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Sinclair and Ruiz is a consultancy that creates integrated local, national and international marketing strategies


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Case Study: Tennis Sponsorship Campaign

Tennis Sponsorship CampaignSinclair and Ruiz designed and implemented a sports marketing sponsorship campaign to reach a niche market for a resort client. The client’s infrastructure encompasses 4 hotels, a marina, golf and country club, and a gated residential community. The multi-dimensional campaign included advertising, PR and event participation, which secured leads as desired.

Following the initial campaign and implementation of the subsequent inbound marketing strategy, leads purchased all-inclusive packages at our client’s resort to participate in a 4-day tennis tournament.

The tournament was incorporated into the sports marketing campaign in order to generate an immediate return on investment. In addition to the tournament participants, those leads provided referrals to spouses and other family members who also traveled to the resort on dates within the 4 months following the conclusion of the campaign. Therefore the encouragement of referrals as part of the campaign increased the client’s short-term return on investment.  Within the first 4 months following the conclusion of the campaign, our client registered a lead conversion rate of 11%, concluding the 12 month cycle with a conversion rate of 33%.

Contact info@sinclairandruiz.com to discuss how sponsorship campaigns and sports marketing can increase your organization’s brand awareness and sales. You may also visit www.sinclairandruiz.com.

 

 


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Case Study: Fly and Buy Discovery Week Campaign

Fly and Buy

Sinclair and Ruiz promoted and coordinated a Discovery Week trip for a developer client who was seeking to promote awareness of their new rental and property management service; along with the remaining units available for sale in their latest condominium project.  The campaign was designed to convert leads obtained through different marketing efforts into clients.

Our team assisted with the design and implementation of the Discovery Week invitation and travel logistics. In order to engage with the leads, we designed a communications strategy to speak to the needs and emotional wishes of the prospective clients. We delivered this communication strategy via inbound marketing efforts, and providing easy contact with our branded representatives for interested parties. Upon reaching the desired level of engagement we maintained frequent communication with the prospective clients to answer questions, assist with travel arrangements, collect any required fees, and increase excitement about the Discovery Week.

To support our developer client, assisted in the design of the Discovery Week Schedule, in order to optimize the possibility of obtaining successful fly and buy sales results.

At the campaign conclusion, our client obtained a 52% conversion rate of prospective clients that paid their own flight and a discounted condominium rental rate to spend a week at the units available for rent. In addition to earning new rental clients, our client sold condominium units by the end of the Discovery Week, thus generating a short term return on their investment.

 

Contact Sinclair and Ruiz today at info@sinclairandruiz.com to learn how we can design and manage your successful Fly and Buy campaign. www.sinclairandruiz.com


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Gaining an Edge through Partnership and Sponsorship Marketing

Marketing partnerships and event sponsorships are effective marketing tools.  The first refers to linking two or more different non-competing brands for marketing purposes. The second refers to brands that become supporters of charities, sporting events, trade shows, etc.  We highly recommend both options because they are cost-effective and – when implemented correctly- provide outstanding results. When S&R designs and implements such strategies for our clients, the efforts generate all or o most of the following (depending on the clients’ needs):

  • Exposure to new consumers
  • Partnerships  with brands that are prestigious and important to

the target market

  • Positive brand association
  •   Increased brand awareness and enhanced image
  •  Exposure in the media
  • Revenue

We rely on our networks and those of our clients to carefully seek-out and evaluate opportunities that will provide the best return on investment. When searching for the best opportunity for your brand it is important to know who the target market is and how you want to reach them. Some organizations are better set-up than others to provide the right value.  Annual events and sports organizations often have an established framework within which they work with partners and sponsors.  Others, who have access to your target market, may not have previously provided the service your company requires or are simply less efficient.  Therefore it is important for the marketer to be involved through every step of the campaign.

Partnership and Sponsorship Marketing initiatives Sinclair and Ruiz has coordinated on behalf of our clients include:

  • In-kind sponsorships for charity tournaments, cultural and business events. Benefits include brand exposure in printed materials; value added advertising; spoken acknowledgements; speaking opportunities, and activation at the events.

 

  • Coordination and implementation of advertising campaigns between different segments of the tourism industry (destination, country, airline, travel agents).

 

  • Sponsorship and partnership of sporting events and organizations. Benefits include media exposure, brand exposure in printed materials, spoken acknowledgements, speaking opportunities, activation at the events.

 

These marketing efforts work well for small businesses as well as large organizations.  In order to make the most of partnerships and sponsorships, companies should gain exposure through an integrated mix of advertising and PR.  As always there should be a consistent message directed towards a clear objective.

