Media Campaign for an Event

As most people know, Sony is among the best electronic companies worldwide. Its wide range of products encompasses entertainment, consumer and professional electronics, financial and gaming services. Nearly all its main products are competent in the market, and a few of them are in top positions. Indeed, their marketing strategy is the main reason for their outstanding sales. Sony uses various ways to reach its customers. It uses the media and advertising as well as planning events and making use of the market factors. These have assisted in shaping the corporation in the past and activities that could perhaps distress the corporation shortly. 

In the forthcoming event this year, the Sony Company is launching and organizing a photography competition to promote and sponsor the new camera to show to the young group that it is the most incredible camera in the market. The camera is Sony A7S III with significant improvements to connectivity and handling. It has a pin-sharp viewfinder and with predominantly exceptional low-light performance in both stills and videos. It is a great hybrid camera coming at a prize of 14.000 AED. It has the long-awaited 12.1 MP full-frame sensor illuminated at the back, a best class video camera, and a Bionz XR processor that makes 8x quicker performance and an expendable 40-409,600 ISO. It contains a class-leading dynamic range of 15 stops, and definitely, the specs are impressive. Sony uses a variety of forms and ways to market its products. The marketing mix element identifies the promotional methods that the company uses to reach its target customers. The method includes; the most effective advertising, personal selling, sales promotion, direct marketing, and public relations. Sony Corporation advertises its products on both print and online media. Additionally, it uses public relations to create brand awareness and improve corporate image. For instance, the corporation sponsors music festivals, events, sports, and other events. 

Media relations can help to deliver advantages that any other marketing tactic cannot achieve. The incorporation is media relations into Sony's marketing plan will enhance brand awareness by obtaining positive coverage in reliable media outlets. Media coverage can also help develop brand bonds among customers by promoting credibility, transparency, trust, and authenticity. The media will also help to establish relationships that will benefit the company. Moreover, the relationships created with the media can be vital during a crisis. Sony Company can be clear and make a statement through the media on time in case of a problem. Misunderstanding and tumors spread very fast, and they can be detrimental to the brand. However, with an existing media relationship, the company gets an excellent opportunity to control the message. 

Event Description

The Sony UAE Company is a complete subsidiary of the worldwide Sony Corporation and is the area headquarters for the Middle East section. Sony UAE carries out many businesses related to consumer electronics, recording energy and media, entertainment products, mobile electronics like car audio, among several others. It also leads in undertaking many logistics, marketing, customer service, advertising, and sales through many business partners. The corporation's existence in the UAE region is strengthened by over 270 recognized third-party facility centers. However, Sony has entirely dominated the manufacturing of the state of the art cameras in the world. 

This year, Sony UAE Company will run a six weeks company at the grounds of the University of Jazeera. The corporation will launch and manage a photography competition to promote and sponsor the new camera. The campaign aims at proving to young people that the camera is the best in the global market. The competition is open to all university students in the UAE who pursue mass media and visual arts-related courses. The students' support is significant to the brand and marketing of the new camera in the market. Their support will enable the general public to become aware of the new camera's great qualities, which is likely to increase company sales. 

The event will be adjudicated by seven judges who are professionals in photography and visual arts. They will guarantee that they select the best student in their photography portfolio. The winners will be rewarded in this order. The third position will be awarded a "Sony Alpha A7r II Mirrorless Digital Camera with Sony FE 50mm F/ 1.8 Lens worth 4229 AED." The second position will get a "Sony FE 85mm f / 1.4 GM Lens worth 5,199 AED." And finally, the student in the first position will be awarded a "Sony Alpha a7S III Mirrorless Digital Camera worth 12,999 AED." 

SMART objectives and goals  

The Sony UAE has SMART goals and objectives. The campaign aims at reaching the target audience and giving them information about camera products from the corporation. It involves a competition of university students in the region pursuing courses related to mass media and visual arts. The corporation's purposes ensure that the public and especially the young students acknowledge their camera products as the best in the market globally. The campaign will also incorporate flash camera sales, mazurka sales, and celebrity gala sales. The winners of the competition will be equipped with essential tools for a great photography career. 

The campaign will track the skills of the participants, and judges will select the best photographers. The corporation will measure the progress of the outcome depending on the student's turn up and the sales made during that campaign period. Increased sales and demand for cameras and other Sony products will mean that it has achieved its goals. The goal of showcasing the best camera in the market is quite attainable. The competitors and other people in the event will get a chance to confirm the quality of the camera. The goals and objectives are relevant to the company, the students, and the community. The campaign will enable the community to appreciate the culture through the photographs taken around. It will also help students in their photography journey and also allow to company to increase product sales. The event will take six weeks in which the goals and objectives will have been achieved. 

