Event Marketing: 6Ps, Sponsorship Assets, Olympics & Economy

This report analyzes event marketing strategies within the context of the Olympic Games, focusing on the 6Ps of marketing (Product, Price, Place, Promotion, People, and Performance) and six elements of sponsorship assets. It provides examples of activation tactics used during the Rio 2016 Olympics, such as Coca-Cola's bubble-inspired ceiling design and Omega's exclusive events. The report further discusses the contribution of the Olympics and spectator experience towards the experienced economy, highlighting the economic impact of hosting the games, including increased tourism, infrastructure development, and foreign investment. It references scholarly articles to support its analysis of marketing and sponsorship strategies employed during the Olympic Games.

Running head: MARKETING
Event Marketing
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Table of Contents
1. 6P’s of Marketing:.......................................................................................................................3
2. Six Elements of Sponsorship Assets............................................................................................4
3. Examples of Activation Tactics and Explanation of Each..........................................................4
4. Contribution of Olympics and Spectator Experience towards Experienced Economy...............5
References:......................................................................................................................................6

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1. 6P’s of Marketing:
These include (Kaufman & Horton, 2014):
Product: In context of the Olympic marketing this includes for example, rights to the
Olympic game, sponsorship program, domestic sponsorship, licensing, ticketing and the
complementary commercial program.
Price: This refers to the price of tickets and licenses and the cost of sponsoring the
Olympics. Panasonic recently made a payment of close to$350 million for a period of eight
years that accounted for a sponsorship of four Olympic Games.
Place: This refers to the distribution channel i.e. the virtual or the real place from where
the product is distributed or sold. Rio de Janeiro played host to the seemingly endless array of the
iconic sport performances.
Promotion: This refers to the commercial partnerships vital for the continuous success of
Olympic Games that includes broadcasting via the digital and television platforms.
People: In respect to the Olympics this refers to the organizing committees of the
Olympic Games that include the National Olympic Committee (NOC) and the International
Olympic Committee (IOC) of the country belonging to host city and also the host city.
Performance: The Olympic Games Rio 2016 has been one of the consumed Games be it
in terms of coverage through television as well as digital platforms.
2. Six Elements of Sponsorship Assets
These include (Fortunato, 2013):

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1. Display of Numbers: Reach is the aspect that people looks for most frequently. For
instance, Omega one of the sponsors of Olympics Rio 2016, is the most renowned brand
whose market size is about to reach $57.07 by the year 2025.
2. Capability of Providing Meaningful Engagement: This refers to interaction with target
audience or providing them with improved experience. For example, Omega introduced
various timekeeping technologies in Rio like the archery targeting system, higher
resolution scoreboards and newer photoelectric cell technology.
3. Identification of Target Audience: For example, this aspect is taken care of by the
international advertising campaign of Omega that primarily on the dreams of athletes.
4. Uniqueness in the Opportunity: For instance, Omega as a sponsor differentiates itself
by incorporating iconic Olympic rings in its design with its sub dials decorated with the
silver, gold and bronze rings.
5. Identification of the Clutter: For example, Omega as a sponsor stood out amongst the
crowd through designing three time pieces for celebrating Olympic Games.
6. Identification of Assets vs Alternatives: For instance, this is done by Omega through
the evolution and the development of most accurate and precise equipment that has
implicitly earned the trust of athletes.
There were other renowned sponsors like the Samsung, Coca- Cola, Panasonic and Visa that
showcased interactive experiences during the Olympics, 2016.
3. Examples of Activation Tactics and Explanation of Each
Activation tactics refers to the means of driving the consumers to the actions through
experience and brand interaction (Zheng et al. 2015). For example:

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 The design of the ceiling of Olympics, 2016 drew an inspiration from the burst of the
bubbles from the Coca Cola Bottle. This particular installation remained lit in gold
whenever an athlete won gold medal during games.
 The Omega house hosted varied number of invite only events that included Omega Golf
Ball thereby celebrating return of the golf to the game after an absence of 112 year. This
was featured with the help of green carpet displaying golf ball that served as an area of
photo op.
4. Contribution of Olympics and Spectator Experience towards Experienced Economy
Experienced economy refers to the economic impact of Olympic countries hosting the
games involves investment of billions of dollars with the hope of seeing a boom in the economy
(Jones, 2013). This ranges from enhanced spending on tourism to updated infrastructure. Further,
the host countries overview increase in the trade that leads to the enhanced foreign investment.

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References:
Fortunato, J. A. (2013). Sports sponsorship: Principles and practices. McFarland.
Jones, I. (2013). Visiting the Games: spectators, fans and behaviours. In Handbook of the
London 2012 Olympic and Paralympic Games (pp. 130-142). Routledge.
Kaufman, I., & Horton, C. (2014). Digital marketing: Integrating strategy and tactics with
values, a guidebook for executives, managers, and students. Routledge.
Zheng, X., Cheung, C. M., Lee, M. K., & Liang, L. (2015). Building brand loyalty through user
engagement in online brand communities in social networking sites. Information
Technology & People, 28(1), 90-106.