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 Direct Marketing Sales Promotion Publicity
Advertising
Sales Promotion
Direct Marketing
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
Direct Marketing – marketing activities to sell products directly to customers through the use of a customer database
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 and Direct Marketing create awareness
Publicity and Public Relations build brand awareness and company image
Sales Promotion stimulates sales and reinforces advertising

9. Case Study

10. RIR – Campaign Objectives
Increase spectator attendance for all races
Build brand awareness for the raceway

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

12. Special Events and Promotions
Promotional Activities could include:
Special Events/Sales Promotion – (theme nights, giveaways, Fan club events)
Advertising – paid advertising and co-op advertising
Display – signage, souvenir stands, facility decor
Publicity – press releases sent to various media

13. RIR – Promotional Mix
The majority of marketing dollars are spent on mainstream advertising
(TV, Radio, print ads)
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?

14. RIR – Advertising TV Targeted sports programming NFL MLB NASCAR
Male-oriented prime TV shows
The Simpson's
Family Guy
Cops

15. RIR – Advertising 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

16. RIR – Advertising Print Richmond Times Dispatch
Local papers (Mechanicsville Local, Midlothian Exchange)
NASCAR Season Preview

17. Samples Used Recently
Print Advertisement

18. RIR – Advertising Other Types of Advertising Door Hangers Mall Kiosks
Digital Billboards
Cost effective
Easily update/change creative
Website Banner ads

19. Samples Used Recently
Door Hangers

20. Samples Used Recently
Mall Kiosks

21. Samples Used Recently
Digital Billboards

22. Samples used recently
Banner Ads

23. 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

24. Samples Used Recently
Renewal Piece

25. Samples Used Recently
Direct Mail

26. ….What about the rest?
This sample focuses heavily on advertising. What could the race track do in these other categories?
Special Events
Displays
Publicity