Local Media Promotion Of The B.A.C., Element Of The Sport Marketing Strategy

Abstract

Our work is based on the premise that the success of a competition depends mostly on the specific marketing actions, which have to be much more diversified and more efficient in the Romanian cities where no competitions of the same level have taken place for a very long time and local media can be a very important factor in this approach. The aim of the research was to increase the performance level of local and national Athletics - by promoting the international competitions in the media the Romanian and foreign athletes who participated in the competitions and it was considered that the promotion of international athletic competitions in the local media, organized by the Romanian Athletics Federation in partnership with the local administration in Pitesti, is a marketing action that facilitates the increase of the spectators at the sport event and determines their active participation in stimulating, encouraging, supporting the athletes to achieve valuable performances. Research results highlight the fact that a marketing strategy where the "3 M", Methods, Means, Materials are effective, and promoting the event and attracting the public to the stadium is successful. The paper presents the elements of the marketing strategy developed and implemented by the media in Pitesti and the results of its implementation at Senior Balkanic Athletics Championships, 2016 from the perspective of spectators and the Romanian team components.

Keywords: Athletics competitionpromotion mass-mediamanagementmarketing

Introduction

Our research aimed to satisfy the five categories of reasons that attract the sports consumer, "Big 5 Sport Motives" (Shilbury, Quick, & Westerbeek 1998, pp. 48-49).

Taking into account that the marketing activity puts the customer in the spotlight, it is normal for the product to be made in accordance with its requirements and needs (Shank, 2005). Around the sporting product are the elements of the marketing mix, in the design of which the organization must take into account the specific characteristics of the sport activity in general and of each particular sport (Niță, 2016; Niță, 2017; Niță & Mihăilescu, 2017) Considering that the organization of an event "involves an ample process of management of infrastructure, allocated staff, budget and time (Constantinescu & Gheorghe, 2015) and that promotion is "that part of the company's communication process, using a set of specific methods and techniques (materialized in promotional activities), try to influence the behaviour of its current and potential clients in order to obtain the best results (profits) for a longer period of time" (Anghel, 2009, p.48) and that the implementation of the promoting involves (Schwarz & Hunter, 2008, p. 200) several synergistic actions, we have materialized the elements of the marketing mix in the promotion of the Balkan Athletics Championship (B.A.C.) the 75^th edition, Pitesti, 2016.

It was considered that the promotion of international athletic competitions organized by the Romanian Athletics Federation in partnership with the local administration in Pitesti was considered to be a marketing action that facilitates the increase of the spectators at the sport event. The local mass media promotion of the Seniors Balkan Athletics Championship, 2016 edition, organized by the Romanian Athletics Federation in partnership with the local administration in Pitesti, determines the creation of an environment favourable to materialize / maximize the performance potential of the athletes in the competition.

Problem Statement

The Athletics Federation of Romania, affiliated to the Balkan Athletics Association, has organized the 75^th edition of the Balkan Athletics Championship, which took place from 25-26 June 2016 at the Nicolae Dobrin Stadium in Pitesti. The sport event was organized for the third consecutive year by the FRA, each time in the same location. The media commission's mission was, as far as possible, to target the marketing strategy of all parties involved in the 75^th edition of the Balkan Athletics Championship, Pitesti, 2016: Romanian Athletics Federation, athletes, coaches, public and sponsors.

Research Questions

Our strategy focused on the promotion of the participating athletes, their results, the importance of the competition - the 75^th edition, the posters and flyers produced and distributed for the contest, the news and the broadcasts made before the start of the Balkan of Athletics and during the it. Our research and analysis was based on the views of the RAF, the athletes and the public on how to promote media competition. We considered it important to know the structure of the public in four categories:

• depending on how they participate in sports competitions (active, passive participants);

• depending on your attachment to sports (spectator, TV viewer, sportsman, amateur);

• depending on the involvement in sport reasons (fans of a sport, fans of an athlete, fans of a particular event, etc.);

• depending on sport behavior (temporary fan, local fan, devoted fan).

