Which is an example of using a special event as a sales promotion strategy to increase ticket sales?

Making the most of local events is a great way for you to boost sales and market your small business.

While running your own event takes a fair amount of time, effort and creativity, attaching your marketing to a local event can make your life a great deal easier. Local events such as street fairs, festivals, outdoor concerts, and sporting can provide a great avenue to run special offers and introduce customers to your products or services.

You don’t need to have an enormous marketing budget to profit from local events, simply start small and grow. To help maximise your sales opportunities, here are in-store and online ideas that are sure to help your business stand out.

Run event themed promotions

• Don’t be scared to run an event themed marketing campaign encouraging potential customers to buy from you. It’s also an excellent way for you to align your business, service or product with some community spirit. For example, decorating your store in Fremantle Dockers colours during the Western Derby could help you reach new customers, while also creating some memorable banter with your regulars.
• Run promotions where customers that show their event tickets, or are wearing team colours, receive a special deal. For example, if you own a café offer a free drink upsize when customers show their concert tickets.
• Introduce limited edition products that align with a local event. For example, the next time Katy Perry makes an appearance, introduce a limited dessert item covered in sprinkles and fairy floss.
• Make sure your staff are aware of the campaign and share photos and video clips of them in your social media pages.

Run an online promotion

• Launch a social media campaign. Social media allows you to get creative and engage with your customers across a multitude of social media platforms. It’s also an inexpensive way to get your message across to a large audience at a minimal fee. For example, offer a free remedial massage to the funniest Instagram post your business is tagged into during HBF Run for a Reason or Chevron City to Surf.
• Think of creative ways to drive website traffic by using a special QR code and offering discounts during this period. Discounts not only serve as a ploy to attract more customers, but can result in boosting sales.
• Run a digital marketing campaign. By conducting A/B split testing for example, you can develop digital marketing campaigns to small segments of your target market, testing them against other versions and making small tweaks until you can correctly predict the desired response rate. By doing this, you no longer have to worry about your budget because every dollar you spend will actually be an investment with an expected and predictable return.

The trick is to plan ahead and revisit your marketing strategy to motivate customers to purchase your products and services. Be sure to tailor your marketing campaign to the right audience and think of things that your customers will be looking for.

Yes, local marketing takes some time to master. But don’t worry, the more you interact with your customers and community the easier it gets.

Explore the many on and off-line marketing channels and learn more about how to market your business, marketing tips, how to prepare a marketing plan and our affordable marketing workshops.

More information

Looking for more useful information on how to market your business? We have the following resources to help you:

• attend our practical Marketing your Business workshop
• read our 8 steps to marketing your business
• see our marketing and promotional strategies - including a free marketing plan template.
• learn how to find your customers online with our three easy tips

Photo credit: Tourism Western Australia

Presentation on theme: "SEMII 2.06 Part I Identify ambush strategies to use at other events"— Presentation transcript:

1 SEMII 2.06 Part I Identify ambush strategies to use at other events
Develop viral sport/event marketing strategies

2 What is Ambush Marketing?
Ambush marketing is an emotionally-charged phrase that refers to the practice of appearing to align a brand with an event for which that brand has not paid for the right to be a sponsor.

3 Reasons Businesses Use Ambush Marketing
It’s effective It attracts consumers at the expense of its competitors It is cheaper than being an official sponsor For some smaller companies, it is the only way to be tied in with a large sport event

4 Ambush Marketing used as a Marketing Strategy
A brand associates itself with a sport/event Used to gain market share May sponsor an athlete or team, but not the entire event Handing out free apparel or items with the company name on it

5 Impact of Ambush Marketing on Sponsorships
It could hurt the ambushing company in future sponsorships It hurts event/sport organizations ability to demand high sponsorship prices It frustrates official sponsors that have paid top dollar for the right to sponsor an event.

6 Ambush Marketing in conclusion
Ambush marketing. Ambush marketing is a promotional technique whereby a nonsponsoring business tries to associate with an event in order to gain recognition as a sponsor. There are many strategies businesses can use to engage in ambush marketing. One strategy involves associating with or sponsoring a specific athlete, performer, or team. Sponsoring a person or team is often less expensive than sponsoring a large event such as the Olympics. When a nonsponsor places advertising during a high-profile event and makes an association (e.g., congratulating a medal winner) with someone or something related to the event, it is engaging in ambush marketing tactics. Sales promotion refers to promotional activities other than advertising, personal selling, and publicity that stimulate customer sales. Copyright infringement refers to individuals or organizations that use copyrighted material and are not authorized to do so. Sponsorship is an agreement that allows a company to pay a fee to a team or an event for the right to affiliate itself with that team or event.

