Promotional mix
It is very important to promote the functions of the stadium so that it can attract the people for the activities that are taking place. This will also help in increasing the sales of the place and generation of revenue. The promotional mix will help in sponsoring and advertising the place so that it can help in increasing the level of sales. One of the major methods is through advertisement so that the advertisers can communicate with the people regarding the place and the activities that take place within it (Davari & Strutton, 2014). The campaign regarding advertising also needs to be done so that the messages that are exclusively for marketing can be bought out to the people with a certain time period. The integrated promotion of the brand will also result in increasing the level of awareness so that the preference of the sports products can be increased among the people.
The main function of the promotional mix will be to merchandize the products and services so that it can help in increasing the sale of the tickets. Since stadium cannot be sold nor its products, the promotional mix will state the way it can brand itself. This will increasing the level of awareness in the market so that it can create a positive outcome (Mihai, 2013). It will also help in changing the decisions of the customers with respect to the Wrigley field. The promotional strategy that will be taken up by the stadium will help in gaining a competitive advantage over the other places that are present in that area.
The promotional events with respect to Wrigley Park will be targeting the customers from all segments, as the prices of the tickets will be kept at a minimum level. The major segments that the park will be targeting will be all the sports loving person or is developing an interest in baseball and football as well as concerts so that people who love music can also attend. This will help in increasing the number of footfalls in the place as well. The event will also help in attracting the families to the place so that it can result in building up the bond between them and spend time together as well. The families and individuals who have a lower level of income can also visit the place, as the tickets will be priced at a different levels, which can be purchased by them (Shank & Lyberger, 2014).
The park will position itself in the ‘low price, high quality’ segment, which will help them in attracting the public from all backgrounds. It will also help in increasing the rate of attraction, as the tickets will be priced minimally that will attract many people. The goodwill of the place will also attract more number of people so that they can enjoy the games that are being played in the stadium (Charumbira, 2014).
The major strength of the promotional activity is that it will help in educating the customers regarding the type of products and services that is being offered by the enterprise. It will also result in increasing the base of customers for any event that is being held in Wrigley Park due to the promotional initiatives that are being taken up. It will also result in placing the capital resources in a proper manner so that it can result in marketing the place in an effective way, which will increase the level of attractiveness in the market as well (Mihai, 2015).
Targeting and positioning
The weakness of the promotional strategy is that the favourable conditions need to be seen so that the promotion of the place can be highly effective. The calculation is very important that will result in increasing the level of attractiveness of the place in the market. The competitions that are present in the area also needs to be checked so that it can be analysed, which will result in increasing the competitive advantage of Wrigley park (Irem, Sabri & Amjad, 2015).
The major opportunity of the park is that since it is a historic place, people will get attracted to the events that are taking place in the area. The favourable conditions need to be assessed so that it can help in improving the promotional plan of the place as well. The major advertising platforms need to be identified so that it can help in increasing the level of attractiveness with respect to the place in the market as well (O’Reilly & Horning, 2013).
The major threat from the promotional strategy are the competitors who are present in the area. This will result in hampering the reputation of the place due to the huge competition that is provided by the competitors (Koc, 2013).
It is a type of paid media that will help in increasing the awareness of the stadium with respect to the activities that are taking place. The advertisement can be done through newspapers, magazines, television, game programs and radio as well, which will increase the rate of attractiveness in the market (Lorgnier & Su, 2014). The concept of sports and arts need to be mixed up by the advertisers so that it can create a better concept to portray the iconic Wrigley field. This medium is controlled in nature, which helps in crafting the messages in a creative way so that the contents can help in influencing the people to a great extent. However, one of the major disadvantage is that the reach is not great for the message. The frequency of the advertisement is also very less, as it is restricted to a particular area (Kunkel, Funk & Hill, 2013).
It is a type of promotion that takes place through a partnership between the event that is taking place and the corporate identity. This type of promotional mix is based on the exchange theory where the corporation provides the capital for the even to take place in a proper manner. It also helps in increasing the return on investment (ROI) so that both the parties can grow as well. The sponsorship also helps in increasing the image of the place as well as increase the audience for the event to be successful (Charumbira & Charumbira, 2015).
The use of public relations will help the Wrigley Park to build a better image so that it can help in building a better level of relationship between the community and the group. The cordial relationship will help in increasing the level of communication between the groups so that it can help in providing all the necessary information resulting in increasing the reputation of the place (Finch et al., 2013). The use of publicity will result in increasing the level of attractiveness of the place with the help of a third party so that it can be published in the print media as well as radio, internet and television. The use of public relation will also help in spreading the information regarding the sporting activities and improve the relation with the media (Pitts, 2017).
SWOT analysis for promotional strategies
Social media marketing is the process through which the enterprise can advertise their products, services or event in an online manner. This can be done with the help of the different social media platforms so that it can increase the number of people towards them. The use of social sites will also result in increasing the number of views among the people so that they can get all the necessary information with respect to Wrigley Park, since it is an iconic place in the United States of America (Bohutsana & Akpata, 2013).
