Target audience: Low income families with young children and 18-35 year old women.
V. MARKETING TACTICS: Tactics explain how to carry out strategy. List every action required to implement
each of the strategies identified above.
A. Tactics in this section are built around the following elements of the marketing mix: Product or Service;
Promotion; Price; and Distribution (Place).
B. Use the following to assist you in developing your marketing strategies:
1. Describe the PRODUCT. How will you POSITION or REPOSITION your event or product? Do you need
to create/adjust your logo?
2. PRICES must be established for each product line or service. Pricing objectives must match objectives
for product lines. Describe the PRICING OBJECTIVE for each product line or service. Identify which pricing
tactics-penetration pricing, meet-the-competition, skim pricing, promotional, etc.-you will use.
3. Describe the DISTRIBUTION for each product line or service. The use of new channels of distribution
often offers opportunities to gain a competitive edge (differential advantage). Examples of distribution
channels include direct mail, door-to-door sales, electronic shopping, site flexibility, etc.
4. PROMOTION (include ADVERTISING, PUBLICITY AND SALES). Prior to developing your budget it is
imperative that you determine what is desired of your promotions and advertising. Keep in mind that in
every sport organization there are limited resources. Therefore, resources should be employed where they
will have the greatest “bang for the buck”.
• Creative component: This is an essential core of your approach; what sets you apart; develop a SLOGAN
or THEME for your campaign.
• Promotion tactics: necessary to increase attendance, ticket or merchandise sales, create greater market
share, or accomplish marketing objectives. Examples include sampling, give-aways, couponing, public
relations, premiums, point-of-purchase displays, contests and sweepstakes, and specialty advertising.
Sales promotions are especially useful for introducing new products or in the face of extreme competition.
Match your promotion tactics to your objectives and strategies for each event, product line, or service.
• Identify the type (media, print, radio, television, specialty, direct mail, point of purchase, or other), the
approximate cost, frequency, and size of the advertisement.
VI. IMPLEMENTATION AND CONTROL
A. ACTION PLAN
1. Present a calendar or chart showing what promotions, ads, etc., will be used, and the month the activity
is due to be completed.
B. BUDGET: the proposed budget should reflect the projected costs associated with the marketing plan.
C. EVALUATION: how are you going to measure if your goals and objectives are met? Was a benchmark
needed, if so, when and how was that measured?