7 What is Viral Marketing?
any marketing strategy that encourages users to pass on the marketing materials or message to others.  Also known as “word-of-mouth marketing” This creates an exponential growth pattern, not unlike that of the flu virus, as the material is forwarded from friend to friend, allowing the message to reach millions, if done right.

8 Importance of viral marketing
It is the least expensive option for advertising purposes It can make or break a company Consumers want to hear what the public has to say about a company – it is much more reliable than a paid advertisment

9 Principles of viral marketing
1 - Free Products or Services The majority of viral marketing strategies give away something for free.  Free ringtones.  Free samples.  Free games.  A core principle of viral marketing, is delayed gratification.  You may be giving away free product initially, but understanding that the attention and buzz you can generate from your campaign will pay off in spades down the road. 2 – Spreads Easily YouTube, Facebook, Twitter, etc. 3 – Easy to Scale Make sure your marketing campaign pays off. 4 – Use a Common Human Motivation Should appeal to basic human nature: fear, humor, love. People need to connect with your marketing scheme. 5 – Content is everything if people are not interested, your campaign will never take off 6 – Keep it Simple Old Spice Guy Responds to Fans

10 Mad Men Yourself To help create buzz around the third season of Mad Men, AMC launched Mad Men Yourself, an avatar creator that allowed you to make a stylized '60s version of yourself. The site received half a million visitors in the first week and the Season 3 premiere saw record ratings. Perhaps the most impressive part about this campaign is it's still going strong five years later, receiving updates with every new season.

11 An sender asks the message receiver to forward the message to 10 friends. Viral marketing is a web-based technique in which a marketer encourages people to send or forward its messages to others, usually via . Viral marketing is a kind of online "word-of-mouth" promotional tactic. Stadium banners, blimps, and posters are forms of outdoor advertising.

12 Part D: Plan special events for sports/entertainment
SEMII - Obj 2.06 Part 2 Part C: Explain considerations in using special events as a sales-promotion strategy Part D: Plan special events for sports/entertainment

13 Define Special Event A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience According to The Special Event guru

14 Types of Special Events
Pre-game autograph session/meet & greet Pre/post- game concert for fans Blake Shelton concert prior to Belk Bowl in Charlotte Giveaways to fans Walk-In (first 100 people in the gate get free t-shirt) In-Stadium (pom-pom on every seat in the stadium) In-game contests Half-court shot for $1,000,000 during halftime of Final Four game Community Service Project Donations for V Foundation collected at door Toy for Tots contribution gets discount on ticket

15 Benefits of Using Special Events
Creates excitement for main event Builds additional fan base Maintains existing fan base Creates goodwill Increases revenue (ticket, merchandise, concessions)

16 Barriers to Using Special Events
Takes away attention from main event Disappointment from fans not included Not enough of the giveaway item for all the fans that arrive early Traffic to bad to get to pre-game concert on time High cost of some events Paying performers Paying for giveaways

17 Creating Special Event Plans
Develop strategies for success Define the purpose Start planning well in advance Think about evaluation process after event Make a detailed checklist to ensure organization Create a budget (and stick to it) Consider logistics Traffic, start/end time, shipment of giveaway items from manufacturer, set-up/clean-up, staffing, etc Plan advertising/publicity Evaluate the event SWOT Analysis

18 Sales Promotion Holding a contest during a game or performance. Sales promotion involves promotional activities other than advertising, personal selling, and publicity that stimulate customer purchases. These activities might include a special event such as holding a contest during a game or performance. The purpose of the special event during a game or performance is to attract attention and increase ticket sales. For example, several fans are selected to participate in a skill contest during halftime in an attempt to win a large monetary prize. The contest encourages many people to buy tickets to the event in the hope of being one of those selected. Advertising prices, using telemarketers, and planning an interview are not sales-promotion strategies

19 Example Free autographed baseballs are given to the first 100 attendees on little-league day. Sales promotions are promotional activities other than advertising, personal selling, and publicity that stimulate customer purchases. A special event is any happening arranged for a special reason. Sport organizations often develop sales promotions in conjunction with special events to attract customers and increase attendance rates. In the example, the professional baseball organization has established a special event for the area's little-league teams. This usually involves group sales (little-league organizations), discounted ticket prices, and special recognition sometime during the game. When the professional baseball organization gives away baseballs to the first 100 people who enter the stadium gates, it is using sales promotion in conjunction with the little-league day (event). Statistics and articles are content that usually appear in the team's program and are not examples of a special event or a sales promotion. In addition, logo merchandise sold in the team's retail store and bundled concession items are not examples of sales promotion or special events.

