VBS – Lesson 3 PROMOTIONS

Learning Target I can utilize promotional items to attract fans by researching and identifying my target market. I will create a promotion item with a specific targeted audience.

DEFINITIONS TARGET AUDIENCE PROMOTIONAL ITEMS FORESCASTING

Target Audience - a particular market segment selected as being the most appropriate for a certain advertising campaign or schedule. What do you focus on? Demographics – age, income level, sport interest, location, gender Why is it so important to get this right? If you focus on the wrong Target Audience you are wasting your time and money. WHY?

What is the PROMOTIONS? Description of ways to encourage customers to purchase products; Advertising – Paid for communication Publicity – Free communication Personal Selling – Face-to-Face communication Public Relations – Creating a positive public image/opinion

What does promotions do? Keeps the products/services in the minds of customers and potential customers by INFORMING and UPDATING current or potential fans/customers.

Promotional Items …most popular? Joint Venture (paid for) Sponsorship GIVEAWAYS (Free Stuff) Bobbleheads Shirts Hats Posters Towels

GIVEAWAYS goal is? # 1 – Get people to attend who otherwise would not. # 2 – Reward loyal fans.

DOWNSIDE TO GIVEAWAYS? # 1 – Cost $$$$ # 2 – Giving away items to fans who would have attended anyway.

What can we learn from the downside? 1.If an event is expected to be sold out, promotions (giveaways) are usually not planned for it. Why? 2.Giveaways tend to be planned for dates, which historically have had low attendance. Why?

Promotion Planners Main Objective: Find items with high appeal to fans, yet cost the franchise relatively little to provide.

Forecasting Predicting upcoming results (ticket sales: Pre-Sales, Game Day Sales) How is this done? Evaluation of accessible, relevant data. You study and analyze; 1.Previous match-ups 2.Trends (time of year, day, start time, etc.) 3.Weather reports 4.Local Economy VBS – you need to have a promotion for every Home Game.

Assignment: VBS Lesson 3 – Promotions