7 6 Promotion Intro to Promotion Sales 7

7. 6 Promotion

Intro to Promotion & Sales 7. 6 Promotion: Any form of communication used to inform, persuade, or remind people about company products or services Promotion plays a significant role in the creation and maintenance of the levels of commitment and emotional involvement customers have in an organization

Intro to Promotion & Sales 7. 6 Promotion Action Promotions exist as a tool to help generate sales and retain existing customers Sports and entertainment promotion can be described as creative events providing maximum exposure for an organization, including the creation and implementation of sponsorship and event marketing activities to attract an audience

Intro to Promotion & Sales 7. 6 Promotion Critical elements of sports promotion 1. Athlete representation 2. Marketing consulting 3. Integrated event management 4. Sponsorship fulfillment

Intro to Promotion & Sales 7. 6 Promotion The goals of sports and entertainment promotion 1. Generating sales 2. Attracting a targeted audience 3. Helping to create a positive image

Intro to Promotion & Sales 7. 6 Promotion Mix: Consists of any combination of advertising, sales promotion, publicity, direct marketing, and personal selling The promotion mix can include trade shows and other exhibition events

Intro to Promotion & Sales 7. 6 Promotion Factors affecting decisions regarding the promotions mix 1. Stage of product life cycle 2. Distribution channels 3. Competitor strategies 4. The product or service being promoted 5. Organization resources 6. Accessibility of various promotional methods

Intro to Promotion & Sales 7. 6 Promotion Forms of Promotion Ø Sales Promotions Ø On-Field Promotions Ø In-Venue Promotions Ø Event Promotions Ø Off-Site Promotions Ø Full Season Promotions Ø Media Promotions

Intro to Promotion & Sales 7. 6 Promotion Sales Promotion: Activities or communications that encourage consumers to purchase products or services Sales promotions are usually short term, encouraging consumers to act quickly For example, a local health or fitness club may run a sales promotion offering “limited-time” membership opportunities

Intro to Promotion & Sales 7. 6 Promotion Sales Promotion To combat slipping attendance at its Disneyland Resort, Disney teamed up with Alaska Airlines to offer a “kids fly free” sales promotion in an effort to stimulate an increase in visitors

Intro to Promotion & Sales 7. 6 Promotion Sales Promotion In 2013, the Portland Trail Blazers won an award for the “best local team promotion” for its sales promotion with local restaurant/sponsor, Burgerville, in which a menu item was re-named the “Blazers Burger” and included a buy one, get one free offer for a five-week period to kick off the 2012 -13 NBA season

Intro to Promotion & Sales 7. 6 Premium Item Give-aways Contests & Sweepstakes Sampling Point-of-Purchase Displays Popular Forms of Sales Promotion Special Events Couponing

Intro to Promotion & Sales 7. 6 Promotion Premium Item Give-Aways Examples of premium giveaways include free bats to the first 2000 fans through the gate at Yankee Stadium, or “swag bag” giveaways containing cosmetics and other gifts given out to attendees at the Cannes Film Festival Promotions range from traditional (like the aforementioned “bat day” promotion) to the whacky and bizarre

Intro to Promotion & Sales 7. 6 Promotion Contests & Sweepstakes Peak Anti-Freeze and Motor Oil will roll out a “Duck Dynasty” themed sweepstakes in 2013 that includes a Toyota truck giveaway and a chance to meet the Robinson family featured on the wildly popular A&E television series, “Duck Dynasty”

Intro to Promotion & Sales 7. 6 PROMOTION Sampling Rock. Tape, a brand of athletic tape, sponsors the 2013 Reebok Cross. Fit Games and one of the components of the sponsorship enables the brand to distribute samples at Cross. Fit events VIDEO: http: //games. crossfit. com/about-the-games

Intro to Promotion & Sales 7. 6 Promotion Sampling Every year during the college football season, Texas Pete Hot Sauce sponsors a tailgate tour, providing tailgating fans at ACC, Big Ten, Big 12 and Pac-10 schools with samples of its products

Intro to Promotion & Sales 7. 6 Promotion Sampling At the 2013 Academy of Country Music Awards, Dr. Pepper (an event sponsor) distributed samples of Dr. Pepper, Dr. Pepper TEN and Diet Dr. Pepper

Intro to Promotion & Sales 7. 6 Promotion Point-of-Purchase Displays Each year, grocery stores around the country often feature creative POP displays centered around a Super Bowl or March Madness theme

Intro to Promotion & Sales 7. 6 Promotion Discounts and Couponing During Target’s 2013 sponsorship of Charlotte Motor Speedway, more than 150, 000 coupons were distributed to NASCAR fans, helping provide a 25% bump in sales for area Target stores

Intro to Promotion & Sales 7. 6 Promotion Discounts and Couponing The day after Jeremy Lin signed with the Houston Rockets, , Fathead discounted its Lin Knicks wall graphic from $100 to $16. 36 (the year Harvard, where Lin played college basketball, was founded)

Intro to Promotion & Sales 7. 6 Promotion Discounts and Couponing In an effort to leverage their sponsorship of the Izod Indy. Car Series and the 2013 Dreamworks release of the film “Turbo”, AAA offered discounted movie tickets to the movie at its branches

Intro to Promotion & Sales 7. 6 Promotion Special Events In an effort to boost attendance at a men’s basketball game, the New Mexico State Athletics Department staged a “pajama party” which later erupted into a pillow fight. The event generated a lot of excitement among students, ultimately resulting in over 1800 students attending, a 125% increase over the per game average

