1. Sports and Entertainment Marketing
The Promotional Mix
Sports and Entertainment Marketing

2. Promotion
any form of communication a business or organization uses to inform, persuade, or remind people about its products or improve its public image

3. Product Promotion
used to convince potential customer to buy products instead of buying from a competitor
Identifies where it is sold
Advertises product sales
Answers consumer questions
Introduces new offerings

4. Institutional Promotion
used by a business to create a favorable image for itself, as opposed to promoting a product or service
Does not directly sell a certain product, but a favorable image will likely increase sales for a company

5. Promotional Mix
the combination of the different types of promotion a business or organizations uses to promote its products

6. The Promotional Mix Sales Promotion Publicity Personal Selling
Advertising
Sales Promotion
Publicity
Personal Selling

7. The Promotional Mix
Advertising – any PAID form of non-personal promotion of ideas, goods, or services by an identified sponsor
Sales Promotion – a short term incentive to get customers interested in buying a product (displays, premiums, contests)
Publicity – the FREE mention of a product or company in the media
Personal Selling – direct communication by a salesperson to potential customers either in person, by telephone, or

8. Determining the Promotional Mix
In order for the promotional mix to be effective, all parts must coordinate and complement each other
How it works…
Adverting creates awareness
Publicity and Public Relations build brand awareness and company image
Sales Promotion stimulates sales and reinforces advertising

9. Case Study

10. RIR – Promotional Mix
The majority of marketing dollars are spent on mainstream media (TV & Radio)
Focus on the 6 week windows leading up to our events
Why do you think they focus on the six weeks before the race and not all year?

11. RIR – Demographics Men Ages 18-49
Live in Richmond, Washington DC & Norfolk
Smaller focus on
Charlottesville
Fredericksburg
Harrisonburg
Roanoke
Philadelphia

12. RIR – How they reach the marketTV
Targeted sports programming
NFL
MLB
NASCAR
Male-oriented prime TV shows
The Simpson's
Family Guy
Cops

13. RIR – How they reach the market
Radio
Each on-air promotion is negotiated with the radio station
DJ centered promotions create awareness and excitement for the event with their listeners
Hearing a DJ talk about an upcoming event generates more excitement then hearing a pre-produced radio spot, especially if the listeners identify with and trust the DJ
Elliott in the Morning

14. RIR – How they reach the market
Other Promotions
Door Hangers
Mall Kiosks
Digital Billboards
Cost effective
Easily update/change creative
Website Banner ads

15. RIR – How they reach the market
Other Promotions
Print
Richmond Times Dispatch
Local papers (Mechanicsville Local, Midlothian Exchange)
NASCAR Season Preview

16. Contacting Past Customers
Renewals
Anyone who buys a ticket to the event will receive a renewal for those same tickets for the next event
A large percentage of tickets are sold through renewals
Direct Mail
blasts
Call Campaigns (telemarketing)
Manual or Auto dialer

17. Samples Used Recently
Door Hangers

18. Samples Used Recently
Mall Kiosks

19. Samples Used Recently
Digital Billboards

20. Samples used recently
Banner Ads

21. Samples Used Recently
Print Advertisement

22. Samples Used Recently
Renewal Piece

23. Samples Used Recently
Direct Mail

24. The rest of the mix What about Public Relations and Personal Selling?
How could RIR use this forms of promotion?