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Sport Marketing

Sport Marketing. Today’s Lecture What is Marketing? Understanding Consumers’ Needs Market Selection (STP) Marketing Mix (The Four P’s) Sport Marketing Sponsorship: A Unique Relationship Branding. What is Marketing?.

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Sport Marketing

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  1. Sport Marketing Today’s Lecture What is Marketing? Understanding Consumers’ Needs Market Selection (STP) Marketing Mix (The Four P’s) Sport Marketing Sponsorship: A Unique Relationship Branding

  2. What is Marketing? “The process of planning and executing the conception (product), pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

  3. Understanding Consumers’ Needs You can not market a product to consumers without understanding what their needs and wants are Market Research is completed in order to identify consumers’ needs

  4. Understanding Consumers’ Needs (continued) Market Research • Surveys (by telephone, mail, in person) • Attitudes • Purchase Behaviours • Needs, Wants, Demands • SWOT Analysis

  5. Market Selection Once you have an understanding of what consumers want and how they purchase, you must decide who you want to sell your product to. This process is called STP (Segmentation, Targeting, Positioning).

  6. Market Selection (continued) Segmentation

  7. Market Selection (continued) Target Marketing

  8. Market Selection (continued) Positioning

  9. Marketing Mix (The Four P’s) Product: Place: Price: Promotions:

  10. Marketing Mix (continued) The Promotional Mix

  11. Marketing Mix (continued) Advertising –

  12. Marketing Mix (continued) Public Relations – Media Relations – Community Relations –

  13. Marketing Mix (continued) Sales Promotions – Personal Selling –

  14. Which ‘P’ is Which? • Jamie purchased Toronto Maple Leaf tickets after seeing a press conference announcing the trade for Phil Kessel. He purchased the tickets over the internet. The cost was $100, plus tax and service charge, for a total of $120. • In her Saturday newspaper, Nicole saw a picture of a pair of Nike Tennis Shoes being sold at Sportcheck for 50% off. On Sunday, she purchased the shoes for $75. • Hayden signed up for a wireless phone plan after attending the Telus Skin Games (golf). He signed up at a Telus store in his local mall. He got a great deal at $20/ month and a free phone with a 2 year contract.

  15. What is Sport Marketing? “The specific application of marketing principles and processes to sport products and to the marketing of non-sports products through association with sport.” Shank, 1999

  16. The Sports Product “A good, a service or a combination of the two that is designed to provide benefits to a sports spectator, participant or sponsor.” Shank, 1999

  17. Sport Marketing When conducting Market Segmentation and selecting the appropriate Marketing Mix, a sports marketer must consider the organization’s external environment. Socio-cultural Norms Natural Technology Competition Economic Political/Legal

  18. Examples of Sports Products • Sporting Goods • Shoes • Clothing • equipment • Sport – Related Travel • Golf trips • Attending a sporting event out of your city • Sport Facilities • ACC • Wrigley Field • Sporting Events • Athletes

  19. What Makes Sport Products Unique? • Aspects of the sport product are intangible 2. Sport is subjective and heterogeneous 3. Sport is inconsistent and unpredictable 4. Sport is perishable 5. Sport evokes an emotional response

  20. Sponsorship

  21. Types of Sponsorship • Facilities • Athletes http://www.youtube.com/watch?v=b0AGiq9j_Ak

  22. Sponsorship and Athletes

  23. Branding

  24. Branding and Athletes

  25. Social Media and Sporting Events • To be discussed next week in Event Management lecture

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