Sports and Entertainment Marketing © Thomson/South-Western ChapterChapter Promotional Planning 11.1 Promotional Plans 11.2 Sponsorships and Endorsements 11.3 Promotional Events 11

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 2 Winning Strategies Miami Heat is one of the top customer service and sales-driven organizations in the sports and entertainment industry. tech-savvy promotional sales strategies highly targeted promotions to existing fans loyal fans receive purchasing opportunities for multi-year season ticket staff works hard to please fans Pouring on the Heat

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 3 Lesson 11.1 Promotional Plans Goals List steps in developing a promotional plan. Discuss recent promotional trends and ways to stay current with trends.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 4 Terms promotional plan promotional mix advergame quantitative measurement qualitative measurement social network

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 5 PLANNING TO PROMOTE Knowing your target customers and having a plan to reach them are essential for effective promotions.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 6 Developing a Promotional Plan promotional plan a written, detailed description of how the four elements of promotion will be used advertising sales promotion publicity personal selling

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 7 1.Identify target customers. 2.Set promotional goals. 3.Develop a promotional budget. 4.Select the promotional mix. 5.Measure the results. The development of the promotional plan includes the following steps:

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 8 blending the promotional elements of: advertising sales promotion publicity personal selling promotional mix

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 9 an electronic or online game that incorporates marketing content to promote a product or service advergame

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 10 provides information in terms of numbers or percentages qualitative measurement subjective and requires interpretation quantitative measurement

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 11 A combination of both types of measurements is useful in determining the success of a promotional plan.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 12 What are the steps in developing a promotional plan?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 13 PROMOTIONAL TRENDS Technology has brought dramatic changes to how and where products and services are promoted.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 14 Social Networking social network relationships among people casual or close

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 15 viral campaign the Internet is involved messages passed to others through instant messaging chatrooms blogs one of the strongest mediums for passing on messages about products or services

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 16

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 17 Movie Promotions trailers advertisements for other movies usually shown before the featured movie

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 18 Professional Plans Businesses that develop and implement promotional plans for clients are referred to as advertising agencies public relations agencies promotional communication agencies

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 19 List sources of information for staying current with promotional trends.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 20 Lesson 11.2 Sponsorships and Endorsements Goals Explain the benefits of sponsorship to the sponsor. Define endorsements and discuss their restrictions.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 21 Terms sponsorship sponsor Federal Trade Commission (FTC) endorsement

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 22 GAME DAY Sponsors of college athletics want to be known for their loyalty to the local team and want to be associated with winners.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 23 By Association sponsorship “underwriting an event for the purpose of gaining positive association for a brand with the event, the participants, and/or the attendees”

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 24 Supporting Collegiate Sports Sponsorship of college athletics is about generating revenue for the college programs. media corporations buy the television broadcasting rights usually long term corporations donate apparel to teams highly visible during and after games

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 25 Reasons for Sponsorship sponsor person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition helps pay for the event helps keep ticket prices affordable

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 26 What do sponsors expect in return for their investments?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 27 WHAT IS AN ENDORSEMENT? Federal Trade Commission (FTC) a U.S. governmental agency whose principal mission is the promotion of consumer protection and competitive business practices

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 28 a person’s public expression of approval or support for a product or service a promotional tool not a form of sponsorship endorsement

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 29 Legal Restrictions on Endorsements FTC endorsement guidelines include: The endorser’s opinions must be truthful. The endorser should have actual product experience. Deceptive or misleading statements are prohibited.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 30 The endorser must use and believe in the product for as long as the endorser is featured in ads. The endorser must be advised of product changes and must continue to use and believe in the product in its revised state. Endorsements cannot distort endorser’s opinion.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 31 Celebrity Endorsements Celebrity endorsements are expensive and are often surrounded by controversy. advantages endorsed products sell better viewers are less likely to turn off a commercial featuring a celebrity consumers believe celebrities

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 32 expensive if an endorser is overexposed, consumers will start to doubt the endorser’s sincerity there is a negative publicity risk if the endorser commits a crime or social blunder disadvantages

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 33 What Businesses Seek in an Endorser someone with a positive, charismatic, trustworthy image a celebrity most consumers know a celebrity with a current career someone who presents few risks someone with a believable relationship with the product

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 34 List advantages and disadvantages of using celebrity endorsers.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 35 Lesson 11.3 Promotional Events Goals Explain the promotional value of involvement in seasonal themed events. Explain the promotional value of entertainment awards.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 36 Terms themed events event coordinator exhibit manager

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 37 THE RIGHT EVENT themed events centered around a specific theme held annually

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 38 which events to participate in the extent of involvement There should be a correlation between the event and the sponsor’s customers. Sponsorship should result in new sales or customers for the sponsor. Sponsors need to make careful decisions about

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 39 Event Coordination event coordinator a person employed by the venue who works with the event’s sponsors to plan the event exhibit manager plans exhibit locations rents space to businesses ensure exhibitors’ needs are met

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 40 Trade Shows major events where people in a related industry meet to show their products exchange ideas learn about the latest trends

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 41 Country Music Festivals American country music has a global appeal.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 42 What is the difference between a trade show and a themed event?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 43 AWARDING THE BEST The top four annual awards shows have a high marketing value. the Grammys the Tonys the Emmys the Oscars

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 44 Awards Influence Sales The Oscars a nomination is lucrative for everyone associated with the film in 2006, ABC charged between $1 and $1.5 million for each 30-second advertising spot during the Oscars a Best Picture award will likely result in an additional $100 million in ticket sales

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 45 The Grammy Awards recognize top music artists from 31 distinct fields. The Grammys

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 46 The Emmys are bestowed by three sister organizations The Academy of Television Arts and Sciences The National Academy of Television Arts and Sciences The International Academy of Television Arts and Sciences The Emmys

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 47 Tonys are given to professionals in live theater for distinguished achievement. The Tonys

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 48 International Showcase Cannes International Film Festival promotes the film industry worldwide producers and sellers of films come together with film buyers Cannes Awards are presented for both feature films and short films.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 49 Name the four major entertainment awards. Why are entertainment awards important?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 50 PERFORMANCE INDICATORS EVALUATED Demonstrate knowledge of graphic design and rules for layout. Demonstrate effective use of color, lines, text, graphics, and shapes. Use principles of design, layout, and typography in graphic design.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 51 Use appropriate artwork and design techniques to effectively illustrate a theme. Generate a promotional flyer for marketing purposes. Produce a graphic design promotion that has eye appeal, and shows imagination, creativity, and originality. Apply technical skills to manipulate graphics, artwork, and images.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 52 THINK CRITICALLY 1.What are three examples of graphic design productions that are frequently used in the business world? 2.Why is it important to carefully research information gathered on the Internet before using it in graphic design productions?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 11 Slide 53 4.How does graphic design enhance business publications? 3.What does “copyright” mean?