Presented by Ludmila Palasin: September 14, 2016 How do you identify the right partner? How will we know if the event/sponsorship is successful? This session will go through some strategic guidelines and hidden pitfalls of this branch of marketing. There will also be some cases studies – good and bad – to give you additional insight and knowledge in order to create successful campaigns.

1. S
tmk.edu
Promotions and
Sponsorships

2. Agenda
S Examples
S Partnership Guidelines
S Overarching Considerations
S Category Specific Pros and Cons

4. S
Examples

5. Celebrities
and Brands –
Easy to Get
Wrong

6. Even MLB Can Get It Wrong

7. Sony: All I Want for Xmas is a
PSP

8. Under Armour – I Will What I
Want

9. Amazon/Versa Note

10. S
Partnership Guidelines

11. 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

12. 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

13. S
Overarching
Considerations

14. 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

15. 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

16. ‘Talent’

17. Amazon/Versa Note

18. S
Specific Category
Partnership
Considerations

19. 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

20. 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

21. 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

22. 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

23. 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

24. Thank You!