Copyright © 2009 Nelson Education Ltd. All rights reserved. Sport Promotion Chapter 9.
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Transcript of Copyright © 2009 Nelson Education Ltd. All rights reserved. Sport Promotion Chapter 9.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
Sport PromotionSport Promotion
Chapter 9Chapter 9
2Copyright © 2009 Nelson Education Ltd. All rights reserved.
OBJECTIVESOBJECTIVES
• To understand the tools available in the promotions To understand the tools available in the promotions mix.mix.
• To appreciate the link between promotional mix and To appreciate the link between promotional mix and communications mix.communications mix.
3Copyright © 2009 Nelson Education Ltd. All rights reserved.
PROMOTIONSPROMOTIONS
One element of the marketing mix (4 P’s)One element of the marketing mix (4 P’s)
• Product Product
• PricePrice
• PlacePlace
• PromotionPromotion
4Copyright © 2009 Nelson Education Ltd. All rights reserved.
DEFINITONDEFINITON
Promotion:Promotion:
Communicating information to the consumers to influence Communicating information to the consumers to influence them them to buy a product and/or serviceto buy a product and/or service
• Does not work in isolationDoes not work in isolation
• Integral part of marketing planIntegral part of marketing plan
• Consistent with organizations objectivesConsistent with organizations objectives
5Copyright © 2009 Nelson Education Ltd. All rights reserved.
PROMOTION MODEL - AIDAPROMOTION MODEL - AIDA
Successful promotion should:Successful promotion should:
• Make consumer Make consumer AWAREAWARE
• Generates Generates INTERESTINTEREST
• Creates Creates DESIRE DESIRE
• Ultimately leads to Ultimately leads to ACTIONACTION
6Copyright © 2009 Nelson Education Ltd. All rights reserved.
PROMOTIONAL MIXPROMOTIONAL MIX
• AdvertisingAdvertising
• PublicityPublicity
• Personal salesPersonal sales
• Sales promotionsSales promotions
• Public relationsPublic relations
• SponsorshipSponsorship
7Copyright © 2009 Nelson Education Ltd. All rights reserved.
ADVERTISINGADVERTISING
Definition:Definition:
Promotional activity to communicate information on a product Promotional activity to communicate information on a product or create or create brand awarenessbrand awareness and and brand loyaltybrand loyalty by using by using paid paid announcements in various media.announcements in various media.
• Marketers have total creative and content control.Marketers have total creative and content control.
8Copyright © 2009 Nelson Education Ltd. All rights reserved.
PUBLICITYPUBLICITY
• An important component of promotion that sport An important component of promotion that sport marketers do not pay (directly) for.marketers do not pay (directly) for.
• Tied to sponsorship opportunities.Tied to sponsorship opportunities.
• Relationship of all parties with journalists is key Relationship of all parties with journalists is key component.component.
• Integrated with media plan.Integrated with media plan.
9Copyright © 2009 Nelson Education Ltd. All rights reserved.
PERSONAL SALESPERSONAL SALES
DefinitionDefinition::
A form of promotion in which individuals representing a A form of promotion in which individuals representing a company provide information on the product/service to company provide information on the product/service to potential potential buyer through direct dialogue.buyer through direct dialogue.
• ‘ ‘Relationship marketing’Relationship marketing’
• Developing long-term relationships key.Developing long-term relationships key.
10Copyright © 2009 Nelson Education Ltd. All rights reserved.
SALES PROMOTIONSALES PROMOTION
Definition:Definition:
Marketing promotion to stimulate immediate demand for a Marketing promotion to stimulate immediate demand for a product or service, create consumer goodwill, and/or reinforce product or service, create consumer goodwill, and/or reinforce the relationship between consumers and a company.the relationship between consumers and a company.
11Copyright © 2009 Nelson Education Ltd. All rights reserved.
