Abstract:
There are many ways to get a positive message out to the public ranging from
a press conference to the sponsorship of an event In some cases, organizations can
simply try to get media exposure through press releases. In other cases, companies
must make news, often by sponsoring some event of local interest, such as a
concert, a contest or a street party. Events sponsorship is a marketing tool that has
grown to be an extremely popular form of public relations Events marketing defined,
is a form of promotion that ties a brand to a meaningful athletic, entertainment,
cultural, social or other type of high-interest public activity. Each year, every special
occasion or holiday is expected to have sponsored events by practically all types of
businesses.
The organization in focus in this study is Skechers. At present the brand is
distributing products around the globe and it has already been a choice in the lifestyle
footwear industry in the Philippines. Currently, Skechers has been sponsoring the
biggest inter-school dance competition in Metro Manila called the Skechers
Streetdance Battle. It is the events marketing campaign of Skechers and it has
already staged dance competitions for four years now.
This study aims to answer the question: Is the Streetdance Battle campaign
perceived to be effective by its college competition participants in promoting
Skechers? This seeks to answer the following sub-problems: (1) What is the brand
image projected in the Skechers Streetdance Battle campaign as perceived by the
target audience?; (2) How is the brand concept clearly communicated to the target audience?; (3) Is the event consistent with the brand image? and; (4) Is the event
able to persuade target audience to buy the brand and create change in attitude?
In answering the questions posed, the researcher used a survey
questionnaire for the college competitors of the event. One hundred competitors from
different schools were asked to participate in the study since they directly
experienced the event and its activities. They were given questionnaires to assess
their perception regarding brand awareness and their feedback about persuasion and
changes in attitude and behavior.
The study revealed that Skechers is employing both the concepts of
marketing and communication. On the marketing side, Skechers has its brand image
associated with the target audience in the form of an events marketing campaign.
Skechers was successful in trying to communicate its brand image to its target
market Incentives and prizes were also perceived by the respondents to be a critical
element in the event Since communication is really a vital tool in all marketing
processes, communication through events provides Skechers the right medium to
connect to the public, Skechers understood the importance of the concepts of publics
and relations. They viewed their publics to be the competitors of the event, students,
media and stockholders. These publics are involved in a relationship with the
company. In order for the relationship to be positive, the company ensured an
effective operation of the business through a communication based events marketing
campaign.
