Sports and sales

1. Intro to Sport Promotion &Intro to Sport Promotion &
SalesSales

2. What components of the sport promotion mix areWhat components of the sport promotion mix are
involved here? What would you do if you were theinvolved here? What would you do if you were the
marketing or promotion manager for the Portland club?marketing or promotion manager for the Portland club?
All but one member of Beavers suspendedAll but one member of Beavers suspended
Associated PressAssociated Press
PORTLAND, Ore. -- The Pacific Coast League has fined and suspendedPORTLAND, Ore. -- The Pacific Coast League has fined and suspended
almost the entire Portland Beavers team after the players chased a fanalmost the entire Portland Beavers team after the players chased a fan
during a game atduring a game at CashmanCashman Field in Las Vegas earlier thisField in Las Vegas earlier this month.Taggmonth.Tagg
BoziedBozied was suspended for eight games and every other Beaver at thewas suspended for eight games and every other Beaver at the
game -- except pitcher Claygame -- except pitcher Clay CondreyCondrey -- was suspended for four-- was suspended for four games.Thegames.The
league did not disclose the severity of the fines, which were levied lateleague did not disclose the severity of the fines, which were levied late
Monday.TheMonday.The suspensions leave the Beavers, the Triple-A affiliate of thesuspensions leave the Beavers, the Triple-A affiliate of the
San Diego Padres, shorthanded as they attempt to win a playoffSan Diego Padres, shorthanded as they attempt to win a playoff
spot.Managerspot.Manager Rick Sweet must sit out at least three players every gameRick Sweet must sit out at least three players every game
for the rest of the season. He had nine position players available forfor the rest of the season. He had nine position players available for
Tuesday night's game. Some of the suspensions will have to carry over toTuesday night's game. Some of the suspensions will have to carry over to
2004.The suspensions extend throughout the minor leagues, so players2004.The suspensions extend throughout the minor leagues, so players
who leave the Beavers in thewho leave the Beavers in the offseasonoffseason will have to finish theirwill have to finish their
suspensions if they catch on with another minor-leaguesuspensions if they catch on with another minor-league team.Playersteam.Players andand
team officials would not discuss theteam officials would not discuss the fight.Thefight.The trouble began when Jimtrouble began when Jim
Lowe, a Las Vegas fan, heckledLowe, a Las Vegas fan, heckled BoziedBozied throughout the game. The two hadthroughout the game. The two had
words after the game and Lowe threw a soft stress-relief ball -- awords after the game and Lowe threw a soft stress-relief ball -- a
CashmanCashman Field giveaway -- atField giveaway -- at BoziedBozied. Nineteen Beavers then rushed into. Nineteen Beavers then rushed into
the stands and got into a scrum with Lowe on a concourse. Lowe had cutsthe stands and got into a scrum with Lowe on a concourse. Lowe had cuts
and bruises, but declined medical treatment at the scene, Las Vegas 51sand bruises, but declined medical treatment at the scene, Las Vegas 51s
general manager Don Logan told The Oregonian.general manager Don Logan told The Oregonian.

3. Distinguishing marketing fromDistinguishing marketing from
promotionpromotion
How are marketing & promotionHow are marketing & promotion
different?different?
What are the two thrusts of sportsWhat are the two thrusts of sports
marketing?marketing?
What are the key components ofWhat are the key components of
sport promotion as defined by oursport promotion as defined by our
text?text?

4. Distinguishing marketing fromDistinguishing marketing from
promotionpromotion
How are marketing & promotion different?How are marketing & promotion different?
What are the two thrusts of sportsWhat are the two thrusts of sports
marketing?marketing?
–– Promotion of sports & using sports to communicatePromotion of sports & using sports to communicate
What are the key components of sportWhat are the key components of sport
promotion as defined by our text?promotion as defined by our text?
–– Integrated, communication, persuasion,Integrated, communication, persuasion,
favorable belief/action, part of overallfavorable belief/action, part of overall mktgmktg
campaigncampaign

5. Sport Promotion MixSport Promotion Mix
How is the sportHow is the sport
promotion mixpromotion mix
different from thedifferent from the
traditionaltraditional
promotion mix?promotion mix?
Personal sellingPersonal selling
PublicityPublicity
AdvertisingAdvertising
Sales promotionSales promotion

6. Sport Promotion MixSport Promotion Mix
How is the sportHow is the sport
promotion mixpromotion mix
different from thedifferent from the
traditionaltraditional
promotion mix?promotion mix?
AdvertisingAdvertising
PublicityPublicity
Personal contactPersonal contact
IncentivesIncentives
AtmosphericsAtmospherics
LicensingLicensing
SponsorshipSponsorship

7. Advertising & PublicityAdvertising & Publicity
WhatWhat’’s the diff?s the diff?
Given the qualities of publicityGiven the qualities of publicity
(newsworthy, catches off-guard,(newsworthy, catches off-guard,
attention-getting), could Baylor haveattention-getting), could Baylor have
managed the events of the summermanaged the events of the summer
any better?any better?

