Supplementary Marketing Material
(Producing Results with Promotions)
Program:
Date:
Step #1: Using the table below, create a list of the potential benefits that could be available
to your program to offer as promotions during your dual meet season. As you create this
list, reach out to individuals surrounding your program to see if you can get your hands on
“added value” items that would be appealing to your key target markets. As you obtain
these items, add them to the list and begin to think of potential themes that would create
interest for targeted dual meets within your schedule.
Planning for Promotions
[Part I: List of Potential “Highlight” Benefits]
Wrestling Related Benefits:
1.
2.
3.
4.
5.
Athletic Department Benefits:
1.
2.
3.
4.
5.
Potential Sponsor Benefits (if applicable):
1.
2.
3.
4.
5.
Step #2: Based on the items you listed in #1 above, create a list of the items that would be of
interest to your key target markets. For most programs, the realization of success in
marketing will depend on the ability to attract tradition wrestling fans (e.g., coaches,
wrestlers, and normal fans) and college-aged students. If this is not the case (or if you want
to segment sharper within a group), then feel free to swap these out for your choice of
groups you would like to attract with promotions. Once you have these groups identified,
list any item that could be used to market your events effectively. Do not be concerned at
this point if you list your promotional items in more than one segment.
Seasonal Promotion Schedule
[Part II: Connecting Promotions to Key Segments]
Traditional Wrestling Fans:
1.
2.
3.
4.
5.
College Students:
1.
2.
3.
4.
5.
[Insert Other Primary Segment Here]:
1.
2.
3.
4.
5.
Step #3: Using both of the previous two steps, work with your team to create some
promotional nights that will serve as highlight marketing items within your dual meet
schedule. To do this effectively, you first need to identify the theme (e.g., Social Media
Night) that you would like to use for specific target markets (e.g., college-aged students) at
a select dual meet (see Table below). In addition, you need to strategically package the
benefits and methods of publicizing in a manner that will activate your promotions. Work to
create a strategic promotional outline for three different events within your schedule.
Seasonal Promotion Schedule
[Part III: Developing Promotional Nights]
Dual Meet #1:
1. Target Market(s):
2. Theme:
3. Benefits:
4. Methods of Publicizing:
5. Activation Strategy:
Dual Meet #2:
1. Target Market(s):
2. Theme:
3. Benefits:
4. Methods of Publicizing:
5. Activation Strategy:
Dual Meet #3:
1. Target Market(s):
2. Theme:
3. Benefits:
4. Methods of Publicizing:
5. Activation Strategy:
Step #4: Based on the events you have created above, consider potential partnerships that
will allow you to connect to a larger cause for one select highlight dual meet. If appropriate,
combine this with one of the events that you have developed above to create a larger
synergy in your efforts. In addition, attempt to identify some of the potential steps that you
need to take to carry out your promotional schedule.
“The aim of marketing if to know and understand the customer so well the product fits them and
sells itself” (Peter Drucker)