Event Marketing and Sponsorship: A Case Study of the Rio 2016 Olympics

Desklib provides past papers and solved assignments for students. This case study analyzes the Rio 2016 Olympics' marketing strategies.

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Assignment- Case Study
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Introduction
This report is prepared in order to understand the concept of event marketing as well as
sponsorship. There is a need for using the marketing mix in the businesses before conducting any
event. There are included 6 P’s of marketing in this report. There will also be made discussion of
the sponsorship assets along with the specific examples. The impact of the Olympics, as well as
spectator experience on the experienced economy, will be discussed in this report.
1. 6 P’s of marketing
The events can be described as an occurrence at a given time as well as place. It is considered as
an organized occasion such as the conventions, meetings, exhibition, gala dinner as well as the
meetings. The events are generally composed of several distinct yet inter-related functions. The
events are always planned as well as detailed in advance.
It has been identified that, when there is clear definition of the product is provided, then only the
decisions can be taken for the strategies to be used in order to attract the customers through
place, price, promotion, process as well as people (James & Osborn, 2016, pp- 100, Para- 1).
These are considered as the 6 Ps of marketing. Following is provided the 6 Ps of marketing after
considering the marketing report of Rio 2016 Olympics:
Product: The product within an event is the series of leisure experiences which are intangible in
nature as well as the tangible goods which are being used and designed to satisfy the demands of
the customers. The events themselves are considered as the products. The viewing experience of
Olympic Rio 2016 has been created in a completely new manner as well as with immersing
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experience. Rio 2016 paved the methods of innovation by introducing the VR (Virtual Reality)
experiences as well as taking the 8 K Super Hi-Vision productions to the new levels.
Price: The price is also considered as a crucial component of the marketing mix of event
marketing. This is one of the main responsibilities of the event marketers to completely
understanding the relationship between revenue generation and the operational costs. The pricing
strategy of an event can be used as per the objective of the event. For example, the marketing
oriented event such as the musical event for the 5 days can price the tickets as per the validity.
The ticketing prices of Rio 2016 were designed to allow the maximum people to enjoy the
experience of the Olympic Games. There were more than half of the tickets were available for
R$70 or less.
Place: The place is referred to as both the sites as well as the venue. This is considered as the
place which the consumers can purchase their tickets to the event. The selection of such place
and value is completely dependent on the visitors as well as the profile of the event. There were
several venues and destinations used for the purpose of the Olympic Games Rio 2016. There
were approximately 56,970 visitors to the Deodoro Olympic Park Live Site. All the destinations
chosen for the event were very convenient as well as easily accessible by the visitors.
Promotion: The promotion generally looks towards the assurance of attendance of the people in
an event. There are a lot of strategies that can be used in order to promote the event such as PR,
websites, direct marketing, viral marketing, social networking as well as advertising. The IOC
also launched several promotional campaigns in order to communicate the vision of the Olympic
Movement of creating a great world through the sports. The social media networking, as well as
the sponsorship, was also being done (Chaudhary, et. al., 2016, Pp- 210, Para- 2).
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Process: The process is considered as the mechanical part of any event. These are helpful in
making the event successful as well as running smoothly. It makes attendance easier for visitors.
The Olympic Rio 2016 have also used smooth processes in order to run such an event
successfully and also achieved success by attaining the objectives of such an event.
People: It is one of the important parts of the marketing mix. There are several people involved
in order to make an event happening. It is necessary for an event to have contact with the
sponsors, policymakers as well as the attendees. There were several sponsors attended with the
event of Olympic Rio such as Nissan, Claro, Bradesco as well as Embratel.
2. Sponsorship Assets
The sponsorship assets are highly desirable for the sponsors to be purchased. There is a benefit
of such activity as they can feature anything that they want such as keeping the branding as well
as the logo in the simplest implementation. It helps in drawing the attention of the sponsees end-
customers which can prove to be helpful in converting to sponsor’s new clients. The sponsorship
assets are required to be described broadly and can imply both virtual opportunities as well as
physical objects. Following are the 6 identified sponsorship assets which are the best result
driven. These are:
 Digital media: The digital media is considered as one of the most valuable sponsorships
hard asset. Taking the example of sports sponsorship, since the start of the team sports,
there can be made the argument that brands use the games as valuable marketing tools.
