Category: Advertisement

EVENTS PROMOTION AND SPONSORSHIP

General Summary and Key Points

Posted by Rebeca Gaxiola. Nov. 14, 2018.

It is important to highlight what makes a good marketing strategy and how to better plan an event and negotiate sponsorship. Key points not to forget are:

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Image from thhp.co.za
  • Planned events represent things to be marketed and a means of marketing things.
  • Find what people want and give it to them in the most original and unexpected way so emotions are also engaged.
  • Every event is different, so each one should be individually approached and planned.
  • Sponsorship should be an integral aspect of the marketing mix.
  • Find out what your sponsors need to make it part of the sponsorship package.
  • Know your audience and the channels to reach them.
  • Public Relations not only handle community relations but also bad publicity.
  • Guerrilla marketing is ok as long as you don’t break any laws.
  • Look at your competition to learn from them.

    marketing-and-com
    Image from primoevents.com

“Perfection is not attainable, but if we chase perfection we can catch excellence.” – Vince Lombardi

Event marketing is fun and rewarding when is done correctly. The future of events will be shaped by technology, but the essential nature and role of events will basically remain the same.

References
Feature Image
Preston, C.A. & Hoyle, L. H. (2012). Event Marketing. 2nd ed. John Wiley & Sons, Inc., Hoboken New Jersey

 

 

TRADITIONAL VS. SOCIAL MEDIA

Posted by Rebeca Gaxiola October 14, 2018

Porsche brand use of traditional and social media to engage their market.

Social media has become a common word on everyone’s vocabulary. The accessibility of news, databases, and entertainment at the tips of our hands makes it almost impossible not to check something in our phone or tablet before looking for it in print versions.

Social networks aren’t about Web sites. They’re about experiences.
Mike DiLorenzo

A survey conducted by Pew Research Center found younger Americans (especially those ages 18 to 24) stand out for embracing a variety of platforms and using them frequently. The rest of the population spends almost 74% of their time on Facebook followed closely by Snapchat and Instagram as shown on Fig 1.

data
(fig. 1)

How are brands handling media presence?

Two words, integrated marketing. While it’s true that engaging consumers on line has become the main goal of some brands, their efforts have been channeled to merging both platforms to provide the ultimate experience.

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© 2018 Porsche

Porsche’s Marketing and dialogue manager Deniz Keskin says that even though efforts are being made to engaged customers in media platforms, the brand is receiving a good ROI in various placements, including traditional print advertising.

One campaign that succeeded in merging print and social media was the Porshe interactive hologram print ad This campaign consists of a spread on Fast Company’s magazine, including an acetate prism. Placing such prism on a tablet while running video 911hologram.com brings 3-D footage of Porsche model 911.

The campaign makes you feel like you are in a Harry Potter movie where images come to life before your eyes. My immediate response? “Help me, Obi Wan Kenobi”. Jokes aside, blending traditional with modern type of advertisement turned out to be a powerful campaign for Porsche. Like the video states, print isn’t dead, it simply needs a little technological CPR.

References
 Featured Image
Porsche Holographic Ad
 Porsche 911
Porsche Digital Strategy
 Social Media Use
Star Wars® franchise.