Sales Promotion!

Sales Promotion is one of the seven aspects of the promotional mix. Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotional mix.) Sales promotions are varied.

Marketing communications objectives for an event are:

• Awareness
• Interest
• Desire
• Action

Awareness and interest come under advertising, whereas action is Sales Promotion, making the customer purchase an item i.e. a ticket for an event by offering it at a discount price or by winning this in a competition.

Sponsorship

"Sponsorship opportunities at The Arc Show will allow you to enhance your presence and target those at the forefront of the lighting industry."
                                                                                                           Paul Cox

This is saying how a company can promote itself at The Arc show and if they are a sponsor they will stand out as they will be sponsoring the biggest lighting show in Britain and to me the company then looks more important as people will see them as an important figure of the show and not just look like an attendee trying to sell their goods, though that's what they are there to do on as well as make people aware of who they are. With this the people that are the audience who is more likely to purchase goods and those that are important in the industry will be here networking on top of buying products.


At The ARC Show there is a list of companies, taken from the website, that a lighting company who has a stand at the show can be exposed to representatives from companies such as:

2B delighted - A.C. Special Projects Ltd - ACDC Lighting Systems Ltd - Accor Group - AECOM Allaeys LED Instruments - Anglia Ruskin University - Anolis - Arcadia Group Limited - Artichoke Arup Lighting - Basildon District Council - BCA London - BDP - Benjamin West - Birmingham Science Park Aston - Birmingham Women’s NHS Foundation - Bloomberg - Bournemouth Borough Council - British Museum - BSkyB - Bupa Cromwell Hospital - Capita Symonds - Cineworld Cinemas City of London Corporation - Cofely UK - Cooper Controls Ltd - Crescent Lighting - Crossrail Deep Sea Electronics plc - Dixons Retail plc - dpa Lighting - EC Harris - Embassy of Belgium Encapsulite International Ltd - Evitavonni - Fenwick Ltd - Flanders Investment & Trade - Foreign & Commonwealth Office - Formula One Ltd - Foster + Partners - GE Lighting - George UK - GIA Equation - Glasgow City Council - H2 Yacht Design - Hampshire Constabulary - Harrods - Harvard Engineering Ltd - HBA London - Helvar Ltd - Hertfordshire Police - Hoare Lea Lighting - Homes for Islington - House of Commons - iGuzzini Illuminazione UK Ltd - Illuma Lighting - Islington Council Isometrix Light+Design Ltd - ITV Plc - Jacobs UK Ltd - Jaeger - Jason Bruges Studio Ltd - JCDecaux UK Ltd - John Lewis - Jonathan Coles Lighting Design Ltd - Jumeirah Group - Kensington Design & Build Ltd - Kingston University - LAPD - LEE Filters - Leicester City Council - Light Bureau - Light IQ - Liverpool Community College - London Borough of Redbridge - London Borough of Southwark London College of Communication - London College of Fashion - London Metropolitan University London Underground - Mackay and Partners LLP - Megaman UK - Metropolitan Police - Middlesex University - Ministry of Justice - Molton Brown - Moorfields Eye Hospital - National Portrait Gallery National Theatre - NDYLIGHT - Network Rail - New Look - Occhio - Parliamentary Estates - Philip Payne Ltd - QVC - Rose Bruford College - Royal Albert Hall - Savills - Savoy House Europe, S.L. - SILL Lighting UK - Sharp Europe - Southbank Centre - Southend Borough Council - Speirs + Major Studio Caparo - Sutton Vane Associates - Ted Baker - The Bartlett Grad School - The Grapevine Hotel The Light Corporation - The National Gallery - The Perfume Shop - The Theatres - Thorlux Lighting Toshiba - Trust - Transport for London - Travis Perkins - Westminster City Council - Wm Morrison Supermarkets plc - Yanik Allard Architecture + Design - YHA (England and Wales) Ltd - Yo Sushi Mars, Incorporated - XAL Gmbh

Sponsors for The ARC Show, which is organised by UBM, are:

• Mondo
• Property Week
• bd
• IALD

Organised by:		In association with:

These sponsors will feature at the bottom of The ARC Shows website

Sponsors for Frank Warren Promotions and the Groves vs Anderson fight include:

• Zircom Data Communications
• Frank Warren TV
• Box Nation
• OneBPM
• Vigin Active
• Haye Maker
• Jezz Wilcox

 These sponsors don't feature on the bottom of Frank Warren Promotions but they do feature on the bottom of the official website for George Groves and they will also be sponsors that will be printed on the ring floor or on the side of the ring. They sponsor such events as they are all sport related.

"George takes care of business in the ring and I help him outside of it. Working on Team Saint is so different from developing any other business, but in Georges case the ultimate goal is to win the championship of the world and provide the UK with a new role model. The journey has begun."

Adam Garland - Managing director OneBPM

George groves has his own design on his t-shirts which people can buy and you will a lot of these at the event.


Chris Phil has a good reason why this can be effective by saying advertising can reach huge audiences with simple messages that present opportunities to allow receivers to understand what a product is, what its primary function is and how it relates to all the other similar products. This is the main function of advertising: to communicate with specific audiences. I think this relates also to sponsorship as sponsorship can also reach out to a huge audience, and the little messages that he is talking about are things like the t-shirts George Groves's camp has designed so that when people see his logo they can relate this to Boxing and give them incentive to support Boxing.

                                    

The kudos of being able to say ' I was there' is not be underestimated. People enjoy the experience of authenticity and being able to tell their friends, family, work colleagues or even their grandchildren that they were ata particular sports event of note. This aspect can also serve as a driver for sales of merchandise, since this is one evident way of demonstrating this to people.

(Source: Mintel, http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=545505/display/id=576086#hit1)

     

Guy Masterman explains sponsorship objectives by saying there would appear to be a range of objectives that are believed to be attainable through sponsorship. The aim here is to review what is put forward in the literature in order to arrive at the definitive set of potential sponsorship objectives.

These include:

• Direct sales development
• Brand awareness
• Image development
• External corporate awareness
• Internal relations development
• Competitive advantage
• Return Of Investment

(Source: Masterman, G, 2007)

This was taken from an article in The Sun newspaper on the 2nd of September 2011. This article is written by Frank Warren.

 

Frank Warren Promotions also makes tickets available to troops at a discount price or sometimes for free!

"I'm proud to say 2,000 free tickets will be provided to members of the UK Armed Forces and their families at ticketsfortroops.org.uk - first come, first served."

Frank Warren


As you can see here, dear old Frank Warren does make the effort for giving away tickets to troops and sometimes offering them at a discount rate, but on the whole its a not a known thing to get tickets on the cheap for a boxing event, whether it be at Wembley Arena or another venue.
As for The ARC Show, you didn't have to pay to get in, you had to register unless you were with the company or one of the stools of course.
Other than this Frank Warren does not do anything else in the way of sales promotion. Not only is this just down to him being all about the ££££££££, he also feels that he will not need to do much sales promotion as he believe most fights that Frank Warren Promotions put on, sell out, and if they don't, they never fall too short.


Sales Promotion is a range of tactical marketing techniques, designed within a strategic marketing framework, to add value to a product or service in order to achieve a specific sales and marketing objective.


At the end of the day Sales Promotion is a BRIBE!!!