THE PROMOTION

AL MIX

Sports and Entertainment Marketing

Promotion any form of

communication a business or organization uses to inform, persuade, or remind people about its products or improve its public image

Product Promotion used to convince potential

customer to buy products instead of buying from a competitor Identifies where it is sold Advertises product sales Answers consumer questions Introduces new offerings

Institutional Promotion used by a business to

create a favorable image for itself, as opposed to promoting a product or service Does not directly sell a

certain product, but a favorable image will likely increase sales for a company

Promotional Mix the

combination of the different types of promotion a business or organizations uses to promote its products

The Promotional Mix

Promotional Mix

Advertising

Sales Promotio

n

Direct Marketin

gPublicity

Personal Selling

The Promotional Mix

Advertising – any PAID form of non-personal promotion

of ideas, goods, or services by an identified sponsor

Sales Promotion – a short term incentive to get

customers interested in buying a product

Direct Marketing – marketing activities to sell products

directly to customers through the use of a customer

database

Publicity – the FREE mention of a product or company

in the media

Personal Selling – direct communication by a

salesperson to potential customers either in person, by

telephone, or e-mail

Determining the Promotional Mix

In order for the promotional mix to be effective, all parts must coordinate and complement each other

How it works… Adverting and Direct Marketing

create awareness Publicity and Public Relations

build brand awareness and company image

Sales Promotion stimulates sales and reinforces advertising

Case Study

RIR – Campaign Objectives1. Increase spectator

attendance for all

races

2. Build brand

awareness for the

raceway

RIR – Target Market Men Ages 18-49Live in Richmond, Washington DC & Norfolk

Smaller focus on Charlottesville Fredericksburg Harrisonburg Roanoke Philadelphia

Special Events and Promotions

Promotional Activities could include:

Special Events/Sales Promotion – (theme nights, giveaways, Fan club events)

Advertising – paid advertising and co-op advertising

Display – signage, souvenir stands, facility decor

Publicity – press releases sent to various media

RIR – Promotional Mix The majority of

marketing dollars are spent on mainstream advertising

(TV, Radio, print ads)

Focus on the 6 week windows leading up to our eventsWhy do you think they focus on the six weeks before the race and not all year?

RIR – Advertising

TV Targeted sports

programming NFL MLB NASCAR Male-oriented prime TV shows

The Simpson's Family Guy Cops

RIR – Advertising

Radio Each on-air promotion is negotiated

with the radio station DJ centered promotions create

awareness and excitement for the event with their listeners Hearing a DJ talk about an upcoming

event generates more excitement then hearing a pre-produced radio spot, especially if the listeners identify with and trust the DJ Elliott in the Morning

RIR – Advertising

PrintRichmond Times Dispatch

Local papers (Mechanicsville Local, Midlothian Exchange)

NASCAR Season Preview

Samples Used Recently

Print Advertisement

RIR – Advertising

Other Types of Advertising

Door Hangers Mall Kiosks Digital Billboards

Cost effective Easily update/change creative

Website Banner ads

Samples Used Recently

Door Hangers

Samples Used Recently

Mall Kiosks

Samples Used Recently

Digital Billboards

Samples used recently

Banner Ads

Contacting Past Customers

Renewals Anyone who buys a ticket to the

event will receive a renewal for those same tickets for the next event A large percentage of tickets are

sold through renewals Direct Mail Email blasts Call Campaigns

(telemarketing) Manual or Auto dialer

Samples Used Recently

Renewal Piece

Samples Used Recently

Direct Mail

….What about the rest? This sample focuses heavily on

advertising. What could the race track

do in these other categories?

Special Events

Displays

Publicity