LETS
CROSS PROMOTE
Sponsorship
is no loner a matter of just hanging your banner, getting
a bunch of seats and meeting the star. But that is still
an important part. Sports and special events are now part
of the marketing mix and we deliver results. As a result,
we incorporate various types of promotions as part of your
total sponsorship package. Look at this list as offering
twenty basic ideas that we can use in any number of ways
that will help you achieve marketing success. Here goes!
1.
Bounce backs -
Using something at an event to bring the customer back.
For example, being your ticket stub to XYZ store and
redeem it for your product. Or, at some time during the
event, give the customer a coupon that is a special
offering and is redeemed after the event. It literally
“bounces the customer back” to the retail store and
allows the product sponsor to measure sales effectiveness
of their sponsorship as well as the retail stores ability
to do the same.
2.
But one, get one free (BOGO)
- Taken alone, this is a product sale enticement. If
combined with one of the other elements of sales promotion
it can not only increase product sales but also tie-in
with the sponsorship. For example, as part of the BOGO
promotion, you receive a Sweepstakes entry form for a free
trip, free tickets, etc. (whatever you want!)
3.
Contests/Sweepstakes
- this can be unlimited! You can have registration at the
point of purchase, at the event, or through the mail.
4.
Coupons
- These can be either pre-event or at the event. If they
are distributed through a retail facility they can be used
to promote the sponsorship before an event and drive
additional traffic to the event. In fact, the coupon could
be distributed through your retail partner and used for
event admission discount. Or, coupons can be distributed
at the event to drive sales after the event.
5.
IMPORTANT! Data Base Development
- As more and more companies get involved in marketing
directly to their customers, take advantage of generating
list of your customers’ names. Have a booth at the event
where people can participate in a survey, enter a contest,
or just register to win with hourly drawings at the event.
6.
Discounted sales
- Taken alone, it’s a way to drive traffic into a store.
Combined with a coupon or bounceback, it’s a way to
reward an event attendee with an additional “bonus”
for attending. Then combine it with a “register to
win” promotion and you not only measure the results of
attendance at the sponsored event but also generate names
for your data base.
7.
FSI’S - Free Standing Inserts
- These can combine coupons, register to win, sweepstakes,
contests, etc. They are the four-color advertising-only
inserts that are so prevalent in your Sunday paper. For
the Super Bowl along this year, a number of Super Bowl
sponsors participate in a 36-page FSI that was distributed
nationally one week before the big game. This is done at
several major events.
8.
Hang Tags
- Literally a tag that hangs off the product. Again,
design it like a coupon to drive traffic to the event,
entry to win tickets to the event, whatever you want.
9.
Holograms
- Recent Super Bowl tickets have taken advantage of this
promotion concept. A Polaroid concept, it can be used on
program books, tickets or large on-site display. Again, if
combined with any of the other sales promotion ideas
presented here, it can drive traffic, sales, or generate
names for target-marketing. Holograms can become
“collectible” items at your event. (This is big in motor
sports.)
10.
Internet
- Just in its infancy, the entire cyberspace concept is wide
open for sales promotion ideas. Special offers or discounts,
pre-event, can be designed as well as additional
sponsor/event information that would entice the customer to
the event as well as encouraging them to purchase the
product.
11.
Media coupons
- Similar to FSI’s, these are coupons that are included in
coupon mailings, newspaper and magazine ads, and other print
coupon distribution. Again, use them like coupons or bounce
backs to enhance pre and post-events sales and
participation.
12.
On-air promotions
- Using radio, television and cable, you can make the same
offer as you would with coupons only using the electronic
media. Same activity and results as in #11.
13.
On-pack promotions
- These are special offers on the product package. They can
either be cut out or easily peeled off. Similar to coupons
and bounce backs to generate pre and post event coverage as
well as data-base development.
14.
Phone Cards
- Pre-paid phone cards are one of the hottest premiums
currently in use! They can be distributed at the event, with
the sponsors name clearly in evidence, and used to drive
customers back to the retailers in order to get their pin
code activated. Or, they ca be distributed before the event
with the requirement that the consumer must attend the event
to get their specific pin code activated.
15.
Point-of-purchase ties ins
- These can consist of instant coupons at the check-out
counter, on-shelf promotions, ed cap displays with “take
ones”, etc. Again combine with some of the other sales
promotion ideas to enhance results.
16.
Point-of-purchase promotions
- These can include product sampling with coupons,
point-of-sale promotions, contests, etc. And,
point-of-purchase can be at your retail partner’s location
before the event or at the event itself.
17.
Product promotions
- These can include on-pack coupons or entry forms, register
receipt with UPC codes, or any other form of promotions that
is specifically tied to proof of purchase.
18.
Product Sales
- Very simply, sell your product at the event! This is a
viable sponsorship benefit and allows you to add one of the
other promotion ideas presented - coupons, bounce backs,
register to win, and contests - to measure impact and
effectiveness.
19.
Shelf talkers/take-ones
- These are point-of-purchase promotions, usually right
where the product is located on the retail shelves, with
additional incentive for purchase. Similar to coupons and
bounce backs with similar applications.
20.
Web Site Co promote tie into our site and
yours. Real time data and race info with company tie in
specials. Racing events and promotions. Receive feed back on
racing and products. Hit counts available
You
have the basics. Now, let your imagination run wild! Any
number of combinations will help you successfully drive
product sales, measure effectiveness of your sponsorship
investment, and even increase event attendance.
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