The Special Nature of Sport Marketing
The 5 Ps
Product, price place, promotion, and public relations
Ways a product can be positioned
Design, redesign, promote in different ways
3 consumer questions
•Who are they? Age, gender, income, locations, attitudes, opinions, lifestyles
•Where, when, and how have they been exposed to the product?
•How and why did they become involved with the product?
•Why have they been loyal? Why has there been less commitment?
SWOT
Internal V. External
Internal: Strengths, Weaknesses
External: Opportunities and Threats
1st paid athlete endorsement
Goals vs. Objectives
Goals: broad statements
Objectives: More detailed, quantified targets
•5 Ps
•Economic
•Technological
•Political
•Cultural
•Demographic (age or generation, gender, ethnicity, sexual orientation)
•Situational- target individual wants and needs- real time
Niche Market
Example- "Star Wars Fans"
4 primary revenue sources
◦Media rights
◦Gate revenues
◦Sponsorship
◦Merchandising
Strategy vs. Tactics
•Strategy- Big-picture concepts
•Tactics- details of the plan
3 Internal Factors
•Beliefs and attitudes
•Values
•Knowledge
•Motives
•Perceptions
•Lifestyle marketing- current or aspirational
Name of Sole Man
Sonny Vaccaro
4 ways sport marketing is unique from marketing other products
•Aspects of sport are intangible
•Sport involves emotions
•Sport is subjective- experiences vary from person to person
•Sport is socially consumed
•Sport experiences are inconsistent and unpredictable
•Sport is simultaneously produced & consumed
Trunk of the money tree in sport marketing
ticket sales
3 Motives
•Achievement (BIRG and CORF)
•Basking in reflected glory or cutting off reflected failure
•Craft- learning a new skill
•Health and fitness
•Fun and festival
•Eros- elements of erotic motives
•Affiliation
•Eustress
•Escape
4 bases of segmentation
Demographics
Psychographics
Product Benefits
Product Usage
Explain Marketing Myopia and provide 3 symptoms or why this happens
vLack of research to support sales strategy
vBelief that winning absolves all other sins (can’t be guaranteed)
vConfusion between promotions and marketing – promotions is one part of marketing
vIgnorance of competition inside and outside sport (TV!)
vPricing vs. Relationships (Service)
vPoor-quality research
vPoor sales and service
vArrogance and laziness
vFailure to adapt to industry, market, and consumer change
Explain the Escalator Concept
Invest in and nurture existing customers
Focus on turning casual fans into more avid fans
Finally, create new fans
3 types of involvement
Affective, Behavioral, Cognitive
3 Questions of Segmentation
Identifiability, Accessibility, Reponsiveness