SALES PROMOTIONSALES PROMOTION
Forms of Sales PromotionForms of Sales Promotion
• PremiumsPremiums
• Contests & sweepstakesContests & sweepstakes
• SamplingSampling
• Point-of-Purchase displaysPoint-of-Purchase displays
• CouponsCoupons
12Copyright © 2009 Nelson Education Ltd. All rights reserved.
PUBLIC RELATIONSPUBLIC RELATIONS
• Public relations are everybody’s business.Public relations are everybody’s business.
• Must be conscious of every major decision and every Must be conscious of every major decision and every contact with public.contact with public.
• Essence of public relations is managing connections Essence of public relations is managing connections between organization and public.between organization and public.
13Copyright © 2009 Nelson Education Ltd. All rights reserved.
SPONSORSHIPSPONSORSHIP
Definition:Definition:
A promotional approach in which an organization or individual A promotional approach in which an organization or individual offers resources (e.g. financial) and/or services to support a offers resources (e.g. financial) and/or services to support a sport organization’s event program, or product offering.sport organization’s event program, or product offering.
14Copyright © 2009 Nelson Education Ltd. All rights reserved.
SPONSORSHIPSPONSORSHIP
• Should employ integrated approach and use with other Should employ integrated approach and use with other elements of promotional mix.elements of promotional mix.
• This will maximize communications effectiveness and This will maximize communications effectiveness and contribute to building brand equity.contribute to building brand equity.
15Copyright © 2009 Nelson Education Ltd. All rights reserved.
EXECUTIONALEXECUTIONAL ELEMENTS ELEMENTS
PROMOTIONS
2. Timing1. Preliminary
3. Ideas
4. Follow-Up
5. Day ofPromotion
16Copyright © 2009 Nelson Education Ltd. All rights reserved.
PRELIMINARYPRELIMINARY
• Sound knowledge of total operations of organization.Sound knowledge of total operations of organization.
• Promotion and organization must compliment each other.Promotion and organization must compliment each other.
• Understand audience and demographics of promotion’s Understand audience and demographics of promotion’s targeted consumers.targeted consumers.
17Copyright © 2009 Nelson Education Ltd. All rights reserved.
TIMINGTIMING
• Not well researched by all promoters.Not well researched by all promoters.
• Mistake can harm otherwise good promotional idea.Mistake can harm otherwise good promotional idea.
Consider:Consider:
• Day of the weekDay of the week
• Time of the eventTime of the event
• Other obstacles to smooth operation of promotionOther obstacles to smooth operation of promotion
18Copyright © 2009 Nelson Education Ltd. All rights reserved.
IDEASIDEAS
• Use brainstorming or similar techniques.Use brainstorming or similar techniques.
• Promising ideas should be assessed against organization’s Promising ideas should be assessed against organization’s objectives.objectives.
• Secure opinions from sources outside your group.Secure opinions from sources outside your group.
• Develop mock situations.Develop mock situations.
19Copyright © 2009 Nelson Education Ltd. All rights reserved.
FOLLOW-UPFOLLOW-UP
• Ensure all elements of promotion fit together.Ensure all elements of promotion fit together.
• Have proper lead times.Have proper lead times.
• Execute assignments within specified period of time.Execute assignments within specified period of time.
• Idea checked against budget and requirements. Idea checked against budget and requirements.
20Copyright © 2009 Nelson Education Ltd. All rights reserved.
FOLLOW-UPFOLLOW-UP
• Get resources at minimal cost.Get resources at minimal cost.
• Negotiate contra deals.Negotiate contra deals.
• Itemized listItemized list
• ResponsibilitiesResponsibilities
• Contingency plansContingency plans
21Copyright © 2009 Nelson Education Ltd. All rights reserved.
DAY OF PROMOTION DAY OF PROMOTION
• Every promotional element must be rechecked on the day Every promotional element must be rechecked on the day of the event.of the event.
• Mutually beneficial solutions would characterize sound Mutually beneficial solutions would characterize sound planning.planning.
• Whatever is offered during the promotion must be Whatever is offered during the promotion must be delivered.delivered.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
Questions?