Presentation on theme: "Promotions. Sales promotions were invented when the Romans distributed ceramic gladiator bobbleheads to the first 20,000 fans at the Coliseum in 264 BC."— Presentation transcript:
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.here
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. Bobbleheads 2. Combination of giveaway and special event 3. Combination of two or more special events 4. Giveaway valued at $5 or more 5. Giveaway valued at less than $5 6. Price discounts 7. Single special event
1. Bobbleheads 2. Combination of giveaway and special event 3. Combination of two or more special events 4. Giveaway valued at $5 or more 5. Giveaway valued at less than $5 6. Price discounts 7. Single special event
Well designed promotions have five characteristics: Clear target and objective Add value Simple Experiential Sponsored And, ideally, promotions should include data capture. Develop a sales promotion for a game that has each of these characteristics. Be specific!
They dont add value. They arent 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 Arbys 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 Arbys to redeem. At this point fans have waited six years for a Piston to have a triple-double.
Fantasy Fun Feelings Friends/Family What promotions have you seen or would you recommend to your university that include aspects of the 4 Fs?
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
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?
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.
…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.High 5 Planfull-season 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. 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.
Like planning a party: its all about relationships and follow-through.
CASES Clear target & objective Add value Simple Experiential Sponsored Lets listen to the guru of group sales: Jeremy Walls.
CASES Clear target & objective Add value Simple Experiential Sponsored How were the examples following the CASES guidelines? WHO SHOULD YOU CALL? Human Resourcesand find out who is responsible for corporate outings Marketing/Salesto sell premium seats for corporate purchases (used to entertain clients)
…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.
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 As Carolina Hurricanes Chivas USA (video highlights of STH party) Chivas USA Recognition/exclusivity: The team can offer hospitality or unique gifts that cannot otherwise be obtained. (Click here for an example.)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