Promotions HSS 30005263 Sport Marketing Dr Brian Turner

Promotions HSS 3000/5263 Sport Marketing Dr. Brian Turner

The Catch-All “P” • Vehicle through which the marketer conveys information about product, place, and price

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

The Catch-All “P” • AIDA

Promotion Planning • Target Market Considerations • Define Promotional Objectives

Promotion Planning Action Conviction Preference Liking Knowledge Awareness Unawareness

Promotion Planning • Establishing Promotional Budgets – Arbitrary allocation – Competitive parity – Percentage of sales – Objective and task method • Choosing an integrated promotional mix

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

Advertising • Assessing advertising effectiveness: – Wasted circulation – Cost per exposure – Determining the creative approach – Measurement • Success depends on: – Knowing the product – Knowing the consumers

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

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

Advertising Communication Process • Source • Message • Channel • Receiver

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 Imperative mode Co-present mode

Endorsements • Print media – Newspapers – Magazines – Posters – Game programs – Direct mailings • Broadcast (electronic) media – Radio – Television

Endorsements • Other media – Billboards – Buses – Blimps – Internet – Signage

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 revenuegenerating opportunity – Attracting significant media interest and coverage – Promoting the destination as a site for tourism

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

Promotional Concepts and Practices • Sales promotion – Non-price promotions – Price-oriented promotions • Negatives

Promotional Components • • Theme Product sampling Open house Coupons Bundling Contests and sweepstakes Premiums and redemptions Street promotion

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%)

Promotional Planning Model • Level 1 • Level 2 • Level 3 • Defectors