Purpose of the Study

The objectives of the media marketing strategy were:

1. Informing the public about the organization of the Balkan Championship Athletics, 75th edition, Pitesti, 2016;

2. Improving the image of the RFA by promoting organizational quality and notoriety increasing through performances of Romanian athletes;

3. Positioning the Romania's team as an important member of Athletics Balkan level;

4. Attracting young people from Arges County and not only to practice Athletics;

5. Gaining confidence from local authorities on behalf of sponsors to invest in Athletics.

Research Methods

In order to promote the competition and to carry it out in the presence of a large audience, a competition promotion committee was organized at the local media level. (Figure 01 )

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In order to streamline the action to promote the competition, efficiency that represents the case study in our research, we had analysed the techniques of promotion from the perspective of the advantages and disadvantages of the uses, inventing the main specific communication tools and techniques. Thus, the elements of the marketing strategy have been elaborated and its implementation has been implemented. (Figure 02 )

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In promoting the competition we used a unidirectional communication system consisting of the following components: source of information-message (i.e. the information or idea to be broadcast); the message broadcast channel (representing the real message support); the receiver of the information (consumers, distributors, etc.).

The following means were chosen to promote competition: written press; the television;

• advertising through electronic media - we refer here to media sites and social networks. The competition was promoted by various sites in Arges County, sites that have a large number of visitors daily. And this means of information is based on the rapid possibility of transmitting information and updating it permanently. In addition, a Facebook page was created specifically for the competition, which contained information about the contest, but also about the Romanian athletes participating in the competition. The page was successful, with a large number of views for each post.

In addition to these methods that were used in the competition promotion strategy, others have been used in connection with advertising: (Table 01 )

• outdoor advertising - by using banner poster for advertising purposes, applied around sports grounds in Pitesti, Pitesti City Hall, Argeş Prefecture, DJST Arges, etc .;

• direct advertising - by the controlled transmission of messages to a specific group of people, involving the communication action aiming the informing and attracting spectators to the competition. In case of the direct advertising, at the media committee advice, athletes who participated in the competition came in direct contact with the public, sharing flyers with viewers and sharing information about the competition.

Extremely important were the prints (banners, flyers), which were a very effective means of promotion because of the direct contact they had with the target audience

Findings

The athletes' information on the Facebook page concerned the year of birth, the best result of the career, the best result of the year, the current club, the coach and the track record so far. (Figure 03 ).

Posts have been successful with the public, the created Facebook page having an impact of hundreds among the people who appreciated the page, as well as the posts regarding the contest, the program, the athletes, etc. - the posts with the hundreds of votes.

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As part of direct advertising, the flyer was the first of its own initiative, and thus a first direct contact was created; the public could find out about competition and could be attracted to follow the contest. (Figure 04 )

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In order to evaluate the effectiveness of the competition promotion we developed and validated a questionnaire of 21 items that we handed to a sample of 100 spectators present and a questionnaire of 28 items distributed to 50 participating Romanian athletes to the competition.

In the following figures (Figure 05 , 06 and 07) we have suggested some aspects that reflect the effectiveness of our strategy in the two categories of subjects: spectators and athletes.

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From the survey we found that to a large extent the public understands the positive role it plays in achieving the performances of the athletes.

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Conclusion

Depending on the appetite for Athletics, the public comes to the stadium to watch athletic competitions: 47.05% of those surveyed come to each Athletics contest, 23.52% only attend international competitions, 23.52% follow national competition, and 5.88% participate as spectators occasionally at athletic competitions. It is also important that the audience knows from the athletes participating in the competition, which also speculated very well by the media, by promoting the important athletes before the competition. 100% of the respondents are willing to receive information about Athletics through the media.

References

1. Anghel, L.D. (2009). Promotion techniques. Lecture note, Retrieved from www.langhel.ase.ro/tehnici%20promotionale.ppt.
2. Constantinescu, M. & Gheorghe., C.D. (2015). Sport Marketing, Bucharest: ASE.
3. Niţă, G. (2016). Mass-media and sport – Influences, elements of competition and promotion by sport marketing, research report I, University of Pitesti.
4. Niţă, G. (2017). Preliminary study concerning the organizational environment and its relation mass-media in Athletics competition promotion, research report II, University of Pitesti
5. Niţă, G., Mihăilescu, L. (2017). Contributions to identifying the sport marketing relationship - the media, in promotion of the International Athletics Championships. Scientific Report Physical Education and Sport, 10 (1), 218 – 222.
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