Before the rise of the digital media, brands used to be benefitted from the signage. Now
the digital media is being used in order to reach all the targeted audience.
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 Signage: The signage is more or less the most widely utilized hard sponsorship assets. In
the physical world, the signage will continue to be a highly valued asset. There are
several examples of signage ideas such as Sunglasses, drink cups, light boxes, projections
as well as vehicle wrap. This valuable asset was also been purchased by the sponsors in
Olympic Rio 2016.
 Event participation: There can be the opportunity to place the promotional messages in
the e-newsletters which can be forwarded to all the participants. This asset can be helpful
for the active participation of the visitors and creating the maximum value for the
sponsors.
 Event collaboration: The event collaboration is a hard asset of the sponsorship as
making the collaboration with different sports events can be helpful in keeping all the
components appropriately. This is a useful sponsorship asset to create the benefits to the
sponsors (Datta, et. al., 2017, Pp- 18, Para- 1).
 Fan appreciation days: In the fan appreciation day, the fan giveaways and prizes are
distributed to them. There remain great prices, merchandise discounts as well as the
contests for all the fans attending the events. This is a great sponsorship asset to be used
to reach and promote the brand to a wide range of attendees.
 Attendee’s Hands: The event attendance can be increased by offering the mobile event
app. The mobile event app is considered as significant investments. There is also the way
to offset the costs of the event app by getting the sponsors to foot the bill.
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3. Two examples of activation tactics
The marketing activation techniques or tactics are generally being used in sports marketing.
These techniques are generally connected with the brand sponsoring an athlete or the event in
order to improve the brand awareness of such event (Preston & Hoyle, 2012, Pp- 112, Para- 3).
With the strong marketing activation as well as the creativity, consumers remember the
campaign of sponsors.
Marketing activation phase comes after the planning phase. Following are the examples of these
activation tactics:
Incentives to activate
This is one of the most widely used tactics of activation used by the events organizers as well as
the companies. Giving away the free t-shirts or the other products in the name of the event or the
brand is a highly used innovative marketing tactic. Whenever there is need to go to the
conference or the networking events, there are several companies swag handed out (Fan, et. al.,
2015, Pp- 99, Para- 2).
Short Form Videos
The videos are the continuous preferred source of learning as well as educating. The companies
are using video tutorials in order to educate the potential client and customers. This type of
content is more engaging than documentation or blog posts.
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4. The contribution of Olympics and spectator experience to an experience economy
The Olympics are reputed as a local public good. They are involved in satisfying the
requirements felt by the whole population. They also stage thanks to the production activity of
the whole population. The gamer is considered as the source of identity and them distinct one
community from another community and is consequently considered as the mark of success of
the territorial base within the economic competition. There are several positive impacts of the
Olympics on the economic situation of the country such as there will be an increment in the
economic activities, the increment in the labor supply as well as a rise in income. There are also
the environmental impacts and contribution in the form of construction of the new facilities.
The spectator experience also explains the situation of the environment of any country or place.
It enhances the host community’s capacities as well as the ability to organize the events.
Conclusion
It can be concluded from the above-presented report that there is a requirement of an appropriate
marketing mix in order to conduct an event successfully. This report has provided an overview of
sponsorship as well as activation tactics used by the companies to increase the numbers of
attendees of the event.
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References
Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business
intelligence through the lens of the marketing mix. Big Data Research, 2(1), 28-32.
Datta, H., Ailawadi, K. L., & van Heerde, H. J. (2017). How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), 1-20.
Chaudhary, V., Vats, B., & Lata, K. (2016). A study on sports event sponsorship for brand
promotion in relation with Commonwealth Games Delhi 2010. International Journal of
Physical Education, Sports and Health 2016, 3(2), 211-213.
James, M., & Osborn, G. (2016). The Olympics, transnational law and legal transplants: the
International Olympic Committee, ambush marketing, and ticket touting. Legal
Studies, 36(1), 93-110.
Preston, C., & Hoyle, L. (2012). Event Marketing: How to Successfully Promote Events,
Festivals, Conventions, and Expositions. Chichester: Wiley, 35(2), 98-115.
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