Sports and Entertainment Marketing The Promotional Mix Sports and Entertainment Marketing

Promotion any form of communication a business or organization uses to inform, persuade, or remind people about its products or improve its public image

Product Promotion used to convince potential customer to buy products instead of buying from a competitor Identifies where it is sold Advertises product sales Answers consumer questions Introduces new offerings

Institutional Promotion used by a business to create a favorable image for itself, as opposed to promoting a product or service Does not directly sell a certain product, but a favorable image will likely increase sales for a company

Promotional Mix the combination of the different types of promotion a business or organizations uses to promote its products

The Promotional Mix Direct Marketing Sales Promotion Publicity Advertising Sales Promotion Direct Marketing Publicity Personal Selling

The Promotional Mix Advertising – any PAID form of non-personal promotion of ideas, goods, or services by an identified sponsor Sales Promotion – a short term incentive to get customers interested in buying a product Direct Marketing – marketing activities to sell products directly to customers through the use of a customer database Publicity – the FREE mention of a product or company in the media Personal Selling – direct communication by a salesperson to potential customers either in person, by telephone, or e-mail

Advertising Paid communication One-way communication Broadcast (TV, Internet, Radio) Print (Newspaper, Magazines, Direct Mail) Outdoor (Billboards, Marquis) Transit (Busses)

Sales Promotion All marketing activities other than Advertising Selling Publicity/PR Activities that drive product sales Examples: Coupons, contests, raffles, special events

Direct Marketing Marketing activities to sell products directly to customers through the use of a customer database

Publicity & Public Relations Activities that influence a target audience Creates a favorable image for the company, it’s products, or policies Cultivate media relations IMAGE!

Personal Selling Face-to-face interaction with customer Persuasive approach – educate and inform about the product/service The goal is to lead the customer to a correct buying decision for their needs Business-to-business selling Business-to-consumer selling

Activity Promotional Mix Internet Activity