Transcript Promotional Concepts - Utah Electronic High School

Promotional Concepts
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COMMUNICATION - Process of
establishing a “oneness” between the
sender and receiver
PROMOTION MANAGEMENT - Focus of
the promotional element of the
marketing mix
Promotion Mix Elements
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Sales Promotions
Public or Community Relations
Sponsorship
Personal Selling
Advertising
Communications Process
Source
Encoding
Message
Feedback
Noise
Medium
Decoding
Receiver
Promotion Planning
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Target Market Considerations
Promotional Objectives
Establishing Promotional Budgets
Choosing an Integrated Promotional
Mix
Target Market Considerations
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Push Strategy
Pull Strategy
Promotional Objectives
The
Hierarchy
of
Effects
Unawareness
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Awareness
Knowledge
Liking
Preference
Conviction
Action
Promotional Budgets
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Arbitrary Allocation
Competitive Parity
Percentage of Sales
Objective and Task Method
Integrating the Promotional
Mix
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Integrated Marketing Communications Concept by which a sports organization
carefully integrates and coordinates its
many promotional mix elements to
deliver a unified message about the
organization and its products
Building An Advertising Strategy
MARKETING STRATEGY
AD
OBJECTIVES
BUDGETING
CREATIVE
DECISIONS
MEDIA
STRATEGIES
AD EVALUATION
Ad Objectives
(awareness, inform, change attitudes,
purchase)
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INDIRECT OBJECTIVES - ENHANCE
CORPORATE IMAGE
DIRECT OBJECTIVES - STIMULATE
DEMAND FOR THE SPORTS PRODUCT
Ad Budgeting
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ALL YOU CAN AFFORD
COMPETITIVE PARITY
PERCENTAGE OF SALES
OBJECTIVE AND TASK
Creative Strategies
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IDENTIFYING THE BENEFITS OF THE
SPORTS PRODUCT
DESIGNING THE AD APPEAL
DEVELOPING THE AD EXECUTION
Designing The
Ad Appeal
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Health Appeals
Emotional Appeals
Fear Appeals
Sex Appeals
Pleasure or Fun Appeals
Designing The
Ad Execution
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One or Two Sided Messages
Comparative Message
Slice-of-Life or Lifestyle Message
Scientific Message
Testimonials
Media Strategy
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SPECIFY THE MEDIA OBJECTIVES
(REACH, FREQUENCY, CONTINUITY)
SELECTING THE MEDIA VEHICLES
Personal Selling:
The Strategic Selling Process
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Buying Influences
Red Flags
Response Modes
Win-Results
The Sales Funnel
Ideal Customers
Sales Promotions
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Premiums
Contests and Sweepstakes
Sampling
Point of Purchase Displays
Coupons
Public Relations
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Publicity (news releases, press
conferences)
Participation in Community Events
Producing Written Materials (press
guides)
Lobbying
Sponsorship
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Investing in a sports entity to support
overall organizational objectives and
marketing goals.
IEG estimates $6.8 billion spent on
sponsorship and of this $4.6 billion will be
spent on sports
Not unlike other forms of communication,
sponsors must fight the clutter and find the
perfect match
The Sponsorship
Sponsorship Process
Objectives
Sponsorship
Budget
Sponsorship
Acquisition
Implementing and
Evaluating the
Sponsorship
Sponsorship Objectives
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Direct
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Sales Increases
Indirect
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Awareness
Competition (ambush mktg- planned effort to
associate themselves with an event -- I Love LA)
Reaching Target Markets (Allows us to reach
consumer where they live and play)
Relationship Building
Image Building
Sponsorship Budgeting
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Sample costs of sponsorship
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Corporate Box at the United Center$220,000
Title sponsor of Tot Trot
$7500
Official Supplier for MLB
$10 million
Premier League
$15
million
Initial Costs, but there is maintenance
and leveraging
Sponsorship Acquisition
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1) Determine Scope of the
Sponsorship (sports event pyramid
with global, international, national,
regional and local events)
2) Determine the athletic platform
(entity and level of competition)
Sponsorship Implementation
and Evaluation
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Number of mentions in popular media
Media Equivalencies
Sales figures (pre and post)
Attitude change (pre and post)
Number of distributors (pre and post)