Marketing Research and Marketing Research and Data-Based MarketingData-Based Marketing

First, it is essential to know First, it is essential to know your customers and their your customers and their

needs. Second, it is essential needs. Second, it is essential to provide continuously to provide continuously

superior customer services superior customer services and value. Third, it is essential and value. Third, it is essential

to develop and maintain a to develop and maintain a data-base of customer data-base of customer information in order to information in order to

maximize profits. maximize profits.

Market Research ProcessMarket Research Process Define the problemDefine the problem Select the research design Select the research design Define the sample — probability and Define the sample — probability and

non-probability sampling non-probability sampling Identify data collection methodsIdentify data collection methods Conduct test marketing, if appropriateConduct test marketing, if appropriate Design the data collection formsDesign the data collection forms Collect, analyze, and interpret dataCollect, analyze, and interpret data

Sampling—must be representative of the population in order to be

generalizable

Marketing Research QuestionsMarketing Research Questions WhoWho—Such as —Such as whowho purchases and purchases and

consumes sport products and services? consumes sport products and services? WhatWhat—Such as —Such as whatwhat is the competition, is the competition,

whatwhat is wanted, and is wanted, and whatwhat factors factors influence decisions?influence decisions?

WhenWhen—Such as —Such as whenwhen is the purchase is the purchase decision made? decision made?

WhereWhere—Such as—Such as where where is the is the information sought and the decision information sought and the decision made?made?

WhyWhy—Such as—Such as why why is a purchase made?is a purchase made? HowHow—Such as—Such as how how is the product or is the product or

service used?service used?

Customer Relationship MarketingCustomer Relationship Marketing Develop a a consolidated view of and Develop a a consolidated view of and

information about each customerinformation about each customer Ensure tracking, forecasting, and Ensure tracking, forecasting, and

accuracy in product salesaccuracy in product sales Establish a system for ticket sales, Establish a system for ticket sales,

customer service, sponsorship sales customer service, sponsorship sales and services, community relations, and and services, community relations, and guest relationsguest relations

Develop approaches for cross-selling Develop approaches for cross-selling and up-selling and up-selling

Customer Relationship Marketing Customer Relationship Marketing Should Lead toShould Lead to

Initiating services leading to greater Initiating services leading to greater customer satisfaction—anticipate and customer satisfaction—anticipate and meet their needsmeet their needs

Developing customer retention programsDeveloping customer retention programs—it is less costly to retain existing —it is less costly to retain existing customers than to obtain new customers customers than to obtain new customers

Enhancing customer lifetime profitability Enhancing customer lifetime profitability

Focusing on customer relationships is the optimal way to develop

customer loyalty.

Data-Based MarketingData-Based Marketing A key to an effective marketing strategy A key to an effective marketing strategy

is knowing what motivates fans to attend is knowing what motivates fans to attend sporting events. sporting events.

For example, do males focus more on the For example, do males focus more on the skill and competitive aspect of the skill and competitive aspect of the sporting event? Are females more sporting event? Are females more motivated by the social aspects of the motivated by the social aspects of the game? game?

Characteristics of data-based marketingCharacteristics of data-based marketing Centralized Centralized Integrated Integrated Easy to useEasy to use

Data Mining—Predictive Modeling Data Mining—Predictive Modeling Based on Consumer BehaviorBased on Consumer Behavior

Profiles customer behaviorProfiles customer behavior Targets prospects more efficiently Targets prospects more efficiently Predicts future behavior based on Predicts future behavior based on

past actionspast actions Generates better lead lists that should Generates better lead lists that should

lower cost of salelower cost of sale Improves organizational return on Improves organizational return on

investment investment

Information for Data-Based Information for Data-Based Marketing System Marketing System

Demographics—names; addresses (zip Demographics—names; addresses (zip codes); telephone numbers; e-mail codes); telephone numbers; e-mail addresses; gender; marital status; number addresses; gender; marital status; number and ages of childrenand ages of children

Past purchase behaviors of tickets and Past purchase behaviors of tickets and merchandise merchandise Source of information, such as personal, Source of information, such as personal,

print, or electronic print, or electronic How do past purchase behaviors relate to How do past purchase behaviors relate to

the five W’s and one H?the five W’s and one H? Predictive interests and wants (the past is Predictive interests and wants (the past is

prologue)prologue)

External Sources of Information for External Sources of Information for Marketing Data-BaseMarketing Data-Base

Focus groupsFocus groups SurveysSurveys

On-lineOn-line MailMail TelephoneTelephone ComputerizeComputerize

d d InterviewsInterviews

Community interceptsCommunity intercepts Mystery shoppersMystery shoppers Census dataCensus data State agenciesState agencies Chambers of Chambers of

commercecommerce Trade associationsTrade associations Research reportsResearch reports

Any questionnaire should focus on what information is really needed by the sport

marketer.

