Sports Marketing - Unit One, Chapter 3, Promotion

1. PROMOTION
SREM
Mr. Crull

2. PROMOTION OVERVIEW
The process of making customers aware of a
product, service, or event.
 Main goal is to increase sales

Example of non-traditional promotion:
Lay’s Kettle Cooked Potato Chips Video Contest

3. ELEMENTS OF PROMOTION

Advertising – paid form of communication delivered
by a product maker or seller to consumers


Product placement – integrated within a plot of a movie
or TV show
Publicity – UNPAID media attention (negative and
positive) about a business and its
products, services, and events

4. ELEMENTS OF PROMOTION
Sales promotions – additional incentives offered for
a limited time to encourage customers to buy
 Personal selling – in person, face-to-face
communication between seller and customer


5. REVIEW
An example of publicity is:
a)
b)
c)
d)
Giving a coupon for a free CD case with the
purchase of a CD
Being featured on the evening news
Buying advertising space in the newspaper
Helping a customer find an item in a sporting goods
store

6. WRITING – PART 1
We can all agree that athletes are viewed as role
models. Answer the following questions based on
this:
1.
What characteristics of these athletes contribute
to their favorable image?
2.
How do they affect your perception of their sport?

7. WRITING – PART 2
Now think of an athlete that has received negative
publicity…
1.
What has contributed to their poor image?
2.
Have they been able to overcome it?
3.
How does the negative image affect your
response to the player and/or sport they are
involved in?

8. ADVERTISING

Paid promotion of an idea, good, or service by an
identified sponsor
Promotional – the goal is to sell the product being
advertised
 Institutional – goal of developing goodwill or positive
image


9. ADVERTISING

The process…
1.
2.
Set a measurable goal – needs to be specific enough to be
measured
Develop budget
a)
b)
c)
d)
e)
Marginal analysis – additional $ = additional profit
Percent of sales - % of expected revenues
Fixed sum per unit – based on units expected sold
Share of voice – similar $ amt. or freq. as competition
Competitive parity – maintain current share of voice

10. ADVERTISING

The process (cont.)
3.
4.
Create a theme – also known as tagline (slogan that conveys
main message)
Choose the media
a)
b)
5.
Media strategy – medium that brings most effective message to target
market
Reach – number of people in target market expected to receive
message
Create the message – creative talent writes copy. Avoid wear
out (message lost)

11. ADVERTISING

The process (cont.)…
6.
Develop schedule – frequency
a)
b)
7.
Concentration strategy – buying space/time on a single
medium
Dominance strategy – maximum reach and freq. on one
medium AND additional time/space on another
Measure effectiveness – what are the goals? Were
they reached? How?

12. TAGLINES (SLOGANS)
Name some recent taglines that have stuck with
you.
 What made them memorable?


13. ASSIGNMENT

Create a collage of advertisements (FOUR) that
really catch your eye. Not just any ad, but one that
appeals to you.
COLLAGE QUESTIONS
What did you first notice about the ad?
 How does the ad make you feel about the product
being advertised?
 What message are they trying to give you?
 Do you need any other information before making a
buying decision?


14. ADVERTISING

We all take in huge amounts of information every
day. Before we leave home, we may talk with our
families, receive mail, read a newspaper, watch
television or listen to the radio. Advertising is just
one element of this mass of information, so it has to
work very hard to compete for our attention.

15. ADVERTISING
There are numerous factors to consider when investing in
advertising:
 Advertising is persuasive not coercive: it cannot make
people do what they do not want to do.
 Advertising has to be seen by its intended audience: so
using the appropriate medium is essential.
 The audience has to be receptive: they must have an
interest in your message.
 The message has to be driven home: a single
advertisement may be missed or forgotten.
 Competitors advertise too: your offer must be better or
different, otherwise why choose you?

16. ADVERTISING
Some tips which you can use when compiling your own ads:
 Match your medium to your audience: People who see
your advertising must be interested in what you have to sell.
 Play for position: When advertising in the
press, convention has it that early pages are best (with the
exception of outside covers and specific special positions ).
It is also believed that right hand pages receive more
attention. The point is, think about where you want to be and
make sure you're there.
 Size does matter: People are more likely to see your
advertisements if they are large.

17. ADVERTISING
All things bright and beautiful: Research shows that
people not only notice color advertising, they are also more
likely to read something that is bright and eye-catching.
 Every picture tells a story: Psychologists have proved that
people have an almost unlimited capacity for remembering
visual images. Pictures show things as they truly are.
 Hit the headlines: Take your key statement and turn it into
a concise headline. It doesn't have to be witty, but it must
never be clumsy or unclear.
 Watch your words: Make one or two strong claims and
support them with evidence. Give your audience a reason to
buy, visit, call or try.


