TABLE OF CONTENTS After studying this chapter, you should be ableto:
understand the role and value of innovative marketing communications in sports eventsmarketing planning.
understand the process required for achieving successful Integrated Marketing Communications.
identify the marketing communications tools that are available for sports events.
In an increasingly competitive industry wheretraditional media and methods are no longer as effective, sports event managers need to be usinginnovative marketing communication methods. This chapter aims to build up a conceptual frameworkfor the development, planning and implementation of the methods that are now required forsuccessful communication. The focus will be on the importance of effectively integrating a range oftools and techniques to communicate the event.
The chapter is in two sections. The first provides an approach for Integrated MarketingCommunications (IMC) planning and its application for the sports events industry. The secondprovides the event manager with a communications toolbox and considers how personal, interactiveand mass media methods are incorporated into an overall strategy for a sports event.
In a highly creative industry it is disappointing to see so many events. Consider theircustomers as a mass market not use segmentation techniques to determine more focused targetmarkets. It is also disappointing to see them use such a limited range of tools. The approach hastoo often been one of managing promotional choices in isolation from the management of the event.
How many events are undertaking research in an analysis of stakeholders and using thatresearch in decisions about the product, its prices and the...
