1. Planning the promotion Advertising Sales promotion Public relations
direct mail
coupons
sweepstakes
billboards
website
Planning the promotion
Advertising
Sales promotion
Public relations
Personal selling

2. Event Marketing
Developing an effective promotional mix and corresponding budget requires an understanding of event marketing and types of promotions.
event marketing all activities associated with the sale, distribution, and promotion of a sports event 2

3. Promotional Mix
The different forms of promotion can be combined into a company’s promotional mix.
Companies, teams, and individual athletes have the ability to target their markets and fans with a great variety of media and promotional tools.
promotional mix any combination of advertising, sales promotion, publicity, direct marketing, and personal selling 3

4. Promotion in Sports Marketing
The functions of promotion in sports marketing are:
Generate sales
Attract a targeted audience
Help create a positive image
REMEMBER: all sporting events are business ventures, and therefore, must produce revenue to cover expenses 4

5. Promotional Budget 3 ways to determine a promotional budget:
Percentage of sales
A set percentage of last year’s sales
Competitive parity
Industry trends, study competitors
Objective-and-task method
Whatever it takes to reach the objective
AD BUDGETS: A 2004 Super Bowl ad costs $2.25 million for a 30-second, one time spot. But weekly Monday Night Football ads run $272,900 each. 5

6. The Role of Advertising
Since a company pays for advertising, it has control over the message it wants to deliver.
advertising any paid promotion of an idea, good, or service by an identified sponsor
promotional advertising advertising with a goal of selling an item being promoted
Two types of advertising are:
Promotional advertising
institutional advertising advertising with a goal of developing goodwill or positive image
Institutional advertising 6

7. The Role of Advertising
The four types of advertising media are:
Print
Newspapers, magazines, direct mail, outdoor advertising, stadium signage
Broadcast
Radio and television
Direct marketing
Many types used to communicate directly with consumers
Online advertising
Banner advertising, company Web sites, online promotions
What are some advantages and disadvantages of each type of media? 7

8. Sales Promotion Types of sales promotions include: Coupons Rebates
sales promotion a short-term incentive to get consumers interested in buying a product
Coupons
Rebates
Samples
Premiums
Contests
Sweepstakes
Which sales promotions do you respond to most? 8

9. MLB Giveaways Rank Promotion % Increase in Game Attendance 1
Beanie baby
37.4 2
Beach towel
26.4 3
Umbrella
20.1 4
Coupon
20.0 5
Baseball cap
19.9 6
Fireworks show
19.1 7
Hat (not baseball cap)
17.3 8
Bat
15.0 9
Heritage/Family Days
14.9 10
Beanbag toy
14.4
Source: Street and Smith’s Sports Business Journal (1, no.25)

10. Public Relations
Publicity gives a company an image that must be handled by a company’s public relations department.
publicity the free mention of a product or company in the media
public relations activities that promote the image and communications a company has with its employees, customers, investors, and public
Is bad publicity better than no publicity? 10

11. Public Relations
To alert the media in hopes of getting media coverage, companies, teams, and individuals prepare press kits and press releases.
press releases a newsworthy article that provides the basic information to answer questions such as who, what, where, when, and why
Press Release Link 11

12. Personal Selling
Personal selling is important as part of the promotional mix because it allows for two-way communication between the buyer and seller.
There are two types of selling—order taking and order getting.
personal selling direct communication by a salesperson to potential customers either in person or by telephone
What are some characteristics of a good salesperson? 12

13. Activity Sports Marketing Promotional Mix
Create a promotional mix using sports-related examples for each element of the mix. Use the template provided.
Example
Customizable Slide 13