Transcript What is the PROMOTIONS? - Campbell County Schools

VBS – Lesson 3
PROMOTIONS
Learning Target
• I can utilize promotional items to attract fans
by researching and identifying my target
market.
• I will create a promotion item with a specific
targeted audience.
DEFINITIONS
• TARGET AUDIENCE
• PROMOTIONAL ITEMS
• FORESCASTING
Target Audience
- a particular market segment selected as being the most
appropriate for a certain advertising campaign or schedule.
What do you focus on?
Demographics – age, income level, sport interest, location, gender
Why is it so important to get this right?
If you focus on the wrong Target Audience you are wasting your
time and money. WHY?
What is the PROMOTIONS?
Description of ways to encourage customers to
purchase products;
•
Advertising – Paid for communication
•
Publicity – Free communication
•
Personal Selling – Face-to-Face communication
•
Public Relations – Creating a positive public
image/opinion
What does promotions do?
Keeps the products/services in the minds of
customers and potential customers by INFORMING
and UPDATING current or potential
fans/customers.
Promotional Items
…most popular?
•Joint Venture (paid for)
Sponsorship
•GIVEAWAYS (Free Stuff)
Bobbleheads
Shirts
Hats
Posters
Towels
GIVEAWAYS goal is?
#1–
Get people to attend who otherwise would not.
#2–
Reward loyal fans.
DOWNSIDE TO GIVEAWAYS?
#1–
Cost $$$$
#2–
Giving away items to fans who would have
attended anyway.
What can we learn from the
downside?
1. If an event is expected to be sold out,
promotions (giveaways) are usually not planned
for it. Why?
2. Giveaways tend to be planned for dates, which
historically have had low attendance. Why?
Promotion Planners Main Objective:
Find items with high appeal to fans, yet cost the
franchise relatively little to provide.
Forecasting
Predicting upcoming results (ticket sales: Pre-Sales, Game Day Sales)
How is this done?
Evaluation of accessible, relevant data.
You study and analyze;
1. Previous match-ups
2. Trends (time of year, day, start time, etc.)
3. Weather reports
4. Local Economy
VBS – you need to have a promotion for every Home Game.
Assignment:
VBS Lesson 3 – Promotions