Intro to Promotion & Sales 7. 6 Promotion Many sports organizations consider the on-field On-Field Promotion: promotions to be one of their most valuable and Promotions that take place on the playing field profitable pieces of sponsorship inventory occur between game breaks Promotions could include contests like half court shooting or races

Intro to Promotion & Sales 7. 6 Promotion On-field Promotion A VCU student once made a half court shot at half time of a VCU home basketball game to win a free Papa John’s pizza for every fan in attendance that night (the retail value of the 7, 248 pizzas was around $100, 000)

Intro to Promotion & Sales 7. 6 Promotion On-field Promotion The Milwaukee Brewers feature a wildly popular “Sausage Race” at Miller Park home games. Four people in sausage costumes race around the infield warning track between the sixth and seventh innings at Brewers' games to entertain fans.

Intro to Promotion & Sales 7. 6 Promotion In-Venue Promotions: Promotions taking place at areas within a facility not directly associated with the playing field For example, Master. Card might have a booth set up somewhere on the concourse of an NBA arena offering a free t-shirt bearing the name of the home team for those willing to sign up for a credit card

Intro to Promotion & Sales 7. 6 Promotion In-venue Promotion The Bridgeport Bluefish minor league baseball team partnered with Citibank on a special ticket promotion where all purchases made at a pre-determined game at the ballpark using a Citi credit or debit card received a $2. 00 ticket discount. Fans were also eligible to receive the same discount on advance tickets purchased that day for any remaining home games this season by using their Citi card.

Intro to Promotion & Sales 7. 6 Promotion In-venue promotions could include: 1. Contest giveaways 2. Lucky game program or lucky seat 3. Giveaways at the door

Intro to Promotion & Sales 7. 6 Promotion In-venue Promotion Giveaway promotions range from the traditional (such as bobblehead nights) to the bizarre (the San Antonio Missions once gave away a dozen used cars to randomly selected fans including a 1991 Jaguar and a 1990 Cadillac during a “Used Car Night” promotion)

Intro to Promotion & Sales 7. 6 Promotion In-venue Promotion From Logo Bandz and beanie babies to bobbleheads, finding the next “hot” giveaway item can have a major impact on attracting crowds. 2012 marked the revival of the bobblehead craze as Major League Baseball teams offered bobblehead giveaways more than any other promotional giveaways for the first time since 2005. Click here to see a list of all 2013 National League (MLB) promotions via sportingcharts. com

Intro to Promotion & Sales 7. 6 Promotion Event Promotions: Event promotions focus on a single event, as opposed to multiple events Could include 1. fireworks displays 2. film sneak previews 3. entertainment acts 4. special appearances

Intro to Promotion & Sales 7. 6 Promotion Event Promotion According to a presentation on the Lake County Captains’ website, the team’s “Fireworks night” game promotions attract the largest crowds of the season, typically resulting in a sell out

Intro to Promotion & Sales 7. 6 Promotion Event Promotion A special 2012 half-time performance from rapper Vanilla Ice helped the Minnesota Timberwolves sell out a regular season game against the Boston Celtics

Intro to Promotion & Sales 7. 6 Promotion Off-Site Promotions: Any promotional activities that occur away from an organization’s facility, venue or offices Could include 1. clinics and camps 2. school functions (assemblies, etc. ) 3. exhibition games

Intro to Promotion & Sales 7. 6 Promotion Fan Identification: The emotional attachment an individual fan has toward a particular team or athlete Research indicates off-site promotions enhance fan identification

Intro to Promotion & Sales 7. 6 Promotion Event Promotion By playing an exhibition game in Baltimore (dubbed the Baltimore Classic), the Washington Capitals (who played the Nashville Predators) created a great opportunity to gain new fans as a result of playing in a non-NHL market, particularly when the game was played close to home

Intro to Promotion & Sales 7. 6 Promotion Full Season Promotions: Take place at every game, match or event throughout an entire season Effective because of the increase in the number of impressions and an elevated level of fan/consumer awareness Higher frequency equates to increased exposure, resulting in an increased likelihood of the message having an impact with fans

Intro to Promotion & Sales 7. 6 Promotion Full Season Promotion Washington Wizards home games feature a “Fowl Shot” promotion where, if a player on the opposing team misses two free throws in a row, the crowd wins a free sandwich compliments of Chick-fil-A (team sponsor)

Intro to Promotion & Sales 7. 6 Promotion Media Promotions: Promotional activities that involve a media sponsor or tie-in The presence of media promotions allow an organization to maximize attendance and event support throughout the community, ultimately helping the organization meet its goals and objectives

Intro to Promotion & Sales 7. 6 Media Promotions Portland, Oregon’s annual Blues Festival is sponsored by the local newspaper (Oregonian), local radio stations (Kink FM and KBOO), and a local online news provider (Oregon. Live. com). In 2013, over 100, 000 Blues Festival attendees donated over 78, 198 pounds of food and the event raised a record-breaking $1, 315, 000

Intro to Promotion & Sales 7. 6 Media Promotions Klement’s Sausage Co. and the Milwaukee Journal Sentinel began a magnet promotion that includes all five Klement’s Famous Racing Sausages: Bratwurst, Polish, Italian, Hot Dog and Chorizo. The first magnet was included in the July 24 issue. A new ad and magnet is expected every other week through September.