1. 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
2. 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?
3. Promotional mix Sports Promotion March 3, 2010 3 Sports Entertainment and Recreation Marketing
5. 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
11. 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
12. 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
13. 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
14. 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
15. 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
16. 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
17. 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
18. 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
19. 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
20. 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)
22. 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
