Transcript Law for Business

Sports & Entertainment
Marketing
Mr. Bernstein
Promotion,
pp 246-250
May 13, 2013
Sports & Entertainment Marketing
Mr. Bernstein
Promotions
Communication aimed at target market:
Urge customers to buy your products
Build more positive relationship with customers
Is directly linked to your image
Promotion Strategy coordinates all aspects of
promotion by planning and selecting the right mix
of activities
2
Sports & Entertainment Marketing
Mr. Bernstein
Promotions
Sales
Promotions
Advertising
Promotional
Elements
Publicity
Personal
Selling
3
Sports & Entertainment Marketing
Mr. Bernstein
The Promotional Mix: Advertising
Newspapers
Magazines
Direct Mail
Outdoor Advertising (ie Billboards)
Directories (ie Yellow Pages)
Transit Advertising (ie subway cars)
Television
Radio
Internet: Pay Per Click, Search Engine Optimization, Email campaign,
Social Media
Clothing and other labeled items
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Sports & Entertainment Marketing
Mr. Bernstein
The Promotional Mix: Publicity
Placement in the media newsworthy items about your
company or product
Community Service events
Magazine articles, TV shows, interviews, newsletters,
website
Movie or TV roles
For many athletes or entertainers, every public
appearance is publicity – dinner, kids games, etc. 5
Sports & Entertainment Marketing
Mr. Bernstein
The Promotional Mix: Sales Promotion
Giveaways – caps, keychains, posters, etc…everyone
loves a freebie...often co-branded with manufacturer or
sponsor
Displays – “POP” displays and vendors in stadiums
Premiums – bundling with a bonus product, such as
backstage access or pregame tour for groups
Discounts – Multi-game packages for live games or TV
Contests – i.e. “The Halfcourt Shot”
Special Events – “Old Timer’s Night”, “Family Night”, etc.
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Sports & Entertainment Marketing
Mr. Bernstein
The Promotional Mix: Personal Selling
Effective when pricing is negotiated
Effective when products are relatively complex
There is followup contact after the sale to build a
relationship
Customers typically want specific and/or detailed
information
Purchases have high dollar amounts
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