Sports Marketing

Chapter 2--NotesChapter 2--Notes

What is sports marketing?

What are examples of products sports fans buy?

Target Market

In order to market a product to any In order to market a product to any audience, you must first determine the audience, you must first determine the target market.target market.

TARGET MARKET—targeting a TARGET MARKET—targeting a specific group of people that you want specific group of people that you want to reach.to reach.

How to find a Target Market 1. Identify the customer1. Identify the customer

Demographics

'population characteristics'.'population characteristics'.• The characteristics of human populations The characteristics of human populations

and population segments, especially and population segments, especially when used to identify consumer markets.when used to identify consumer markets.

Common interests?

Sports fans may have more in common than Sports fans may have more in common than the love of the sport.the love of the sport.

Demographics of sports

AssignmentAssignment

How to find a Target Market

There are three steps to targeting:There are three steps to targeting:

Target Group

After the company establishes the target After the company establishes the target market, ideally they would like to find out market, ideally they would like to find out WHY the consumers buy.WHY the consumers buy.

Spending habits of fans

The price fans are willing to pay for The price fans are willing to pay for sporting goods/services depends on:sporting goods/services depends on:

Examples

Sports Marketing Strategies

Relationship marketing

Example

Sports teams add meaning and value to Sports teams add meaning and value to products by communicating allegiance.products by communicating allegiance. Of people surveyed, 39% of them felt Of people surveyed, 39% of them felt

like a real fan and more supportive when like a real fan and more supportive when wearing merchandise with their teams wearing merchandise with their teams logo.logo.

Gross impression

Examples

Ambush marketing

Sports logos

Why do people wear sports logos on Why do people wear sports logos on clothing?clothing?

Royalties

New Sports, New Opportunities

Timing

Definitions

Market segmentation--Market segmentation--the process of the process of grouping a market into smaller subgroups.grouping a market into smaller subgroups.

Product positioning--Product positioning--the technique by the technique by which marketers try to create an image or which marketers try to create an image or identity for a product, brand, or identity for a product, brand, or organizationorganization