PR-187 Posttest: Part I

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

Traditional promotions lose their appeal.

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

A 50%-off coupon

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

A chance to win a ski trip

When you ask, "How will my customers receive this sales promotion?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing?

Determine delivery.

When you ask, "How will my customers know about this sales promotion?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing?

Determine how to get the news out.

When you ask, "What does this sales promotion offer to customers?" which step in the process of generating "out-of-the-box" sales promotion ideas are you completing?

Determine incentive.

The football team that Kandace works for is in desperate need of some positive publicity. Kandace comes up with an "out-of-the-box" sales promotion idea that involves offering discount tickets through local grocery stores. Her boss tells her that while the promotion may work, it doesn't generate the excitement they need for better public relations. What question did Kandace fail to ask herself about her idea?

Does this sales promotion fit with the overall marketing plan?

Josh works in marketing for a senior citizens' golf league. He suggests an "out-of-the-box" sales promotion in which league participants receive discount coupons to the local water park, but his boss doesn't think that's such a good idea. What question did Josh fail to ask himself about his idea?

Does this sales promotion reach my target audience?

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.

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's putting a new twist on an old idea.

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 competition.

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's brainstorming.

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 particular source or technique.

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

Your game/event stands out from the competition.

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

the industry is so highly competitive.