Mrs. Alexander-Harrison Sports promotion Mrs. Alexander-Harrison

PLANNING THE PROMOTION Event planning includes all activities associated with the sale, distribution, and promotion of a sports event. Promotion for sports products is similar to promotion for other products. Marketers develop an effective promotional mix of advertising, sales promotion, publicity, and personal selling. The type of promotion depends on the organization and type of product

Promotional Mix – a combination of the different types of promotion ADVERTISING & SALES PROMOTION Promotional Mix – a combination of the different types of promotion Personal Selling Advertising Direct marketing Sales promotion Public relations

Public Relations and Publicity Personal Selling Any form of direct contact occurring between a salesperson and a customer Public Relations and Publicity a specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media Publicity a specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media.

Direct Marketing A type of advertising directed to a targeted group of prospects and customers rather than to a mass audience. Printed direct mail, sent via regular mail to a home or business Electronic direct mail It’s goal is to generate sales or leads for sales representatives to pursue

ADVERTISING & SALES PROMOTION Incentives – generally higher-priced products earned and given through contests, sweepstakes, and rebates Coupons certificates that entitle customers to cash discounts on goods or services. Contests – activities that require demonstration of a skill Sweepstakes – game of chance

Types of Consumer Promotion ADVERTISING & SALES PROMOTION Types of Consumer Promotion Premiums – low-cost items given to consumers at a discount or for free – Should: be low-cost provide added value negate the target audience’s price issue effectively differentiate the product from the competition create an immediate need to buy

Types of Premiums Factory packs (in-packs) – free gifts placed in product packages

Types of Premiums Traffic builders – pen, calendar, key-chain given free for visiting or attending event

Types of Premiums Coupon plans – ongoing program offering a premium in exchange for labels, coupons or other tokens from one or more purchases.

ADVERTISING & SALES PROMOTION Advertising and sales promotion provide opportunities for sports events to be communicated to fans and potential customers of sponsored products Marketers use various technological tools in promotions, including databases for direct mail; electronic signs in stadiums, areas and TV, broadcast media and the Internet

YOUR PROJECT Planning a Promotional Mix Prepare a promotional mix for any NV sports team describing the promotional mix you would use to promote the team, using the elements discussed in Chapter 8. As part of the promotional mix, design a sales promotion which includes coupons, rebates, samples, premiums, contests or sweepstakes two or more of these items.