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Sports Promotion

Sports Promotion. 8.1 Planning and Promotion 8.2 Advertising and Sales Promotion 8.3 Public Relations and Personal Selling. Planning and Promotion. 8.1. Event Marketing. Event marketing- all the activities associated with the sale, distribution, and promotion of a sports event.

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Sports Promotion

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  1. Sports Promotion 8.1 Planning and Promotion 8.2 Advertising and Sales Promotion 8.3 Public Relations and Personal Selling

  2. Planning and Promotion 8.1

  3. Event Marketing • Event marketing-all the activities associated with the sale, distribution, and promotion of a sports event. • Developing an effective promotional mix and corresponding budget requires an understanding of event marketing and types of promotions. • Sanctioned league events are presented by sports franchises. • Licensing, sponsorships, and special promotions are governed by league policies. • Internationally, various organizations govern worldwide sports. • Promotions are organized by a committee • Promotions function in sports to generate sales, attract a targeted audience, and create a positive image.

  4. Promotion • The functions of promotion in sports marketing are to: • Generate sales • Attract customers • Help create a positive image • Promotion is any form of communication that a business or organizations uses to inform or persuade people to buy its products.

  5. Promotional Mix • Promotional mix-any combination of advertising, sales promotion, publicity, direct marketing, and personal selling • There are 4 parts of promotion that makes up the promotional mix. • Advertising • Publicity • Personal Selling • Sales Promotion • The different forms of promotion can be combined into a company’s promotional mix.

  6. Promotional Budget • The 3 ways to determine a promotional budget are: • Percentage of sales • Stays the same from previous year, easy to calculate • Competitive parity • “Equal”; Copy competitors, Co. objectives may be different • Objective-and-task method • Combines other methods, sets objectives, meets goals for costs and promo mix

  7. Advertising and Sales Promotion 8.2

  8. Advertising • Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. • Since a company pays for advertising, it has the control over the message it wants to deliver. • 2 types of Advertising • Promotional advertising-a goal or selling an item being promoted • Institutional advertising-a goal of developing goodwill or a positive image

  9. Categories of Advertising • Print • Newspaper • Magazine • Direct Mail • Directory • Outdoor • Transit • Stadium signage • Station posters • Broadcast • Television • Radio • Direct • Many media • Online and Specialty • Banner • Company Websites • Pop-ups • Spam

  10. Advertising An average a person is exposed to more than 2,000 advertisements in a week.

  11. Advertising Techniques • Nostalgia • Plainfolks, back-to-nature, just the way grandma used to make it, back in the good old days • Bandwagon • Everyone who is anyone buying this product. Don’t be the only one without it. Don’t be left out. • Transfer/Fantasy • Superheros, white knights, green giants, super athletes, beautiful people, rich people are featured. Advertisers hope that the consumer will tend to transfer these qualities to the products and themselves and purchase the item.

  12. Advertising Techniques • Humor • People may tend to remember an ad if it makes them laugh and may purchase the product because of the positive association with it. • Sense/Sex Appeal • Sounds of pictures that appeal to the senses are featured. • Statistics • People tend to be impressed with “facts” and statistics even in they have little or no meaning. • Testimonial • Important or well-known people testify that they use the product and so should you.

  13. Public Relations / Publicity Any activity designed to create a favorable image toward a business, its products, or its policies. Essential type of promotion that helps sell products. When publicity is negative, the organization that provides the product needs to change the negative to a positive as quickly as possible.

  14. Publicity Publicity is a specific type of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media. Publicity is generally free or has very little financial costs.

  15. Personal Selling • Any form of direct contact between a sales person and a customer. • Involves salespeople making individual contact when they promote a product. • Example: Ticketmaster  upgrade the quality of a ticket.

  16. Sales Promotion • Short-term incentives that encourage a customer to buy a product. • Coupons, discounts

  17. Types of Sales Promotions • Coupons • Offer price reduction; usually redeemed at a retail store; offered for sports products (equip. and clothes) • Rebates • Offer price reduction or free merchandise; must be sent to manufacturer for redemption • Samples • Given to potential customers; promotes new products • Premiums • Items that are given away free with purchase of merchandise • Contests • Must perform a task to win a prize; part of advertising campaign or sponsorship deal • Sweepstakes • Sign up to be included in competition; part of advertising campaign or sponsorship deal

  18. Quick Check-In Define promotion. Give an example of publicity in sports or entertainment marketing. What kinds of sales promotion are offered by Disney parks?

  19. Media Advertising Any form of advertising that uses media such as television, radio, the Internet, newspapers, or magazines to promote ideas, goods, or services.

  20. Non-Media Advertising • Any form of advertising that uses methods other than the media to promote ideas, goods, or services. • Airplane banners, blimps, direct mail, flyers, window stickets.

  21. Other Promotional Methods • Tie-ins • Promotions that tie-in two or more companies to appeal to customers. • Cross-selling • A company promotes or links products within its own product assortment. • Placing products • Locating and negotiating of prominent placements for a company’s product or name as a prop in media.

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