Sports Promotion Quiz 1- Ch 1,2,6

Exchange Process

$ Time- committing hours from something else to watch an event

Core elements

-game form -players -equipment -venue -apparel -fans and their behavior

Uniqueness of the Sport Product

1. An intangible(not a physical thing), ephemeral , experiential and subjective nature 2. Strong personal and emotional identification 3. Simultaneous production and consumption 4. Dependence on Social Facilitation 5. Inconsistent and unpredictable 6. Core product beyond marketers control 7.Any bundle or combination of qualities, processes, and capabilities (goods, services, or ideas) that a sport consumer expects will deliver want satisfaction 8. Must understand why consumers make consumption decisions

Uniqueness of Sport Marketplace

1. Many organizations simultaneously compete and cooperate 2. Demand tends to fluctuate widely 3. Sport has an almost universal appeal and pervades all elements of life

Uniqueness of Sport Finance

1. The price of sport product is quite small in comparison with the total cost paid by consumer 2. Indirect revenues are frequently greater than direct operating revenues

Uniqueness of Sport

1. lack of control of primary product 2.selling the experience 3. Strong personalities (star power) 4. Fan Engagement and Loyalty 5. Competition and Cooperation

Star power

A presence that transcends the actual playing Players, coaches, and owners are extended beyond the event Star talent, or its absence, can make or break entire leagues Sponsors are keys to broad product extension

What is meant by all activities

Advertisements Special Gamedays NASCAR advertisements XFL nicknamed jersey

Sport Marketing

All activities designed to meet the wants and needs of sport consumers through an exchange process

Step 5- Control and Evaluate Implementation of the Plan

Analysis, evaluation and control should be everyday events Consumer satisfaction= perceived product benefits- perceived costs

Sport Product

Any bundle or combination of qualities, processes and capabilities that a buyer expects will satisfy wants and needs Core elements and extension It is inconsistent in nature The game itself is only a small part of the ensemble The sport marketer has little control over it Creates a whole world

Hybrid and Electronic Products

Applications on mobile devices QR codes Video games Sport-linked music production Fantasy sports

Global Marketing Strategy

Building sport participation has been a key tool in marketing sport brands on the international stages

Things That Enhance Experience (Product Extensions)

Coaches Tickets Luxury boxes Programs Video screens Music Memorabilia Mascots

Media Challenges

Consumption evolves Popularity of newspaper are in sharp decline sport and media organizations must adapt to new means of reaching customers

Sport Product Strategy

Differentiation Product development Product position Brands and branding

Personell should

Emphasize common courtesy, aggressive hospitality, and extra transactional encounters with costumers Be proactive and decrease complaints Follow a consistent dress code Follow procedures and training

Apparel

Equipment needed to compete is part of the core product Apparel and equipment go well beyond the core products

Sport Consumers

Fans Participants Spectator Consumers= customers= clients= fans

Fan behavior

Fans are essential part of any sport event Sport marketers must be careful how they promote fan behavior Most sport organizations attempt to regulate rowdy fan behavior and excessive alcohol consumption

Game Presentation

For many sport orgs, the primary product is a game, tournament, or event Marketers for these orgs attempt to create an experience enjoyable for consumers, independent of home team success Marketers control the music during the game and what goes onto video boards etc MiLB focuses on experience The combining of all the elements on gameday or night is an art and science called game presentation

Marketing the Core Experience

For the core sport event (product) to be marketed effectively, sport orgs must control and use additional key elements for the experience

Escalator concept

Heavy users- top stair Medium users Light users Media consumer Aware nonconsumer Misinformed nonconsumer Nonaware nonconsumer- ground level

Who are Sport consumers

Involved in sport through playing, officiating, watching, listening, reading and collecting

Competitive Marketplace

Leisure spending on spectator sport has decreased in the US Expansion of sport entertainment and participation options creates greater marketplace competition Maintaining market share can be difficult for sport products Popularity of some sports such as action sports, is plateauing or declining

Perceived Costs

Money Time Was it worth it

4 parts of Sports Marketing

Product Marketplace Finance Promotion

5Ps of Sports Marketing

Product Price Place Promotion Public Relations

Personnel and Process

Refer to event staff and the manner in which they go about their jobs From the consumer's perspective, those employees and the way that they interact with consumers are part of the sport event experience

Game form

Rules and techniques Special features that may make a sport product especially attractive to certain consumer Individual moves

Weathering Recessions

Sport Marketing has been affected by prevailing economic conditions 90s saw fans decrease identity with Major League sprts Sport venue construction decreased during 90s Significant MLB attendance drops in 2002 and 2009 Several major corporate sponsors reduced spending in the early 2000s

Organization

Sport marketers incorporate as many of these key sport product elements as possible into their overarching marketing strategy All elements add to the sport org

Changes in Profession

Sport marketing pioneers paving the way improvements in sales training and methodology broadening diversity

Step 1: develop vision, position, and purpose

Sport organization must determine core values and ideology before mobing forwatd with strategic marketing efforts SWOT analysis

Marketing Planning Process

Step 1: develop vision, position, and purpose Step 2: Developing Strategic Goals Step 3 Develop a ticket marketing, sales and service plan Step 4- Integrate the Marketing Plan into a Broader, Strategic Resource Allocation Step 5- Control and Evaluate Implementation of the Plan

Key Ingredients of Successful Sport Branding Effort

Stickiness of Idea Reach of Brand Social Identity Media Interest Monetization and Marketing Metrics

Step 4- Integrate the Marketing Plan into a Broader, Strategic Resource Allocation

Strucutre follows strategy Coordinate the 5 Ps with broad support from entire organization Blend the 5 Ps to build packages valued by customer

Venue

Teams and franchises are closely aligned with their venues Memories and communities are created within Venues also provide significant revenue streams during and outside game days

Step 2: Developing Strategic Goals

The development and reassessment of goals and objectives should emanate from ongoing analysis Clarifying goals and objectives what sets the manager apart from the caretaker

2 major thrusts of sport marketing

The marketing of sport products to the sport consumer Examples Marketing of sport ticket to fan, cleats of a football player, Hotel and a fan The marketing of sport and nonsport products through sport Examples Pancheros big burrito lift Walking by a stadium and seeing a ad Fan shop

Step 3 Develop a ticket marketing, sales and service plan

Tickets and spectator attendance are the trunk of the sport business money tree Segment the market and determine key targets The escalator concept he 5 Ps of sport marketing

product differentiation

What makes a product distinctive from another and attractive to consumers

Uniqueness of Sport Promotion

Widespread media is a double edged sword media and sponsors emphasize celebrity personalities

Marketing Myopia

a bad thing idea of overfocusing Focus on producing and selling goods and services rather than on identifying and satisfying the consumers and markets Failure to adapt

Tickets

can be used as both a promotional tool and source of revenue Ads Sponsorships Schedules and info

Sports as Product

core benefits generic sport form Specific sport form Marketing Mix

Grassroot Stress

shifting economy and pressure on tax revenue spending have clearly affected high school sports High school sport participation and spectator attendance play significant roles in sport popularity

Strong marketing management needs both

strategy and tactics

SWOT analysis

strengths, weaknesses, opportunities, threats internal- strengths and weakness external- opportunities and threats

Perceived Product Benefits

xperiencing the game live Resource value Outcome Social All aspects you receive as a fan