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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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Segmenting audiences for sports

Segmenting Audiences for Sports

MKT 3865

Dr. Don Roy


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)