2-1 chapter 2 marketing through sports mcgraw-hill/irwin©2007 the mcgraw-hill companies, all rights...
TRANSCRIPT
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Chapter 2Chapter 2
Marketing Through Marketing Through SportsSports
McGraw-Hill/Irwin ©2007 The McGraw-Hill Companies, All Rights Reserved
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Sports Marketing EnvironmentSports Marketing Environment
• Two key dimensions– Products
• Non-sports products• Sports products
– Integration• Traditional strategies• Sports-sponsorship-based strategies
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Non-sports ProductsNon-sports Products
• Examples of non-sports products often marketed with a sports platform– Cars– Beers– Colas– Watches– Fast foods
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Sports ProductsSports Products
• Broad array of products associated with spectator and participation sports
• Examples– Tickets to the World Cup Final– A new golf course– A logo shirt– A pay-per-view boxing match
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Traditional StrategiesTraditional Strategies
• Focus on two basic components of any marketing strategy– Target market– Marketing mix (4 Ps)
• Product• Price• Promotion• Place (Distribution)
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Sports Sponsorship-Based Sports Sponsorship-Based StrategiesStrategies
• Marketing products through higher level of integration: Sports Sponsorship– Traditional (Coca-Cola & the Olympics)– Endorsements (Pepsi & Shaquille O’Neal)– Venue Naming Rights (FedEx Field)– Licensing (Rival Crock Pots & NASCAR)
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The Sports Marketing The Sports Marketing Environment MatrixEnvironment Matrix
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Mainstream StrategiesMainstream Strategies
• Non-sports products using traditional marketing strategy elements– Target Market – Ad in Golf for Women
magazine– Product – Clothing with sports design– Distribution – Restaurant at sports arena– Price – Discounts for patrons in uniforms– Promotion – Ad featuring a sports setting
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2-9
Target Market AccessTarget Market Access
• Segment the market
• Select appropriate target markets– Identify target market for product reachable
via a sports platform – Examples:
• Minivan ads featuring kids playing soccer• Investment company ads featuring potential
investors chatting during a gym workout
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Target Marketing Applications Target Marketing Applications Using Mainstream StrategiesUsing Mainstream Strategies
• Other examples:– Advertising beer during TV broadcast of a
baseball or rugby game– Luxury automobile ad featuring golf in its
brochures that promote its cars– Energy drink ads on billboards along a
marathon race route
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Examples of Product Decisions in Examples of Product Decisions in a Mainstream Strategya Mainstream Strategy
• Packaging featuring sports images
• Sports bar showing sports events on TVs
• Hospitality package featuring tickets to a sports event (e.g., golf packages)
• Credit card company providing special access to tickets for sports events
• University offering course/degree in sports marketing
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Examples of Pricing Decisions in a Examples of Pricing Decisions in a Mainstream StrategyMainstream Strategy
• Company offers discounts to venue operators to have its food or beverage products sold on site
• Hospitality industry (restaurants & hotels) provides discount prices for certain categories of athletes or fans
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Incorporating Promotion Decisions Incorporating Promotion Decisions in a Mainstream Strategyin a Mainstream Strategy
• Traditional promotional mix components – Advertising– Personal selling– Sales promotion– Public relations / Publicity
• Excludes sponsorship– Sponsorship a domain-focused strategy
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Examples of Advertising in Examples of Advertising in a Mainstream Strategya Mainstream Strategy
• Advertise during the Super Bowl
• Advertise in sports magazines
• Advertise on sports talk radio
• Advertise on Dorna boards at sports venues
• Creative aspect of ad featuring actors in sports setting
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Examples of Personal Selling in Examples of Personal Selling in a Mainstream Strategya Mainstream Strategy
• Salesperson providing tickets for a sports event to customers and prospects– Possibly ethically problematic
• Conducting business on a golf course
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Examples of Sales Promotion in Examples of Sales Promotion in a Mainstream Strategya Mainstream Strategy
• Specialty advertising– Calendar featuring marketer’s logo and a
team’s schedule
• Coupons– Distributed at game or in package
• Distribute free samples at sports venue
• Consumer expo– Golf show for public
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Examples of Sales Promotion in Examples of Sales Promotion in a Mainstream Strategy (cont’d)a Mainstream Strategy (cont’d)
• Customer loyalty program– Credit cards that accumulate benefit points
• Contests– Chance to win event tickets
• Point-of-Sale (POS) Display– Supermarket signage featuring sports themes
• Premiums– Sports-oriented giveaways
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Using Public Relations/Publicity in Using Public Relations/Publicity in a Mainstream Strategya Mainstream Strategy
• Objective of PR is to disseminate positive publicity through the media
• Examples:– Aligning with sport for a charitable cause (i.e.,
cause related marketing)• MLB and breast or prostate cancer awareness
– Press release regarding support of a local athlete
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Emerging Promotional Tools in a Emerging Promotional Tools in a Mainstream StrategyMainstream Strategy
• Product Placement– Product featured in movie or TV program
• Virtual Advertising– Computer-generated signage on field of play
• Internet– Advertise on sports web site
• Hospitality– Staff tent at golf tournament
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Examples of Place Decisions in a Examples of Place Decisions in a Mainstream StrategyMainstream Strategy
• Selling non-sports goods and services at a sports venue– e.g., foods and beverages
• Selling non-sports goods at a retail store specializing in sporting goods– Especially useful for introduction of new
product
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Closing CapsuleClosing Capsule
• Many marketing efforts for non-sports product try to influence consumer purchases by using a sports platform
• Mainstream strategies use traditional marketing strategy elements–target markets and the marketing mix–to sell non-sports products