MARKETING & PROMOTIONS By: Corey Delaney

WHO ARE THE PERSONNEL INVOLVED?  Sports Marketers  Sports Advertisers  Sponsors

WHAT ARE THEIR JOB DESCRIPTIONS AND AREAS OF WORK?  Sports Marketers  Apply marketing principles to the promotion of sports events and teams, or to the promotion of products and services using sports as a median. (MarketEdu)  Promote products and services for companies by sponsoring teams and athletes, airing television or radio ads during sports events, or purchasing advertisement at sports venues. (MarketEdu)

WHAT ARE THE RESPONSIBILITIES OF THESE FOLKS?  Sports Marketers  Works for a sports marketing firm or for a sports organization directly. (SMD)  Primary role of the specialist is to think outside of the box in an effort to choose the right marketing tactics to promote specific sporting events and teams or even to promote products and services that are sold in retail stores or arenas. (SMD)  Can be responsible for a single type of marketing or for the entire marketing initiative as a whole. (SMD)  Research markets, determine the barriers and choose the appropriate channels for marketing that will keep costs down and generate revenue. (SMD)

WHAT ARE YOU KEY FINDINGS?  Embracing social media as part of the implementation stage of the marketing process and devoting meaningful resources to social media is recommended by Carlos Acebey, president of ACB Sports Marketing & Management. He also recommends that organizations have personnel dedicated to make the use of social media in sports marketing relevant by getting more funding to support it. Facebook, twitter, youtube, Instagram, and other social media outlets should be utilized by organizations by having a marketing strategy developed that is in alignment with the overall marketing plan of the organization. (Zintro, 2011)  “It is also important to hire and train individuals who understand marketing principles, rather than just employ people who know how to use social. Businesses need to understand that social media is primarily “social,” and focus on the consumer who is seeking engaging content or feedback.” (Zintro, 2011)

IS THERE ANYTHING UNIQUE ABOUT THE AU EXPERIENCE RELATED TO THIS TOPIC? “The Auburn Athletics Marketing Department coordinates marketing and promotion plans, social media programs, advertising campaigns and other components designed to increase awareness and interest in all of Auburn's intercollegiate teams, coaches and events.” (MarkPro) “On gamedays, the marketing department strives to enhance the fan experience by coordinating numerous activities, special entertainment, video board content, traditions and more. They also plan and coordinate the activities of many of the groups that make Auburn gamedays unique including the cheerleaders, Tiger Paws, Marching Band, Pep Band and Aubie.” (MarkPro) “Additionally, marketing administers the Athletics Department's premier partner contracts and third-party partnerships for multimedia, sponsorships and sales, licensing and internet services, plus facilitates contracts related to concessions, food services and merchandising.” (MarkPro)

REFERENCES  Marketingcarerredu.org (MarketEd). What is Sports Marketing?  Sport Management Degree Guide (SMD). What Does a Sports Marketing Specialist Do? degrees.com/faq/what-does-a-sports-marketing-specialist-do/ degrees.com/faq/what-does-a-sports-marketing-specialist-do/  Marketing and Promotions (MarkPro). Athletics Marketing.  Zintro. January 11, What are some challenges facing the sports marketing industry, considering the heavy use of social media? challenges-facing-the-sports-marketing-industry-considering-the- heavy-use-of-social-media/