Promotional Concepts
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Transcript of Promotional Concepts
Promotional Concepts COMMUNICATION - Process of
establishing a “oneness” between the sender and receiver
PROMOTION MANAGEMENT - Focus of the promotional element of the marketing mix
Promotion Mix Elements Sales Promotions Public or Community Relations Sponsorship Personal Selling Advertising
Communications ProcessSource
Receiver
Decoding
Medium
Encoding
MessageFeedback Noise
Promotion Planning Target Market Considerations Promotional Objectives Establishing Promotional Budgets Choosing an Integrated
Promotional Mix
Target Market Considerations Push Strategy Pull Strategy
Promotional Objectives The Hierarchy of Effects Unawareness
Awareness Knowledge Liking Preference Conviction Action
Promotional Budgets Arbitrary Allocation Competitive Parity Percentage of Sales Objective and Task Method
Integrating the Promotional Mix Integrated Marketing
Communications - Concept by which a sports organization carefully integrates and coordinates its many promotional mix elements to deliver a unified message about the organization and its products
Building An Advertising StrategyMARKETING STRATEGY
AD OBJECTIVES
BUDGETING
CREATIVE DECISIONS
MEDIA STRATEGIES
AD EVALUATION
Ad Objectives(awareness, inform, change attitudes, purchase)
INDIRECT OBJECTIVES - ENHANCE CORPORATE IMAGE
DIRECT OBJECTIVES - STIMULATE DEMAND FOR THE SPORTS PRODUCT
Ad Budgeting ALL YOU CAN AFFORD COMPETITIVE PARITY PERCENTAGE OF SALES OBJECTIVE AND TASK
Creative Strategies IDENTIFYING THE BENEFITS OF THE
SPORTS PRODUCT DESIGNING THE AD APPEAL DEVELOPING THE AD EXECUTION
Designing The Ad Appeal Health Appeals Emotional Appeals Fear Appeals Sex Appeals Pleasure or Fun Appeals
Designing The Ad Execution One or Two Sided Messages Comparative Message Slice-of-Life or Lifestyle Message Scientific Message Testimonials
Media Strategy SPECIFY THE MEDIA OBJECTIVES
(REACH, FREQUENCY, CONTINUITY) SELECTING THE MEDIA VEHICLES
Personal Selling: The Strategic Selling Process
Buying Influences Red Flags Response Modes Win-Results The Sales Funnel Ideal Customers
Sales Promotions Premiums Contests and Sweepstakes Sampling Point of Purchase Displays Coupons
Public Relations Publicity (news releases, press
conferences) Participation in Community Events Producing Written Materials (press
guides) Lobbying
Sponsorship Investing in a sports entity to support
overall organizational objectives and marketing goals.
IEG estimates $6.8 billion spent on sponsorship and of this $4.6 billion will be spent on sports
Not unlike other forms of communication, sponsors must fight the clutter and find the perfect match
The Sponsorship ProcessSponsorshipObjectives
Sponsorship Budget
Sponsorship Acquisition
Implementing and Evaluating the Sponsorship
Sponsorship Objectives Direct
Sales Increases Indirect
Awareness Competition (ambush mktg- planned effort to
associate themselves with an event -- I Love LA) Reaching Target Markets (Allows us to reach
consumer where they live and play) Relationship Building Image Building
Sponsorship Budgeting Sample costs of sponsorship
Corporate Box at the United Center $220,000 Title sponsor of Tot Trot $7500 Official Supplier for MLB $10 million Premier League $15 million
Initial Costs, but there is maintenance and leveraging
Sponsorship Acquisition 1) Determine Scope of the
Sponsorship (sports event pyramid with global, international, national, regional and local events)
2) Determine the athletic platform (entity and level of competition)
Sponsorship Implementation and Evaluation
Number of mentions in popular media
Media Equivalencies Sales figures (pre and post) Attitude change (pre and post) Number of distributors (pre and
post)