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Effective Target Market Selection for Enhanced Marketing Returns in Sports/Event Marketing

This guide explores the significance of target marketing in sports and event marketing, highlighting its evolution and necessity in today's market landscape. It defines key terms such as market, target market, mass marketing, and market segmentation, clarifying the advantages and disadvantages of various marketing strategies. With a focus on understanding customer needs, this guide outlines how to create a tailored marketing mix to enhance customer engagement, boost sales, and increase profits, while avoiding pitfalls associated with reaching the wrong audience.

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Effective Target Market Selection for Enhanced Marketing Returns in Sports/Event Marketing

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  1. SEM1 3.01A - Market Planning PE – Select target market appropriate for product/business to obtain the best return on marketing investment PI – Describe the nature of target marketing in sport/event marketing

  2. Terms • Market – includes the group of all potential customers who share common needs • Target market – group of very specific customers that a company desires to have as consumers • Mass marketing – single marketing plan to reach all consumers – Ex: bottled water • Marketing segments – groups of unique individuals that share common characteristics • Market segmentation – dividing the entire market into smaller groups that share common characteristics & to create a target market – niche market would be an example

  3. The importance of target markets to SEM & why is it increasing • Provides them with a group of potential or existing customers in which to communicate • About their good or service to match, understand & satisfy customer needs – (leads to customer retention too!) • Who is buying, what do they buy and why do they buy – the more you know the better your product can satisfy those specific needs

  4. The importance of target markets to SEM & why is it increasing • Develop a specific, targeted marketing mix • Reflect differences in customer tastes & their needs • Increased sales & profits from each targeted market & more opportunities for growth • Make sure the customers you are targeting have the willingness and ability (disposable income) to purchase

  5. Describe advantages & disadvantages of using Market Segments • Advantages • Distinctive/Identifiable • Accessible/Actionable • Easy to get to • Measurable/Definable • Substantial • Large enough to make a difference • Stable • Will be around long enough for marketing to work • Disadvantages • Wrong market • Can’t reach them • No real data • Bad forecasts or information • Fads

  6. Describe advantages & disadvantages of Mass Marketing • Advantages • Less confusion • To implement • To customers • Less promotional cost • Less work • Strategic thinking • Manual hours • Disadvantages • Single message may not reach enough customers • May not keep pace with new trends • Lost sales opportunities • Harder and more costly to gain a new customer than to retain an old one

  7. Trends to smaller market segments 1950’s - Mass Marketing 1960’s Market Segments 1970’s Niche Marketing 1980’s Mass Customization 1990’s Micro-Marketing 2000’s E-Marketing

  8. Demographic Market Segmentation • Age • Generation • Baby-boomers (‘46 – ’64) • X (‘65 – ’76) • Y (‘77 – ’93) • Z (‘94 – ’04) techies • Gender • Family size • Family life cycle • Income • Disposable & Discretionary • Occupation • Education • Ethnicity • Nationality • Religion • Social Class

  9. Geographic Market Segmentation • Region: by continent, country, state, city, neighborhood or street • Size of metropolitan area: segmented according to size of population • Population density: often classified as urban, suburban or rural • Climate: according to weather patterns common to certain geographic regions

  10. Psychographic Market Segmentation • Activities • Interests • Opinions • Attitudes • Values • Lifestyles • What a person likes to do

  11. Behavioral Market Segmentation • Behavior towards a product; or the way they use a product • Benefits sought by the customer • Usage Rate – how often do they purchase? • Brand Loyalty – they expect something • User status – potential, first-time or regular • Readiness to buy – urgency • Occasions like holidays, birthdays & events that stimulate purchases

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