The Sport Promotions Mix

public relations

advertising

publicity

Personal selling

Internet & interactive media

Direct Marketing

Promotional licensing

Sales promotions

Sponsorship
 Public Relations

Any effort to foster favourable

community opinions and attitudes.
 Four parts of the communications
process

1. The sender
2. The receiver
3. The message
4. The medium
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
 10 Principles of PR

1. Message acceptance.
2. Trustworthiness of source
3. One-hit wonders are rarely effective
4. Explicit statement of conclusions
5. TM’s norms and loyalties
6. Friendly audiences
7. Unfriendly audiences
8. Short or long term changes in attitude
9. The last argument heard
10. Emotional or logical arguments
 ADVERTISING

Aims at getting a product, and it’s

desired image, known by a given TM.
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?
 ADVERTISING - cont

• Message clarity
• impact
• Marketing power
• Placement
 Publicity

Aims to draw attention to a person,

product, organisation or event.
 Five guidelines for using publicity

1. 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.
 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.
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
disadvantages
1. A lack of ability to standardise the messages
being delivered.

2. Cost of developing and maintaining the sales

force.
 Internet and Interactive media

World wide web

e-mail

Telnet (online databases and library catalogues)

search engines

file transfer protocols

 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

audience’s (preferences, information needs and attitudes…),

• organisations to customise the offering to their audiences,

and

• organisations to directly target interested people.

 Problems with internet promotions

• Measurement
• Technological limitations
a) speed of access
b) Long download times
c) complicated sites
d) require constant updating
• The amount of information available on
the internet
 Direct Marketing

A system of marketing by which

organisations communicate directly with
target consumers to generate a response
or transaction
Problems with direct marketing

• need to have well maintained and

accurate databases
• National Privacy Principles
• direct marketing efforts must be well
targeted and personalised
 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 organisation’s name
and/or logo.
 Sales promotions

Any creative idea that increases sales,

interest, awareness or improves a
corporate image.