segmenting audiences for sports
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Segmenting Audiences for Sports. MKT 3865 Dr. Don Roy. Segmenting and Targeting. Market Segmentation - Dividing market into smaller groups of buyers based on distinct characteristics or needs. Target Marketing - Process of evaluating market segments and deciding which segment(s) to enter.

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Presentation Transcript
segmenting and targeting
Segmenting and Targeting
  • Market Segmentation - Dividing market into smaller groups of buyers based on distinct characteristics or needs.
  • Target Marketing - Process of evaluating market segments and deciding which segment(s) to enter.
market segmentation is
Market Segmentation is…

A Default

Strategy

Population ≠ Market

An Adaptive

Strategy

Differing needs/wants

A Creative

Process

Leeway in segmentation

segmenting consumer audiences
Segmenting Consumer Audiences
  • What are the descriptive characteristics of our customers?
  • What benefits do our customers seek?
  • What behaviors do our customers exhibit?
  • How can we reach and engage our customers?
engage
Engage?
  • What does it mean to engage consumers?
  • To hold the attention of
  • To induce to participate

Source: Merriam-Webster Dictionary

how can we reach and engage
How Can We Reach and Engage?
  • Where are segments found?
  • Geography
  • Needs/wants
  • Interests
  • Information consumption
  • Relationships
  • Where are communication
  • touchpoints?
  • Media for information
  • Media for entertainment
  • Use of traditional media
  • Use of social media
  • What media vehicles are
  • appropriate and cost effective?
  • Maximizing targeted reach
  • Cost effectiveness = max audience for price
  • Right audience vs. large audience
reach engage gulley grip
Reach & Engage: Gulley Grip

Apply the questions of:

  • Where can they* be found?
  • What are communication touchpoints?
  • What media vehicles are appropriate and cost effective?

to create a market segmentation strategy for Gulley Grip.

* Decision makers (coaches) and users (athletes)

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