Building a Data-Based System—Collecting, Building a Data-Based System—Collecting, Managing, and Utilizing Information Managing, and Utilizing Information

Ticket salesTicket sales SeasonSeason GroupGroup Single game Single game Advanced sales Advanced sales Day-of-gameDay-of-game PackagePackage Up-sellingUp-selling Cross-sellingCross-selling Club seatsClub seats RenewalsRenewals Youth, student, and Youth, student, and

senior discountssenior discounts Re-salesRe-sales

Web-basedWeb-based Online salesOnline sales Kids clubsKids clubs VIP clubsVIP clubs Fan clubsFan clubs ContestsContests VotingVoting NewslettersNewsletters DataData BlogsBlogs Communications with Communications with

players, coaches, and players, coaches, and other personnelother personnel

PromotionsPromotions TelemarketingTelemarketing

Building a Data-Based System—Collecting, Building a Data-Based System—Collecting, Managing, and Utilizing Information Managing, and Utilizing Information

MerchandiseMerchandise In-person salesIn-person sales On-line salesOn-line sales ContestsContests Give-a-waysGive-a-ways Up-sellingUp-selling Cross-sellingCross-selling PromotionsPromotions Sweepstakes Sweepstakes

ConcessionsConcessions Discount couponsDiscount coupons Give-a-ways Give-a-ways

CorporateCorporate Luxury suitesLuxury suites SponsorshipsSponsorships Advertising Advertising

InquiriesInquiries LettersLetters CallsCalls On-lineOn-line Guest comments Guest comments

and feedbackand feedback Requests for Requests for

schedules or schedules or autographsautographs

Perceptions of Marketing TechniquesPerceptions of Marketing TechniquesThe top ten for ticket The top ten for ticket

holders:holders:1.1. Promotional premium Promotional premium

or give-a-waysor give-a-ways2.2. Promoting star playersPromoting star players3.3. Discounted group Discounted group

tickets salestickets sales4.4. Good public relationsGood public relations5.5. Partial season ticket Partial season ticket

packagespackages6.6. Radio advertisingRadio advertising7.7. Newspaper Newspaper

advertisingadvertising8.8. E-mail or website offerE-mail or website offer9.9. Direct mailDirect mail10.10.Referrals and word-of-Referrals and word-of-

mouthmouth

The top ten for marketing The top ten for marketing directors:directors:

1.1. Partial season ticket Partial season ticket packagespackages

2.2. Referrals and word-of-Referrals and word-of-mouthmouth

3.3. Discounted group tickets Discounted group tickets salessales

4.4. Good public relationsGood public relations5.5. Targeted marketingTargeted marketing6.6. E-mail or website offerE-mail or website offer7.7. Telemarketing with up-Telemarketing with up-

sellingselling8.8. Face-to-face meetings with Face-to-face meetings with

business sponsorships and business sponsorships and corporate ticket programscorporate ticket programs

9.9. Grassroots marketing with Grassroots marketing with community service projectscommunity service projects

10.10.Promoting star playersPromoting star playersDo not forget that non-attendees may have different perceptions.

Results from Marketing ResearchResults from Marketing Research Schedule and facility are the top motivators for Schedule and facility are the top motivators for

attending collegiate baseball, basketball, and attending collegiate baseball, basketball, and soccer games, while corporate sponsorships, soccer games, while corporate sponsorships, special prizes and give-a-ways, and bands are the special prizes and give-a-ways, and bands are the least important.least important.

Other important factors are admission price and the Other important factors are admission price and the team’s record. team’s record.

High attendees value a winning record more.High attendees value a winning record more. Low attendees value lower admission prices more. Low attendees value lower admission prices more. Males value food quality and special prizes and Males value food quality and special prizes and

give-a-ways more. give-a-ways more. Females value half-time entertainment more. Females value half-time entertainment more. Food quality and food price is valued more by those Food quality and food price is valued more by those

not affiliated with the college.not affiliated with the college. College students value the schedule, spirit College students value the schedule, spirit

activities, participation games, and corporate activities, participation games, and corporate sponsors more. sponsors more.