Numerous recent studies have been conducted to explore the utilization of the marketing mix in fan appeal, retention, and expanding fan base (e.g., Bauer, Stokburger-Sauer, & Exler, 2008; Meehan, Nelson, & Richardson, 2007). Promotion is one of the major elements in the marketing mix and it is a collection of activities designed to stimulate consumers' interest in, and awareness of, the product (Mullin, Hardy, & Sutton, 2007). Such marketing activities should include, but not limited to, advertising, publicity (e.g., exposure in the media), and sales promotion (e.g., giveaways). The purpose of this study was to identify those promotional activities that were most appealing to the fans and motivated them to attend arena football games.
Method
The initial list of promotional activities was created by two university professors in sport management who have tremendous experience in conducting marketing research with professional teams. The list was then further evaluated by the General Manager and the Director of Marketing of the arena football team. As a result, 12 promotional activities were identified. The survey was administrated to spectators (N=336) of an arena football team in the Midwestern region in 2008. Random cluster sampling technique was used so that different sections of the arena would be covered. Fans were asked to rate the importance of the promotional activities that would increase their home game attendance. A 7-point Likert scale (e.g., 1 = Not Important, and 7 = Very Important) was used.
Analysis/Results
Based on the overall mean scores of the 12 promotional activities, Direct Mail and E-mail Offer had the lowest ranking; whereas fans rated Giveaways as the most important factor that would influence their decisions in attending home games. Other high ranking factors included TV Advertising, and Good Public Relations. These high ranking factors, together with Mini-Pack Ticket Plans, showed a significant (p < .05) positive relationship with future home game attendance.
Conclusions
Like anyone else, spectators in this study were tired of those junk mails they received everyday and thus rated Direct Mail and E-mail Offer as the lowest in their priority list. On the contrary, giveaways were always welcome by the fans. In consistent with previous research, this study showed that such marketing activities as advertising, publicity, and sales promotion had an impact on fans' decision in attending home arena football games. For this reason, the team should use giveaways (e.g., bubbleheads) and discount tickets as their major promotional strategies.