Promotion Management - PowerPoint PPT Presentation

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Promotion Management

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  1. Promotion Management 3.03

  2. Promotional Elements • Advertising • Publicity • Sales promotions • Personal selling

  3. Coordinating Promotional Efforts • Communication among team promotions, team sales, advertising agency

  4. Promotional Calendar of Events • Plan out promotions throughout team’s season • Include sponsors in promotions • Promote games that may be lightly attended otherwise

  5. Featuring Sponsors in the Promotional Calendar • Connect giveaway items to sponsors • Have regular nights for sponsors (ex: Friday night fireworks)

  6. Promotional Budgets • Percentage of sales: using a portion of last year’s/this year’s sales to determine budget • Competitive parity: look to industry trends in order to determine how much to spend • Objective-and-task method: set goals and determine how much money is necessary to achieve goal

  7. Promotional Allowances Available • Co-op: manufacturer pays for part of retailer’s advertising costs in exchange for mention of manufacturer • In-store displays • Coupons

  8. Terms: • advertising agency: company in charge of executing advertising strategy • full-service agency: provides creative services and media-buying • boutique agencies: specialize in one aspect of agency business • media-buying agencies: specialize in media-buying only

  9. Ad Agency Structure

  10. Advertising Agency Compensation • In general, bill clients 15% of total ad buy • May be paid a flat rate

  11. Types of Promoters • Event promoters • Concert promoters • Sport-specific promoters

  12. Responsibilities of Promoters • Administration of event • Staffing • Complying with federal/state/local laws • Promotion of event

  13. Benefits of Using Promoters • Expertise • Quicker timeline • Contacts with other experts

  14. Objectives for Sponsorship • Increase sales and profits • Introduce new good or service • Be identified with an event in which target market is interested • Earn goodwill of audience by showing commitment to community • Entertain clients, employees, potential customers • Enhance company image • Enter new/niche markets

  15. Considerations in Setting Sponsorship Objectives • Budget • Timeline • Target Market

  16. Term • sponsorship proposal: specific plan given to potential sponsors that outlines what sponsors receive in turn for their association

  17. Need for Sponsorship Proposals • Increase revenue • May require sponsor’s good/services • May be unable to hold event/survive without sponsor revenue

  18. Components of Sponsorship Proposals • Info about team/organization • Info about the event • Traffic generated by the event • Amount of investment required

  19. Term • sponsorship agreement: formal contract signed by sponsor and team/event organizers

  20. Term • advertising campaign: set of interrelated and coordinated marketing communication activities that center on a single theme

  21. Themes in Advertising Campaigns • Ties different parts of the campaign together • Ensures consistency of message across platforms/media

  22. Characteristics of Effective Advertising Campaigns • Go after target audience • Highlight competitive advantage • Establish an image • Commit to a budget • Test & monitor ads

  23. Promotional Planning Steps • Review previous marketing plan • Analyze promotional program (set a goal) • Determine budget • Develop communications program • Execute promotional program • Monitor and evaluate program

  24. Components of a Promotional Plan • Advertising • Direct marketing • Sales promotion • Publicity/PR • Personal selling • Social media