Transcript Emergence of Sport Marketing

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
Implicit 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