Intro to Sport Promotion & Intro to Sport Promotion & SalesSales

What components of the sport promotion mix are What components of the sport promotion mix are involved here? What would you do if you were the involved here? What would you do if you were the

marketing or promotion manager for the Portland club? marketing or promotion manager for the Portland club?

All but one member of Beavers suspendedAll but one member of Beavers suspendedAssociated PressAssociated Press

PORTLAND, Ore. -- The Pacific Coast League has fined and suspended PORTLAND, Ore. -- The Pacific Coast League has fined and suspended almost the entire Portland Beavers team after the players chased a fan almost the entire Portland Beavers team after the players chased a fan during a game at during a game at CashmanCashman Field in Las Vegas earlier this Field in Las Vegas earlier this month.Taggmonth.Tagg BoziedBozied was suspended for eight games and every other Beaver at the was suspended for eight games and every other Beaver at the game -- except pitcher Clay game -- except pitcher Clay CondreyCondrey -- was suspended for four -- was suspended for four games.Thegames.The league did not disclose the severity of the fines, which were levied late league did not disclose the severity of the fines, which were levied late Monday.TheMonday.The suspensions leave the Beavers, the Triple-A affiliate of the suspensions leave the Beavers, the Triple-A affiliate of the San Diego Padres, shorthanded as they attempt to win a playoff San Diego Padres, shorthanded as they attempt to win a playoff spot.Managerspot.Manager Rick Sweet must sit out at least three players every game Rick Sweet must sit out at least three players every game for the rest of the season. He had nine position players available for for the rest of the season. He had nine position players available for Tuesday night's game. Some of the suspensions will have to carry over to Tuesday night's game. Some of the suspensions will have to carry over to 2004.The suspensions extend throughout the minor leagues, so players 2004.The suspensions extend throughout the minor leagues, so players who leave the Beavers in the who leave the Beavers in the offseasonoffseason will have to finish their will have to finish their suspensions if they catch on with another minor-league suspensions if they catch on with another minor-league team.Playersteam.Players and and team officials would not discuss the team officials would not discuss the fight.Thefight.The trouble began when Jim trouble began when Jim Lowe, a Las Vegas fan, heckled Lowe, a Las Vegas fan, heckled BoziedBozied throughout the game. The two had throughout the game. The two had words after the game and Lowe threw a soft stress-relief ball -- a words after the game and Lowe threw a soft stress-relief ball -- a CashmanCashman Field giveaway -- at Field giveaway -- at BoziedBozied. Nineteen Beavers then rushed into . Nineteen Beavers then rushed into the stands and got into a scrum with Lowe on a concourse. Lowe had cuts the stands and got into a scrum with Lowe on a concourse. Lowe had cuts and bruises, but declined medical treatment at the scene, Las Vegas 51s and bruises, but declined medical treatment at the scene, Las Vegas 51s general manager Don Logan told The Oregonian.general manager Don Logan told The Oregonian.

Distinguishing marketing from Distinguishing marketing from promotionpromotion

How are marketing & promotion How are marketing & promotion different?different?

What are the two thrusts of sports What are the two thrusts of sports marketing?marketing?

What are the key components of What are the key components of sport promotion as defined by our sport promotion as defined by our text?text?

Distinguishing marketing from Distinguishing marketing from promotionpromotion

How are marketing & promotion different?How are marketing & promotion different?

What are the two thrusts of sports What are the two thrusts of sports marketing?marketing?–– Promotion of sports & using sports to communicatePromotion of sports & using sports to communicate

What are the key components of sport What are the key components of sport promotion as defined by our text?promotion as defined by our text?–– Integrated, communication, persuasion, Integrated, communication, persuasion,

favorable belief/action, part of overall favorable belief/action, part of overall mktgmktg campaigncampaign

Sport Promotion MixSport Promotion MixHow is the sport How is the sport promotion mix promotion mix different from the different from the traditional traditional promotion mix?promotion mix?

Personal sellingPersonal sellingPublicityPublicityAdvertisingAdvertisingSales promotionSales promotion

Sport Promotion MixSport Promotion MixHow is the sport How is the sport promotion mix promotion mix different from the different from the traditional traditional promotion mix?promotion mix?

AdvertisingAdvertisingPublicityPublicityPersonal contactPersonal contactIncentivesIncentivesAtmosphericsAtmosphericsLicensingLicensingSponsorshipSponsorship

Advertising & PublicityAdvertising & PublicityWhatWhat’’s the diff?s the diff?Given the qualities of publicity Given the qualities of publicity (newsworthy, catches off-guard, (newsworthy, catches off-guard, attention-getting), could Baylor have attention-getting), could Baylor have managed the events of the summer managed the events of the summer any better?any better?

