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Sports Marketing

Sports Marketing. Section 1.2. Sports Marketing. Using sports to market products Payton Manning http://www.youtube.com/watch?v=2URz_fApsC0 http://www.youtube.com/watch?v=4FlwJwL6kdo Labron James http://youtu.be/0U6Gm8FMF6U. Target Market.

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Sports Marketing

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  1. Sports Marketing Section 1.2

  2. Sports Marketing • Using sports to market products Payton Manning http://www.youtube.com/watch?v=2URz_fApsC0 http://www.youtube.com/watch?v=4FlwJwL6kdo Labron James http://youtu.be/0U6Gm8FMF6U

  3. Target Market A specific group of people you are trying to reach, To promote and sell products, a company must know the needs and wants of the target market. 1. Identify the customer 2. Learn about the customer

  4. Demographics common characteristics of a group What are some demographics of: this class? this school? this town? Example of Demographics -- Age, marital status, ethnic background, gender, income level, and education level

  5. Spending Habits of Fans lImportant to research spending habits of fans to maximize profits on items that are purchased at sporting events. lThe price that fans are willing to pay for a ticket depends upon: – Interest of the target market –The national importance of the event – The popularity of the participating athletes – The rivalry associated with the contest lFans also pay for: –team clothing or equipment –food – travel expenses to and from a game

  6. DID YOU KNOW.... In 1998 a family of 4 paid $115.00 to attend a MLB game. In 2012 a family of 4 paid $207.68 to attend a MLB game. This price included tickets, parking, hot dogs and drinks, programs, and souvenir caps. The highest cost was for the Boston Red Sox: 336.99 3rd -- Chicago Cubs$300.29 9th -- St. Louis Cardinals $224.76

  7. 4 Marketing Strategies 1. SPORTS LOGOS • Show fan loyalty • Increase the value of clothing in the fans eyes • Endorsements make money for professional athletes, professional and college teams

  8. 4 Marketing Strategies 2. OFFER NEW OPPORTUNITIES FOR ENDORSEMENTS AND MARKETING. • Offer new opportunities for endorsements and marketing. • Arena football founded in 1989 • WNBA

  9. 4 Marketing Strategies 3. Gross Impression • The number of times per advertisement, game, or show that a product or service is associated with a team, athlete, or entertainer. • A brand or logo in a commercial, movie, show usually very subtle. • Advertisers hope you will remember when it is time to make a purchase.

  10. 4 Marketing Strategies 4. Timing • Popularity based on continued winning. • Timing is extremely important when marketing sporting goods. • Fans want to identify with winners. • Trends need to be monitored for time to change • Success sparks rivalry

  11. Critical Thinking • lDesign a new logo for a major sporting goods manufacturer. Explain what the logo represents and why it will be successful. This logo cannot resemble current logos. l • lWatch a college or professional sporting event on television. Select a sports brand represented and keep track of how many gross impressions were made during the telecast.

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