1. SPORT PROMOTIONSSPORT PROMOTIONS
Mr. ElsesserMr. Elsesser
Sports MarketingSports Marketing

2. WHAT IS PROMOTION?WHAT IS PROMOTION?
 Definition:
 An umbrella category for any one of numerous
activities designed to stimulate consumer interest in,
awareness of, and purchase of the product.
 Main Goal:
 To inform and influence the consumer about the
product.
 Four Main Components:
1) ADVERTISING
2) PERSONAL SELLING
3) PUBLICITY
4) SALES PROMOTION

3. ADVERTISINGADVERTISING
 Definition:Definition:
 Any paid form of non personal presentation and promotion
of ideas, goods, or services by an identified sponsor.
 An advertising message can:An advertising message can:
 Create awareness
 Communicate information about attributes and benefits
 Develop or change and image
 Associate a brand with feelings and emotions
 Precipitate behavior
 When deciding what forms of advertising to use,
marketers must consider the cost per person
reached.
 Ex. Super Bowl Commercial versus local newspaper ad

4. ADVERTISING MEDIUMSADVERTISING MEDIUMS (Forms)
 SignageSignage
 Any sign that provides information about a company/service.
 EndorsementsEndorsements
 Wheaties Box, Campbell’s Soup and NFL
 Print mediaPrint media
 Newspapers, magazines, posters, programs, point of
purchase displays, and direct mail
 Broadcast/Electronic MediaBroadcast/Electronic Media
 Radio, TV, scoreboards, PA systems
 InternetInternet
 Banners, Pop-ups.
 Billboards, Blimps, BusesBillboards, Blimps, Buses

5. PUBLICITYPUBLICITYPUBLICITYPUBLICITY
 Definition:Definition:
 Any form of unpaid advertising.
 Usually some sort of free advertising from a neutral third
party.
 Purpose:Purpose:
 To draw attention to an event or program.
 Examples:Examples:
 Press conference, press release, articles in the local
newspaper, coverage on TV or radio.
 Consumer Credibility is very high if they trust the
source.
 Usually generated through a company’s Public
Relations (PR) department.

6. PERSONAL SELLINGPERSONAL SELLINGPERSONAL SELLINGPERSONAL SELLING
 Definition:Definition:
 Oral presentation with potential customers for the purpose of
making a sale.
 Personal Selling needs to:Personal Selling needs to:
 Locate potential customers
 Businesses, schools, clubs, civic organizations.
 Show benefits to consumers.
 Be clear about details.
 Be trustworthy and develop relationships.
 80% of your sales come from 20% of your customers
 Example: Season Ticket Holders
 Usually very effective form of promotion because it is
harder to turn someone down face to face.

7. SALES PROMOTIONSSALES PROMOTIONS
 There are two General Types of Promotions:There are two General Types of Promotions:
 Price-Oriented
 Non Price-Oriented
 Non Price-Oriented:Non Price-Oriented:
 Includes special events, giveaway items, and other tangible incentives
 Price-orientedPrice-oriented
 Involves discounting, or making other price-related manipulations. (2 for 1)
 Important not to conduct too many price-oriented promos because it shows
the consumer that your product is not worth its actual value.
 Promotions are often very inexpensive due to sponsorship.
 Be careful not to attract fans to a poor product or you could lose them
forever. (NY Islanders)
 Promotional activities usually only boost attendance for that event.

8. ULTIMATE PROMOTIONAL GOAL:ULTIMATE PROMOTIONAL GOAL:
MOVING CONSUMERS UP THE ESCALATORMOVING CONSUMERS UP THE ESCALATOR
1.1. HEAVYHEAVY USERUSER: includes season ticket holders or luxury box attendees.
• Goal is to keep them happy.
2.2. MEDIUMMEDIUM USERUSER: attend 10-30% of a team’s home games. May have a
partial plan.
• Goal is to get them to realize they can take the next step.
3.3. LIGHT USER:LIGHT USER: no established attendance pattern. Attend based on
opponent or availability or give away.
• Goal is to inform them of partial plans or group plans.
4.4. NON CONSUMER:NON CONSUMER: (non aware, aware, media types)
• Goal is to inform