Personal ContactPersonal ContactExplain how the three stages of patronage loyalty might relate to the Explain how the three stages of patronage loyalty might relate to the different kinds of BU fans and their likely actions regarding our different kinds of BU fans and their likely actions regarding our athletic program.athletic program.How important is each of the types of personal contact (selling, How important is each of the types of personal contact (selling, servicing, monitoring) important in building and maintaining servicing, monitoring) important in building and maintaining relationships at this time?relationships at this time?SERVICING: SERVICING: More specifically, how important is it for BU to follow More specifically, how important is it for BU to follow the guidelines for servicing? Any suggestions?the guidelines for servicing? Any suggestions?–– Be courteousBe courteous–– Be proactiveBe proactive–– Establish rapportEstablish rapport–– Plan ET encountersPlan ET encounters

MONITORINGMONITORING: How/why would the guidelines for handling : How/why would the guidelines for handling complaints be important for BU in handling issues?complaints be important for BU in handling issues?–– Welcome all complaintsWelcome all complaints–– Thank complainantsThank complainants–– Admit guilt & apologizeAdmit guilt & apologize–– Remedy quicklyRemedy quickly–– Follow upFollow up

Key: Two-way dialogueKey: Two-way dialogue

IncentivesIncentivesIncentives: all emotional, social, Incentives: all emotional, social, psychological, functional, or financial psychological, functional, or financial conditions that encourage responseconditions that encourage responseWhat kinds of incentives do you think What kinds of incentives do you think would be effective to get fans to attend BU would be effective to get fans to attend BU football games?football games?–– What motive are you tapping into?What motive are you tapping into?–– Who would sponsor this incentive?Who would sponsor this incentive?–– Who are you targeting with the incentive?Who are you targeting with the incentive?

AtmosphericsAtmosphericsDesigning the place to influence what Designing the place to influence what fans think, feel & dofans think, feel & doWhat is the best MLB ballpark? What What is the best MLB ballpark? What makes it entertaining besides the makes it entertaining besides the game?game?–– http://espn.go.com/page2/s/list/ballparhttp://espn.go.com/page2/s/list/ballpar

ks/010427.htmlks/010427.html

LicensingLicensingProtectionProtectionProfitabilityProfitabilityPromotionPromotion

How is sports team licensing any How is sports team licensing any different from any other brand different from any other brand licensing?licensing?

SponsorshipSponsorshipWhat would motivate sponsors to What would motivate sponsors to want to sponsor the BU intramural want to sponsor the BU intramural program? Which is likely most program? Which is likely most important to them?important to them?–– PhilanthropyPhilanthropy–– Image enhancementImage enhancement–– Brand awarenessBrand awareness–– Increased sales/ market shareIncreased sales/ market share

IMC & Planning & ManagementIMC & Planning & ManagementWhat is the main idea behind IMC? What is the main idea behind IMC? –– If you had to pick one word that explains what If you had to pick one word that explains what

it is, what would it be?it is, what would it be?Which of the 5 stages of managing a sport Which of the 5 stages of managing a sport promotion is the most important?promotion is the most important?–– AssessmentAssessment–– AlignmentAlignment–– DesignDesign–– ActivationActivation–– MeasurementMeasurement

Distinguishing Promotion from MarketingDistinguishing Promotion from MarketingPromotion Mix CompositionPromotion Mix Composition

–– AdvertisingAdvertising–– PublicityPublicity–– Personal contactPersonal contact

Relationship marketing: 1-on-1, lifetime value, large info base, interactive, equal partnersRelationship marketing: 1-on-1, lifetime value, large info base, interactive, equal partnersFinancial, social, & structural bonding: patronage loyaltyFinancial, social, & structural bonding: patronage loyaltySelling (direct & indirect)Selling (direct & indirect)Servicing (moment of truth)Servicing (moment of truth)

–– Be courteousBe courteous–– Be proactiveBe proactive–– Establish rapportEstablish rapport–– Plan ET encountersPlan ET encounters

MonitoringMonitoring–– Use opinion leaders (high credibility)Use opinion leaders (high credibility)–– Encourage customer complaintsEncourage customer complaints

Welcome all complaintsWelcome all complaintsThank complainantsThank complainantsAdmit guilt and apologizeAdmit guilt and apologizeRemedy quicklyRemedy quicklyFollow upFollow up

–– Incentives (ID customer motives; match sponsor & Incentives (ID customer motives; match sponsor & sponseesponsee objectives) objectives)–– Atmospherics (design place to influence how fans think, feel, and act)Atmospherics (design place to influence how fans think, feel, and act)

ItIt’’s an entertainment economy!s an entertainment economy!–– Licensing: affords protection, profitability, and promotionLicensing: affords protection, profitability, and promotion–– Sponsorship: it can be like a totally independent promotion mixSponsorship: it can be like a totally independent promotion mix

Firms spend more on this than sales promotions and advertisingFirms spend more on this than sales promotions and advertisingThe key now is to increase sales & market share, not just awareness/imageThe key now is to increase sales & market share, not just awareness/image

Integrated Promotional Agendas: IMCIntegrated Promotional Agendas: IMC–– Awareness, image integration, functional integration, coordinated integration, consumer-Awareness, image integration, functional integration, coordinated integration, consumer-

based integration, stakeholder-based integration, relationship management integrationbased integration, stakeholder-based integration, relationship management integrationPlanning & Managing the CampaignPlanning & Managing the Campaign–– AssessmentAssessmentalignmentalignmentdesigndesignactivationactivationmeasurementmeasurement

Why study Sport Promotion & Sales?Why study Sport Promotion & Sales?–– Communication, critical duties, winners/losers, job requirements: selling Communication, critical duties, winners/losers, job requirements: selling