PROMOTION

1
Promotion in Sports
Promotion
Marketing the Game
2
Objectives

• Define Event Marketing
• Define promotion and identify major forms of
  promotion
• Describe the promotional mix

3
PROMOTION

• Any form of communication a business or company
  uses to inform, persuade, or remind people about
  products and to improve its image

4
What is event marketing?

• All Activities associated with the sale,
  distribution, and promotion of a sports event.

5
Purposes of Promotion in Sports

• Generate Sales
• Attract a Targeted Audience
• Help Create a Positive Image

6
The combination of promotional techniques a
business uses to inform or persuade people about
its products represents a products
PROMOTIONAL MIX
7
Promotional Techniques

• Advertising
• Publicity
• Public Relations/Sales Promotion
• Personal Selling
• Visual Merchandising

8
ADVERTISING

• The non-personal
• presentation of
• ideas and
• products by an
• identified sponsor.

PAID FOR
9
PUBLICITY

• Creating awareness and demand for a business or
  product by placing news about it in the media

10
SALES PROMOTION
An incentive offered by a retailer or manufacture
An incentive offered by a business to

• stimulate purchases
• inform customers about products
• create a positive store image
• increase store traffic.
• Trade Promotions
• Consumer Sales Promotions

11
PERSONAL SELLING
The PERSONAL presentation of a product or company
to one or more potential buyers

• Includes
• Door to door sales
• Showroom sales

12
Visual Merchandising

• The coordination of all physical elements in a
  place of business so that it projects the right
  image to its customers

13
Determining a Promotional Budget

• 3 Methods
• Percentage of sales
• Competitive parity
• Objective-and-task method

14
Percentage of Sales

• A set percentage, or portion, of last years
  sales or the coming years 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
15
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
spend Team objectives may not be the same
16
Objective-and-task Method

• Teams set objectives for their promotion and
  decide what promotional activates are necessary
  to reach those objectives.

Issue More difficult to plan
Benefit Takes other methods into consideration