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Chapter 1: Introduction to Sport Promotion and Sales Objectives: 1. Understand the dominant position occupied by promotion and sales within sport, hospitality & tourism marketing. 2. Become familiar with the elements composing the modern sport promotion mix. 3. Understand the basic concepts of organizing a sport promotion and sales campaign. 4. Appreciate the importance of sales to the marketing function of sport, hospitality, and tourism organizations. 5. Incorporate the broadness of the hospitality and tourism sector along with the sport focus within the textbook key components. Marketing vs. Promotion Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relations in ways that benefit the organization and its stakeholders (AMA). Promotion involves the vehicles through which the marketers conveys information about the product, place, and price, creating a position for the product in the mid of the consumer (Mullin, Hardy, and Sutton , 2000); Promotion is a special form of communication, primarily dedicated to the task of persuasion (Kotler, 1975); Promotion is a means of motivating customers to action (Shimp and DeLozier, 1986) Marketing vs. Promotion Marketing Mix Components • Product • Place • Price • Promotion -------------------------Promotion Mix Components • Advertising • Publicity • Sales Promotions • Personal Selling Figure 1.1 Promotional Tools Commonly Used Sponsorship Endorsements Web Sites Email Blasts Podcasts Sales Presentations FAM Tours (Familiarization) Media Guides Tourism Development Council Blogs Advertisements Exhibitions Contests Infomercials Athlete Appearances Sports Marketing Mix consists of all activities designed to meet the needs and wants of sports consumers through exchange processes. 2 thrusts: • The marketing of sports products and services directly to consumers of sport (this includes a broad spectrum of marketing efforts) , • And marketing to other consumers and industrial products or services through the use of sport promotions, including the expansive use of sport as a corporate communication platform (e.g., FedEx (Mullin, Hardy, and Sutton, 2000). Product Development Communication Distribution Testing Pricing Sport Promotion Mix • • • • • • • Advertising Publicity Personal Contact Incentives Atmospherics Licensing Sponsorship Advertising - Any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. - $27.4 Billion in the US is spent annually on sport-related advertising - Largest viewing audience is Super Bowl…30 second commercial goes for $2.6 Million Sport Promotion Mix Publicity - Any nonpersonal stimulation of demand for a product, service, or business unit as a result of supplying commercially significant news to a published medium. - Free advertising or hype - Generates press coverage, and its agentry (promoting that press publicity). - Must have links to editors, producers, booking agents, beat writers, readers, viewers, and listeners. What Merits Good Publicity? • Appears to be news and not sponsored information (truthfulness is key). • Tends to catch recipients who may actively avoid advertising. • High potential for dramatization, thus narrative content which is not limited by time or scope. Sport Promotion Mix • • • • • • • Advertising Publicity Personal Contact Incentives Atmospherics Licensing Sponsorship Personal Contact/Selling - Refers to any person-to-person communication involving an organizational representative & 1 or more prospective client/stakeholder. - Critical to the success of a promotional campaign. - Can be tailored to match the customer’s specific interest and needs. - Consists of human contact and direct communication rather than impersonal mass communication - Builds relationships! Relationship Marketing: An integrated effort to identify, maintain, and build a network, for the mutual benefit of both sides, though interactive, individualized, and valueadded contacts over a long time ( Capulsky & Wolf, 1991) Sport Promotion Mix • • • • • • • Advertising Publicity Personal Contact Incentives Atmospherics Licensing Sponsorship Incentives - Represent all emotional, social, psychological, functional, or financial conditions that encourage some overt behavior response. - Similar to sales promotions (i.e., reduced prices, contests, free samples, & premium giveaways). - Knowing the customers motives is key component to incentivizing. - Corporations are more apt to sponsor an event when there is an apparent match between the company’s marketing objectives & the sponsee’s offering. Sport Promotion Mix • • • • • • • Advertising Publicity Personal Contact Incentives Atmospherics Licensing Sponsorship Atmospherics - Represent all efforts to design the place of purchase or consumption so as to create specific cognitive or emotional effects in consumers. - Key points of promotion! - Think half-time performances, mascot skits, hockey game hype & t-shirt crowd blasters. - Music to build hype, fireworks after a win, etc. Sport Promotion Mix • • • • • • • Advertising Publicity Personal Contact Incentives Atmospherics Licensing Sponsorship Licensing - Fastest growing component of the sport marketing mix. - Sport-licensed products accounted for $14 billion in sales in 2006. - Sports licensing generates over $1 billion in royalty revenue annually. - Promotion – stimulates awareness, interests, and enthusiasm within the marketplace. - Profitability – a fee is charged (royalty) for a 2nd party to use the name, symbol, logo,etc. - Protection – able to exercise control over the use of any name, likeness, symbol, logo, or mark associated with the event, team, league, or athlete. Sport Promotion Mix Sponsorship - Contains the following ingredients: arena signage (advertising); event, team, or facility naming rights (publicity); hospitality ( personal contacts and atmospherics); retail promotional sales (incentives); and event, team, or league cobranding (licensing). - Considered the newest component of the in the promotional mix. - Has emerged and become front and center in sports since the downfall of the economy. - Examples of the largest events, The Nokia Super Bowl & the Olympics (GE, McDonald’s, Samsung, Coca-cola, NBS Sports, etc.) • • • • • • • Advertising Publicity Personal Contact Incentives Atmospherics Licensing Sponsorship Why is it important to study Sport Promotion and Sales? • Communication is the foundation of all buyer behavior – Including sport management, hospitality & tourism industry – That is easier said than done…How do you communicate to these consumers? What is more effective? What are the most appropriate channels? • Critical sport/hospitality/tourism marketing duties are promotion/sales related, if not contingent or tied to a pay incentive of sale. • Not everyone can (or needs to be) a winner, but it is a significant predictor, along with customer interaction through personal contact to bring in and kept a loyal consumer. • Sales and Service are lacking in sport marketing preparation and practice. Hospitality and tourism are typically better prepared simply because it’s an easier sale item.
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