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Comprehensive Guide to Sport Marketing: Strategies for Effective Promotions

Discover the essential elements of sport marketing in this detailed guide by Dr. Brian Turner. Learn about the "Catch-All P" of promotion, including advertising, personal selling, publicity, and sales promotion. Understand how to effectively create awareness, communicate information, and develop a strong brand image. Explore the advertising communication process, promotional concepts and practices, and the importance of selecting the right advertising agency. Gain insights into establishing promotional budgets, measuring advertising effectiveness, and planning strategies tailored to target markets.

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Comprehensive Guide to Sport Marketing: Strategies for Effective Promotions

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  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 organization’s 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

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