Download top questions missed in sports and entertainment marketing

SPORTS AND ENTERTAINMENT MARKETING INFO AND HINTS
OBJECTIVE 5.00 PROMOTION
Promotion is any form of communication used to encourage customers to purchase products and
improve public image. For example, Harris Teeter sponsors a little league baseball team by purchasing new
uniforms and equipment.
SEM organizations use promotion to inform a target market of a product, persuade the target market to
purchase the product, and remind them continuously of the product. For example, web sites, autograph
sessions, fan festivals, and t-shirt give-aways.
Stadium event promotions are designed to facilitate fan participation and create a cheerful atmosphere
at sports and entertainment events. The two most common types of event promotions include:
a. In-stadium promotions occur inside stadiums or arenas. For example, lucky seat giveaways, mascot
races, football tosses, and backstage access at concerts.
b. Walk-in promotions are received as fans walk inside stadiums and arenas through gates. For
example, T-shirts, hats, foam hands, can holders, visors and pennants.
INSTITUTIONAL PROMOTION: is designed to create a positive image, establish and maintain goodwill,
and increase consumer loyalty for the business, organization, or celebrity. As a result, there may be an increase
in sales of the good or service. For example, the NBA Read to Achieve Program, Camp Mariah (Mariah
Carey), and Daddy’s House (P. Diddy). (WHAT A NICE GUY)
PRODUCT PROMOTION: is also referred to as product advertising, is
designed to stimulate sales of a business, organization, or celebrity’s
good or service. Product promotion is also used to launch new
products. For example, pre-album release listening parties, a musician
promoting release of new single, or Coca-Cola setting up pre-concert
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promotion booths to promote Diet Vanilla Coke. (FREE SAMPLES)
PROMOTIONAL MIX:
1. Advertising - paid, non-personal form of communication (magazine ads - Carowinds) (newspaper ads for
the local market - such as want ads)
2. Sales promotions = giveaways, award shows (Grammy - voted on by the NARAS Committee) (Tony is given
for a theatrical production such as the Phantom of the Opera) Oscar or Academy Award give for a movie)
Sweepstakes is just a drawing - no skill involved - just luck. Half Court Shoot-out is a contest and
requires ability to win.
3. Personal selling (face-to-face) Ex. A new performer is trying to sell her abilities as a performer to a
record exec.
4. Public or community relations are activities used to gain and maintain a positive relationship between a company and the
community. Internal community - Coke will have a picnic for its employees. External community - Pepsi will donate circus
tickets to Big Brothers/Big Sisters so they can take needy children to circus. Pepsi does not know the children.
5. Sponsorship is the financing of a sports/entertainment athlete, league, team, concert or event by a business in retur4n
for recognition or affiliation. Library sponsoring a Jazz Concert.
TYPES IF MEDIA USED IN ADVERTISING
Print media is any written form of communication used to inform, persuade, or remind
consumers about products or services offered. The forms of print media include:
a. Newspapers are the most common and the most cost effective type of print media.
Newspapers are most effective for local businesses that are trying to reach a specific
geographical market.
b. Magazines are likely to be used by advertisers to segment the market based on demographic and
behavioral segmentation. For example, men are more likely to subscribe to Field & Stream, so this would
be cost-effective for a brand of men’s razors.
c. Direct mail is sent directly to customers, or potential customers of a particular store. For example, all
Blockbuster Video members would receive a flyer announcing a special sales event.
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d. Outdoor advertising includes any outdoor signs and billboards. Outdoor advertising provides 24-hour
advertising.
e. Transit advertising uses public transportation, such as buses, taxicabs, and subways to post advertising
messages.
Broadcast media is any visual and/or auditory form of communication used to inform, persuade, or remind
consumers about goods or services offered. Two types of broadcast media are Radio and TV TV is the most
expensive. McDonald's would use broadcast media.
Online media is the placement of advertising messages on the Internet and World Wide Web. The different
forms of online advertising include: banner ads (low cost ads on the internet), pop-ups which interrupt
internet surfing, and SPAM (e-mail ads)
Specialty Media = everyday items with a company name written on them - calendars, mugs, key chains
Creative Media - blimps, hot air balloons, supermarket carts and in-theater advertisements.
PUBLICITY - free advertising. The Raleigh News and Observer will provide a review on A performer's concert
at DPAC. Performer has to pay nothing for the exposure.
