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Week 9 (1) 20-03-2018.docx

Week 9 (1) 20-03-2018.docx - Lecture 9 Marketing and...

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Lecture 9 – Marketing and Sponsorship Sport marketing - Activities that provide organization – both those marketing sport and those marketing through sport = with access to properties where people have unbridled passion for their team, their sport, their favourite players, their favourite coaches, their favourite equipment, their favourite ball cap, etc. Marketing: Putting the pieces together - True blend of art and science - Has so many moving pieces Two Major Thrusts of Sports Marketing (look on midterm notes) - Marketing through sport - Marketing of sport Sponsorship - Definition o A promotional approach in which an organization or individual offers resources (e.g. financial) and/or services to support a sport organizations event program, or product offspring Recall - Sponsorship is a part of a marketing strategy - Sponsorship has implications on the brand - Sport is perishable, intangible, subjective, and emotional, unpredictable and inconsistent - Uniqueness of sport o Characteristics of the sport industry Intangible Subjective Unpredictable and inconsistent Perishable Emotion laden - The Consumption escalator (what’s driving good behaviour?) o The ultimate goal Get consumers up the escalator Satisfy their needs Meeting expectations o Ultimate disaster Going down escalator
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Not consuming enough Changing habits Sponsorship - Should employ integrated approach and use with other elements of promotional mix - This will maximize communications effectiveness and contribute to building brand equity Executional Elements 1. Preliminary 2. Timing 3. Ideas 4. Follow-up 5. Day of promotion Preliminary - Sound knowledge of total operations of organization - Promotion and organization must compliment each other - Understand audience and demographics of promotion’s targeted consumers Timing - Not well research by all promoters - Mistake can harm otherwise good promotional idea - Consider: o Day of the week o Time of the event o Other obstacles to smooth operation of promotion Ideas - Use brainstorming or similar techniques - Promising ideas should be assessed against organization’s objectives - Secure opinions from sources outside your group - Develop mock situations Follow-up - Ensure all elements of promotion fit together - Have proper lead times - Execute assignments within specified period of time - Idea checked against budget and requirement - Get resources at minimal cost - Negotiate contra deals - Itemized list o Responsibilities o Contingency plans 2
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Day of Promotion - Every promotional element must be rechecked on the day of the event - Mutually beneficial solutions would characterize sound planning - Whatever is offered during the promotion must be delivered The Promotional Mix - The mix o Advertising o Publicity o Personal sales o Sales promotions o Public relations o Sponsorship – cash o Sponsorship – Inkind o Online personal selling o Social media
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