Like other marketing promotion features, the media relations will address many broad objectives and build brand awareness by relaunching existing products or introducing new ones into the market. The special event will generate customer awareness and attention. Moreover, media relations create interests among the people. Stories in the media can assist in enticing a target audience to go for the product, whether it is a small product article or incorporated with other products in the general report. It also reinforces the brand by retaining positive relationships with influential audiences and building a solid image. A strong vision will help the Sony Corporation develop its business and help it in crisis times. Besides that, media relations help in providing consumers with deeper information regarding the services and products. The media conveys information to customers to get more understanding of the products through websites, newsletters, collateral materials, and articles. In addition, positive newspaper articles on the internet or a TV show will often lead to a discernible rise in product sales, thereby stimulating demand. 

Sustainable Media Relations Strategy

The Sony Corporation will involve a viable media relations strategy to make the event stand out. It will use many tactics to attract the attention of the target audience. First, it will make storylines that strongly resonate with the blogs' audiences and news outlets while ensuring that critical messages are being publicized and shared appropriately. It will gather all the information that the reporter might require before making any outreach. This could be work and research that supports the stats and trend to back the position. It will give what the event is about, who it is relevant to, where and when the event is taking place, what will be happening, and why it is valuable for the public to know about it. 

After developing a perfect pitch or story, the corporation will target the right influencer and journalist. Pitching to launch a new camera in the market, Sony UAE will pitch the topic to a person who only covers the photography industry. Even though this might appear simple, knowing precisely what journalist they are talking to covers is partial to the battle. The impeccable pitch would not do any good it is sent to the wrong influencer or journalist. The company will find a person who is interested in their topic. They will get ready for the media outreach by researching previous stories, gathering notes in prior perspectives and attitudes, and scanning for ongoing conversations on the network. 

Moreover, the company will build a good relationship with a journalist. They will give journalists the information they require regarding the company and the forthcoming event and not burden them to develop trust. It could also mean assisting a journalist with stories even though it does not encompass one of your consumers. 

Finally, the company will be proactive and start conversations with the media regarding the event. It will stay on top of the news by setting up Google alerts for the major terms significant to the event, such as people, services, competitors, and products. It will also touch base with customers regularly on the event topics and news to see what they are curious about and their reactions. After making a proactive outreach, the corporation will be persistent and follow up.

Appropriate Tactics

The Sony UAE Corporation will use the appropriate tools and activities to stimulate positive behaviors and attitudes towards the business and convert concerned consumers into customers. The tactics will focus on using media channels to circulate messages regarding the event. The media tools may comprise releasing fact sheets and media statements, providing on-site tours to the media to encourage journalists to make positive messages regarding the event and the business. The corporation will use advertorials to allow them to connect their advertising with the newspaper's credibility. 

The company will also use brochures, newsletters, and catalogs to promote the business, talk with customers, and inform the event, the services, and products. They will make properly written newsletters that will offer valuable information to the customers. Mail-out or "take home" catalogs and newspapers will help keep the customers remembering the business and its events. They will design proper catalogs and brochures to assure customers in the event and drive them to the store or website. 

They will also use social media to dodge the press and get to the customers directly. Using social media sites such as Twitter and Facebook will allow them to be followed and follow journalists, get web traffic, handle issues by making quick responses to negative perceptions or criticisms, and increase the exposure of the event and brand. They will make speaking engagements in areas where customers might attend, such as school gatherings and public meetings outside the universities. They will deliver presentations about the new camera to be launched and help gain the interest of the consumers. 

Moreover, the company will use employee and community relations to pass messages regarding the event to the consumers. Creating proper relationships with the UAE members will enable the company to establish customer loyalty. They will use word-of-mouth to pass the message about the event to the community members and get their views regarding the event and the brand. They will also involve the community members in decision-making to ensure their interests in the brand are factored in. They will use employees to promote the event to the customers. The employee will represent the business appropriately and convey the right messages regarding the event to the public. 

Target Audience

The event targets a wide range of audiences, from corporations to university students and community members outside the institution. The Sony Corporation has devices for every person who does not rely on age. For example, a TV or a camera that any person can purchase and is not specified to a particular age group. The event will have cameras and other products for every person. The target audience is imperative to the success of the event. There will be a group of attendees who identify with the Sony brand or are interested in appearing at the event. 

