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1.02 SEM & facilitating economic exchanges with customers

1.02 SEM & facilitating economic exchanges with customers. Sports Marketing. Marketing:  planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives

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1.02 SEM & facilitating economic exchanges with customers

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  1. 1.02 SEM & facilitating economic exchanges with customers

  2. Sports Marketing • Marketing:  planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives • Sports Marketing: the involvement of sports to develop, promote and distribute goods and/or services to satisfy the wants and needs of consumers. Includes sponsorships, endorsements, promotions and fan clubs.

  3. Categories of Sports Products • Goods • Services

  4. Categories of Sports Consumers • Participants • Spectators • Media Consumers (TV, radio, magazines) • Retail Consumers

  5. Organized/Unorganized Sport Participants Unorganized  not sanctioned/ controlled by external authority Organized sanctioned by an authority Amateur:  athletes do not receive money Professional:  athletes do receive money

  6. Relationship Between Growth & Marketing of Sport Industry • Emphasis on entertainment aspect of sports • Increased media coverage Sources: • http://www.aolcdn.com/red_galleries/derek-jeter-400ds0703.jpg • http://www.tonypierce.com/images/2002/afrique/serena.jpg

  7. 1.01 Nature of Entertainment/Event Marketing

  8. Event Marketing Designing or developing a 'live' themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization.

  9. Aspects of Event Marketing • Capture customer data • Generate trial • Introduce a product or service or brand • Foster retail relationships. • Boost sales • Raise brand awareness • Capture market share  • Meet customers face-to-face

  10. Types of Events • Brand parties • Product giveaways • Concerts • Sporting events

  11. Benefits of Event Marketing • Events can strike an emotional chord with a jaded, media-saturated consumer audience • Events offer a face-to-face interaction with a brand,  • Can be tailored to an audience or venue • Give marketers control they can't get with in-store campaigns • Let marketers do things they can't do on TV

  12. How to Event Market • direct mail  • local radio • in-store promotion • guerrilla marketing • local TV Source: http://www.gregschaale.com/images/Portfolio/POP/Kiosk1.jpg

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