8. Personal ContactPersonal Contact
Explain how the three stages of patronage loyalty might relate to theExplain how the three stages of patronage loyalty might relate to the
different kinds of BU fans and their likely actions regarding ourdifferent kinds of BU fans and their likely actions regarding our
athletic program.athletic program.
How important is each of the types of personal contact (selling,How important is each of the types of personal contact (selling,
servicing, monitoring) important in building and maintainingservicing, monitoring) important in building and maintaining
relationships at this time?relationships at this time?
SERVICING:SERVICING: More specifically, how important is it for BU to followMore specifically, how important is it for BU to follow
the guidelines for servicing? Any suggestions?the guidelines for servicing? Any suggestions?
–– Be courteousBe courteous
–– Be proactiveBe proactive
–– Establish rapportEstablish rapport
–– Plan ET encountersPlan ET encounters
MONITORINGMONITORING: How/why would the guidelines for handling: How/why would the guidelines for handling
complaints be important for BU in handling issues?complaints be important for BU in handling issues?
–– Welcome all complaintsWelcome all complaints
–– Thank complainantsThank complainants
–– Admit guilt & apologizeAdmit guilt & apologize
–– Remedy quicklyRemedy quickly
–– Follow upFollow up
Key: Two-way dialogueKey: Two-way dialogue

9. IncentivesIncentives
Incentives: all emotional, social,Incentives: all emotional, social,
psychological, functional, or financialpsychological, functional, or financial
conditions that encourage responseconditions that encourage response
What kinds of incentives do you thinkWhat kinds of incentives do you think
would be effective to get fans to attend BUwould be effective to get fans to attend BU
football games?football games?
–– What motive are you tapping into?What motive are you tapping into?
–– Who would sponsor this incentive?Who would sponsor this incentive?
–– Who are you targeting with the incentive?Who are you targeting with the incentive?

10. AtmosphericsAtmospherics
Designing the place to influence whatDesigning the place to influence what
fans think, feel & dofans think, feel & do
What is the best MLB ballpark? WhatWhat is the best MLB ballpark? What
makes it entertaining besides themakes it entertaining besides the
game?game?
–– http://espn.go.com/page2/s/list/ballparhttp://espn.go.com/page2/s/list/ballpar
ks/010427.htmlks/010427.html

11. LicensingLicensing
ProtectionProtection
ProfitabilityProfitability
PromotionPromotion
How is sports team licensing anyHow is sports team licensing any
different from any other branddifferent from any other brand
licensing?licensing?

12. SponsorshipSponsorship
What would motivate sponsors toWhat would motivate sponsors to
want to sponsor the BU intramuralwant to sponsor the BU intramural
program? Which is likely mostprogram? Which is likely most
important to them?important to them?
–– PhilanthropyPhilanthropy
–– Image enhancementImage enhancement
–– Brand awarenessBrand awareness
–– Increased sales/ market shareIncreased sales/ market share

13. IMC & Planning & ManagementIMC & Planning & Management
What is the main idea behind IMC?What is the main idea behind IMC?
–– If you had to pick one word that explains whatIf you had to pick one word that explains what
it is, what would it be?it is, what would it be?
Which of the 5 stages of managing a sportWhich of the 5 stages of managing a sport
promotion is the most important?promotion is the most important?
–– AssessmentAssessment
–– AlignmentAlignment
–– DesignDesign
–– ActivationActivation
–– MeasurementMeasurement

14. Distinguishing Promotion from MarketingDistinguishing Promotion from Marketing
Promotion Mix CompositionPromotion Mix Composition
–– AdvertisingAdvertising
–– PublicityPublicity
–– Personal contactPersonal contact
Relationship marketing: 1-on-1, lifetime value, large info base, interactive, equal partnersRelationship marketing: 1-on-1, lifetime value, large info base, interactive, equal partners
Financial, social, & structural bonding: patronage loyaltyFinancial, social, & structural bonding: patronage loyalty
Selling (direct & indirect)Selling (direct & indirect)
Servicing (moment of truth)Servicing (moment of truth)
–– Be courteousBe courteous
–– Be proactiveBe proactive
–– Establish rapportEstablish rapport
–– Plan ET encountersPlan ET encounters
MonitoringMonitoring
–– Use opinion leaders (high credibility)Use opinion leaders (high credibility)
–– Encourage customer complaintsEncourage customer complaints
Welcome all complaintsWelcome all complaints
Thank complainantsThank complainants
Admit guilt and apologizeAdmit guilt and apologize
Remedy quicklyRemedy quickly
Follow upFollow up
–– Incentives (ID customer motives; match sponsor &Incentives (ID customer motives; match sponsor & sponseesponsee objectives)objectives)
–– Atmospherics (design place to influence how fans think, feel, and act)Atmospherics (design place to influence how fans think, feel, and act)
ItIt’’s an entertainment economy!s an entertainment economy!
–– Licensing: affords protection, profitability, and promotionLicensing: affords protection, profitability, and promotion
–– Sponsorship: it can be like a totally independent promotion mixSponsorship: it can be like a totally independent promotion mix
Firms spend more on this than sales promotions and advertisingFirms spend more on this than sales promotions and advertising
The key now is to increase sales & market share, not just awareness/imageThe key now is to increase sales & market share, not just awareness/image
Integrated Promotional Agendas: IMCIntegrated Promotional Agendas: IMC
–– Awareness, image integration, functional integration, coordinated integration, consumer-Awareness, image integration, functional integration, coordinated integration, consumer-
based integration, stakeholder-based integration, relationship management integrationbased integration, stakeholder-based integration, relationship management integration
Planning & Managing the CampaignPlanning & Managing the Campaign
–– AssessmentAssessmentalignmentalignmentdesigndesignactivationactivationmeasurementmeasurement
Why study Sport Promotion & Sales?Why study Sport Promotion & Sales?
–– Communication, critical duties, winners/losers, job requirements: sellingCommunication, critical duties, winners/losers, job requirements: selling