Sport/Event Products
A jersey, souvenir cup, or team hat is this type of sport product because you can physically touch it.
tangible product
The specific group of customers an organization wants to reach.
target market
Age, income, gender, education, and family size belong to this segmentation category.
demographic segmentation
Fans enter a stadium by showing tickets stored on their smartphones instead of using paper tickets.
mobile ticketing
A professional soccer team offers discounted tickets specifically to people ages 18–24. Which segmentation method is being used?
demographic segmentation
Shuttle transportation and parking assistance are examples of this type of sport/event product.
service
A high school football team advertises discounted student tickets on school social media. This group is the primary target market.
students
ZIP code, city, state, region, and distance from a stadium are examples of this segmentation category?
geographic segmentation
TikTok-style videos, livestreams, and other online content help sport organizations accomplish this with fans.
digitally reach and engage fans
Why are experiences especially important in sport and event marketing?
fans are purchasing entertainment, emotions, and memories in addition to physical products and services
A fan gets a game ticket, parking, concessions, entertainment, and customer service. Together, these make up this concept
total sport/event product
A baseball team wants families with young children to attend games. Which is better: a family ticket package with a kids' zone OR a business networking package?
Family ticket package with a kids' zone.
A marathon targets customers who value fitness, healthy living, and outdoor activities.
psychographic segmentation
A professional team studies ticket purchases, merchandise purchases, and activity on its mobile app. What marketing trend is the team using?
data analytics
An esports tournament targets teenagers who regularly play competitive video games and follow esports teams online. Name the TWO main segmentation methods being used.
demographic and behavioral segmentation
A fan participates in an on-field halftime contest. Is this primarily a product, service, or experience?
experience
Sport marketers identify their target market before advertising primarily for this reason.
create marketing messages that appeal to likely customers
A basketball team rewards fans who attended at least 10 games last season.
behavioral segmentation
Research shows younger fans prefer short highlight videos instead of full-game replays. What should marketers do with this information?
Create more short-form digital/social-media content targeted toward younger fans.
An event marketer discovers that most customers are parents seeking affordable weekend entertainment. What should the marketer do next?
Create promotions, pricing, messages, and packages designed to appeal to families.
A minor-league team wants fans to believe attending a game is worth the ticket price. Give two ways the team could improve the total sport/event product.
Examples include better customer service, family activities, entertainment, unique fan experiences, improved concessions, or other added benefits.
Central Davidson has $500 to promote a rivalry basketball game specifically to students. Name two promotional methods that would effectively reach this target market.
answers include student-focused social media, school announcements, student incentives, posters around school, or school-based digital messages.
A baseball team wants customers who live within 30 miles of the stadium AND have children under age 12. Identify the TWO segmentation methods being combined.
geographic and demographic segmentation
A stadium wants to use technology AND become more sustainable. Name one strategy that accomplishes both goals.
A stadium wants to use technology AND become more sustainable. Name one strategy that accomplishes both goals.
A team advertises the same message to every person in the community without studying its customers. Explain one major problem with this strategy.
The message may not appeal to the people most likely to attend or buy, resulting in wasted promotional resources.