A bowling pin only needs to tilt 7.5 degrees to fall down.
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Transcript of A bowling pin only needs to tilt 7.5 degrees to fall down.
The Marketing Plan Each event/sport, should have a
marketing plan, an outline of what will happen for the event/season.
Format Title Page Table of contents Schedule of events
Summary of previous season, results Ticket Sales, hi, low, comparisons with other
schools.
Overview of upcoming season
6 Steps of a Marketing Plan
1. Executive Summary 2. Situation (SWOT) Analysis3. Marketing Goals & Objectives4. Marketing Strategies5. Implementation6. Evaluation
Marketing Plan 1. Executive Summary (Overview)
Atmosphere you will create, ticket sales, positive observations as well as challenges
2. SWOT Analysis 3. Marketing goals and Objectives
Actual #’s rather than percentages 4. Marketing Strategies
Identify primary and secondary target markets
Marketing Plan
5. Implementation Specifics on how you will accomplish goals. Methods of selling, how you will get coach and
team involved. Student Sales teams, other clubs to increase
attendance. Promotions-Pre-game, in-game, single
game, season long, theme nights, and premium items
Advertising Plan-What media will you use, when will ads be placed, Cross-Promote with other teams, Flyers, signs, press-releases, publicity, etc.
SWOT Analysis A study of
Strengths Weaknesses Opportunities Threats
Helps align a business and its employees to organize the factors that influence its success
Provides focus for the many steps in your sponsorship plan
Each element has internal and external aspects
Internal Factors Strengths (S)
Qualities that give a business a competitive advantage. In the past as well as present
Talented, well-trained employees
Quality workmanship
Excellent service record
Weaknesses (W) Qualities that
give a business a competitive disadvantage. Past or present status. Perception is key (what is factual/fictional)
Poor service record
Inexperienced workers
Poor-quality goods
External Factors
Opportunities (O) Features or events
that could benefit the business. Can be accomplished now, or in the short-term future.
Unfulfilled customer needs
New technologies
Threats (T) Features or
events that could damage the business
Shift in consumer tastes
Emergence of substitute products/services
Increased barriers
Successful SWOT Analysis Be realistic It should distinguish between where you are today,
and where you want to be in the future. Should be specific. Avoid grey areas. Comparative…(better or worse than your competition) Avoid complexity and over analysis (K.I.S.S)
Kingston Leisure Center SWOT Analysis
Strengths 1, 2, 10, 13, 14
Weaknesses 2, 4, 11
Opportunities 3, 5, 8, 9, 10, 12
Threats 6, 7
Goals and Pricing
Setting goals for ticket sales and attendance, but also for increases for categories of tickets
A chart showing last season’s purchases at each ticket level as well as the goals for the upcoming season.
Pricing for HS is general admission but at college and professional, they all have levels.
Goals and pricing
Develop a chart as followsSingle Game Prices Adult Student YouthUpper Bowl $4 $3 $2Red Zone $6 $5 $4Black Zone $8 $7 $6VIP Section $10 $9 $8Season TicketsUpper Bowl $65 $49 $33Red Zone $98 $81 $65Black Zone $130 $114 $97VIP $162 $146 $130
Ticket Sales Strategy
Goal: Sell out all games Fan Support Visiting Team-(Brewers/Cubs) (Bucks-Heat) Choosing Day of the Game Time of Season – NBA on TV?
#1 way, season tickets
Season Tickets
Mini-Plans Ten pack plus Adding great games to a mini-package
Group Sales Increasing attendance at HS
Booster Club calls Send out package to: letter from coach,
season brochure, special promotion outline, activities and a postage-paid mail-back envelope.
Increasing attendance
Having the coaches and players make personal calls
Door-to-Door by the team Select-A-Seat Sales Teams
10 tickets sold – key chain 11-20 -T-Shirt 21-30 -Sweatshirt Etc.
Promotions
Trivia Questions Sports, school, community, music, etc.
Dirtiest Car in the parking lot Winner of a free car wash
T-Shirt Toss For every three, or every spike or ace.
Promotions
Theme Nights V-Day
Box of chocolates if make a Free-Throw. Three Legged race, blindfold basketball
(couples events) Play sappy love songs Contest for best “Broken Heart” story
Premium items