Intro to Sport Promotion

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Julius Erving (aka Dr. J.)Pro Basketball Player
WHAT KEEPS JULIUS ERVING GOING? I'm often asked
what I consider my greatest highlight or most out
standing performance.Usually I'm able to come up
with quick answers, sometimes humorous. But what
I'm going to share now is from my heart.At age
29 I realized I was looking good on the outside,
but was hitting a lot of peaks and valleys on the
inside. After searching for the meaning of life
for over ten years, I found the meaning in Jesus
Christ.When I gave my life to Jesus Christ, I
began to understand my true purpose for being
here. It's not to go through life and experience
as many things as you possibly can and then turn
to dust and be no more. The purpose of life is to
be found through having Christ in your life, and
understanding what His plan is, and following
that plan.My Christian faith has helped me put
my priorities in order. If I put God number one
and my family after that, along with my social
existence and my job, I can withstand any attack
or criticism.Since I asked Christ to be my Lord
and Savior, there are still some peaks and
valleys. But I am being operated on by the
greatest Doctor of them all, so the glory goes to
Him. Julius Erving
Today's good Word
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Intro to Sport Promotion Sales
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What components of the sport promotion mix are
involved here? What would you do if you were the
marketing or promotion manager for the Portland
club?
Opening Shot

• All but one member of Beavers suspendedAssociated
  PressPORTLAND, Ore. -- The Pacific Coast
  League has fined and suspended almost the entire
  Portland Beavers team after the players chased a
  fan during a game at Cashman Field in Las Vegas
  earlier this month.Tagg Bozied was suspended for
  eight games and every other Beaver at the game --
  except pitcher Clay Condrey -- was suspended for
  four games.The league did not disclose the
  severity of the fines, which were levied late
  Monday.The suspensions leave the Beavers, the
  Triple-A affiliate of the San Diego Padres,
  shorthanded as they attempt to win a playoff
  spot.Manager Rick Sweet must sit out at least
  three players every game for the rest of the
  season. He had nine position players available
  for Tuesday night's game. Some of the suspensions
  will have to carry over to 2004.The suspensions
  extend throughout the minor leagues, so players
  who leave the Beavers in the offseason will have
  to finish their suspensions if they catch on with
  another minor-league team.Players and team
  officials would not discuss the fight.The trouble
  began when Jim Lowe, a Las Vegas fan, heckled
  Bozied throughout the game. The two had words
  after the game and Lowe threw a soft
  stress-relief ball -- a Cashman Field giveaway --
  at Bozied. Nineteen Beavers then rushed into the
  stands and got into a scrum with Lowe on a
  concourse. Lowe had cuts and bruises, but
  declined medical treatment at the scene, Las
  Vegas 51s general manager Don Logan told The
  Oregonian.

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Distinguishing marketing from promotion

• How are marketing promotion different?
• What are the two thrusts of sports marketing?
• What are the key components of sport promotion as
  defined by our text?

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Distinguishing marketing from promotion

• How are marketing promotion different?
• What are the two thrusts of sports marketing?
• Promotion of sports using sports to communicate
• What are the key components of sport promotion as
  defined by our text?
• Integrated, communication, persuasion, favorable
  belief/action, part of overall mktg campaign

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Sport Promotion Mix

• How is the sport promotion mix different from the
  traditional promotion mix?

• Personal selling
• Publicity
• Advertising
• Sales promotion

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Sport Promotion Mix

• How is the sport promotion mix different from the
  traditional promotion mix?

• Advertising
• Publicity
• Personal contact
• Incentives
• Atmospherics
• Licensing
• Sponsorship

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Advertising Publicity

• Whats the diff?
• Given the qualities of publicity (newsworthy,
  catches off-guard, attention-getting), could
  Baylor have managed the events of the summer any
  better?

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Personal Contact

• Explain how the three stages of patronage loyalty
  might relate to the different kinds of BU fans
  and their likely actions regarding our athletic
  program.
• How important is each of the types of personal
  contact (selling, servicing, monitoring)
  important in building and maintaining
  relationships at this time?
• SERVICING More specifically, how important is it
  for BU to follow the guidelines for servicing?
  Any suggestions?
• Be courteous
• Be proactive
• Establish rapport
• Plan ET encounters
• MONITORING How/why would the guidelines for
  handling complaints be important for BU in
  handling issues?
• Welcome all complaints
• Thank complainants
• Admit guilt apologize
• Remedy quickly
• Follow up
• Key Two-way dialogue

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Incentives

• Incentives all emotional, social, psychological,
  functional, or financial conditions that
  encourage response
• What kinds of incentives do you think would be
  effective to get fans to attend BU football
  games?
• What motive are you tapping into?
• Who would sponsor this incentive?
• Who are you targeting with the incentive?

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Atmospherics

• Designing the place to influence what fans think,
  feel do
• What is the best MLB ballpark? What makes it
  entertaining besides the game?
• http//espn.go.com/page2/s/list/ballparks/010427.h
  tml

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Licensing

• Protection
• Profitability
• Promotion
• How is sports team licensing any different from
  any other brand licensing?

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Sponsorship

• What would motivate sponsors to want to sponsor
  the BU intramural program? Which is likely most
  important to them?
• Philanthropy
• Image enhancement
• Brand awareness
• Increased sales/ market share

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IMC Planning Management

• What is the main idea behind IMC?
• If you had to pick one word that explains what it
  is, what would it be?
• Which of the 5 stages of managing a sport
  promotion is the most important?
• Assessment
• Alignment
• Design
• Activation
• Measurement

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• Distinguishing Promotion from Marketing
• Promotion Mix Composition
• Advertising
• Publicity
• Personal contact
• Relationship marketing 1-on-1, lifetime value,
  large info base, interactive, equal partners
• Financial, social, structural bonding
  patronage loyalty
• Selling (direct indirect)
• Servicing (moment of truth)
• Be courteous
• Be proactive
• Establish rapport
• Plan ET encounters
• Monitoring
• Use opinion leaders (high credibility)
• Encourage customer complaints
• Welcome all complaints
• Thank complainants
• Admit guilt and apologize