Transcript What is Promotion Intro

Promotion in Sports
Marketing the Game
Objectives
• Define Event Marketing
• Define promotion and identify major forms
of promotion
• Describe the promotional mix
PROMOTION
Any form of communication a
business or company uses to
inform, persuade, or remind
people about products and to
improve its image
What is event marketing?
• All Activities associated with the sale,
distribution, and promotion of a sports
event.
Purposes of Promotion
in Sports
• Generate Sales
• Attract a Targeted Audience
• Help Create a Positive Image
The combination of promotional
techniques a business uses to inform
or persuade people about its products
represents a product’s
PROMOTIONAL MIX
Promotional Techniques
• Advertising
• Publicity
• Public Relations/Sales Promotion
• Personal Selling
• Visual Merchandising
ADVERTISING
The non-personal
presentation of
ideas and
products by an
**PAID
identified sponsor.
FOR**
PUBLICITY
Creating awareness
and demand for a
business or
product by placing
news about it in
the media
SALES PROMOTION
incentive offered by a retailer or manufacture
An An
incentive
offered by a business to:
• stimulate purchases
• inform customers
about products
• create a positive store
image
• increase store traffic.
• Trade Promotions
• Consumer Sales
Promotions
PERSONAL SELLING
The PERSONAL presentation of a
product or company to one or
more potential buyers
Includes:
•Door to door sales
•Showroom sales
Visual Merchandising
The coordination of all physical
elements in a place of business
so that it projects the right
image to its customers
Determining a Promotional
Budget
3 – Methods
• Percentage of sales
• Competitive parity
• Objective-and-task method
Percentage of Sales
A set percentage, or portion, of last year’s
sales or the coming year’s sales to decide on
the funds for the promotional budget.
Benefit:
Easy to calculate
Issue:
Last years sales may be higher
or lower than this years’
Competitive Parity
Teams look for industry trends on how
much to spend.
Benefit:
Issue:
Easy to copy successful
promotions
May not be able to spend what
other teams spend
Team objectives may not be the
same
Objective-and-task Method
Teams set objectives for their promotion
and decide what promotional activates are
necessary to reach those objectives.
Benefit:
Takes other methods into
consideration
Issue:
More difficult to plan