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Promotion in Sports Marketing the Game Objectives • Define Event Marketing • Define promotion and identify major forms of promotion • Describe the promotional mix PROMOTION Any form of communication a business or company uses to inform, persuade, or remind people about products and to improve its image What is event marketing? • All Activities associated with the sale, distribution, and promotion of a sports event. Purposes of Promotion in Sports • Generate Sales • Attract a Targeted Audience • Help Create a Positive Image The combination of promotional techniques a business uses to inform or persuade people about its products represents a product’s PROMOTIONAL MIX Promotional Techniques • Advertising • Publicity • Public Relations/Sales Promotion • Personal Selling • Visual Merchandising ADVERTISING The non-personal presentation of ideas and products by an **PAID identified sponsor. FOR** PUBLICITY Creating awareness and demand for a business or product by placing news about it in the media SALES PROMOTION incentive offered by a retailer or manufacture An An incentive offered by a business to: • stimulate purchases • inform customers about products • create a positive store image • increase store traffic. • Trade Promotions • Consumer Sales Promotions PERSONAL SELLING The PERSONAL presentation of a product or company to one or more potential buyers Includes: •Door to door sales •Showroom sales Visual Merchandising The coordination of all physical elements in a place of business so that it projects the right image to its customers Determining a Promotional Budget 3 – Methods • Percentage of sales • Competitive parity • Objective-and-task method Percentage of Sales A set percentage, or portion, of last year’s sales or the coming year’s sales to decide on the funds for the promotional budget. Benefit: Easy to calculate Issue: Last years sales may be higher or lower than this years’ Competitive Parity Teams look for industry trends on how much to spend. Benefit: Issue: Easy to copy successful promotions May not be able to spend what other teams spend Team objectives may not be the same Objective-and-task Method Teams set objectives for their promotion and decide what promotional activates are necessary to reach those objectives. Benefit: Takes other methods into consideration Issue: More difficult to plan