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Chapter 8 Promotions
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Chapter 8Promotions
TeamSportsMarketing.com
History of Sales Promotions
• Sales promotions were invented when the Romans distributed ceramic gladiator bobbleheads to the first 20,000 fans at the Coliseum in 264 BC.
• Corporate sponsors such as Pepsi quickly commercialized these events, offering the first post-game concert.
• Archival footage is provided here.
TeamSportsMarketing.com
Research: What works? Really?
Research on the effects of single-game promotions in Major League Baseball finds that the following have the strongest effects on attendance (in order):
1. Bobbleheads2. Combination of giveaway and special event 3. Combination of two or more special events4. Giveaway valued at $5 or more5. Giveaway valued at less than $56. Price discounts7. Single special event
TeamSportsMarketing.com
Which of these ADD value?
1. Bobbleheads2. Combination of giveaway and special
event 3. Combination of two or more special
events4. Giveaway valued at $5 or more5. Giveaway valued at less than $56. Price discounts7. Single special event
How would you use these to make a truly memorable experience?
TeamSportsMarketing.com
Single Game Promotions
Well designed promotions have five characteristics:
Clear target and objectiveAdd valueSimpleExperientialSponsored
And, ideally, promotions should include data capture.
Develop a sales promotion for a game that has each of these characteristics. Be specific!
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Promotions fail because…
They don’t add value.They aren’t researched with fans prior to launch.
They have low payout odds & payoff value.
What are some examples of bad promotions you have seen?
The Pistons partnered with Arby’s to giveaway small curly fries if (a) a player scored a triple-double, (b) fans printed out the box score from the paper, and (c) then went to Arby’s to redeem. At this point fans have waited six years for a Piston to have a triple-double.
TeamSportsMarketing.com
Value adding promotions are experiential Fantasy Fun Feelings Friends/Family
What promotions have you seen or would you recommend to your university that include aspects of the 4 Fs?
TeamSportsMarketing.com
How do you know if a promotion is successful?
Can you find a sponsor? Good ideas
originate in need identification stage in selling the sponsorship.
Compare to similar games/dates from previous years? Problem: Promotion-
prone simply shift attendance from another game to take advantage of the promotion
How could capturing data from fans help you measure the success of promotions?
TeamSportsMarketing.com
Measuring success
Determine if the decision to attend was
(a) based on the promotion and
(b) (not) in lieu of attending another game.
While tracking promotion effects on sales, why should the team simultaneously track perceptions of ticket value and brand image?
TeamSportsMarketing.com
Two philosophies
MAKE BIG BIGGER
Use value-added promotions to make weekend games so awesome that the overall perception of the value of the experience increases.
MAKE LITTLE BIGGER
Offer promotions to offset poor attendance at unattractive games at unattractive times.
Which of these makes more sense to you?
TeamSportsMarketing.com
What do the Frisco Roughriders do?
Who is most likely to make the association between the promotion and the sponsor?
Who’s paying for the promotion?
TeamSportsMarketing.com
Promotion focus
…should be on moving individual ticket buyers to own some form of ticket plan.
In the case of the Roughriders, these range from a High 5 Plan, bundled with food, entertainment, and merchandise for one game a month, to full-season ticket plans.
Resources are better spent incenting fans to (a) gain the benefits and status associated with well-designed ticket plans and (b) to perceive games as awesome entertainment experiences.
Scarcity and social status are far better motivators at generating demand than price deals.
Group SalesLike planning a party: it’s all about relationships and follow-through.
TeamSportsMarketing.com
Group Sales
CASES
Clear target & objective
Add value Simple Experiential Sponsored
Let’s listen to the guru of group sales: Jeremy Walls.
TeamSportsMarketing.com
Group Sales
CASES
Clear target & objective
Add value Simple Experiential Sponsored
How were the examples following the CASES guidelines?
WHO SHOULD YOU CALL? Human Resources—
and find out who is responsible for corporate outings
Marketing/Sales—to sell premium seats for corporate purchases (used to entertain clients)
TeamSportsMarketing.com
Super Groups
…are aimed at special interest groups to congregate at the event on the basis of a shared interest.
Examples: ethnic festivals, home school night, neighborhood association nights, bike/hog night, state transportation nights (DOT, etc.), and bring your dog to the park.
Incenting season ticket renewalsGetting more money sooner is better.
TeamSportsMarketing.com
Season ticket renewal incentives
Experiential events: The team can hold special events in attractive locations with access to players and front office executives. To give you a few ideas, here are examples of season ticket holder parties offered by teams: Sacramento Kings Oakland A’s Carolina Hurricanes Chivas USA (video highlights of STH party)
Recognition/exclusivity: The team can offer hospitality or unique gifts that cannot otherwise be obtained. (Click here for an example.)
Adding convenience: The team can incent or motivate STH to respond by— Stressing benefits of season tickets, such as the convenience of the
ticket exchange, special service lines, and early entrance. Offering value through cooperative trade deals (e.g., round of golf at a
sponsoring golf course) and merchandise offers (e.g., buy a home-jersey and get the away-jersey free).
Create urgency by aiming more desirable benefits and incentives at early and on-time
payment plans