The main idea of social media marketing is that it does not need to be creative but the major elements need to be present so that the advertising campaign can create an impact on the customers and spread brand awareness (Sandler & Shani, 2015). The level of communication through the social media has to be more so that it can help in providing the necessary information to the customers regarding the products and services that are being offered. The 4E Framework of social media marketing helps the advertisers in advertising their products in a better manner by following the items that are present (Garland & Hautbois, 2013).
The first one in the framework is entertain that will help in solving the problem in an entertaining manner. The advertisers need to promote the field in an entertaining way on the social media so that it can help in attracting the attention and interest of the people (Kunkel, Funk & Hill, 2013). A striking picture with a good caption on the social media platform regarding Wrigley Park will also result in spreading awareness about the area so that it can arouse the interest of the people. The image should result in selling the main idea of the product to the people so that the business can thrive in the market (Finch et al., 2013).
The second content in the framework is education where the advertisement has to be done in such a manner that will educate the people regarding the activities that will take place within the stadium. The quality of the stadium needs to be given in the advertisement so that it can result in increasing the rate of attraction among the people with respect to the games and concerts that are being held in the stadium (Uren, Sabri & Amjad, 2015). The advertisement that will help in educating the people will also result in attracting them towards the venue so that the sale of tickets can be increased with respect to the events that are taking place. It will also help in nurturing and gaining the trust of the people by educating them regarding the services that are offered by the stadium (Koc, 2013).
The third factor is known as engaging the content, which needs to be done after the audience has shown interest in the product or the service. It is important for the advertisers to keep their people engaged so that it can result in consuming the products and services (Mihai, 2013). The function of the sales funnel will help in increasing the level of engagement among the consumers so that it can be beneficial for the stadium as well. The advertisers need to use the problem-solving techniques so that it can help in building the community and encourage the people in sharing and communicating the messages that has been shown in the advertisement (O’Reilly & Horning, 2013).
Advertising
The fourth and the last factor is known as empathy that will help the advertisers in creating a custom audience in the social media platform for the advertising regarding the stadium. It will also help in segmenting the customer based on their likes and dislikes so that the message can affect the people who have shown interest (Mihai, 2015). Since the games that are hosted in the stadium can help in increasing the bond between the families, the advertisers need to capitalize on it. This will help in increasing the level of commitment and communication between the advertisers and the people as well. The segmentation that will be done by the advertisers will help in increasing the level of consumption among the people with respect to the activities that are taking place in the stadium (Lorgnier & Su, 2014). The use of the 4E framework will help the advertisers in advertising the place on the social media platform in a proper manner. It will also result in increasing the level of attraction with respect to the games that are being held in the area so that the sale of tickets can be increased. Moreover, it will also help in increasing the level of profits for the event as well.
References
Bohutsana, B., & Akpata, D. (2013). Marketing Sports Facilities: Perspectives from Botswana. ICHPER-SD Journal of Research, 8(2), 26-32.
Charumbira, L. T. (2014). The Effectiveness of the Sports Marketing Strategies Used by Zimbabwean Collegiate Sports Federations.
Charumbira, L. T., & Charumbira, J. (2015). The Use of Sport Sponsorship as a Brand Equity Building Tool by Zimbabwean Companies.
Davari, A., & Strutton, D. (2014). Marketing mix strategies for closing the gap between green consumers’ pro-environmental beliefs and behaviors. Journal of Strategic Marketing, 22(7), 563-586.
Finch, C. F., McCrory, P., Ewing, M. T., & Sullivan, S. J. (2013). Concussion guidelines need to move from only expert content to also include implementation and dissemination strategies. Br J Sports Med, 47(1), 12-14.
Garland, R., & Hautbois, C. (2013). Sport marketing management and communication. Managing the Business of Sport: An Introduction, 209.
Irem, K., Sabri, P. S. U., & Amjad, Z. (2015). SPORT SPONSORSHIP AS A PROMOTIONAL TOOL: AN EXPLORATORY STUDY IN THE CONTEXT OF BANKING SECTOR OF PAKISTAN. Science International, 27(4).
Koc, M. (2013). Sport sponsorship as a promotional tool: special focus in Albania Business-to-Business (B2B) Perspective. Creative and Knowledge Society, 3(2), 28-38.
Kunkel, T., Funk, D., & Hill, B. (2013). Brand architecture, drivers of consumer involvement, and brand loyalty with professional sport leagues and teams. Journal of Sport Management, 27(3), 177-192.
Lorgnier, N., & Su, C. J. (2014). Considering coopetition strategies in sport tourism networks: a look at the nonprofit nautical sports clubs on the northern coast of France. European Sport Management Quarterly, 14(1), 87-109.
Mihai, A. L. (2013). Sport marketing mix strategies. Cross-Cultural Management Journal, 2(28), 76-81.
Mihai, A. L. (2015). The Sport Marketing Management Model. SEA-Practical Application of Science, 3(2), 297-303.
O’Reilly, N., & Horning, D. L. (2013). Leveraging sponsorship: The activation ratio. Sport Management Review, 16(4), 424-437.
Pitts, B. (2017). Sport Marketing. Understanding Sport Management: International perspectives, 184.
Sandler, D. M., & Shani, D. (2015). Sports Marketing in Action: A Day at the Super Bowl. In Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference(pp. 346-350). Springer, Cham.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge.
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