Promotional Mix

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

    1. 1. Directions<br />Take a minute to think about the following questions- don’t write them down<br />Then, partner up with the person next to you and discuss your response <br />March 3, 2010<br />1<br />Sports Entertainment and Recreation Marketing<br />
    2. 2. What do you think?<br />March 3, 2010<br />Sports Entertainment and Recreation Marketing<br />2<br />Think about the last event that you attended:<br /> What was the event you attended?<br />Can you remember who sponsored it? Who was it?<br />Was it one sponsor or multiple sponsors?<br />Were you more or less likely to buy the sponsors products after that event?<br />
    3. 3. Promotional mix<br />Sports Promotion<br />March 3, 2010<br />3<br />Sports Entertainment and Recreation Marketing<br />
    4. 4. Promotion<br />March 3, 2010<br />Sports Entertainment and Recreation Marketing<br />4<br />
    5. 5. Promotion<br />Is any form of communication a business or organization uses to inform, persuade, or remind people about its products or improve its public image<br />March 3, 2010<br />5<br />Sports Entertainment and Recreation Marketing<br />
    6. 6. Product Promotion<br />Is used to convince potential customers to buy products instead of buying from a competitor<br />Examples include:<br /><ul><li>Identifies where it is sold
    7. 7. Advertises product sales
    8. 8. Answers consumer questions
    9. 9. Introduces new offerings</li></ul>March 3, 2010<br />6<br />Sports Entertainment and Recreation Marketing<br />
    10. 10. Institutional Promotion<br />used by a business to create a favorable image for itself, as opposed to promoting a product or service<br /><ul><li>Does not directly sell a certain product, but a favorable image will likely increase sales for a company</li></li></ul><li>Promotion in Sports Marketing<br />Promotion for sports is like promotion for any product<br />The goal is to generate sales, attract a targeted audience, and help create a positive image<br />March 3, 2010<br />8<br />Sports Entertainment and Recreation Marketing<br />
    11. 11. Promotion in Sports Marketing<br />Each sporting event targets fans of the sport and potential customers of the products being promoted<br />All marketing efforts need to attract those fans to the stadium or their television sets<br />March 3, 2010<br />9<br />Sports Entertainment and Recreation Marketing<br />
    12. 12. Promotional Mix<br />A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each<br />March 3, 2010<br />10<br />Sports Entertainment and Recreation Marketing<br />
    13. 13. Promotional Mix Balance<br />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<br />Weigh the advantages and disadvantages of each component<br />March 3, 2010<br />11<br />Sports Entertainment and Recreation Marketing<br />
    14. 14. Combination of promotional mix<br />Each company must decide on its own promotional mix<br />Which combo will provide the best return on investment<br />March 3, 2010<br />12<br />Sports Entertainment and Recreation Marketing<br />
    15. 15. Promotional Mix Goals<br />A promotional plan can have a wide range of objectives, including:<br />sales increases<br /> new product acceptance<br />positioning<br />competitive retaliations<br />Sales<br />March 3, 2010<br />13<br />Sports Entertainment and Recreation Marketing<br />
    16. 16. Ideal Blend<br />No magic formula can be used to design promotion mix.<br />No one promotion element should be considered best- you have to be creative<br />March 3, 2010<br />14<br />Sports Entertainment and Recreation Marketing<br />
    17. 17. FACTORS AFFECTING THE PROMOTIONAL MIX DISTRIBUTION SYSTEM<br />All products move from their producers to consumers through paths, or channels<br />Promotional mix selection is affected by the path that product takes<br />Lots of intermediaries --- more personal selling<br />Direct from manufacture --- personal selling & advertising used effectively together<br />
    18. 18. FACTORS AFFECTING THE PROMOTIONAL MIX PRODUCT’S COMPANY<br />SIZE OF SALES FORCE<br />The smaller the size of the sales staff, the more a business focuses its promotional mix on elements other than personal selling<br />Many small, technical businesses use specialized magazine advertising and trade shows to inform consumers about their products<br />
    19. 19. FACTORS AFFECTING THE PROMOTIONAL MIX PRODUCT’S COMPANY<br />AVAILABLE FUNDS<br />Key factor in selection of promotional mix<br />Businesses which spend small amounts for promotion tend to rely on personal selling<br />Business which spend large amounts can effectively use advertising<br />
    20. 20. FACTORS AFFECTING THE PROMOTIONAL MIX PRODUCT’S COMPANY<br />COMPETITION<br />Competing businesses often use very similar promotional mixes<br />Competing businesses also tend to follow the leader. (they have similar promotions)<br />
    21. 21. Case Study<br />
    22. 22. RIR – Promotional Mix<br />The majority of marketing dollars are spent on mainstream media (TV & Radio)<br />They choose to focus on the 6 week windows leading up to our events<br />
    23. 23. RIR – Demographics<br /><ul><li>Men
    24. 24. 18-49 years of age
    25. 25. Live in Richmond, Washington DC & Norfolk
    26. 26. Smaller focus on
    27. 27. Charlottesville
    28. 28. Fredericksburg
    29. 29. Harrisonburg
    30. 30. Roanoke</li></li></ul><li>RIR – How they reach the market<br />TV<br />Target sports programming <br />NFL<br />MLB<br />NASCAR <br />Male-oriented prime TV shows <br />The Simpson's<br />Family Guy<br />Cops<br />
    31. 31. RIR – How they reach the market<br />Radio<br /><ul><li>Each on-air promotion is negotiated with the radio station
    32. 32. DJ centered promotions create awareness and excitement for the event with their listeners
    33. 33. Hearing a DJ talk about an upcoming event generates more excitement then hearing a pre-produced radio spot
    34. 34. Elliott in the Morning</li></li></ul><li>RIR – How they reach the market<br />Other Promotions<br /><ul><li>Door Hangers
    35. 35. Mall Kiosks
    36. 36. Digital Billboards
    37. 37. Cost effective
    38. 38. Easily update/change/creative
    39. 39. Website Banner ads</li></li></ul><li>RIR – How they reach the market<br />Other Promotions<br /><ul><li>Print
    40. 40. Richmond Times Dispatch
    41. 41. Local papers (Mechanicsville Local, Midlothian Exchange)
    42. 42. NASCAR Season Preview</li></li></ul><li>Contacting Past Customers<br />Renewals<br />Anyone who buys a ticket to the event will receive a renewal for those same tickets for the next event<br />A large percentage of tickets are sold through renewals<br />Direct Mail<br />Email blasts<br />Call Campaigns (telemarketing)<br />Manual or Auto dialer<br />
    43. 43. Samples Used Recently<br />Door Hangers<br />
    44. 44. Samples Used Recently<br />Mall Kiosks<br />
    45. 45. Samples Used Recently<br />Digital Billboards<br />
    46. 46. Samples used recently<br />Banner Ads<br />
    47. 47. Samples Used Recently<br />Print Advertisement<br />
    48. 48. Samples Used Recently<br />Renewal Piece<br />

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