the promotional mix sports and entertainment marketing
TRANSCRIPT
![Page 1: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/1.jpg)
THE PROMOTION
AL MIX
Sports and Entertainment Marketing
![Page 2: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/2.jpg)
Promotion any form of
communication a business or organization uses to inform, persuade, or remind people about its products or improve its public image
![Page 3: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/3.jpg)
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
![Page 4: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/4.jpg)
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
![Page 5: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/5.jpg)
Promotional Mix the
combination of the different types of promotion a business or organizations uses to promote its products
![Page 6: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/6.jpg)
The Promotional Mix
Promotional Mix
Advertising
Sales Promotio
n
Direct Marketin
gPublicity
Personal Selling
![Page 7: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/7.jpg)
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 e-mail
![Page 8: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/8.jpg)
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
![Page 9: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/9.jpg)
Case Study
![Page 10: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/10.jpg)
RIR – Campaign Objectives1. Increase spectator
attendance for all
races
2. Build brand
awareness for the
raceway
![Page 11: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/11.jpg)
RIR – Target Market Men Ages 18-49Live in Richmond, Washington DC & Norfolk
Smaller focus on Charlottesville Fredericksburg Harrisonburg Roanoke Philadelphia
![Page 12: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/12.jpg)
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
![Page 13: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/13.jpg)
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 eventsWhy do you think they focus on the six weeks before the race and not all year?
![Page 14: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/14.jpg)
RIR – Advertising
TV Targeted sports
programming NFL MLB NASCAR Male-oriented prime TV shows
The Simpson's Family Guy Cops
![Page 15: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/15.jpg)
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
![Page 16: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/16.jpg)
RIR – Advertising
PrintRichmond Times Dispatch
Local papers (Mechanicsville Local, Midlothian Exchange)
NASCAR Season Preview
![Page 17: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/17.jpg)
Samples Used Recently
Print Advertisement
![Page 18: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/18.jpg)
RIR – Advertising
Other Types of Advertising
Door Hangers Mall Kiosks Digital Billboards
Cost effective Easily update/change creative
Website Banner ads
![Page 19: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/19.jpg)
Samples Used Recently
Door Hangers
![Page 20: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/20.jpg)
Samples Used Recently
Mall Kiosks
![Page 21: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/21.jpg)
Samples Used Recently
Digital Billboards
![Page 22: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/22.jpg)
Samples used recently
Banner Ads
![Page 23: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/23.jpg)
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 Email blasts Call Campaigns
(telemarketing) Manual or Auto dialer
![Page 24: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/24.jpg)
Samples Used Recently
Renewal Piece
![Page 25: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/25.jpg)
Samples Used Recently
Direct Mail
![Page 26: THE PROMOTIONAL MIX Sports and Entertainment Marketing](https://reader036.vdocument.in/reader036/viewer/2022062307/5517ef9a550346d5568b4ac3/html5/thumbnails/26.jpg)
….What about the rest? This sample focuses heavily on
advertising. What could the race track
do in these other categories?
Special Events
Displays
Publicity