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5.01 Identify the role of promotion.

5.01 Identify the role of promotion. Promotion . Any form of communication a business or organization uses to encourage customers to purchase products and improve its public image. For example: Harris Teeter sponsors a little baseball team by purchasing new uniforms and equipment.

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5.01 Identify the role of promotion.

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  1. 5.01 Identify the role of promotion.

  2. Promotion • Any form of communication a business or organization uses to encourage customers to purchase products and improve its public image. • For example: Harris Teeter sponsors a little baseball team by purchasing new uniforms and equipment.

  3. Promotion (con’t) Sports and entertainment organizations use promotion to: • inform target market of a product. • persuade the target market to purchase the product. • remind them continuously of the product.

  4. Promotion (con’t) Examples include: • web sites • autograph sessions • fan festivals • t-shirts give-aways

  5. Stadium Event Promotions Stadiums event promotions are designed to: • facilitate fan participation. • create a cheerful atmosphere.

  6. The most common types of events promotions include: 1. In-stadium promotions which occur inside stadiums or arenas. For example: • lucky seats giveaways • mascot races • football tosses • backstage access at concerts

  7. Milwaukee Brewers Sausage Race

  8. SEC Championship In-Stadium Promotion

  9. The most common types of events promotions include: • Walk-in promotions which are received as fans walk inside stadiums and arenas. For example: • T-shirts, hats, visors. • foam hands, pennants, can holders.

  10. Walk –In Examples JANUARY 10 vs.New Orleans Caron Butler Growth Chart (1st 7,500 Fans) JANUARY 26 vs. LA Lakers Wizards Soccer Scarf (1st 10,000 Fans)Sponsored by Volkswagen FEBRUARY 6 vs. Atlanta Wizards Glow in the Dark Poms (1st 15,000 Fans) Sponsored by Geico MARCH 27 vs. Utah Wizards Camo Hat (1st 7,500 Fans) Sponsored by Quest Software

  11. Walk-In Examples (Cont’d) APRIL 2 vs. Chicago Mike Miller Bobblehead (1st 7,500 Fans) Sponsored by Chipotle APRIL 2 vs. Chicago Wizards Recyclable Grocery Bag (1st 10,000 Fans) Sponsored by Verizon APRIL 10 vs. Atlanta Wizards Bottle Koozie (1st 10,000 Fans) Sponsored by EMC2 and KST Data Inc.Software

  12. Differentiate between institutional and product promotion. Institutional promotion, also referred to as organizational advertising, is designed to: • create a positive image. • establish and maintain goodwill. • may result in an increase in sales of the good or service.

  13. Institutional Promotion Examples include: • NBA Read to Achieve Program • MLB RBI program • NFL Play 60 • Victory Junction Gang (Kyle Petty)

  14. Differentiate between institutional and product promotion Product promotion, also referred to as product advertising, is designed to: • simulate sales of a business, organization, or celebrity’s good or service. • launch new products.

  15. Product Promotion Examples include: • pre-album release listening parties. • a musician promoting release of new single. • Coca-Cola setting up pre-concert promotion booths providing samples of Vanilla Coke.

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