Promotional Mix: Methods of
Communication Used
SERM #65

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

 The majority of marketing dollars are spent on mainstream media (TV &
Radio)
 Focus on the 6 week windows leading up to our events
Why do you think they focus 6 weeks before the race and not all year?

RIR – Target Market
 Men
 Ages 18-49
 Live in Richmond,
Washington DC & Norfolk
 Smaller focus on:
 Charlottesville


Fredericksburg
Harrisonburg


Roanoke
Philadelphia

Advertising: Broadcast
 TV:
 Targeted sports programming
 NFL
 MLB
 NASCAR
 Male-oriented shows
 Radio:
 Each on-air promotion is negotiated with the radio station
 DJ centered promotions create awareness and excitement for the event with their listeners

Advertising: Print
 Richmond Times Dispatch
 Local papers:
 Mechanicsville Local
 Midlothian Exchange
 NASCAR Season Preview

Advertising: Other

Door Hangers

Mall Kiosks

Digital Billboards
 Cost effective
 Easily update/change creative
 Digital Billboards

Website Banner ads

Samples Used
Door Hangers Mall Kiosks

Samples Used
Website Banner Ads
Digital Boards

Direct Marketing
 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

Sales Promotion
 Giveaways
 Themed nights
 Fan club events
 “Last Race Before the Chase”

Personal Selling
 How would RIR use Personal Selling?

Publicity
 Press Releases sent to various media
 Partnerships with companies

Class Activity
 Students are to select a company, event, product related to SER industry:
1. Identify the Target Market
2. Apply each part of the Promotional Mix


Advertising (all types)
Direct Marketing



Sales Promotion
Personal Selling
Publicity/Public Relations
3. Create an eye catching PPT to share with the class