Julius Erving (aka Dr. J.)
Pro Basketball Player
WHAT KEEPS JULIUS ERVING GOING?
I'm often asked what I consider my greatest highlight or most out standing
performance.
Usually I'm able to come up with quick answers, sometimes humorous. But
what I'm going to share now is from my heart.
At age 29 I realized I was looking good on the outside, but was hitting a lot
of peaks and valleys on the inside. After searching for the meaning of life for
over ten years, I found the meaning in Jesus Christ.
When I gave my life to Jesus Christ, I began to understand my true purpose
for being here. It's not to go through life and experience as many things as
you possibly can and then turn to dust and be no more. The purpose of life is
to be found through having Christ in your life, and understanding what His
plan is, and following that plan.
My Christian faith has helped me put my priorities in order. If I put God
number one and my family after that, along with my social existence and my
job, I can withstand any attack or criticism.
Since I asked Christ to be my Lord and Savior, there are still some peaks and
valleys. But I am being operated on by the greatest Doctor of them all, so
the glory goes to Him.
Julius Erving
Intro to Sport Promotion &
Sales
What components of the sport promotion mix are
involved here? What would you do if you were the
marketing or promotion manager for the Portland club?
All but one member of Beavers suspended
Associated Press
PORTLAND, Ore. -- The Pacific Coast League has fined and suspended
almost the entire Portland Beavers team after the players chased a fan
during a game at Cashman Field in Las Vegas earlier this month.Tagg
Bozied was suspended for eight games and every other Beaver at the
game -- except pitcher Clay Condrey -- was suspended for four games.The
league did not disclose the severity of the fines, which were levied late
Monday.The suspensions leave the Beavers, the Triple-A affiliate of the
San Diego Padres, shorthanded as they attempt to win a playoff
spot.Manager Rick Sweet must sit out at least three players every game
for the rest of the season. He had nine position players available for
Tuesday night's game. Some of the suspensions will have to carry over to
2004.The suspensions extend throughout the minor leagues, so players
who leave the Beavers in the offseason will have to finish their
suspensions if they catch on with another minor-league team.Players and
team officials would not discuss the fight.The trouble began when Jim
Lowe, a Las Vegas fan, heckled Bozied throughout the game. The two had
words after the game and Lowe threw a soft stress-relief ball -- a
Cashman Field giveaway -- at Bozied. Nineteen Beavers then rushed into
the stands and got into a scrum with Lowe on a concourse. Lowe had cuts
and bruises, but declined medical treatment at the scene, Las Vegas 51s
general manager Don Logan told The Oregonian.
Distinguishing marketing from
promotion
How are marketing & promotion
different?
What are the two thrusts of sports
marketing?
What are the key components of
sport promotion as defined by our
text?
Distinguishing marketing from
promotion
How are marketing & promotion different?
What are the two thrusts of sports
marketing?
– Promotion of sports & using sports to communicate
What are the key components of sport
promotion as defined by our text?
– Integrated, communication, persuasion,
favorable belief/action, part of overall mktg
campaign
Sport Promotion Mix
How is the sport
promotion mix
different from the
traditional
promotion mix?
Personal selling
Publicity
Advertising
Sales promotion
Sport Promotion Mix
How is the sport
promotion mix
different from the
traditional
promotion mix?
Advertising
Publicity
Personal contact
Incentives
Atmospherics
Licensing
Sponsorship
Advertising & Publicity
What’s the diff?
Given the qualities of publicity
(newsworthy, catches off-guard,
attention-getting), could Baylor have
managed the events of the summer
any better?
Personal Contact
Explain how the three stages of patronage loyalty might relate to the
different kinds of BU fans and their likely actions regarding our
athletic program.
How important is each of the types of personal contact (selling,
servicing, monitoring) important in building and maintaining
relationships at this time?
SERVICING: More specifically, how important is it for BU to follow the
guidelines for servicing? Any suggestions?
– Be courteous
– Be proactive
– Establish rapport
– Plan ET encounters
MONITORING: How/why would the guidelines for handling
complaints be important for BU in handling issues?
– Welcome all complaints
– Thank complainants
– Admit guilt & apologize
– Remedy quickly
– Follow up
Key: Two-way dialogue
Incentives
Incentives: all emotional, social,
psychological, functional, or financial
conditions that encourage response
What kinds of incentives do you think
would be effective to get fans to attend BU
football games?
– What motive are you tapping into?
– Who would sponsor this incentive?
– Who are you targeting with the incentive?
Atmospherics
Designing the place to influence what
fans think, feel & do
What is the best MLB ballpark? What
makes it entertaining besides the
game?
– http://espn.go.com/page2/s/list/ballpar
ks/010427.html
Licensing
Protection
Profitability
Promotion
How is sports team licensing any
different from any other brand
licensing?
Sponsorship
What would motivate sponsors to
want to sponsor the BU intramural
program? Which is likely most
important to them?
– Philanthropy
– Image enhancement
– Brand awareness
– Increased sales/ market share
IMC & Planning & Management
What is the main idea behind IMC?
– If you had to pick one word that explains what
it is, what would it be?
Which of the 5 stages of managing a sport
promotion is the most important?
–
–
–
–
–
Assessment
Alignment
Design
Activation
Measurement
Distinguishing Promotion from Marketing
Promotion Mix Composition
–
–
–
–
–
–
–
Advertising
Publicity
Personal contact
Relationship marketing: 1-on-1, lifetime value, large info base, interactive, equal partners
Financial, social, & structural bonding: patronage loyalty
Selling (direct & indirect)
Servicing (moment of truth)
– Be courteous
– Be proactive
– Establish rapport
– Plan ET encounters
Monitoring
– Use opinion leaders (high credibility)
– Encourage customer complaints
Welcome all complaints
Thank complainants
Admit guilt and apologize
Remedy quickly
Follow up
Incentives (ID customer motives; match sponsor & sponsee objectives)
Atmospherics (design place to influence how fans think, feel, and act)
It’s an entertainment economy!
Licensing: affords protection, profitability, and promotion
Sponsorship: it can be like a totally independent promotion mix
Firms spend more on this than sales promotions and advertising
The key now is to increase sales & market share, not just awareness/image
Integrated Promotional Agendas: IMC
– Awareness, image integration, functional integration, coordinated integration, consumerbased integration, stakeholder-based integration, relationship management integration
Planning & Managing the Campaign
– Assessmentalignmentdesignactivationmeasurement
Why study Sport Promotion & Sales?
– Communication, critical duties, winners/losers, job requirements: selling