From traditional sponsorship to effective PR-project

Why even, at first sight, successful projects actually use no more than 10 % of communication potential of these projects – Ksenia Sladkevich and Peter Matskevich (founders of “PR-Prime” company, operating partners of “MSBrand Corporation agency”) will tell about it at the VI International conference “Marketing strategies in the promotion of alcohol products”, which will take place on February 3, 2011 in Odessa. 

According to Ksenia and Peter among the main reasons — the approach to the project as to a separate action, instead of as to the own new channel of communications intended for the report of the key message to selected target audiences, and also use of too standard decisions for the branch, which mutually reduce efficiency of projects different ТМ.

In order to make the project as the own effective channel of communications it becomes necessary to try integrating a brand into a “project body”. It is especially important for alcoholic brands: first — it is far not each sponsor's project approaches for this purpose; secondly — during the limited advertizing possibilities realization of sponsor's and social projects becomes one of the most powerful channels of communications.

How to define the “natural” sponsor's project to an alcoholic brand? It is necessary simply to simulate it. Thus, to become an effective channel of communications the sponsor's project should be directed on the decision of real, instead of a far-fetched social problem, and all its components should be in harmony with those characteristics of the brand or the company, which we want to inform.

If the test-drive (modeling) shows “identity” of the project and the brand, it is possible to start the formation of the key project’s message (only one!) – not one wonderful project was “killed” negligent, inexact or incorrect formulations. Among words-murderers of PR-projects, on the first place there are words about “socially responsible business” — this falseness will be felt by everyone, because there is no socially responsible business, it contradicts the nature of business.

Efficiency of any project for a concrete brand doesn't depend at all on mass character of audience or presence of TV advertizing. The less than efforts you have spent for work with the press, the more effectively your project will be. Everything depends on the harmony of the concept of the project and its each element with characteristics of a brand, which we want to inform, presence of powerful emotional “background” in realization of all components and...the “feeling of deep satisfaction” from what have been done — it is the unique objective criterion of that the project is realized “correctly”.

In 2011 the conference “Marketing strategies in the promotion of alcohol products” will take place in “Continental” Hotel, which is situated in the historical part of the city – on Deribasovskaya Street.

Organizer of the conference –“Expo-Yug-Service” exhibition company. The event will be held within the limits of XI International specialized exhibitions “Wine&Winemaking” and “High Degree”, which will take place in Odessa Sea Port, February 3-5, 2011.

Details about the conference: /conference/about/ 

Registration for the conference: /conference/register/ 

Contacts: Polina Tashakova 
pt@expodessa.od.ua
ph: +38 (048) 728-60-68, 777-60-68
cell: +38 (066) 794-45-49