Sports Promotion

P P P P The Marketing Mix—The Four Ps 2 involve the goods, services, or ideas used to satisfy consumer needs. Product Decisions involve the exchange process between the customer and the seller. Price Decisions involve making the product available to the customer. Place Decisions involve how the goods or services are communicated to the consumer. Promotion Decisions

Event Marketing What do you think about when you hear the word “event”? Events can be anything from a sports league to an annual event to a one-time promotional event. What are some examples of sports events? Event marketing is all activities associated with the sale, distribution, and promotion of a sports event

Managing Organization Sanctioned league events are presented by sports franchises which have administrative support and marketing departments that promote sports events The league determines the rules and schedules for the competition

Promotion in Sports Promotion for sports is like promotion for any other product Its functions are to generate sales, attract a target audience, and help create a positive image.

Promotional Mix Promotional mix is any combination of advertising, sales, promotion, publicity, and personal selling Each company must decide on its own promotional mix (i.e. decide on which combination of media will provide the best return for the money spent on promotion for the particular product) i.e. Russell Athletic (see page 167 of your text)Russell Athletic

Promotional Budget Percentage of sales is a set percentage, or portion of last year’s sales or the coming year’s sales Competitive parity is when the company looks at industry trends on how much to spend Objective-and-task method is when companies set objectives for their promotion and decide what promotional activities are necessary to reach those objectives What are the advantages and disadvantages of each way to determine a promotional budget?

Advertising Advertising is any paid promotion of an idea, good, or service by an identified sponsor Advertising rates usually depend on the circulation, or size of the audience, that will be exposed to the ad (i.e. Super Bowl charges approx. $2.25 million for a 30 second commercial) Promotional advertising is advertising with a goal of selling the item being promoted Institutional advertising is advertising with a goal or developing goodwill or a positive image

Types of Media 1. Print media Newspapers i.e. Mississauga News, Toronto Star Magazines i.e. Sports Illustrated Direct mail Outdoor advertising Station posters i.e. bus boards Stadium signage 2. Broadcast i.e. radio and television 3. Direct marketing 4. Online advertising What are the advantages and disadvantages of each?

Sales Promotion Sales promotion is a short-term incentive to get consumers interested in buying a product Examples of sales promotions include coupons, rebates, samples, premiums, contests, sweepstakes For sales promotion to be effective, they must be coordinated with the other media used in the ad campaign, as well as with the retail businesses involved.

Steps in Selling Process