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Sports and Entertainment Marketing Thomson/South-Western ChapterChapter Sports and Entertainment Promotion 10.1 Promoting Sports and Entertainment 10.2 Advertising and Placement 10.3 Publicity and Sales Promotions 10 Slide 2 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 2 Winning Strategies Velocity Sports and Entertainment promotional agency that specializes in sponsorship and event marketing focuses on the cross-promotional opportunities offered by sports and entertainment events Velocity Sports and Entertainment Slide 3 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 3 Lesson 10.1 Promoting Sports and Entertainment Goals Describe the goals of promotion. List and define four elements of promotion. Slide 4 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 4 Terms advertising product placement publicity sales promotions personal selling Slide 5 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 5 THE PURPOSE OF PROMOTION promotion the process of making customers aware of a product, service, or event Slide 6 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 6 Promotional Goals Increasing sales is the primary goal of promotion. Related goals include increasing customers usage maintaining customer loyalty building a fan base educating potential customers overcoming the hesitation of first-time buyers Slide 7 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 7 Gaining New Fans An Example To combat the declining audiences of the early 1990s, the USTA and the TIA took a number of initiatives. The associations created the Tennis Welcome Center partnership. offered fun, friendly introductory lessons By 2005, there were about 5.8 million new tennis players. Slide 8 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 8 What is the goal of promotion? Slide 9 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 9 PROMOTIONAL ELEMENTS The four elements of promotion are advertising publicity sales promotions personal selling Slide 10 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 10 Advertising advertising a paid form of communication delivered by a product maker or seller to consumers product placement a product integrated into the plot of a television show or a movie more discreet than advertising Slide 11 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 11 Publicity publicity any unpaid media attention either positive or negative Slide 12 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 12 Sales Promotions sales promotions additional incentives offered for a limited time to encourage consumers to buy a product Slide 13 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 13 Personal Selling personal selling an in-person, face-to-face communication between a seller and a customer Slide 14 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 14 List four elements of promotion. Slide 15 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 15 Lesson 10.2 Advertising and Placement Goals List and describe the steps involved in developing effective advertising. Describe the use of product placement. Slide 16 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 16 Terms tagline media strategy reach wear out frequency Slide 17 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 17 ADVERTISING Advertising informs consumers about new products and services and helps consumers make comparisons among alternatives. Slide 18 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 18 Step by Step Cost effective advertising requires: 1.Set a measurable advertising goal. 2.Develop the advertising budget. 3.Create an advertising theme. 4.Choose the advertising media. 5.Create the message. 6.Develop an advertising schedule. 7.Measure the effectiveness of the advertising. Slide 19 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 19 specific measurable The Goal Slide 20 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 20 marginal analysis setting the advertising budget by estimating the point at which an additional dollar spent on advertising equals additional profit The Budget Slide 21 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 21 directs a percentage of expected sales revenues to the advertising budget fixed sum per unit an advertising budget based on the expected number of units to be sold competitive parity designed to maintain the current share of voice share of voice maintaining a similar dollar amount or frequency of advertising as that of competitors percent of sales Slide 22 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 22 tagline (theme) a slogan that conveys the main message of the ad The Media print broadcast/cable Internet out-of-home in-home The Theme Slide 23 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 23 choosing the media that will bring the most effective advertising message to the targeted consumer reach the number of people in the target market expected to receive the message through the chosen medium media strategy Slide 24 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 24 copy the words to be spoken or printed in the advertisement wear out when advertising loses its effectiveness due to overexposure or poor message quality The Message Slide 25 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 25 frequency the number of times the targeted customer is exposed to the media concentration schedule relying on a single medium dominance strategy a firm buys the maximum reach and frequency in one medium and purchases additional space in or time on other media The Schedule Slide 26 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 26 response rate the number of customers who connect with and act in relation to the ad The Effectiveness Slide 27 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 27 Its Showtime primetime when the largest viewing audiences are watching TV the most expensive time to advertise Slide 28 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 28 Interactive Advertising Effective advertising will engage viewers and motivate them to take specific action. Digital communications can be used to create an interactive connection with potential customers. Slide 29 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 29 List the steps involved in developing effective advertising. Slide 30 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 30 PRODUCT PLACEMENT Product placement is a fast growing form of sales promotion used in films TV shows live theater Slide 31 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 31 The Basics Product placement can be used to offset the need for traditional advertisements. 24 on the Fox network Ford vehicles used extensively Slide 32 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 32 Who Pays? Three common ways that product placement deals might be constructed include fee basis A corporation will pay a fee to the films producers for prominent product placement. barter If a very expensive product is needed, it may be provided for use in the film in exchange for the prominent display of the brand name. Slide 33 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 33 Assuming they appeal to the same market, both parties will gain from the connection. A corporation may make an agreement with a film producer to include movie promotion in its product advertising in exchange for placement of the product in the movie. Slide 34 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 34 Name three ways product placement deals are constructed. Slide 35 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 35 Lesson 10.3 Publicity and Sales Promotions Goals Define publicity and explain its role in creating a positive public image. Describe various types of sales promotions. Slide 36 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 36 Terms goodwill publicist grass-roots effort viral campaign public relations (PR) trade allowances Slide 37 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 37 PUBLICITY Although publicity is free, the message is controlled by the news media others that are presenting the message Slide 38 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 38 Goodwill goodwill customers positive feelings about the business Slide 39 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 39 Damage Control publicist a person who is responsible for maintaining relations with the public and news media damage control an attempt to refute, justify, or downplay negative stories trying to focus attention on more positive stories Slide 40 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 40 Grass-Roots Publicity grass-roots effort when an unknown person or event is propelled into the spotlight by fans viral campaign a promotion where a few online mentions turn into a real buzz about a movie propels the movie into a mega hit Slide 41 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 41 creating a fake grass-roots effort astroturfing Slide 42 Sports and Entertainment Marketing Thomson/South-Western Chapter 10 Slide 42 Image is Everything public relations (PR)

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