THE
PROMOTIONAL
MIX
Sports and Entertainment Marketing
Promotion

any form of
communication a
business or
organization uses to
inform, persuade, or
remind people about
its products or improve
its public image
Product Promotion

used to convince potential customer
to buy products instead of buying
from a competitor
 Identifies
where it is sold
 Advertises product sales
 Answers consumer questions
 Introduces new offerings
Institutional Promotion

used by a business to create
a favorable image for itself,
as opposed to promoting a
product or service
 Does
not directly sell a
certain product, but a
favorable image will likely
increase sales for a company
Promotional Mix

the combination of
the different types
of promotion a
business or
organizations uses
to promote its
products
The Promotional Mix
Direct
Marketing
Sales
Promotion
Advertising
Publicity
Promotional
Mix
Personal
Selling
The Promotional Mix

Advertising – any PAID form of non-personal promotion of ideas,
goods, or services by an identified sponsor

Sales Promotion – a short term incentive to get customers interested in
buying a product

Direct Marketing – marketing activities to sell products directly to
customers through the use of a customer database

Publicity – the FREE mention of a product or company in the media

Personal Selling – direct communication by a salesperson to potential
customers either in person, by telephone, or e-mail
Determining the Promotional Mix
In order for the promotional mix to be
effective, all parts must coordinate
and complement each other
How it works…

 Adverting
and Direct Marketing create
awareness
 Publicity and Public Relations build
brand awareness and company image
 Sales Promotion stimulates sales and
reinforces advertising
Case Study
RIR – Campaign Objectives
1.
Increase spectator
attendance for all races
2.
Build brand awareness
for the raceway
RIR – Target Market
Men
 Ages 18-49
 Live in Richmond,
Washington DC & Norfolk

 Smaller
focus on
Charlottesville
 Fredericksburg
 Harrisonburg
 Roanoke
 Philadelphia

Special Events and Promotions

Promotional Activities could include:
 Special
Events/Sales Promotion – (theme nights,
giveaways, Fan club events)
 Advertising
 Display
– paid advertising and co-op advertising
– signage, souvenir stands, facility decor
 Publicity
– press releases sent to various media
RIR – Promotional Mix

The majority of marketing
dollars are spent on
mainstream advertising
(TV, Radio, print ads)

Focus on the 6 week windows
leading up to our events
Why do you think they focus on the six
weeks before the race and not all year?
RIR – Advertising
TV

Targeted sports programming
 NFL
 MLB
 NASCAR
 Male-oriented
 The
Simpson's
 Family Guy
 Cops
prime TV shows
RIR – Advertising
Radio


Each on-air promotion is negotiated with
the radio station
DJ centered promotions create awareness
and excitement for the event with their
listeners

Hearing a DJ talk about an upcoming event
generates more excitement then hearing a
pre-produced radio spot, especially if the
listeners identify with and trust the DJ
 Elliott
in the Morning
RIR – Advertising
Print
 Richmond
Times Dispatch
 Local
papers (Mechanicsville
Local, Midlothian Exchange)
 NASCAR
Season Preview
Samples Used Recently
Print Advertisement
RIR – Advertising
Other Types of Advertising
Door Hangers
 Mall Kiosks
 Digital Billboards




Cost effective
Easily update/change creative
Website Banner ads
Samples Used Recently
Door Hangers
Samples Used Recently
Mall Kiosks
Samples Used Recently
Digital Billboards
Samples used recently
Banner Ads
Contacting Past Customers

Renewals
 Anyone
who buys a ticket to the event
will receive a renewal for those same
tickets for the next event
A
large percentage of tickets are sold
through renewals
Direct Mail
 Email blasts
 Call Campaigns (telemarketing)

 Manual
or Auto dialer
Samples Used Recently
Renewal Piece
Samples Used Recently
Direct Mail
….What about the rest?

This sample focuses heavily on advertising. What
could the race track do in these other categories?
 Special
Events
 Displays
 Publicity