SPMA 3P95

Feb 9th
Section 1
Miller, Shaad, Burch, & Turner (1999)

 They discuss six types of promotions, as well as seven points to consider when choosing,
planning, and executing quality promotions.
Types of promotions
1. On-field (on-ice, on-court, etc.)
 The playing surface is the focus of spectator attention, so they are used to directing their
attention toward it.
 Advice:
a) If using contestants, have them selected and organized well in advance.
b) If using contestants, have backup contestants ready.
c) Have contestants sign a waiver if necessary.
d) Do not assume a spectator assumes a promotion.
e) Focus on the visual aspects of the promotion.
2. In-park or in-arena promotions
 “Inside the facility, but not on the playing surface”:
o Concourse display
o Contest giveaway (register to win the prize)
o Double mention contest (mentioned twice at different points in the game)
o Lucky numbers contest (random number in the program)
o Delivery of a game item (prize delivered to winner’s seat)
o Giveaways (as spectators enter or leave the facility)
3. Event Promotions
 Center on a single event, game, or match (such as fireworks, The Famous Chicken, post-
game concert)
 When planning, sport managers should consider:
o Communicating the event opportunities.
o Maximizing group sales opportunities.
o Ensure the event promotion doesn’t conflict with the sport organization’s
mission.
o Use care when scheduling the event.
4. Off-site promotions
 Such as clinics, camps, school/hospital visits, etc. – often performed as community
relations.
 To maximize effectiveness, consider the following:
 o Make every effort to collect names of prospective fans visiting the off-site
promo.
o Contact the media well in advance.
o “Scout” the site beforehand
o Provide lots of time/good instructions to your staff/players.
o Communicate frequently with the contact person.
o Be well-organized and enthusiastic.
5. Full-season promotions
 Not just a single game, but