Planning the promotion

Advertising

Sales promotion

Public relations

Personal selling

direct mail

couponssweepstakes

billboardswebsite

Event Marketing

Developing an effective promotional mix and corresponding budget requires an understanding of event marketing and types of promotions.

event marketing all activities associated with the sale, distribution, and promotion of a sports event

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Promotional Mix

The different forms of promotion can be combined into a company’s promotional mix.

Companies, teams, and individual athletes have the ability to target their markets and fans with a great variety of media and promotional tools.

promotional mix any combination of advertising, sales promotion, publicity, direct marketing, and personal selling

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Promotion in Sports Marketing

The functions of promotion in sports marketing are:

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Generate sales

Attract a targeted audience

Help create a positive image

REMEMBER: all sporting events are business ventures, and therefore, must produce revenue to cover expenses

Promotional Budget

3 ways to determine a promotional budget:

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Percentage of salesA set percentage of last year’s sales

Competitive parityIndustry trends, study competitors

Objective-and-task methodWhatever it takes to reach the objective

AD BUDGETS: A 2004 Super Bowl ad costs $2.25 million for a 30-second, one time spot. But weekly Monday Night Football ads run $272,900 each.

The Role of Advertising

Since a company pays for advertising, it has control over the message it wants to deliver.

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advertising any paid promotion of an idea, good, or service by an identified sponsor

Two types of advertising are:

Promotional advertising

Institutional advertising

promotional advertising advertising with a goal of selling an item being promoted

institutional advertising advertising with a goal of developing goodwill or positive image

The Role of Advertising

The four types of advertising media are:

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Print–Newspapers, magazines, direct mail, outdoor advertising,

stadium signage

Broadcast–Radio and television

Direct marketing–Many types used to communicate directly with consumers

Online advertising–Banner advertising, company Web sites, online promotions

What are some advantages and disadvantages of each type of media?

Sales Promotion

Types of sales promotions include:

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sales promotion a short-term incentive to get consumers interested in buying a product

Coupons

Rebates

Samples

Premiums

Contests

Sweepstakes

Which sales promotions do you respond to most?

MLB GiveawaysRank Promotion % Increase in

Game Attendance

1 Beanie baby 37.4

2 Beach towel 26.4

3 Umbrella 20.1

4 Coupon 20.0

5 Baseball cap 19.9

6 Fireworks show 19.1

7 Hat (not baseball cap) 17.3

8 Bat 15.0

9 Heritage/Family Days 14.9

10 Beanbag toy 14.4

Source: Street and Smith’s Sports Business Journal (1, no.25)

Public Relations

Publicity gives a company an image that must be handled by a company’s public relations department.

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publicity the free mention of a product or company in the media

public relations activities that promote the image and communications a company has with its employees, customers, investors, and public

Is bad publicity better than no publicity?

Public Relations

To alert the media in hopes of getting media coverage, companies, teams, and individuals prepare press kits and press releases.

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press releases a newsworthy article that provides the basic information to answer questions such as who, what, where, when, and why

Press Release Link

Personal Selling

Personal selling is important as part of the promotional mix because it allows for two-way communication between the buyer and seller.

There are two types of selling—order taking and order getting.

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personal selling direct communication by a salesperson to potential customers either in person or by telephone

What are some characteristics of a good salesperson?

Activity

Sports Marketing Promotional Mix

• Create a promotional mix using sports-related examples for each element of the mix. Use the template provided.

• Example

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