Transcript Introduction to Sports Marketingx

Introduction to Sports Marketing
Marketing
• What is Marketing? –
• The process of developing, promoting, and
distributing products and services to satisfy
customers’ needs and wants.
Marketing cont…
– Developing – studying customers to determine
their wants & needs.
– Promotional Activities
• Educate customers: Free samples of new chips at Walmart
• Create Interest/Desire: Movie Trailers
• Make a Sale: Buy one get one free; 10% off
– Distributing – Where are items sold?
• Store, online, phone
Development of Business
• Self-Sufficient –People did not rely on others
to meet their needs.
• Bartering –Exchanging products or services
• Specialization of Labor- Do what your good at
and focus on that.
• Money System
• Central Markets – Place where people could
buy and sell products.
Development of Marketing
• Development of Marketing
•
• Marketing was not always a primary concern of businesses due to:
– Lack of technology
– Lack of transportation)
• Advanced Technology + Improved Transportation = Competition
• What do we have to do to get people to buy from us????
– Implement the Marketing Concept
Marketing Concept:
• Focusing on the needs of customers during
the development and promotion of a product.
Who is your customer?
• Target Market – A specific group of consumers
that an organization selects as the focus of its
marketing mix.
Marketing Exchange:
• Transfer of something, tangible or intangible, between
two or more parties.
Team
Regular Fans
Team
Corporate Sponsors
Team
Vendors
Team
Concessions
Marketing Mix –
– Product
– Price
– Place
– Promotion
Products
• Products that a professional sports franchise
markets:
– Team – players, name,
– Experience – buying a ticket, going to game
– Merchandise – featuring team logo, colors, name
– Food, beverages
– Sponsorships
Place
• How does a team “place” the products they
offer?
– Advertising with newspapers, TV, radio
– Merchandise in retail locations, games and online
Price
• What role price plays in a sports franchise:
– Pricing plans for radio and TV broadcasters to
broadcast games
– Ticket pricing plan
– Merchandise
Promotion
• A sports franchise promotes the products
through:
– Advertising in newspaper, TV, radio
– Sponsoring events at the arean/stadium
– Participating in events (All-star games, Super
Bowl)
– Internet
– Press Releases