Lifestyle Sponsorships: Social Change through sports sponsorship

The marketing and promotions process model has four major components: marketing strategy and analysis, target marketing process, marketing planning and program development, and the target market. It begins with developing a marketing strategy based on a situation analysis of opportunities, competitors, and selecting target markets. The company then coordinates the marketing mix and promotional strategies into a cohesive program to effectively reach the target market. Promotions play an important role in building demand among consumers and retailers.

Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.

This document provides an overview of the 8-stage process for developing a comprehensive marketing strategy: 1. Defining strategic marketing objectives such as target markets and goals. 2. Determining strategic focus on market growth, share, or segments. 3. Defining customer targets by understanding market segments and choosing attractive ones to target. 4. Competitor analysis to understand alternatives and positioning. 5. Identifying sources of differential advantage over competitors. 6. Developing the marketing mix of product, price, place, and promotion. 7. Implementation of the marketing plan. 8. Monitoring market performance and revising the strategy as needed.

This document discusses sponsorship, defining it as when a company pays money to sponsor an individual, group, event or activity in return for advertising space or publicity. It notes that sponsorship differs from advertising by not communicating specific product attributes. The document outlines how sponsorship helps promote brand awareness and customer loyalty by allowing companies to meet customers and vendors. It also helps companies showcase new products and enhance their image and visibility. The document then describes different types of sponsorship like television, sports, and arts sponsorship. It provides steps to decide what and how to sponsor, and categories of sponsorship based on contribution level.

This document provides a marketing plan for Speakeasy Nightclub & Lounge in Appleton, WI. It analyzes the bar's internal and external environment, including its target market of millennials. Speakeasy's current strategy of promotions and Facebook posts is not driving consistent business. The plan outlines goals of completing renovations, gaining customer feedback, and using social media to engage customers and create a presence online. It recommends implementing drink specials and promotions on underperforming nights to drive more traffic and sales. The marketing strategies aim to rebrand Speakeasy as the top nightlife destination by catering to millennials and creating a better atmosphere through improvements and an online presence.

The document discusses omnichannel fashion strategies and provides examples of business cases. It summarizes Accenture's services including strategy consulting, process consulting, technology consulting, and infrastructure operations. Examples of business cases are provided for companies like Tiffany, Amazon Fashion, Burberry, Farfetch, Superdry, Uniqlo, Nike, and House of Fraser. Emerging trends discussed include augmented reality, Google Glass, and indoor mapping. Common issues addressed are defining strategy and positioning, forecasting potential, maximizing sales, and optimizing investments to become a leading e-commerce player.

Sales promotion is a collection of marketing incentives used to stimulate short-term purchases of products and services. Advertisements provide reasons to buy while promotions incentivize buying through tools like samples, coupons, cash refunds, and premiums. The objectives of promotions are to increase awareness, trial, repurchase, and related product purchases. Techniques include samples, coupons, cash refunds, prizes, and cross-promotion. Direct marketing involves communicating directly with customers through channels like mail, catalogs, websites and mobile apps to deliver goods and services without intermediaries. It allows measuring response and building personal relationships with customers. Interactive marketing is a trend of moving from transactions to conversations through addressing individuals based on their unique responses and preferences

Transactional marketing focuses on maximizing short-term profits through increasing sales transactions rather than building long-term customer relationships. It involves promoting products and services to new customers through the traditional four P's of marketing. While transactional marketing aims to boost sales volume, some analysts argue it is less effective today given new technologies allow companies to more easily develop relationships with customers and better understand their needs over time.

The document discusses personal selling and direct marketing. It covers the personal selling process which includes prospecting, qualifying, pre-approach, approach, presentation, handling objections, closing, and follow-up. It also discusses managing the sales force which includes recruiting, selecting, training, compensating, supervising, and evaluating salespeople. Direct marketing includes direct mail, catalogs, telephone marketing, television marketing, and online marketing. Setting up an online presence involves creating effective websites and placing various types of online advertisements and promotions.

The document discusses establishing objectives and budgeting for promotional programs, noting that objectives help focus efforts, guide planning and decisions, and provide standards for evaluation. It describes different types of objectives including marketing, IMC, and communication objectives. The document also covers factors to consider when allocating promotional budgets, such as marginal analysis and top-down versus bottom-up budgeting approaches.

Utilized AIDA model and developed an integrated new retail strategy for Equinox with focuses on email, SEO/SEM, social, and micro-influencers to reach niche segments with higher data utility efficiency.

The document discusses advertising appeals and execution styles. It identifies two broad categories of appeals - informational/rational appeals that focus on practical benefits, and emotional appeals that relate to social/psychological needs. Various execution techniques are also outlined, such as straight sell messages, testimonials, and humor. The document then provides details on creative tactics for print, television, and online advertising, including components like headlines, visuals, and layout. It concludes with guidelines for evaluating creative work against objectives and appropriateness.

The Listening Party is a digital platform and live event series that combines celebrity interviews, audience participation, and brand integration. It will feature 90-minute live weekly broadcasts from cities like NYC, interviewing stars like Chris Brown and Jessie J. The platform aims to deliver authentic, hyper-personalized content and experiences for millennials through its live interactive format, archived video segments, and social media engagement across multiple devices. It promises brands low CPM rates for sponsoring its culturally relevant conversations between stars and fans.

The document discusses the evolution of marketing from Marketing 1.0 to Marketing 3.0. Marketing 1.0 was product-centric, while Marketing 2.0 became consumer-centric. Marketing 3.0 focuses on meeting consumers' emotional and rational needs by prioritizing engagement, collaboration, and building brand credibility through trust, authenticity and transparency. Some marketers still rely on outdated metrics like impressions and reach, but Marketing 3.0 requires understanding social media influencers and adapting to the increased power of consumers online.

The document outlines the business model canvas for a "Village Homestay" business. The business will provide temporary low-cost accommodation in homes or rooms for tourists and backpackers near tourist attractions. It will generate revenue from paying guests, surge pricing, and commissions from partner restaurants and tour operators. Key resources will include capital costs, land, houses, interior design, and staff. Partnerships with other homestays, tour operators, and government agencies will also be important.