PromotionsPromotions

HSS 3000/5263

Sport Marketing

Dr. Brian Turner

The Catch-All “P”

• Vehicle through which the marketer conveys information about product, place, and price

The Catch-All “P”

• Advertising– Any paid, non-personal, clearly sponsored message

conveyed through the media

• Personal selling– Any face-to-face presentation in which the seller has an

opportunity to persuade the consumer

• Publicity– Any form of exposure in the media not paid for by the

beneficiary

• Sales promotion– wide variety of activities

The Catch-All “P”

• AIDA

Promotion Planning

• Target Market Considerations

• Define Promotional Objectives

Promotion Planning

UnawarenessAwarenessKnowledge

LikingPreference

ConvictionAction

Promotion Planning

• Establishing Promotional Budgets– Arbitrary allocation– Competitive parity– Percentage of sales– Objective and task method

• Choosing an integrated promotional mix

Advertising

• Core of advertising is effective communication

• Create awareness

• Communicate information

• Develop or change an image

• Associate a brand with feelings & emotions

• Create norm groups

• Precipitate behavior

Advertising

• Assessing advertising effectiveness:– Wasted circulation– Cost per exposure– Determining the creative approach– Measurement

• Success depends on:– Knowing the product– Knowing the consumers

Advertising Agencies

• Have a comprehensive marketing plan in place

• Make sure the agency is interested in the organization’s success

• Choose an agency that has comprehensive marketing skills

• Determine the target market and how to reach them efficiently

Advertising Agencies

• Find out who will be handling the account

• Make sure that all written copy is customer centered

• Select an agency that views itself as a partner in your business

Advertising Communication Process

• Source

• Message

• Channel

• Receiver

Advertising Mediums for Sport

• Signage

• Endorsements– “… a well-known celebrity athlete who uses his

or her fame to help a company sell or enhance the image of the company, products, or brands”

– Styles• Explicit mode

• Implicit mode

• Imperative mode

• Co-present mode

Endorsements

• Print media– Newspapers– Magazines– Posters– Game programs– Direct mailings

• Broadcast (electronic) media– Radio– Television

Endorsements

• Other media– Billboards– Buses– Blimps– Internet– Signage

Promotional Concepts and Practices

• Hallmark event– Promoting the host organization to the public– Promoting the sponsors of the event– Promoting the sport in general– Promoting the event itself as a revenue-

generating opportunity– Attracting significant media interest and

coverage– Promoting the destination as a site for tourism

Promotional Concepts and Practices

• Internet sites and web pages– Organizational history

– Schedules

– Biographical information

– Links to related sites

– Ticket purchasing options

– Merchandise sales opportunities

– Chat rooms

– Statistics

– Fan pages

– Video and audio clips

Promotional Concepts and Practices

• Sales promotion– Non-price promotions– Price-oriented promotions

• Negatives

Promotional Components

• Theme

• Product sampling

• Open house

• Coupons

• Bundling

• Contests and sweepstakes

• Premiums and redemptions

• Street promotion

Ultimate Goal

NBA Escalator

• Light (76.8%)– 1 game (43.6%); 2 (14.2%); 3 (11.6%); 4 (7.4%)

• Moderate (18.7%)– 5-8 games (13.6%); 9-12 (5.1%)

• Frequent (3.9%)– 13-16 games (1.8%); 17-20 (1.4%); 21-24 (0.7%)

• Heavy (0.6%)– 25-28 games (0.4%); 29-36 (0.2%); 37+ (0%)

Promotional Planning Model

• Level 1 -

• Level 2 -

• Level 3 -

• Defectors