18. ADVERTISING
Sign off with style: Summarize your philosophy and your
offer in one, concise line. 'We care because you do' ...
 Make yourself easy to choose: Give relevant business
information so that the audience can find out more about
your business or they know exactly where to purchase your
products without having to look very hard.
 ABOVE ALL, MAKE SURE YOUR ADVERTISING
STANDS OUT FROM THE CROWD!


19. TYPES OF ADVERTISING
Television
 Radio
 Print Ads (newspaper, magazines)
 Direct mail


20. TYPES OF ADVERTISING
Television
 End of WWII 7,000 TV’s







Baseball – 8/26/1939 (Reds vs. Dodgers)
Football – 10/22/1939 (Eagles vs. Dodgers)
College Football – 10/30/1939 (Waynesburg vs.
Fordham)
College Basketball – 2/28/1940 (Pitt vs. Fordham)
Hockey – 2/25/1940 (Rangers vs. Canadiens)
115.9 million U.S. households have one or more
television sets.

21. TELEVISION

How many of you have a television in your
bedroom?

How many hours of television do you watch daily?

What is your favorite television program?

What do you think about the television rating
system?

22. SPORTS AND TV

FCC has enacted tiered pricing for sports on cable
TV

Specific channels and events are offered outside of
basic cable package. For example, standard
programming on DISH network includes the local Fox
Sports station. You can pay to include all Fox Sports
affiliates. Also, the NFL Sunday Ticket is a tiered pricing
item as well.

23. RADIO - SPORTS
It has changed dramatically in the last decade. It
had moved from a local base to a national base due
to satellite radio.
 How many of you would rather listen to a local
sports radio station instead of a national ESPN or
FOX Sports station?


24. RADIO - MUSIC
There are 27 local radio stations available by
antenna from Fishers.
 Music has to be promoted to the stations to get
airtime…as it is so precious.
 Artists may receive royalties or a percentage of
record sales for their songs.


Whitney Houston – “I Will Always Love You”

25. RADIO - MUSIC
Artists can also “sell” their music for use by
companies as jingles or for an ad campaign
 Can anyone think of a song used in that format?



Digital formats – marketing involved?


How about the iPod commercials?
Podcasts – how are they being used?
Radiohead

26. RADIO - MUSIC

Internet Music Revolution!!

Downloading…..Vanderbilt Univ.

MySpace

If you were marketing a “new” band, how and
where would you start?

27. PRINT
Newspaper
 Magazines
 Direct Mail
 Outdoor
 Stadium signage/posters


28. NEWSPAPER
Local medium – targeting customers in your
hometown, i.e. Pacers, Colts
 Can be effective medium for local teams
 Don’t require as much lead time
 Inexpensive
 Thrown away quickly
 Non-traditional sports don’t get coverage


29. MAGAZINES
Regional and national – larger number of people
can be reached
 More specific audience
 More lead time
 More expensive than newspaper


30. DIRECT MAIL
Personalized message for recipient
 Mailing lists from ticket holders, signup on
website, etc….
 Most expensive mode…
 …but can also be most effective
 Can be seen as junk mail and pitched


31. OUTDOOR
Billboards
 Geographically select your audience
 Short message – but still impactful


32. STADIUM SIGNAGE/POSTERS
Found inside stadiums and arenas
 Jumbotrons
 Message can be replayed multiple times


33. PUBLICITY
It’s free, but the business/person cannot control the
message that comes out.
 Which do you think we hear more of – positive
publicity or negative publicity? Why?


34. PUBLICITY
Goodwill – customers positive feelings about a
business
 Publicist – person responsible for maintaining
relations with the public and news media, generally
issuing a statement



Remember T.O.’s publicist?
Damage control – refuting, justifying, or
downplaying a story

35. TYPES OF PUBLICITY

Grass roots – unknown person or event propelled
into spotlight


Astro-turfing – fake grass roots effort
Viral campaign – a few online mentions create a
buzz
Is a viral campaign different from publicity? How?
 Can you name any?


36. IMAGE IS EVERYTHING…

Public Relations – the department of the business that
creates a favorable public opinion – KC Royals
Create an image – define the image, what needs to be done to
maintain image
 Athletes and image – World Sports Humanitarian Hall of Fame
 Game Day image – facilities, security, sportsmanship, and
history.


37. WRITE – PART 1
What are some ways the sports teams at Fishers HS could
create something positive for the community?
 Do you believe “spinning” the message is a dishonest act?
Why or why not?


38. WRITE – PART 2
Do you accept what you hear from the press as
immediately factual or do you question it?
 Discuss “any press is good press” statement – do
you believe this to be true? Again, explain you
answer.
