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.


PROMOTIONSPROMOTIONS

One element of the marketing mix (4 P’s)One element of the marketing mix (4 P’s)

• Product Product

• PricePrice

• PlacePlace

• PromotionPromotion


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


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


PROMOTIONAL MIXPROMOTIONAL MIX

• AdvertisingAdvertising

• PublicityPublicity

• Personal salesPersonal sales

• Sales promotionsSales promotions

• Public relationsPublic relations

• SponsorshipSponsorship


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.


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.


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.


SALES PROMOTIONSALES PROMOTION


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.


SALES PROMOTIONSALES PROMOTION

Forms of Sales PromotionForms of Sales Promotion

• PremiumsPremiums

• Contests & sweepstakesContests & sweepstakes

• SamplingSampling

• Point-of-Purchase displaysPoint-of-Purchase displays

• CouponsCoupons


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.


SPONSORSHIPSPONSORSHIP


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.


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.


EXECUTIONALEXECUTIONAL ELEMENTS ELEMENTS

PROMOTIONS

2. Timing1. Preliminary

3. Ideas

4. Follow-Up

5. Day ofPromotion


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.


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


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.


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.


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


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. sport promotion chapter 9

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