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Promotion
Promotion in Sports
Marketing the Game
Objectives
• Define Event Marketing
• Define promotion and identify major forms of promotion
• Describe the promotional mix
Any form of communication a business
or company uses to inform, persuade, or remind people about
products and to improve its image
PROMOTION
What is event marketing?
• All Activities associated with the sale, distribution, and promotion of a sports event.
Purposes of Promotion in Sports
• Generate Sales
• Attract a Targeted Audience
• Help Create a Positive Image
The combination of promotional techniques a business uses to
inform or persuade people about its products represents a product’s
PROMOTIONAL MIX
Promotional Techniques
• Advertising
• Publicity
• Public Relations/Sales Promotion
• Personal Selling
• Visual Merchandising
ADVERTISING
The non-personalpresentation of ideas and products by an identified
sponsor.
**PAID FOR**
PUBLICITYCreating awareness
and demand for a business or product by placing news about it in the media
SALES PROMOTION
• stimulate purchases• inform customers
about products• create a positive
store image• increase store traffic.• Trade Promotions• Consumer Sales
Promotions
An incentive offered by a retailer or manufacture An incentive offered by a business to:
PERSONAL SELLINGThe PERSONAL presentation
of a product or company to one or more potential buyers
Includes:•Door to door sales•Showroom sales
Visual Merchandising
The coordination of all physical elements in a
place of business so that it projects the right image to
its customers
Determining a Promotional Budget
3 – Methods
• Percentage of sales
• Competitive parity
• Objective-and-task method
Percentage of SalesA set percentage, or portion, of last year’s sales or the coming year’s sales to decide on the funds for the promotional budget.
Benefit:Easy to calculate
Issue:Last years sales may be higher
or lower than this years’
Competitive Parity
Teams look for industry trends on how much to spend.
Benefit:Easy to copy successful
promotions
Issue:May not be able to spend what
other teams spendTeam objectives may not be the
same
Objective-and-task Method
Teams set objectives for their promotion and decide what promotional activates are necessary to reach those objectives.
Benefit:Takes other methods into
consideration
Issue:More difficult to plan