FORMS OF SALES PROMOTIONS
Annual Awards Shows for Sports & Entertainment
1. Academy Awards or Oscars for motion picture industry.
2. Grammy Awards - National Recording Artists
3. Emmy Awards - TV
4. Tony - Broadway (theatrical) - Phantom of the Opera
5. ESPY Awards - awarded by ESPN for excellence in sports performance.
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TRADE SHOWS/CONVENTIONS - promotional opportunities for manufacturers, retailers and movie producers
to learn about and support new products (Steven Spielberg may attend) - producer of E.T. (Reeses Pieces
ad)
INCENTIVES - used to generate awareness, interest, and increase sales.
Incentives include contests (skill); sweepstakes (chance or luck), and rebates (discounts offered on a
purchase during a specific period of time such as two for one offer.
PREMIUMS - low cost items given away with the sponsor's product as part of a sales promotion. Ex.
Powerade gives away a cooler with purchase of a case of powdered drink mix.
Ex. Of Premium - COUPONS - offer reductions in price and are found in print advertisements, inserted inside
product packaging, or received in the mail. SALES PROMOTION - WENDY's coupons on back of N.H.S.
football tickets
Ex. Of Premium - TRAFFIC builders are low cost items given to customers for attending a grand opening
event - Sweatbands given at the grand opening of Dick's Sporting Goods (customers DROVE TO DICK'S
= Traffic
SAMPLING - refers to giving consumers a "taste" for what it feels like to perform at
a concert. Faith Hill will call a lucky member of the audience to join her on
stage.
OUTLINE THE STEPS OF PROMOTIONAL PLANNIING ID target market by using one of two strategies:
1. Push strategies are used by a manufacturer to convince or push retailers to carry or promote
products in their retail establishments.
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2. Pull strategies are directed toward customers to increase their interest and demand for products. Customers
will "pull" or convince retailers to carry sports or entertainment products. Relies heavily on advertising.
Develop a promotional mix. The specific mix chosen should take into consideration the target
market, the promotional goals, and the promotional budget. Care should be given to aligning national
and local promotional efforts.
SPONSORSHIP - Financing of a sports or entertainment entity by a business in return for recognition
affiliation.
SPONSOR - can be a business, person, or organization that finances a sports or entertainment entity. This financing can be
in the form of money, products, equipment, services, or any combination of the four.
Reasons for sponsorships.
1. Increase a company’s sales and profits through affiliation with sports or entertainment entity.
2. Increase market share for existing products or services.
3. Introduce new products or services.
4. Increase brand awareness and company image.
5. Enter and reach new target markets.
6. Build and maintain relationships with consumers.
7. Build and maintain goodwill within the community.
8. Entertain existing customers, potential customers, or employees and their families.
Barter sponsorship is a form of sponsorship whereby the company does not finance a sports or entertainment
entity with money only. A company will provide products, equipment, or services in return for their affiliation with
the sports or entertainment entity. Barter sponsorship is also referred to as in-kind or trade. Companies might
choose to combine money and barter sponsorship. For example, a company decides to sponsor a little league
baseball team. The company (sponsor) pays for the team’s uniforms and equipment. In return, the sponsor gets
to place their name and logo on the team’s uniforms. KEY WORD IS EXCHANGE IT IS A TRADE.
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Endorsements, also called testimonials, are a personal recommendation regarding the use or quality of a good
or service. Consumers are more likely to purchase a good or service if a celebrity endorses it. For example,
Dennis Franz uses Nextel telephones in a commercial. George Foreman uses Goodyear Tires (testimonial).
MJ recommends drinking Gatorade (endorsement)..
Naming rights are contractual agreements between a sponsor and a venue or event. A company or
organization will sponsor a sports or entertainment facility or an event. In return, the company or organization’s
logo will appear in affiliation with the facility or event. For example, Continental Tire Bowl, or The Coca-Cola 600
at Lowe’s Motor Speedway in Charlotte, North Carolina. BOA Stadium in Charlotte, NC
Personal services agreements are contracts between a company and a sports figure or entertainer for the
endorsement of a product or service. The contract includes details of the duties and responsibilities for each party
involved. LeBron and Nike. LeBron is a person.
WORLD WIDE WEB AND E-COMMERCE - collection of internet sites that are available to users with an internet connection. ECommerce is electronic exchange of products/services (E-Bay) LACKS PERSONAL CONTACT
HTML - written words coded in HTML that tells the browser how to view each page. Photos are GRAPHICS. HYPERLINKS allow
connection to a separate page or another website.
TYPES OF E-COMMERCE SITES: Product info site describes products for sale. CUSTOMER INTERACTION SITE provides
customers with opportunities to place and track orders. Disadvantage - customers may research online but buy locally. Customer
service can be a challenge if a problem exists with the order. Advantage: allows a small business to reach the global marketplace
with lower start-up and operating costs. LACK OF PERSONAL CONTACT
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