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Promotional Mix
 

Promotional Mix

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SER Marketing

SER Marketing

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  • Why do you think they focus on the six weeks before the race and not all year?

Promotional Mix Promotional Mix Presentation Transcript

  • Directions
    Take a minute to think about the following questions- don’t write them down
    Then, partner up with the person next to you and discuss your response 
    March 3, 2010
    1
    Sports Entertainment and Recreation Marketing
  • What do you think?
    March 3, 2010
    Sports Entertainment and Recreation Marketing
    2
    Think about the last event that you attended:
    What was the event you attended?
    Can you remember who sponsored it? Who was it?
    Was it one sponsor or multiple sponsors?
    Were you more or less likely to buy the sponsors products after that event?
  • Promotional mix
    Sports Promotion
    March 3, 2010
    3
    Sports Entertainment and Recreation Marketing
  • Promotion
    March 3, 2010
    Sports Entertainment and Recreation Marketing
    4
  • Promotion
    Is any form of communication a business or organization uses to inform, persuade, or remind people about its products or improve its public image
    March 3, 2010
    5
    Sports Entertainment and Recreation Marketing
  • Product Promotion
    Is used to convince potential customers to buy products instead of buying from a competitor
    Examples include:
    • Identifies where it is sold
    • Advertises product sales
    • Answers consumer questions
    • Introduces new offerings
    March 3, 2010
    6
    Sports Entertainment and Recreation Marketing
  • 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
  • Promotion in Sports Marketing
    Promotion for sports is like promotion for any product
    The goal is to generate sales, attract a targeted audience, and help create a positive image
    March 3, 2010
    8
    Sports Entertainment and Recreation Marketing
  • Promotion in Sports Marketing
    Each sporting event targets fans of the sport and potential customers of the products being promoted
    All marketing efforts need to attract those fans to the stadium or their television sets
    March 3, 2010
    9
    Sports Entertainment and Recreation Marketing
  • Promotional Mix
    A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each
    March 3, 2010
    10
    Sports Entertainment and Recreation Marketing
  • Promotional Mix Balance
    In sports marketing you must determine which aspects of the promotional mix will best be suited to achieve the promotional objectives at the given budget
    Weigh the advantages and disadvantages of each component
    March 3, 2010
    11
    Sports Entertainment and Recreation Marketing
  • Combination of promotional mix
    Each company must decide on its own promotional mix
    Which combo will provide the best return on investment
    March 3, 2010
    12
    Sports Entertainment and Recreation Marketing
  • Promotional Mix Goals
    A promotional plan can have a wide range of objectives, including:
    sales increases
    new product acceptance
    positioning
    competitive retaliations
    Sales
    March 3, 2010
    13
    Sports Entertainment and Recreation Marketing
  • Ideal Blend
    No magic formula can be used to design promotion mix.
    No one promotion element should be considered best- you have to be creative
    March 3, 2010
    14
    Sports Entertainment and Recreation Marketing
  • FACTORS AFFECTING THE PROMOTIONAL MIX DISTRIBUTION SYSTEM
    All products move from their producers to consumers through paths, or channels
    Promotional mix selection is affected by the path that product takes
    Lots of intermediaries --- more personal selling
    Direct from manufacture --- personal selling & advertising used effectively together
  • FACTORS AFFECTING THE PROMOTIONAL MIX PRODUCT’S COMPANY
    SIZE OF SALES FORCE
    The smaller the size of the sales staff, the more a business focuses its promotional mix on elements other than personal selling
    Many small, technical businesses use specialized magazine advertising and trade shows to inform consumers about their products
  • FACTORS AFFECTING THE PROMOTIONAL MIX PRODUCT’S COMPANY
    AVAILABLE FUNDS
    Key factor in selection of promotional mix
    Businesses which spend small amounts for promotion tend to rely on personal selling
    Business which spend large amounts can effectively use advertising
  • FACTORS AFFECTING THE PROMOTIONAL MIX PRODUCT’S COMPANY
    COMPETITION
    Competing businesses often use very similar promotional mixes
    Competing businesses also tend to follow the leader. (they have similar promotions)
  • Case Study
  • RIR – Promotional Mix
    The majority of marketing dollars are spent on mainstream media (TV & Radio)
    They choose to focus on the 6 week windows leading up to our events
  • RIR – Demographics
    • Men
    • 18-49 years of age
    • Live in Richmond, Washington DC & Norfolk
    • Smaller focus on
    • Charlottesville
    • Fredericksburg
    • Harrisonburg
    • Roanoke
  • RIR – How they reach the market
    TV
    Target sports programming
    NFL
    MLB
    NASCAR
    Male-oriented prime TV shows
    The Simpson's
    Family Guy
    Cops
  • RIR – How they reach the market
    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
    • Elliott in the Morning
  • RIR – How they reach the market
    Other Promotions
    • Door Hangers
    • Mall Kiosks
    • Digital Billboards
    • Cost effective
    • Easily update/change/creative
    • Website Banner ads
  • RIR – How they reach the market
    Other Promotions
    • Print
    • Richmond Times Dispatch
    • Local papers (Mechanicsville Local, Midlothian Exchange)
    • NASCAR Season Preview
  • 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
    Door Hangers
  • Samples Used Recently
    Mall Kiosks
  • Samples Used Recently
    Digital Billboards
  • Samples used recently
    Banner Ads
  • Samples Used Recently
    Print Advertisement
  • Samples Used Recently
    Renewal Piece