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Segmenting Audiences for Sports

In sports marketing, especially for brands like Gulley Grip, segmenting and targeting audiences is crucial. This involves dividing the market into distinct groups based on unique characteristics, needs, and behaviors. Understanding customer demographics, the benefits they seek, and their preferred communication channels can enhance engagement. By evaluating geographical interests and behavioral patterns, marketers can reach their target audience effectively. Utilizing cost-effective media vehicles ensures maximizing outreach while maintaining engagement with decision-makers like coaches and end-users such as athletes.

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Segmenting Audiences for Sports

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  1. Segmenting Audiences for Sports MKT 3865 Dr. Don Roy

  2. 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.

  3. Market Segmentation is… A Default Strategy Population ≠ Market An Adaptive Strategy Differing needs/wants A Creative Process Leeway in segmentation

  4. 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?

  5. Engage? • What does it mean to engage consumers? • To hold the attention of • To induce to participate Source: Merriam-Webster Dictionary

  6. 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

  7. 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)

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