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THE PROMOTION
AL 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
Promotional Mix
Advertising
Sales Promotio
n
Direct Marketin
gPublicity
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 – Campaign Objectives1. Increase spectator
attendance for all
races
2. Build brand
awareness for the
raceway
RIR – Target Market Men Ages 18-49Live in Richmond, Washington DC & Norfolk
Smaller focus on Charlottesville Fredericksburg Harrisonburg Roanoke Philadelphia
Special Events and Promotions
Promotional Activities could include:
Special Events/Sales Promotion – (theme nights, giveaways, Fan club events)
Advertising – paid advertising and co-op advertising
Display – signage, souvenir stands, facility decor
Publicity – press releases sent to various media
RIR – Promotional Mix The majority of
marketing dollars are spent on mainstream advertising
(TV, Radio, print ads)
Focus on the 6 week windows leading up to our eventsWhy do you think they focus on the six weeks before the race and not all year?
RIR – Advertising
TV Targeted sports
programming NFL MLB NASCAR Male-oriented prime TV shows
The Simpson's Family Guy Cops
RIR – Advertising
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 – Advertising
PrintRichmond Times Dispatch
Local papers (Mechanicsville Local, Midlothian Exchange)
NASCAR Season Preview
Samples Used Recently
Print Advertisement
RIR – Advertising
Other Types of Advertising
Door Hangers Mall Kiosks Digital Billboards
Cost effective Easily update/change creative
Website Banner ads
Samples Used Recently
Door Hangers
Samples Used Recently
Mall Kiosks
Samples Used Recently
Digital Billboards
Samples used recently
Banner Ads
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
Renewal Piece
Samples Used Recently
Direct Mail
….What about the rest? This sample focuses heavily on
advertising. What could the race track
do in these other categories?
Special Events
Displays
Publicity