experiential contact: events, sponsorships, & customer service
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Experiential Contact: Events, Sponsorships, & Customer Service
What are the major types of events, and what roles can events play in IMC?What types of sponsorship opportunities exist, and what are the strengths and weaknesses of events and sponsorships?Why is customer service so important in building brand relationships and what are its strengths and limitations?Lecture Outline
EventsSponsorshipsWays to Increase Consumer InvolvementLecture Perspective
Opening Case: Camp Jeep
Educate brand users and increase brand loyaltyA special events program featuring:Camp Jeep, a $300 week-long event with events like Jeep 101, an off-highway course and Jeep seminarsHiking, tubing, and a Crafts Center for KidsOpening Case: Camp Jeep
A Way To Reach Hard-to-reach Target AudiencesEngages Consumers With a Hands-on ExperienceIncreases Brand AwarenessEvent MarketingEvent marketing: A promotional occasion designed to attract and involve a brands target audienceEvent Marketing Usage
CreatedParticipationEvent Marketing3 Types
Baskin-Robbins Created an Event Around the Worlds Largest Ice Cream Cake
Tales From the Real WorldSome organizations hesitate to stage special events because they mistakenly believe that stakeholders and the press wont think they are important enough to warrant attention.
In the real world, however, some of the most successfuland publicizedevents are those that are completely created by the brand, including events like grand openings and the creation of a worlds largest _________
The COMDEX Trade Show Attracts 200,000 People
IMC In Action: Rimmel Cosmetics
IMC In Action: Rimmel CosmeticsAn event program featuring:A London (Rimmels home) double-deck bus tourBuses were specially outfitted Buses also had PCs so customers could do virtual make-oversIncrease sales and encourage website visits
Sponsored EventsSponsorship: The financial support of an organization, person, or activity in exchange for brand publicity and association
Cause And Mission MarketingCause and mission marketing: When a brand promises to donate money or other types of support to an organization or social activity when a customer buys or uses the brand
Insight: Special Events For Loyal Customers Sears has found a large differential between the cost of sales to new customers and the cost of sales to loyal customersthe former cost some 20 times more. In an effort to capitalize on this, some department stores send their credit-card holders invitations to private sales and other special events. By maximizing the interactivity with customers, the stores are able to remain top of mind with customers and increase their buying.
Vs.What Are The Strengths And Limitations Of Events And Sponsorships?
Think About ItHow much control should a brand have over the content of an event they sponsor?
Customer Service Customer service: The process of managing customers interactive experiences with a brandIncludes: everything a company does to take care of customer needs when they buy and use a brand
Dedicated Customer Service DepartmentHelpful Employee PerformanceConvenient Facilities, Operations, and ArrangementsGood Technical SupportGood Technical SupportDedicated Customer Service DepartmentHelpful Employee PerformanceCustomer-Focused OrganizationsCustomer-Focused Umbrella
It Helps Retain Current CustomersCustomers Are Conditioned to Expect ItCustomers Demand ItIt Creates Competitive Advantage5 Reasons To Focus On Customer Service Reasons To Focus
Think About ItWhat is your worst customer service horror story?How could it have been prevented?
ResponsivenessAttitudeProduct KnowledgeAccessibility5 Customer Service StrategiesStrategies
Vs.Why Is Customer Service So Important In Building Brand Relationships?
Final Note:Combining interactive event experiences with positive customer service experiences leads to a positive, highly involving, and memorable link to the brand
BibliographyPrinciples of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.
Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.
Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.
The End:A successful man is one who can lay a firm foundation with the bricks that others throw at him.
*For use only with Duncan texts. 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin**