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Sports Promotion

Sports Promotion. Chapter 5. Event Marketing. 5.1. Is all activities associated with the sale, distribution, and promotion of a sports event. Promotion in Sports Marketing. Generate sales, attract a target audience, and help create a positive image

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Sports Promotion

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  1. Sports Promotion Chapter 5

  2. Event Marketing 5.1 Is all activities associated with the sale, distribution, and promotion of a sports event

  3. Promotion in Sports Marketing • Generate sales, attract a target audience, and help create a positive image • Fans should be viewed as a company’s clientele

  4. Promotional Mix • Is any combination of advertising, sales promotion, publicity, and personal selling • Each company must decide on its own promotional mix

  5. Promotional Budget • The promotional budget can be a determining factor in deciding the promotional mix • There are three ways to determine a promotional budget: Percentage of sales, Competitive parity, Objective-and-task method

  6. Percentage of Sale • Sports organizations may use a set percentage, or portion, or last year’s sales or the coming year’s to decide on the funds for the promotional budget

  7. Competitive Parity • A company looks for industry trends on how much to spend. • Parity means having equality or similarity

  8. Objective-and-Task Method • Companies set objectives for their promotion and decide what promotional activities are necessary to reach those objectives

  9. 5.2 Advertising • Is any paid promotion of an idea, good, or service by an identified sponsor

  10. Promotional Advertising • Is advertising with a goal of selling the item being promoted

  11. Institutional advertising • Advertising with a goal of developing goodwill or a positive image

  12. Types of Media • Newspapers • Magazines • Direct Mail • Outdoor advertising • Station posters • Stadium signage

  13. Sales promotion • Is a short term incentive to get consumers interested in buying a product • Sales promotions are usually part of an advertisement or personal sales pitch • Coupons, rebates, samples, premiums, contests, and sweepstakes.

  14. 5.3 Public Relations • Are activities that promote the image and communications a company has with its employees, customers, investors, and the public at large.

  15. Publicity • Is the free mention of a product or company in the media • The benefit of free publicity is how the public may view what they see and hear in the media • The disadvantage is a company’s lack of control over it

  16. Press Release • Is a newsworthy article that provides basic information to answer questions about a subject, usch as who, what, where, when, and why • Example – a baseball player is traded, a press release is sent to the media from the baseball franchise

  17. Personal Selling • Is direct communication by a salesperson to a potential costumer either in person or by telephone

  18. Before Selling Process • Prospecting – involves looking for potential customers or leads • Preapproach – learning aout the products and the potential customers

  19. The Selling Process • Approach • Determine needs • Present the product • Overcome objectives • Close the sale • Perform suggestion selling • Follow up

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