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

Determining the Promotional Mix In order for the promotional mix to be effective, all parts must coordinate and complement each other How it works… Adverting and Direct Marketing create awareness Publicity and Public Relations build brand awareness and company image Sales Promotion stimulates sales and reinforces advertising

Case Study

RIR – Promotional Mix The majority of marketing dollars are spent on mainstream media (TV & Radio) Focus on the 6 week windows leading up to our events Why do you think they focus on the six weeks before the race and not all year?

RIR – Demographics Men Ages 18-49 Live in Richmond, Washington DC & Norfolk Smaller focus on Charlottesville Fredericksburg Harrisonburg Roanoke Philadelphia

RIR – How they reach the market TV Targeted sports programming NFL MLB NASCAR Male-oriented prime TV shows The Simpson's Family Guy Cops

RIR – How they reach the market Radio Each on-air promotion is negotiated with the radio station DJ centered promotions create awareness and excitement for the event with their listeners Hearing a DJ talk about an upcoming event generates more excitement then hearing a pre-produced radio spot, especially if the listeners identify with and trust the DJ Elliott in the Morning

RIR – How they reach the market Other Promotions Door Hangers Mall Kiosks Digital Billboards Cost effective Easily update/change creative Website Banner ads

RIR – How they reach the market Other Promotions Print Richmond Times Dispatch Local papers (Mechanicsville Local, Midlothian Exchange) NASCAR Season Preview

Contacting Past Customers Renewals Anyone who buys a ticket to the event will receive a renewal for those same tickets for the next event A large percentage of tickets are sold through renewals Direct Mail Email blasts Call Campaigns (telemarketing) Manual or Auto dialer

Samples Used Recently Door Hangers

Samples Used Recently Mall Kiosks

Samples Used Recently Digital Billboards

Samples used recently Banner Ads

Samples Used Recently Print Advertisement

Samples Used Recently Renewal Piece

Samples Used Recently Direct Mail

The rest of the mix What about Public Relations and Personal Selling? How could RIR use this forms of promotion?