Chapter 11 Promotional Planning 11 1 Promotional Plans

Chapter 11 Promotional Planning 11. 1 Promotional Plans 11. 2 Sponsorships and Endorsements 11. 3 Promotional Events Chapter 3 Slide Sports and Entertainment Marketing © Thomson/South-Western

Winning Strategies Pouring on the Heat n Miami Heat is one of the top customer service and sales-driven organizations in the sports and entertainment industry. n tech-savvy promotional sales strategies n highly targeted promotions to existing fans n loyal fans receive purchasing opportunities for multi-year season ticket n staff works hard to please fans Chapter 11 2 Sports and Entertainment Marketing © Thomson/South-Western

Lesson 11. 1 Promotional Plans Goals n List steps in developing a promotional plan. n Discuss recent promotional trends and ways to stay current with trends. Chapter 11 3 Sports and Entertainment Marketing © Thomson/South-Western

Terms n n n promotional plan promotional mix advergame quantitative measurement qualitative measurement social network Chapter 11 4 Sports and Entertainment Marketing © Thomson/South-Western

PLANNING TO PROMOTE n Knowing your target customers and having a plan to reach them are essential for effective promotions. Chapter 11 5 Sports and Entertainment Marketing © Thomson/South-Western

Developing a Promotional Plan n promotional plan n a written, detailed description of how the four elements of promotion will be used n n Chapter 11 6 advertising sales promotion publicity personal selling Sports and Entertainment Marketing © Thomson/South-Western

n The development of the promotional plan includes the following steps: 1. 2. 3. 4. 5. Identify target customers. Set promotional goals. Develop a promotional budget. Select the promotional mix. Measure the results. Chapter 11 7 Sports and Entertainment Marketing © Thomson/South-Western

n promotional mix n blending the promotional elements of: n n Chapter 11 8 advertising sales promotion publicity personal selling Sports and Entertainment Marketing © Thomson/South-Western

n advergame n an electronic or online game that incorporates marketing content to promote a product or service Chapter 11 9 Sports and Entertainment Marketing © Thomson/South-Western

n quantitative measurement n provides information in terms of numbers or percentages n qualitative measurement n subjective and requires interpretation Chapter 11 10 Sports and Entertainment Marketing © Thomson/South-Western

n A combination of both types of measurements is useful in determining the success of a promotional plan. Chapter 11 11 Sports and Entertainment Marketing © Thomson/South-Western

n What are the steps in developing a promotional plan? Chapter 11 12 Sports and Entertainment Marketing © Thomson/South-Western

PROMOTIONAL TRENDS n Technology has brought dramatic changes to how and where products and services are promoted. Chapter 11 13 Sports and Entertainment Marketing © Thomson/South-Western

Social Networking n social network n relationships among people n casual or close Chapter 11 14 Sports and Entertainment Marketing © Thomson/South-Western

n one of the strongest mediums for passing on messages about products or services n viral campaign n the Internet is involved n messages passed to others through n n Chapter 11 15 e-mail instant messaging chatrooms blogs Sports and Entertainment Marketing © Thomson/South-Western

Chapter 11 16 Sports and Entertainment Marketing © Thomson/South-Western

Movie Promotions n trailers n advertisements for other movies n usually shown before the featured movie Chapter 11 17 Sports and Entertainment Marketing © Thomson/South-Western

Professional Plans n Businesses that develop and implement promotional plans for clients are referred to as n advertising agencies n public relations agencies n promotional communication agencies Chapter 11 18 Sports and Entertainment Marketing © Thomson/South-Western

n List sources of information for staying current with promotional trends. Chapter 11 19 Sports and Entertainment Marketing © Thomson/South-Western

Lesson 11. 2 Sponsorships and Endorsements Goals n Explain the benefits of sponsorship to the sponsor. n Define endorsements and discuss their restrictions. Chapter 11 20 Sports and Entertainment Marketing © Thomson/South-Western

Terms n n sponsorship sponsor Federal Trade Commission (FTC) endorsement Chapter 11 21 Sports and Entertainment Marketing © Thomson/South-Western

GAME DAY n Sponsors of college athletics want to be known for their loyalty to the local team and want to be associated with winners. Chapter 11 22 Sports and Entertainment Marketing © Thomson/South-Western

By Association n sponsorship n “underwriting an event for the purpose of gaining positive association for a brand with the event, the participants, and/or the attendees” Chapter 11 23 Sports and Entertainment Marketing © Thomson/South-Western

Supporting Collegiate Sports n Sponsorship of college athletics is about generating revenue for the college programs. n media corporations buy the television broadcasting rights n usually long term n corporations donate apparel to teams n highly visible during and after games Chapter 11 24 Sports and Entertainment Marketing © Thomson/South-Western

Reasons for Sponsorship n sponsor n person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition n helps pay for the event n helps keep ticket prices affordable Chapter 11 25 Sports and Entertainment Marketing © Thomson/South-Western

n What do sponsors expect in return for their investments? Chapter 11 26 Sports and Entertainment Marketing © Thomson/South-Western

WHAT IS AN ENDORSEMENT? n Federal Trade Commission (FTC) n a U. S. governmental agency whose principal mission is the promotion of consumer protection and competitive business practices Chapter 11 27 Sports and Entertainment Marketing © Thomson/South-Western

n endorsement n a person’s public expression of approval or support for a product or service n a promotional tool n not a form of sponsorship Chapter 11 28 Sports and Entertainment Marketing © Thomson/South-Western

