Promotional Concepts

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Promotional Concepts. COMMUNICATION - Process of establishing a “oneness” between the sender and receiver PROMOTION MANAGEMENT - Focus of the promotional element of the marketing mix. Promotion Mix Elements. Sales Promotions Public or Community Relations Sponsorship Personal Selling - PowerPoint PPT Presentation

Text of Promotional Concepts

  • Promotional ConceptsCOMMUNICATION - Process of establishing a oneness between the sender and receiverPROMOTION MANAGEMENT - Focus of the promotional element of the marketing mix

  • Promotion Mix ElementsSales Promotions Public or Community RelationsSponsorshipPersonal SellingAdvertising

  • Communications ProcessSourceReceiverDecodingMediumEncodingMessageFeedbackNoise

  • Promotion PlanningTarget Market ConsiderationsPromotional ObjectivesEstablishing Promotional BudgetsChoosing an Integrated Promotional Mix

  • Target Market ConsiderationsPush StrategyPull Strategy

  • Promotional Objectives The Hierarchy of EffectsUnawarenessAwarenessKnowledgeLikingPreferenceConvictionAction

  • Promotional BudgetsArbitrary AllocationCompetitive ParityPercentage of SalesObjective and Task Method

  • Integrating the Promotional MixIntegrated Marketing Communications - Concept by which a sports organization carefully integrates and coordinates its many promotional mix elements to deliver a unified message about the organization and its products

  • Building An Advertising StrategyMARKETING STRATEGYAD OBJECTIVESBUDGETINGCREATIVE DECISIONSMEDIA STRATEGIESAD EVALUATION

  • Ad Objectives(awareness, inform, change attitudes, purchase)INDIRECT OBJECTIVES - ENHANCE CORPORATE IMAGEDIRECT OBJECTIVES - STIMULATE DEMAND FOR THE SPORTS PRODUCT

  • Ad BudgetingALL YOU CAN AFFORDCOMPETITIVE PARITYPERCENTAGE OF SALESOBJECTIVE AND TASK

  • Creative StrategiesIDENTIFYING THE BENEFITS OF THE SPORTS PRODUCTDESIGNING THE AD APPEALDEVELOPING THE AD EXECUTION

  • Designing The Ad AppealHealth AppealsEmotional AppealsFear AppealsSex AppealsPleasure or Fun Appeals

  • Designing The Ad ExecutionOne or Two Sided MessagesComparative MessageSlice-of-Life or Lifestyle MessageScientific MessageTestimonials

  • Media StrategySPECIFY THE MEDIA OBJECTIVES (REACH, FREQUENCY, CONTINUITY)SELECTING THE MEDIA VEHICLES

  • Personal Selling: The Strategic Selling ProcessBuying InfluencesRed FlagsResponse ModesWin-ResultsThe Sales FunnelIdeal Customers

  • Sales PromotionsPremiumsContests and SweepstakesSamplingPoint of Purchase DisplaysCoupons

  • Public RelationsPublicity (news releases, press conferences)Participation in Community EventsProducing Written Materials (press guides)Lobbying

  • SponsorshipInvesting in a sports entity to support overall organizational objectives and marketing goals. IEG estimates $6.8 billion spent on sponsorship and of this $4.6 billion will be spent on sportsNot unlike other forms of communication, sponsors must fight the clutter and find the perfect match

  • The Sponsorship Process

  • Sponsorship ObjectivesDirect Sales IncreasesIndirectAwarenessCompetition (ambush mktg- planned effort to associate themselves with an event -- I Love LA)Reaching Target Markets (Allows us to reach consumer where they live and play)Relationship BuildingImage Building

  • Sponsorship BudgetingSample costs of sponsorshipCorporate Box at the United Center$220,000Title sponsor of Tot Trot $7500Official Supplier for MLB$10 millionPremier League$15 millionInitial Costs, but there is maintenance and leveraging

  • Sponsorship Acquisition1) Determine Scope of the Sponsorship (sports event pyramid with global, international, national, regional and local events)2) Determine the athletic platform (entity and level of competition)

  • Sponsorship Implementation and EvaluationNumber of mentions in popular mediaMedia Equivalencies Sales figures (pre and post)Attitude change (pre and post)Number of distributors (pre and post)