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OBSERVER PROGRAMME EYOF 2009, TAMPERE
MARKETING
Maria Arokallio
Marketing coordinator
Main focus
1. Sponsors and partners2. Raising public intrest and knowledge of the
event3. Merchandice products4. Visual identity
General challenges
• Unknown event• Media not interested in youth sports• Financial crisis worldwide, also in Finland
How did we do it?1. Sponsors and partners
• Contracts with three sellers / agencies• National partners: Infront Finland Oy• Local partners: Finnfalcon• Venue exposure: Mediakanava
• Was started too slowly, last deals (cars) were signed at the end of May-09
Partners & supporters
What did sponsors get in return?
• Exposure in publications and venues• Right to use logo and mascot• Tickets to opening and closing ceremonies• Sales promotion opportunities
• Athletes• Event guests
• Additional sales• Contacts and customers
Partners & supporters – ideas and tips
• Be prepared to tell about the event – it’s really unknown
• Find a way to get free exposure – think who benefits your event: shops, services (car rental, laundry services, telephone subscriptions, gas stations etc.)
Partners & supporters – ideas and tips
• Take advantage of ”barter deals” – there is a wide range of articles and services you need during the event• E.g. accomodation, furniture, removing
services, printing services, security services, food, soft drinks, cars, computers…
• Easier to get deals – save money• Make the list of needs as detailed and
early as possible
How did we do it?2. Public interest
• People in sports are quite well aware of the event, but public intrest was a challenge• Strategic choise: free admission to the venues
• Cooperation with local newspaper Aamulehti and its weekly tabloid ”Moro”
• Olympic torch was brought to a different events in June and July
• Wide exposure in two shopping centres starting from the beginning of June
• First day experiences: stands were reasonably crowded -> atmosphere!!
Creating awareness – flame and mascot on tour
Creating awareness – EYOF-theme in shopping center Koskikeskus
Creating awareness – EYOF-theme in shopping center DUO
How did we do it?3. Merchandice products
• A company, ”Eepe Promotion” was selected to be responsible of purchasing and resell the products
• Products were selected and their price was set together with EYOF-organisers
• Web-shop was opened in April-09• Points of sale in several competition venues,
one at city centre ”Olympic tent” and one at OLV
How did we do it? 4. Visual identity
• Contract with an AD, Pirjo Uusitalo-Aura• First brief in 2007 by chief executive: ”Young,
fresh and lively”
Publication covers
For athletes, CdM:s, VIP-guests, citizens of Tampere
Stickers on the back of buss benches
Stickers on the back of buss benches
FINXies
webpages
Outdooradvertisements
Stamps and posters
What would I do differently?
• Attention to contracts!• More details, more deadlines
• More accurate list of needs• Find experienced sellers that are familiar
with sports and large events