Sony will define these groups of people by representing their persona profile. They are targeting to invite certain partners, delegates, and companies that use cameras to the event. Defining their persona profile will enable the company to which ones are most suitable to give the best in the event. They will look at the attendees' interests and characteristics that would make them interested in being present at the event. For instance, after defining attributes of companies and industries interested in the camera, they will define the specific job titles in the corporation that might be directly interested in the cameras and other Sony products. 

Moreover, the company will define the target audience by identifying the goals of the event. The event intends to build brand awareness, the community, increase sales, and reward photography talents. It will target customers to enhance customer engagement. Since the event is created brand awareness and drives more leads, the company will review the present audience profile and aim at customers with similar profiles using various event marketing tactics. 

To define the target audience, the company also needs to know what motivates its audience. That way, they can structure the communication strategy towards the target audience to encourage them to attend the event. They will require to evaluate the characteristics of the aimed attendees, such as their reasons to attend, motivations, and what could hinder them from coming, among others. The information will give the required knowledge to craft the correct marketing message to reach them and make them register. 

Additionally, the target audience might be expecting to hear regarding the event. Reaching the target audience through various ways will promote the event. They can use social media to get to the target audience or email campaigns to touch existing contacts. The social media networks will reach the target attendees. Email marketing is also a great way to create an event's value proposition and email it to the attendees. That way, any interested stakeholder will quickly respond and let them know if they will be attending or not. Defining the target audience for the event is very important for the success of the event. It is crucial to put out the correct message to the right people and at the right time. 

Key Event Messages

Sony UAE event's key messages will rotate around photography, creativity, and world change. The camera has not only projected and filmed motion pictures, but it has also enabled several individuals to view them. It has altered how we see reality. The audience wants to consider the improved photography level. The key messages will build intensity, focus, and control in influencing the event's target audience. They will be carefully prepared and planned to be robust and broadly applicable for the event. 

The key messages:

Photography is a creating act

A valuable source of history preservation

Recognize innovative ideas of young photographers

Capture extraordinary events and reserve memories of sentimental and historical value. 

Promote and inspire photography talents and skills

Find beauty in the world

Document your journey through life

Identify yourself and get a dynamic source of evidence

Build your photography profession

Build and grow your business 

Models of Measurement of Event Success

The success of the event will be measured in various ways. The company will collect data before and after the event to measure the proper impact of the event.

Sales stats . First, the corporation will use sales stats on the camera to be launched during the event. Even though the event might not boost sales instantly, it will demonstrate some change. A well-executed event can generate many sales for a while. 

Social media reach. The company will also use social media reach to measure the success of the event. Influence on social media is increasing in the modern world, which is driven by technology. Social media reach will show the number of people who saw the messages or posts regarding the event—calculating them will enable the company to recognize the context of its content and where it can circulate on the platforms. It will also help them measure the audience's growth rate and understand the modern algorithm for maximum effect. The company will measure social media reach by comparing the number of followers on different social media platforms at the end and before the event. Currently, most social media channels offer inbuilt tools to compute the reach.

Media impressions . Moreover, the corporation will use media impressions. It is the number of intervals the audience has seen your content. For instance, getting two news feeds on a Facebook page is calculated as two impressions; the total clippings are multiplied by the overall number of circulations. Media impressions will measure the content visibility and recognize how often the users viewed the advertisement, messages, or posts on social media channels. Increased number of views after the event will show that the event was a success. 

Website traffic . The event's success will also be measured by website traffic before and at the end of the event. Web traffic will enable the company to verify if the services are getting to the target audience by assessing different traffic demographics such as age group, device, location, and others. Google Analytics is used to measure website traffic. It will check changes in website traffic before, during, and on completion of the event. It will show the number of persons who visited the company's website at a certain period, the rate of engagement, and how long they stayed on the website. Longer stays on the website mean that the audience likes the content.

Number of backlinks . The number of backlinks will also be used to measure the popularity of the content regarding the event. The rise in the number of backlinks shows that the audience considers the content relevant, helpful, and valuable. They will use Ahrefs to measure backlinks data and make content analysis. It will show any losses or gains in backlinks over a month. The measured number of backlinks will be used to show the event's success. 

