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Sport Promotion

Sport Promotion. Chapter 9. OBJECTIVES. To understand the tools available in the promotions mix. To appreciate the link between promotional mix and communications mix. PROMOTIONS. One element of the marketing mix (4 P’s) Product Price Place Promotion. DEFINITON. Promotion:

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Sport Promotion

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  1. Sport Promotion Chapter 9

  2. OBJECTIVES • To understand the tools available in the promotions mix. • To appreciate the link between promotional mix and communications mix.

  3. PROMOTIONS • One element of the marketing mix (4 P’s) • Product • Price • Place • Promotion

  4. DEFINITON • Promotion: • Communicating information to the consumers to influence them to buy a product and/or service • Does not work in isolation • Integral part of marketing plan • Consistent with organizations objectives

  5. PROMOTION MODEL - AIDA • Successful promotion should: • Make consumer AWARE • Generates INTEREST • Creates DESIRE • Ultimately leads to ACTION

  6. PROMOTIONAL MIX • Advertising • Publicity • Personal sales • Sales promotions • Public relations • Sponsorship

  7. ADVERTISING • Definition: • Promotional activity to communicate information on a product or create brand awareness and brand loyalty by using paid announcements in various media. • Marketers have total creative and content control.

  8. PUBLICITY • An important component of promotion that sport marketers do not pay (directly) for. • Tied to sponsorship opportunities. • Relationship of all parties with journalists is key component. • Integrated with media plan.

  9. PERSONAL SALES • Definition: • A form of promotion in which individuals representing a company provide information on the product/service to potential buyer through direct dialogue. • ‘Relationship marketing’ • Developing long-term relationships key.

  10. SALES PROMOTION • Definition: • Marketing promotion to stimulate immediate demand for a product or service, create consumer goodwill, and/or reinforce the relationship between consumers and a company.

  11. SALES PROMOTION • Forms of Sales Promotion • Premiums • Contests & sweepstakes • Sampling • Point-of-Purchase displays • Coupons

  12. PUBLIC RELATIONS • Public relations are everybody’s business. • Must be conscious of every major decision and every contact with public. • Essence of public relations is managing connections between organization and public.

  13. SPONSORSHIP • Definition: • A promotional approach in which an organization or individual offers resources (e.g. financial) and/or services to support a sport organization’s event program, or product offering.

  14. SPONSORSHIP • Should employ integrated approach and use with other elements of promotional mix. • This will maximize communications effectiveness and contribute to building brand equity.

  15. EXECUTIONAL ELEMENTS 1. Preliminary 2. Timing PROMOTIONS 5. Day of Promotion 3. Ideas 4. Follow-Up

  16. PRELIMINARY • Sound knowledge of total operations of organization. • Promotion and organization must compliment each other. • Understand audience and demographics of promotion’s targeted consumers.

  17. TIMING • Not well researched by all promoters. • Mistake can harm otherwise good promotional idea. • Consider: • Day of the week • Time of the event • Other obstacles to smooth operation of promotion

  18. IDEAS • Use brainstorming or similar techniques. • Promising ideas should be assessed against organization’s objectives. • Secure opinions from sources outside your group. • Develop mock situations.

  19. FOLLOW-UP • Ensure all elements of promotion fit together. • Have proper lead times. • Execute assignments within specified period of time. • Idea checked against budget and requirements.

  20. FOLLOW-UP • Get resources at minimal cost. • Negotiate contra deals. • Itemized list • Responsibilities • Contingency plans

  21. DAY OF PROMOTION • Every promotional element must be rechecked on the day of the event. • Mutually beneficial solutions would characterize sound planning. • Whatever is offered during the promotion must be delivered.

  22. Questions?

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