20 Example #2 A pregame autograph and photo session for fans with the team's players. Special promotional events, such as autograph and photo opportunities, are productive ways to increase game attendance. The appearance of celebrities, special half-time or intermission performances or programs, and merchandise giveaways (e.g., baseballs given to the first 200 game attendees) are tools commonly used to increase interest and game attendance. A postgame dinner for the team players and their families does not generate an increase in event attendance. Although distribution of the sports program may generate interest, it does not necessarily increase attendance. Many fans like to eat at a sporting event; however, most do not attend primarily for food consumption and, therefore, food is not a primary factor used to increase attendance to particular sporting events.

21 Part D: Plan special events for sports/entertainment
SEMII - Obj 2.06 Part C: Explain considerations in using special events as a sales-promotion strategy Part D: Plan special events for sports/entertainment

22 Define Special Event A special event is a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience According to The Special Event guru

23 Types of Special Events
Pre-game autograph session/meet & greet Pre/post- game concert for fans Blake Shelton concert prior to Belk Bowl in Charlotte Giveaways to fans Walk-In (first 100 people in the gate get free t-shirt) In-Stadium (pom-pom on every seat in the stadium) In-game contests Half-court shot for $1,000,000 during halftime of Final Four game Community Service Project Donations for V Foundation collected at door Toy for Tots contribution gets discount on ticket

24 Benefits of Using Special Events
Creates excitement for main event Builds additional fan base Maintains existing fan base Creates goodwill Increases revenue (ticket, merchandise, concessions)

25 Barriers to Using Special Events
Takes away attention from main event Disappointment from fans not included Not enough of the giveaway item for all the fans that arrive early Traffic to bad to get to pre-game concert on time High cost of some events Paying performers Paying for giveaways

26 Creating Special Event Plans
Develop strategies for success Define the purpose Start planning well in advance Think about evaluation process after event Make a detailed checklist to ensure organization Create a budget (and stick to it) Consider logistics Traffic, start/end time, shipment of giveaway items from manufacturer, set-up/clean-up, staffing, etc Plan advertising/publicity Evaluate the event SWOT Analysis

27 Question # 1 An athletic shoe company that has no association with the Olympic games runs a television commercial congratulating a track star for winning two gold medals. This is an example of A. sales promotion . B. ambush marketing C. Copyright infringement. D. nondesignated sponsorship.

28 Question #2 Which of the following is an example of a viral
marketing strategy: A. A blimp displaying a sporting-goods retail chain logo flies over a football stadium. B. A stadium banner shows a graphic of an ice-cold glass of a favorite soft drink. C. An sender asks the message receiver to forward the message to 10 friends. D. A local restaurant places a poster of a supplier's product near the building entrance.

29 Question #3 Which of the following is an example of using a
special event as a sales-promotion strategy to increase ticket sales: A. Advertising prices in a community publication B. Holding a contest during a game or performance C. Using telemarketers to contact a target audience D. Planning an interview with a popular columnist

30 Question #4 Which of the following is an example of a sales
promotion that uses a special event to increase high attendance rates at a professional baseball game: A. Baseball statistics and articles are printed in the team's program. B. Free autographed baseballs are given to the first 100 attendees on little-league day. C. The team's logo merchandise is sold in the retail store located in the stadium. D. Concession stands offer bundled food and beverage items for a low price.

31 Question #5 What variable might increase attendance at a professional soccer game? A. A postgame dinner for team players and their families B. Mass distribution of the team's sports program to the fans and media C. Offering a wide variety of food and beverages at the concession stands D. A pregame autograph and photo session for fans with the team's players

32 Thank you Any questions????

Which is an example of a sales promotion that uses a special event to increase attendance rates at a professional baseball game?

Which is an example of coordinating promotional activities?

Which of the following is an example of a viral marketing strategy?

Which of the following is a characteristic of a full service advertising agency?