Promotions

1
Promotions

• HSS 3000/5263
• Sport Marketing
• Dr. Brian Turner

2
The Catch-All P

• Vehicle through which the marketer conveys
  information about product, place, and price

3
The Catch-All P

• Advertising
• Any paid, non-personal, clearly sponsored message
  conveyed through the media
• Personal selling
• Any face-to-face presentation in which the seller
  has an opportunity to persuade the consumer
• Publicity
• Any form of exposure in the media not paid for by
  the beneficiary
• Sales promotion
• wide variety of activities

4
The Catch-All P

• AIDA

5
Promotion Planning

• Target Market Considerations
• Define Promotional Objectives

6
Promotion Planning
Action
Conviction
Preference
Liking
Knowledge
Awareness
Unawareness
7
Promotion Planning

• Establishing Promotional Budgets
• Arbitrary allocation
• Competitive parity
• Percentage of sales
• Objective and task method
• Choosing an integrated promotional mix

8
Advertising

• Core of advertising is effective communication
• Create awareness
• Communicate information
• Develop or change an image
• Associate a brand with feelings emotions
• Create norm groups
• Precipitate behavior

9
Advertising

• Assessing advertising effectiveness
• Wasted circulation
• Cost per exposure
• Determining the creative approach
• Measurement
• Success depends on
• Knowing the product
• Knowing the consumers

10
Advertising Agencies

• Have a comprehensive marketing plan in place
• Make sure the agency is interested in the
  organizations success
• Choose an agency that has comprehensive marketing
  skills
• Determine the target market and how to reach them
  efficiently

11
Advertising Agencies

• Find out who will be handling the account
• Make sure that all written copy is customer
  centered
• Select an agency that views itself as a partner
  in your business

12
Advertising Communication Process

• Source
• Message
• Channel
• Receiver

13
Advertising Mediums for Sport

• Signage
• Endorsements
• a well-known celebrity athlete who uses his or
  her fame to help a company sell or enhance the
  image of the company, products, or brands
• Styles
• Explicit mode
• Implicit mode
• Imperative mode
• Co-present mode

14
Endorsements

• Print media
• Newspapers
• Magazines
• Posters
• Game programs
• Direct mailings
• Broadcast (electronic) media
• Radio
• Television

15
Endorsements

• Other media
• Billboards
• Buses
• Blimps
• Internet
• Signage

16
Promotional Concepts and Practices

• Hallmark event
• Promoting the host organization to the public
• Promoting the sponsors of the event
• Promoting the sport in general
• Promoting the event itself as a
  revenue-generating opportunity
• Attracting significant media interest and
  coverage
• Promoting the destination as a site for tourism

17
Promotional Concepts and Practices

• Internet sites and web pages
• Organizational history
• Schedules
• Biographical information
• Links to related sites
• Ticket purchasing options
• Merchandise sales opportunities
• Chat rooms
• Statistics
• Fan pages
• Video and audio clips

18
Promotional Concepts and Practices

• Sales promotion
• Non-price promotions
• Price-oriented promotions
• Negatives

19
Promotional Components

• Theme
• Product sampling
• Open house
• Coupons
• Bundling
• Contests and sweepstakes
• Premiums and redemptions
• Street promotion

20
Ultimate Goal

• NBA Escalator
• Light (76.8)
• 1 game (43.6) 2 (14.2) 3 (11.6) 4 (7.4)
• Moderate (18.7)
• 5-8 games (13.6) 9-12 (5.1)
• Frequent (3.9)
• 13-16 games (1.8) 17-20 (1.4) 21-24 (0.7)
• Heavy (0.6)
• 25-28 games (0.4) 29-36 (0.2) 37 (0)

21
Promotional Planning Model

• Level 1 -
• Level 2 -
• Level 3 -
• Defectors