Legal Restrictions on Endorsements n FTC endorsement guidelines include: n The endorser’s opinions must be truthful. n The endorser should have actual product experience. n Deceptive or misleading statements are prohibited. Chapter 11 29 Sports and Entertainment Marketing © Thomson/South-Western

n Endorsements cannot distort endorser’s opinion. n The endorser must use and believe in the product for as long as the endorser is featured in ads. n The endorser must be advised of product changes and must continue to use and believe in the product in its revised state. Chapter 11 30 Sports and Entertainment Marketing © Thomson/South-Western

Celebrity Endorsements n Celebrity endorsements are expensive and are often surrounded by controversy. n advantages n endorsed products sell better n viewers are less likely to turn off a commercial featuring a celebrity n consumers believe celebrities Chapter 11 31 Sports and Entertainment Marketing © Thomson/South-Western

n disadvantages n expensive n if an endorser is overexposed, consumers will start to doubt the endorser’s sincerity n there is a negative publicity risk if the endorser commits a crime or social blunder Chapter 11 32 Sports and Entertainment Marketing © Thomson/South-Western

What Businesses Seek in an Endorser n someone with a positive, charismatic, trustworthy image n a celebrity most consumers know n a celebrity with a current career n someone who presents few risks n someone with a believable relationship with the product Chapter 11 33 Sports and Entertainment Marketing © Thomson/South-Western

n List advantages and disadvantages of using celebrity endorsers. Chapter 11 34 Sports and Entertainment Marketing © Thomson/South-Western

Lesson 11. 3 Promotional Events Goals n Explain the promotional value of involvement in seasonal themed events. n Explain the promotional value of entertainment awards. Chapter 11 35 Sports and Entertainment Marketing © Thomson/South-Western

Terms n themed events n event coordinator n exhibit manager Chapter 11 36 Sports and Entertainment Marketing © Thomson/South-Western

THE RIGHT EVENT n themed events n centered around a specific theme n held annually Chapter 11 37 Sports and Entertainment Marketing © Thomson/South-Western

n Sponsors need to make careful decisions about n which events to participate in n the extent of involvement n There should be a correlation between the event and the sponsor’s customers. n Sponsorship should result in new sales or customers for the sponsor. Chapter 11 38 Sports and Entertainment Marketing © Thomson/South-Western

Event Coordination n event coordinator n a person employed by the venue who works with the event’s sponsors to plan the event n exhibit manager n plans exhibit locations n rents space to businesses n ensure exhibitors’ needs are met Chapter 11 39 Sports and Entertainment Marketing © Thomson/South-Western

Trade Shows n major events where people in a related industry meet to n show their products n exchange ideas n learn about the latest trends Chapter 11 40 Sports and Entertainment Marketing © Thomson/South-Western

Country Music Festivals n American country music has a global appeal. Chapter 11 41 Sports and Entertainment Marketing © Thomson/South-Western

n What is the difference between a trade show and a themed event? Chapter 11 42 Sports and Entertainment Marketing © Thomson/South-Western

AWARDING THE BEST n The top four annual awards shows have a high marketing value. n n the Grammys the Tonys the Emmys the Oscars Chapter 11 43 Sports and Entertainment Marketing © Thomson/South-Western

Awards Influence Sales n The Oscars n a nomination is lucrative for everyone associated with the film n in 2006, ABC charged between $1 and $1. 5 million for each 30 -second advertising spot during the Oscars n a Best Picture award will likely result in an additional $100 million in ticket sales Chapter 11 44 Sports and Entertainment Marketing © Thomson/South-Western

n The Grammys n The Grammy Awards recognize top music artists from 31 distinct fields. Chapter 11 45 Sports and Entertainment Marketing © Thomson/South-Western

n The Emmys are bestowed by three sister organizations n The Academy of Television Arts and Sciences n The National Academy of Television Arts and Sciences n The International Academy of Television Arts and Sciences Chapter 11 46 Sports and Entertainment Marketing © Thomson/South-Western

n The Tonys n Tonys are given to professionals in live theater for distinguished achievement. Chapter 11 47 Sports and Entertainment Marketing © Thomson/South-Western

International Showcase n Cannes International Film Festival n promotes the film industry worldwide n producers and sellers of films come together with film buyers n Cannes Awards are presented for both feature films and short films. Chapter 11 48 Sports and Entertainment Marketing © Thomson/South-Western

n Name the four major entertainment awards. Why are entertainment awards important? Chapter 11 49 Sports and Entertainment Marketing © Thomson/South-Western

PERFORMANCE INDICATORS EVALUATED n Demonstrate knowledge of graphic design and rules for layout. n Demonstrate effective use of color, lines, text, graphics, and shapes. n Use principles of design, layout, and typography in graphic design. Chapter 11 50 Sports and Entertainment Marketing © Thomson/South-Western

n Apply technical skills to manipulate graphics, artwork, and images. n Use appropriate artwork and design techniques to effectively illustrate a theme. n Generate a promotional flyer for marketing purposes. n Produce a graphic design promotion that has eye appeal, and shows imagination, creativity, and originality. Chapter 11 51 Sports and Entertainment Marketing © Thomson/South-Western

THINK CRITICALLY 1. What are three examples of graphic design productions that are frequently used in the business world? 2. Why is it important to carefully research information gathered on the Internet before using it in graphic design productions? Chapter 11 52 Sports and Entertainment Marketing © Thomson/South-Western

3. What does “copyright” mean? 4. How does graphic design enhance business publications? Chapter 11 53 Sports and Entertainment Marketing © Thomson/South-Western