PromotionPromotion Promotion in Sports Marketing the Game

Promotion

Promotion in Sports

Marketing the Game

Objectives

• Define Event Marketing

• Define promotion and identify major forms of promotion

• Describe the promotional mix

Any form of communication a business

or company uses to inform, persuade, or remind people about

products and to improve its image

PROMOTION

What is event marketing?

• All Activities associated with the sale, distribution, and promotion of a sports event.

Purposes of Promotion in Sports

• Generate Sales

• Attract a Targeted Audience

• Help Create a Positive Image

The combination of promotional techniques a business uses to

inform or persuade people about its products represents a product’s

PROMOTIONAL MIX

Promotional Techniques

• Advertising

• Publicity

• Public Relations/Sales Promotion

• Personal Selling

• Visual Merchandising

ADVERTISING

The non-personalpresentation of ideas and products by an identified

sponsor.

**PAID FOR**

PUBLICITYCreating awareness

and demand for a business or product by placing news about it in the media

SALES PROMOTION

• stimulate purchases• inform customers

about products• create a positive

store image• increase store traffic.• Trade Promotions• Consumer Sales

Promotions

An incentive offered by a retailer or manufacture An incentive offered by a business to:

PERSONAL SELLINGThe PERSONAL presentation

of a product or company to one or more potential buyers

Includes:•Door to door sales•Showroom sales

Visual Merchandising

The coordination of all physical elements in a

place of business so that it projects the right image to

its customers

Determining a Promotional Budget

3 – Methods

• Percentage of sales

• Competitive parity

• Objective-and-task method

Percentage of SalesA set percentage, or portion, of last year’s sales or the coming year’s sales to decide on the funds for the promotional budget.

Benefit:Easy to calculate

Issue:Last years sales may be higher

or lower than this years’

Competitive Parity

Teams look for industry trends on how much to spend.

Benefit:Easy to copy successful

promotions

Issue:May not be able to spend what

other teams spendTeam objectives may not be the

same

Objective-and-task Method

Teams set objectives for their promotion and decide what promotional activates are necessary to reach those objectives.

Benefit:Takes other methods into

consideration

Issue:More difficult to plan