SportsTurf provides current, practical and technical content on issues relevant to sports turf managers, including facilities managers. Most readers are athletic field managers from the professional level through parks and recreation, universities.
Issue link: https://read.dmtmag.com/i/147380
national food product at a professional baseball stadium is…"zero." Actually, the difference is several zeros. The Little League sign may be seen by hundreds. The Major League sign will be seen by millions. Not surprisingly, the Little League sign cost hundreds while the Major League sign may cost hundreds of thousands (or even millions depending on terms). Sponsors of Major League Park advertising have large and expensive advertising agencies that analyze every ad purchase. If these experts consider this a sound advertising investment, it should be clear that advertising at your athletic facility will also be a sound investment by simply changing the number of zeros. Advertising value is determined based on three primary considerations: Target Audience. While some businesses want to reach "everybody," most would prefer to target their dollars to reach their best prospects without wasting money giving exposure to people who are not good prospects. If a business is advertising on TV www.stma.org While some businesses want to reach "everybody," most would prefer to target their dollars to reach their best prospects without wasting money giving exposure to people who are not good prospects. to reach children, they'll buy time on Saturday morning children's programs. Similarly, you should develop your sales presentation to show how different options reach different target audiences. Cost per exposure. Businesses want to know how much it will cost to reach a given number of people. The simplest form of this is calculated as Cost Per Thousand. If a newspaper ad will be seen by 10,000 people and the ad costs $500, the cost per thousand is $20. The trick, when competing with newspapers, is to recognize that only a small percentage of newspaper readers will even notice any given advertisement. Of those, a smaller percentage will read the ad. An even smaller percentage will be within the advertiser's primary target group. Here's a test. Name five advertisers you noticed in the last newspaper you read. Of the five you noticed, how many did you read? Now think about being on the sidelines of a football game. You can't help but notice the advertisement on the scoreboard or on the front of the bleachers. Retention. Retention of an advertisement is difficult to measure. We know, and common sense would confirm, that people retain information better when they see it repeatedly over an extended period of time. Consider, therefore, the re- SportsTurf 13