Director of Marketing for the NBA’s Phoenix Suns

Assume that COVID-19 never existed. Put yourself in the shoes of the Director of Marketing for the NBA’s Phoenix Suns who just finished 27/30 in attendance for the 2019-2020 season.Congratulations, the old marketing director was just fired and you are the new hire. Your challenge is to sell tickets and make the Suns exciting again. Think about how you might use the promotion mix elements–advertising, personal selling, sales promotion, public or community relations and sponsorship–to craft a marketing plan that would help the Suns get out of the bottom teams in NBA attendance. Be sure to include the following:

  1. Which of these elements would you focus on the most and why?
  2. Which would you focus on the least and why?
  3. Why do you think other NBA teams have been successful consistently filling their arena when the Suns
    have been unable to do that?

Sample Solution

ACED ESSAYS