Related articles that may be of interest:

http://www.businessknowhow.com/marketing/marketing-partnership.htm

http://marketing.about.com/od/eventandseminarmarketing/a/sponsorship.htm

info@sinclairandruiz.com

http://www.facebook.com/sinclairandruiz

 


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Turning 5

As S&R enters its  5th year, we are excited for 2012. How time flies!  It is interesting to look back and  see how far we’ve come.  Considering a few of the highlights, turning 5 means:

  • The company has planned and managed 26 exclusive events on behalf of our clients across Canada, the U.S. and Mexico.
  • We have represented clients at over 35 tradeshows and third party events.
  • S&R staff has been the MC and public speakers at nearly 30 events.
  • S&R has designed and executed nearly 20 individual advertising campaigns including 5 public/private sector coops with the Mexico Tourism Board on behalf of private companies and associations.
  • We’ve launched image, sales and sports campaigns.
  • In terms of PR, the company has coordinated press trips, national T.V. network interviews, provided a spokesperson during radio interviews and participated in crisis management for our clients.
  • The S&R team has provided graphic design services for corporate branding and advertising.
  • We have translated approximately 100 documents including lease agreements, purchase agreements, marketing material, websites, and correspondence, among others. We’ve provided this service for companies from the real estate, tourism, food, mining, and engineering industries doing international business.

We look forward to the continuing our collaboration with clients, partners and service providers. Cheers to the next 5!


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Advertising vs. Public Relations

Advertising and public relations are both different and integral parts of the marketing whole. However, there are plenty of people who take sides and passionately believe in one over the other. For example, the anti- PR camp may agree with the statement in a recent article that  “…Anyone who announces anything is a fool because nobody cares unless they’re Apple or Google…[and] many people still don’t get that public relations is no longer public relations. By many people, I don’t mean just PR people: I mean the companies that hire them and demand they do it a certain, familiar way.” On the other hand, I’ve also heard executives say they stay away from advertising because they don’t believe it is effective. For them the best and only valuable promotional strategy is to earn media coverage.

Public Relations

Public Relations includes much more than press releases and media coverage. PR also includes creating networks (not limited to virtual ones), hosting events, participating in trade shows, corresponding with existing and potential clients, and of course social or new media. The right balance and ensuring your message is directed to the correct audience should result in interest and therefore people caring about what you have to say.

In the case of social or new media, its applications are still in the development phase and currently change. The phenomenon has created much excitement in the PR camp. Yet, not everyone is enthusiastic about the challenges new media represents. As the head of a well established PR company closing its doors explained “…Ad firms are having mixed success with their early forays… and jumping in because their clients expect it…” while on the other hand “Companies have no budget line for this. They don’t know how to measure it. They struggle with balance between responding to customers, over-compensating small issues, or being too ‘corporate’ in their responses. There is no measurement tools that make me go, ‘Snap!!’ that’s who is listening to us.”

It is important to recognize that social media opens the door to endless possibilities. The key is not to become consumed by the options, and as with any strategy, stick to a plan that reaches the company’s objectives. Also, don’t forget that social networks are not limited to Facebook and Twitter. Networks are formed through business, partnerships, and memberships. The main goal of PR is to get people talking about you according to the image you want to portray – one that encourages people to become clients.

 

Advertising

Common comments from those who do not like advertising often mention that a) they prefer not to pay for coverage if they can get it for free and b) that people believe what the media says more than what advertisers say. It is important to take into consideration that earned media does not guarantee full control of the message nor does it control exact timing. In addition, it is up to the company to transmit the right message through their advertising and make the necessary information available to people researching the product in order to satisfy consumers. An ad can include specific information and calls to action that may not be conveyed in earned media. In addition ads can be repeated frequently to maintain the message current while- for example- a columnist is not likely to write about your company 3 times a week for an entire month repeating your message. In fact, even Apple – a company that earns more media attention than most- resorts to advertising to communicate specific information about their products.

Balance
The use of Advertising and PR requires a balance that depends on the company, its goals and the situation. An integral and effective campaign should implement both in a complementary way, especially as people choose multiple media through which to research products. The balance may shift according to the needs of the company and must adjust to new developments. The most important element is to know what you want to achieve and have a clear plan as to how you will achieve it.

Contact us to learn how Sinclair and Ruiz can help design the right strategy and balance for your business.

www.sinclairandruiz.com

www.facebook.com/sinclairandruiz

@sinclairandruiz