Promotional Concepts

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Promotional Concepts COMMUNICATION - Process of establishing a “oneness” between the sender and receiver PROMOTION MANAGEMENT - Focus of the promotional element of the marketing mix

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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 - PowerPoint PPT Presentation

Transcript of Promotional Concepts

Page 1: 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

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Promotion Mix Elements Sales Promotions Public or Community Relations Sponsorship Personal Selling Advertising

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Communications ProcessSource

Receiver

Decoding

Medium

Encoding

MessageFeedback Noise

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Promotion Planning Target Market Considerations Promotional Objectives Establishing Promotional Budgets Choosing an Integrated

Promotional Mix

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Target Market Considerations Push Strategy Pull Strategy

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Promotional Objectives The Hierarchy of Effects Unawareness

Awareness Knowledge Liking Preference Conviction Action

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Promotional Budgets Arbitrary Allocation Competitive Parity Percentage of Sales Objective and Task Method

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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

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Building An Advertising StrategyMARKETING STRATEGY

AD OBJECTIVES

BUDGETING

CREATIVE DECISIONS

MEDIA STRATEGIES

AD EVALUATION

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Ad Objectives(awareness, inform, change attitudes, purchase)

INDIRECT OBJECTIVES - ENHANCE CORPORATE IMAGE

DIRECT OBJECTIVES - STIMULATE DEMAND FOR THE SPORTS PRODUCT

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Ad Budgeting ALL YOU CAN AFFORD COMPETITIVE PARITY PERCENTAGE OF SALES OBJECTIVE AND TASK

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Creative Strategies IDENTIFYING THE BENEFITS OF THE

SPORTS PRODUCT DESIGNING THE AD APPEAL DEVELOPING THE AD EXECUTION

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Designing The Ad Appeal Health Appeals Emotional Appeals Fear Appeals Sex Appeals Pleasure or Fun Appeals

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Designing The Ad Execution One or Two Sided Messages Comparative Message Slice-of-Life or Lifestyle Message Scientific Message Testimonials

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Media Strategy SPECIFY THE MEDIA OBJECTIVES

(REACH, FREQUENCY, CONTINUITY) SELECTING THE MEDIA VEHICLES

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Personal Selling: The Strategic Selling Process

Buying Influences Red Flags Response Modes Win-Results The Sales Funnel Ideal Customers

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Sales Promotions Premiums Contests and Sweepstakes Sampling Point of Purchase Displays Coupons

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Public Relations Publicity (news releases, press

conferences) Participation in Community Events Producing Written Materials (press

guides) Lobbying

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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

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The Sponsorship ProcessSponsorshipObjectives

Sponsorship Budget

Sponsorship Acquisition

Implementing and Evaluating the Sponsorship

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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

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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

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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)

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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)