each requiring its own approach
  • It produces stronger message consistency and greater sales impact
  • Assign responsibility to unify the company's brand images and messages as they come through thousands of its activities

Everything starts with determining your Goals!

  • When you sponsor an event your focus should always be on the quality rather than the quantity of brand impressions.

  • Every event provides an experience. The key is to partner with events that provide an experience people will associate positively with your brand and further characterizes and adds depth to your brand.

Coca-Cola has always been a brand associated with youth and exuberance, surrounded by a positive contemporary outlook on life.

Thank You!

A good brand based communication strategy covers the following areas:

  • Advertising
  • Public Relations
  • Event Marketing & Corporate Sponsorships
  • Trade and Sales Promotion
  • Direct Marketing (Catalogue, Internet, Mailing, Fax & Email)
  • Consumer Promotions (Point of Purchase, Contest, Coupons)
  • Internal Employee Communication

-The emergence of PR as a branding tool is not so much a revolution as an evolution,” explains John Lonsdorf, president of R&J Group, a public relations agency. “Today’s consumers have grown up being bombarded with all kinds of brand messages. In the past, it was good enough to drill home a snappy jingle or catchy tag line over and over again, so that consumers would hum it in their sleep.”

-Such an approach won’t work as well today, according to Nick Wreden, author of Fusion Branding: How To Forge Your Brand for the Future. The mass economy has been replaced by a “customer economy” which calls for customer-to-customer communications built on trust. PR plays a very powerful role in such a relationship

Hoping to gain exposure, build good will, and connect with a specific audience? (Who isn't?)

In theory, sponsoring an event can do a number of things for a brand. But there are business owners who walk away wondering if all the expense and effort were worth it.

Have you ever been tempted by free sample been giving away at a mall where u go shopping?

Pantene has set up is kiosk at Park Towers Karachi where you can have a free hair wash and hair check up

PR Stirs it up!

The AUTHOR Model

The six stages of impact communications should have on your target consumer are

1. Awareness: About the FABs of your brand

2. Understanding: Let your target audience clearly understand what your brand stands for i.e. Brand Positioning

3. Trial: Induce them to have a try of your brand

4. Happiness: Make their trial be a good experience

5. Only one: The most important stage; Make them think only about your Brand! that will allow you to enjoy customer loyalty

6. Referral or Recommendation: This is the ultimate sign of brand satisfaction when customers are willing to refer your brand to a peer

Communication happens when the consumer meets the brand

They are constantly meeting our brand

  • Through advertising (Digital Media, Print Media, Social Networks etc)
  • With editorial mentions, blogs and critics reviews
  • By Corporate Sponsorships
  • On the point of purchase materials
  • Over the Super Market shelves

-Brand Communication with context to its Position by Sumaiya Masood

- Communication through PR, Corporate Events & Sponsorship- Syeda Mizna Shah

- Communication through Advertisement, Direct Sales & Promotions by Talha Altaf

  • Sponsorships have an array of elements. Companies offer giveaways or promotional items to the public such as T-shirts, Gift Hampers, discount vouchers etc.

  • And in return the companies have an opportunity to advertise and display their brand name, display their logo or have its name mentioned in a radio commercial.
  • Event marketing involves a themed activity, exhibit or display to promote a product, service or organization. The purpose of event marketing is to motivate consumers and create advocates of the brand.

  • Advertising is a designed to promote a product, a service or an idea.

  • The purpose of advertising is to sell a product or service

ECG

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Presented by:

  • Syeda Mizna Shah
  • Sumaiya Masood
  • Talha Altaf
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