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Sports Marketing

Sports Marketing. Chapter 2--Notes. What is sports marketing?. What are examples of products sports fans buy?. Target Market. In order to market a product to any audience, you must first determine the target market. TARGET MARKET—targeting a specific group of people that you want to reach.

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Sports Marketing

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  1. Sports Marketing • Chapter 2--Notes

  2. What is sports marketing?

  3. What are examples of products sports fans buy?

  4. Target Market • In order to market a product to any audience, you must first determine the target market. • TARGET MARKET—targeting a specific group of people that you want to reach.

  5. How to find a Target Market • 1. Identify the customer

  6. Demographics • 'population characteristics'. • The characteristics of human populations and population segments, especially when used to identify consumer markets.

  7. Common interests? • Sports fans may have more in common than the love of the sport.

  8. Demographics of sports • Assignment

  9. How to find a Target Market • There are three steps to targeting:

  10. Target Group • After the company establishes the target market, ideally they would like to find out WHY the consumers buy.

  11. Spending habits of fans • The price fans are willing to pay for sporting goods/services depends on:

  12. Examples

  13. Sports Marketing Strategies

  14. Relationship marketing

  15. Example • Sports teams add meaning and value to products by communicating allegiance. • Of people surveyed, 39% of them felt like a real fan and more supportive when wearing merchandise with their teams logo.

  16. Gross impression

  17. Examples

  18. Ambush marketing

  19. Sports logos • Why do people wear sports logos on clothing?

  20. Royalties

  21. New Sports, New Opportunities

  22. Timing

  23. Definitions • Market segmentation--the process of grouping a market into smaller subgroups. • Product positioning--the technique by which marketers try to create an image or identity for a product, brand, or organization

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