The Sport Promotions Mix public relations advertising publicity Personal selling Internet & interactive media Direct Marketing Promotional licensing Sales promotions Sponsorship

1
The Sport Promotions Mix public
relationsadvertisingpublicityPersonal
sellingInternet interactive mediaDirect
MarketingPromotional licensingSales
promotionsSponsorship
2
Public Relations

• Any effort to foster favourable community
  opinions and attitudes.

3
Four parts of the communications process

• The sender
• The receiver
• The message
• The medium

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A sports organisation needs to point its PR
efforts at

• Governing bodies
• Commercial organisations with which it does
  business
• Sponsors
• Schools
• local and state governing bodies
• the community within which it operates
• Media organisations

5
10 Principles of PR

• Message acceptance.
• Trustworthiness of source
• One-hit wonders are rarely effective
• Explicit statement of conclusions
• TMs norms and loyalties
• Friendly audiences
• Unfriendly audiences
• Short or long term changes in attitude
• The last argument heard
• Emotional or logical arguments

6
ADVERTISING

• Aims at getting a product, and its desired
  image, known by a given TM.

7
The first decisions in advertising relate to

• the product
• its image
• The next decisions relate to
• what media does the TM watch, listen to, read?
• what is the cost comparison and return on
  investment?

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ADVERTISING - cont

• Message clarity
• impact
• Marketing power
• Placement

9
Publicity

• Aims to draw attention to a person, product,
  organisation or event.

10
Five guidelines for using publicity

• Too much publicity is not good.
• 2. The important feature is not how much
  publicity is put out, but how much is absorbed.
• 3. The nature of publicity eventually reveals the
  nature of the subject matter.
• 4. The journalist has to be convinced as much as
  the T.M.
• 5. Effective publicity comes through effective
  long term planning.

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personal selling

• Face to face selling, 1-on-1, or 1-on-grp.
• The most effective form of promotions, in terms
  of the percentages of converts.

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Personal selling is effective in

• securing corporate sponsorships,
• season or long-term memberships to clubs,
• corporate hospitality and
• for selling sport/rec/fitness products that have
  largely intangible benefits

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disadvantages

• A lack of ability to standardise the messages
  being delivered.
• 2. Cost of developing and maintaining the sales
  force.

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Internet and Interactive media

• World wide web
• e-mail
• Telnet (online databases and library catalogues)
• search engines
• file transfer protocols

15
The internet allows

• communication both to and from customers,
• sales of products and services independent of a
  physical presence,
• organisations to collect certain information
  about their audiences (preferences, information
  needs and attitudes),
• organisations to customise the offering to their
  audiences, and
• organisations to directly target interested
  people.

16
Problems with internet promotions

• Measurement
• Technological limitations
• speed of access
• Long download times
• complicated sites
• require constant updating
• The amount of information available on the
  internet

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Direct Marketing

• A system of marketing by which organisations
  communicate directly with target consumers to
  generate a response or transaction

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Problems with direct marketing

• need to have well maintained and accurate
  databases
• National Privacy Principles
• direct marketing efforts must be well targeted
  and personalised

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Promotional liscencing

• Use of a name and/or logo to
• promote a sports organisation
• promote a third party or its products, by using
  the sports organisations name and/or logo.

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Sales promotions

• Any creative idea that increases sales,
  interest, awareness or improves a corporate
  image.