Presentation on theme: "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."— Presentation transcript:
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
Intro to Sport Promotion & Sales
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? All but one member of Beavers suspended Associated Press PORTLAND, 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.
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?
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
Sport Promotion Mix How is the sport promotion mix different from the traditional promotion mix? Personal selling PublicityAdvertising Sales promotion
Sport Promotion Mix How is the sport promotion mix different from the traditional promotion mix? AdvertisingPublicity Personal contact IncentivesAtmosphericsLicensingSponsorship
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?
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
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?
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/ballpar ks/ html ks/ htmlhttp://espn.go.com/page2/s/list/ballpar ks/ html
Licensing ProtectionProfitabilityPromotion How is sports team licensing any different from any other brand licensing?
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
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
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 Remedy quickly Follow up –Incentives (ID customer motives; match sponsor & sponsee objectives) –Atmospherics (design place to influence how fans think, feel, and act) Its an entertainment economy! –Licensing: affords protection, profitability, and promotion –Sponsorship: it can be like a totally independent promotion mix Firms spend more on this than sales promotions and advertising The key now is to increase sales & market share, not just awareness/image Integrated Promotional Agendas: IMC –Awareness, image integration, functional integration, coordinated integration, consumer- based integration, stakeholder-based integration, relationship management integration Planning & Managing the Campaign –Assessment alignment design activation measurement Why study Sport Promotion & Sales? –Communication, critical duties, winners/losers, job requirements: selling