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Sales Promotion Plan. 3.02. Ambush marketing. occurs when one brand pays to become an official sponsor of an event and another competing brand attempts to cleverly connect itself with the event, without paying the sponsorship fee. Reasons To Use Ambush Marketing.
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Sales Promotion Plan 3.02
Ambush marketing • occurs when one brand pays to become an official sponsor of an event and another competing brand attempts to cleverly connect itself with the event, without paying the sponsorship fee
Reasons To Use Ambush Marketing • Attracts consumers at expense of competitors • Affects event’s ability to get future sponsors • Consumers may assume your brand is the official event sponsor • Can be cheaper than actual sponsorship
Identifying Ambush Strategies • Ensure sponsorship agreement allows right to block out competitors • Anticipate how competitors would try to ambush your sponsorship
Viral Marketing • Marketing phenomenon that facilitates and encourages people to pass along a marketing message
Principles of Viral Marketing • Cheap • Buzzworthy • Credibility from source of message: friends
Key Viral Marketing Strategies • Gives away products or services • Provides for effortless transfer to others • Scales easily from small to very large • Exploits common motivations and behaviors • Utilizes existing communication networks • Takes advantage of others' resources
Special Event Marketing • Gathering of human beings designed to celebrate, honor, discuss, sell, teach about, encourage, observe, or influence human endeavors
Types of Special Events • Parties • Games • Movie screenings • Giveaways
Why Use Special Events • Cut through the clutter • Face-to-face interaction with brand • Tailored to audience and/or venue • Do things that can’t be done on TV
methods that can be used to generate ideas for special events
considerations in using special events as a sales-promotionstrategy • Return on Investment (ROI)
Identify benefits of using special events as a sales-promotion strategy insport/event marketing
barriers to using special events as a sales-promotion strategy inSEM
importance of project planning in creating special events plans
procedures for planning special events in sport/eventmarketing
Define the term “frequency/loyalty marketing.” • Promotional program aimed at encouraging repeat sales by rewarding customers on buy frequently or on regular basis
Identify situations in which businesses can effectively use frequency/loyaltymarketing programs
Benefits of Loyalty Marketing • - Shift - Acquire new customers • - Lift - Increase the spending of existing customers • - Retention - Improve the natural churn rate of customers • - Profit mix - Shift spending to higher margin products
Discuss ways in which databases are used in frequency/loyalty marketing • Program developmentCollect data and testLeverage knowledgeCustomer Management
Describe reward structures that are used in frequency/loyalty programs • Cash back/rebates • Discounts • Points • Customer Recognition
Explain communications strategies that are used with frequency/loyaltyprograms • - Web site • - Direct Mail • - Statements • - Newsletter
Discuss record-keeping issues associated with frequency/loyalty programs
Describe impediments associated with frequency/loyalty programs
Analyze the costs/benefits of implementing a frequency/loyalty marketingprogram
Discuss a process for designing a frequency/loyalty marketing program
Demonstrate procedures for designing a frequency/loyalty marketingprogram
Describe considerations for selecting specialty promotions for a business
Demonstrate procedures for analyzing the use of specialty promotions
Describe considerations in selecting sales-promotion techniques • includingthe following: sales-promotion objectives, target market, company image,and budget