5.01: Out of the Box Promotion (S&E I)

Why do traditional sales promotions often fail to increase attendance at sporting events?

• Fans don’t respond to traditional advertising.

• Traditional premiums don’t give fans any incentive.

• Traditional promotions lose their appeal.

• Sports fans are not loyal customers.

Which of the following is an example of a sales promotion:

• A 50%-off coupon

• A television commercial

• A personalized sales presentation

• A press release

Which of the following is a sales promotion that would meet a customer’s unique desire:

• A discount of 20%

• An advertisement

• A 30%-off coupon

• A chance to win a ski trip

Sales promotion is a major part of sport/event marketing because

• there aren’t very many sport/event customers.

• the industry is so highly competitive.

• the most important task in sport/event marketing is ticket sales.

• the industry can get very boring.

Which of the following is a benefit of “out-of-the-box” sales promotions:

• You will break all previous ticket-sales records.

• Your game/event stands out from the competition.

• You will have fewer competitors.

• Everyone will have fun at your game/event.

What is the first thing you should understand when setting out to develop “out-of-the-box” sales promotion ideas for your game/event?

• There is no way to be prepared for inspiration.

• You need a certain amount of education to do so.

• You need a certain amount of experience to do so.

• There is no particular source or technique.

Brian needs to generate some “out-of-the-box” sales promotion ideas for an upcoming tennis tournament. He’s not sure how to start, but he does know that the tournament’s marketers want to reach the 18- to 35-year-old crowd. How is Brian prepared for inspiration?

• He knows his target market.

• He knows his competition.

• He’s putting a new twist on an old idea.

• He’s brainstorming.

Shannon needs to generate some “out-of-the-box” sales promotion ideas for the concert tour she works on. She’s not sure how to start, but she knows that a similar concert tour had great success last year with ticket contests on local radio stations. How is Shannon prepared for inspiration?

• She knows her target market.

• She knows her competition.

• She’s putting a new twist on an old idea.

• She’s brainstorming.

Marcus needs to generate some “out-of-the-box” sales promotion ideas for the WNBA team he works for. Last year, they placed coupons in the local paper, but Marcus is afraid that promotion might be ineffective if they try it again. Instead, he’s thinking of creating a “coupon scavenger hunt” that sends fans all over town searching for free and discounted tickets. How is Marcus prepared for inspiration?

• He knows his target market.

• He knows his competition.

• He’s putting a new twist on an old idea.

• He’s brainstorming.

Chelsea needs to generate some “out-of-the-box” sales promotion ideas for a charity walk/run event, but she’s stuck. So she gathers all her colleagues together for a 30-minute meeting and asks them to share as many ideas as they can during that time frame. How is Chelsea prepared for inspiration?

• She knows her target market.

• She knows her competition.

• She’s putting a new twist on an old idea.

• She’s brainstorming.