Activating the Sports Event Marketing Plan. In this chapter, the learning objectives are: Conduct event-marketing research, develop an integrated marketing program, use the five ps of event marketing, incorporate both internal and external marketing programs, develop retail marketing events,. | Activating the Sports Event Marketing Plan Sports Event Management and Marketing Playbook Play 9 Activating the Sports Event Marketing Plan: Overview Like corporations, sports events must apply tactics such as publicity, advertising, promotion, direct sales, event marketing, and social media campaigns to sell the event to potential attendees Different media platforms can serve various roles in the promotion of events; be mindful of the advertising medium and targeted demographic when executing ads Activating the Sports Event Marketing Plan: Overview Event marketing campaigns are most effective when paired with media outlets whose demographics most closely match the target market of the event A well-rounded activation plan can significantly affect the revenues and turnout of sports events Key Terms Call to action Advertorial Sampling Appointment viewing . (Sales, Awareness, Tune-in) Objectives What the Media Want from Sports Events as a Promotional Partner Revenue generation . | Activating the Sports Event Marketing Plan Sports Event Management and Marketing Playbook Play 9 Activating the Sports Event Marketing Plan: Overview Like corporations, sports events must apply tactics such as publicity, advertising, promotion, direct sales, event marketing, and social media campaigns to sell the event to potential attendees Different media platforms can serve various roles in the promotion of events; be mindful of the advertising medium and targeted demographic when executing ads Activating the Sports Event Marketing Plan: Overview Event marketing campaigns are most effective when paired with media outlets whose demographics most closely match the target market of the event A well-rounded activation plan can significantly affect the revenues and turnout of sports events Key Terms Call to action Advertorial Sampling Appointment viewing . (Sales, Awareness, Tune-in) Objectives What the Media Want from Sports Events as a Promotional Partner Revenue generation Promotion Event activation Category exclusivity Sampling opportunities Exclusive hospitality opportunities for advertisers Pass-through rights What the Media Want from Sports Events as a Promotional Partner Advertising space or commercial time devoted to the event Access to subscriber database Intelligence regarding local market Preferred rates for advertising purchased for sponsor fulfillment Promotions designed to promote ticket sales, increase attendance, encourage broadcast viewership, and/or drive traffic to digital platforms Provision of added value to attendees (sampling) Co-promotion and fan engagement through partners’ social media Sports Event Promotions . Objectives: Promotion tactics designed to increase sales (S), build awareness (A), and for events covered on radio, television, or digital streaming service, encourage tuning in (T) Sales Key message: Value and urgency Awareness building Key message: Inform and excite Tune-in Key message: Appointment viewing Sports Event