Estimated Budget

Activity	Estimated Cost
Advertising	6,000 AED
Awards	22,427 AED
Celebrities' payment	1.8M AED
Judges' payment	1.5M AED
Meals	18,000 AED
Total	3.4M AED

Timeline

Date	Activities
6th May – 19th May	Advertising on local TVs, newspapers, social media, and other channels Obtaining exhibition permit
20th May – 21st May	Photography competition registration at the Campus
24th May – 25th May	Vetting and confirmation of students' identity
26th May – 28th May	Submission of photography ideas  Participants' allocation of presentation time and data to present their photographs
31st May	Start of the event Launching of the new camera Start of the competition Flash camera sales on Campus grounds
1st June – 30th June	Competition presentations Flash camera sales
1st July – 7th July	Competition presentations Flash camera sales Mazurka sales social media campaign
8th July	Competition presentations Flash camera sales Mazurka sales
9th July	Announcement of winners Interaction with different celebrities Awarding of winners End of the event

List of Guests

UAE media

Local channels

Local newspapers

Research on Campaign Aspects

The campaign has various aspects for effective marketing of the event on multiple platforms. First, the campaign has objectives and goals that align with the purpose of the event. They are significant because they guide all the activities taking place. The campaign also has various target audiences that use or might be interested in using cameras and other Sony Corporation products. The movement lays out the elements that define their interests, attitudes, opinions, values, and personality to target them. The customer personas also help to make a clear picture of the event's target audience. Another aspect of the campaign is vital messages that position the brand, company, service, and the product to be launched during the event. The language used in the key messages matches the campaign's target audience. Moreover, the campaign has put in place appropriate tactics to use to attain the objectives and goals. It also has an allocated budget. The budget is adjustable during the event to achieve the objectives and goals. The campaign also has a calendar detailing all the activities that will take place and on specific dates. The calendar is quite detailed, breaking down all the planned activities in the campaign. 

The campaign might also encounter some problems, especially in the digital media. One of the problems is trying to stand out from the competitors using the estimated budget. The company might feel that Google's algorithm search is somehow biased towards some brands. Another problem could click without conversions. It could not be enjoyable to spend on and see many clicks without a considerable increase in sales. Moreover, the SEO competition can be overwhelming, making it tough to get a top ranking. There can be very many SEO's moving parts, and it can be daunting to think about how to stand out in the competition. Social media can also be a challenging medium to get right and achieve success. 

The campaign might use different ideas to get media coverage and reach the target audience. The campaign will post offers and discounts on the media to help attract customers who have not used the products or services and spread awareness. Another idea is creating a hashtag whereby social media users can submit testimonials and reviews. It will create social proof and attract media coverage on various platforms. The campaign could also post existing customers in the media. Having talked about the Sony cameras and other products will promote the brand on social media. The campaign could also explore storytelling to capture media attention. The storytelling will let the company share compelling, relatable, and personal messages with the audience. It will make the target audience more interested in learning more about the products and services.

Writing for the Media

BROCHURE

UAE WINTER PHOTOGRAPHY COMPETITION ORGANIZED BY SONY

PICTURE OF A CAMERA

Date: 20th May to 9th July 2021

Location: Dubai, United Arab Emirates. 

University of Jazeera Campus grounds

CONDITIONS FOR PARTICIPATION

Be a university or college student

Be pursuing a mass media or visual arts-related course

Be available during the competition period

EVENT PROGRAM TIMETABLE

DATE	ACTIVITIES
20th May – 28th May	Registration of participants Vetting of the registered students Submission of photography ideas
1st June – 8th July	Competition Flash camera sales Mazurka sales
9th July	Announcement of winners Interaction with different celebrities Awarding of winners End of the event

THE EVENT IS SPONSORED AND ORGANIZED BY SONY UAE CORPORATION IN DUBAI. 

Company' Name: SONY UAE CORPORATION

CONTACT DETAILS

Mansoor Ahmed AL-Awadhi

Mansoor@sony.com

050/0000000

SOCIAL MEDIA CONTACTS

Instagram: @Sony-UAE

Twitter: @Sony-UAE

Facebook: @Sony-UAE

NEWSLETTER

JUNE IS HERE

UAE WINTER PHOTOGRAPHY COMPETITION ORGANIZED BY SONY

20th May to 9th July 2021

Dubai, United Arab Emirates.

University of Jazeera Campus grounds

SUMMARY

The Sony UAE will launch and organize a six weeks' event for a photography competition. The company will promote and sponsor the new camera to show the young students that it is the greatest in the market. The competition is open to all college and university students undertaking mass media and visual arts-related courses. The winners will be announced on the final day of the event and be awarded by the Sony Corporation. Interested students are expected to register at the Aljazeera University on time. 

EVENT ACTIVITIES

Photography competition

Flash camera sales

Adjudication

Mazurka sales

Interaction with celebrities

PICTURES OF EVENT'S PRODUCTS AND SERVICES

SAVE THE DATES

20th May – 28th May 

Registration of participants

Vetting of the registered students

Submission of photography ideas

1st June – 8th July

Competition

Flash camera sales

Mazurka sales

9th July

Announcement of winners

Interaction with different celebrities

Awarding of winners

End of the event