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Asp Hawaii Promotion Plan
- 1. Promotion Plan ASPHawaiiBy Paul Vella, Christian TuyayYu-Chi Chu, Yu-Chi Hsu, andMai-Karin Midttun
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- 6. Promotion planASP(Association ofSurfing Professionals)Originated in Australia in 1976
- 7. Promotes world championsuring contests
- 8. Has divisions inseven regions
- 9. Australia, Europe, NorthAmerica, Hawaii, Soth American, Africa, and JapanExpanded the competition to include all disciplines of the sport in 2007Added World Longboard Tour, Billabong World Junior Championships, and female professional sufers
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- 11. Situation Analysis InternalEnvironmentMission To promote the interest of professional sufers by offring sponsorships and providing different surfing contests.Objectives Basic objective: to help surfers to do what tehy love, SURFING! Future vision: to have a strong reconviction of professional sufers worldwide
- 12. Situation Analysis InternalEnvironmentCurrent Marketing Strategies Posted the sponsors’ advertisements at the surfing events
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- 18. Situation Analysis ExternalEnvironmentEconomic Environment The expense of sufers: surf board, enter fee of contests
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- 21. Situation Analysis ExternalEnvironmentRegulatory Environment ISA-International Surfing Associaion, which is recognized by international Olympic Committee (IOC), IOC has the right to govern all wave riding activitiesSocial and Cultural Environment Safty concerns
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- 23. Could be accepted by any culture and raceSWOT- Analyze StrengthsFavorable Market positionLocal presences Experience over 25 yearsGrowing sportNo limit in age and genderNon-profit organizationMultiple division event – lower overall costWeaknessesHighly regionalLack of brand recognitionEvents are depending on weather – water swellsDependent on sponsorsCost and production of webcasting
- 24. SWOT-Analyze cont. OpportunitiesSignificantupside potential Technological advantagesEntered the Social network : Facebook groupThreatsLimited barriers to entryLoss of event to competitorsCompeting with other regions for the same sponsors
- 25. Promotion ObjectivePromotion ideasfor the ASPContinue to promote ASP Hawaii tours
- 26. Continue to seeksponsor based on surf clothing and energy drinks companies Set promotion objectivesThe promotion efforts for ASP Hawaii are to continue to find sponsorships to hold events and to provide as much opportunities for Hawaii Amateurs and Professionals to develop their skills and succeed at the highest levelBrainstorming ideas to increase the surfer’s development
- 27. Promotional Strategies Leverageexisting ASP market position and network developed over the past 20 years with a focus on a “leverage salesforce strategy” ASP has a strong market presence in Hawaii promoting surfing events for 20 yearsContinue to promote the ASP brand within the surfing community by advertise in surfing trade publications & ASP website Foundation of ASP product (advertising venue or communication channel for Hawaii Businesses) is their viewer base or followingExpansion of ASP viewer base will improve the value of the ASP product. Stronger value and client benefits enable ASP to charge higher sponsorship fees.
- 28. Promotional Strategies –Leverage SalesforceLeverage Salesforce concept focuses on salespeople on selling more complex and customized products to large accountsAdvertising industry is highly competitive and sensitive to economic changesBusiness development requires a dedicated & knowledgeable sales teamA successful business development strategy expands beyond the Marketing and Sales Dept and requires a company wide focus (especially Executives) Capital investment in training is required to be successful Expansion of the sales team is necessary to properly service existing relationships and prospects new accounts
- 29. Promotional Strategies –Sales Force The sales force will be tasked with responsibility to expand client base and grow advertising income. Saleforce StrategyIdentify prospective companies that have the financial wherewithal and which will benefit from advertising with ASPCommunicating the ASP brand & benefits to existing prospective clients. Develop & present sales proposals to clients. Managing and maintaining existing client relationships.
- 30. Executive summary Associationof Surfing Professionals (ASP) is a non-profit organizations formed in 1976 to protect the interest of professional surfers. ASP Hawaii is one of ASP`s division, and are located on Oahu Hawaii. ASP have done a great job promoting the surf industry and create contests, HOWEVER there is still low awareness of ASP which has result in lack of sponsors. Therefore we recommend that ASP Hawaii to hire a sales person with industry expertise and market insight. And to use a leveraged sales force approach to increase advertising fee income from event sponsorships, which is the key component of ASP’s revenues. The mission is to get sponsors and increase sales revenue by 10% growth and net income with 5% growth from prior fiscal year. The detail of which is followed
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- 32. Action Plan- SalesForce
- 33. Action Plan –Purpose & OverviewPurpose of the Action Plan is to provide a detailed step by step process to implement promotional strategyAction plan focuses on the training & development of sales team and the specific approach for business development