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Promotion Management

Promotion Management. 3.03. Promotional Elements. Advertising Publicity Sales promotions Personal selling. Coordinating Promotional Efforts. Communication among team promotions, team sales, advertising agency. Promotional Calendar of Events. Plan out promotions throughout team’s season

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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

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