week 10: communications Flashcards
what is apart of the marketing mix?
- promotion
- promotional mix
promotion
communication that will reach the target market
components of promotional mix
- advertising
- personal selling
- sales promotion
- sponsorship
- publicity
- public relations
advertising
paid and controlled by the organization
personal selling
a person that tries to sell one or many things (ie. tickets)
sales promotion
discount to stimulate sales
sponsorship
partnership between two entities
publicity
awarded indirectly to the organization
Public visibility or awareness through media for a product, service or organization, not directly paid for
Media relations → deep understanding of media and relationships built between the sports organization and media members over time
People employed within media organizations or outlets
Medium of mass communication
Anything in audio or visual from the presents or represents sport to an audience
public relations
interactions with the public
publicity strategies
- press release
- press conferences
- media kit
- media training
press release
communicate information at a low cost
press conferences
highlight important events
media kit
motivate the media
media training
make key employees media literate
public relations
planning and management of contacts and interactions between the public and the sport organization, reputation management
public relations strategies
- stakeholder management
- CSR
- sponsorship
- events
- social media
digital media
any media that can be encoded in a machine-readable format, and can be created, viewed, distributed, modified and preserved on computers
social media
a web-based service that allows individuals to
- Construct a public or semi-public profile within a bounded system
- Articulate a list of other users with whom they share a connection
- View a transverse their list of connections and those made by others in the system
what makes social media different?
Cost-effective
Embraces interactivity, collaboration, and co-creation above one-to-many communication
Integrates communication and distribution channels
Provides opportunities for customization
Delivers superior speed for the delivery for information communication and feedback
content strategy
- Chose social media marketing goals that align to business objectives and brand values
- Learn everything you can about your audience
- Know your competition
- Do a social media audit
- Set up accounts and improve profiles
- Find inspiration
Know your voice - Create a social media content calendar
tracking your metrics involves
- awareness
- engagement
- conversion
- consumers
awareness (tracking your metrics)
illuminate your current and potential audience: brand awareness, audience growth rate, post reach, potential reach
engagement (tracking your metrics )
shows how audiences are interacting with your content: applause rate, engagement rate, amplification rate, virality rate
conversion (tracking your metrics)
demonstrates the effectiveness of your social engagement: ie. Cost Per Thousand impressions, social media conversion rate, conversion rate