Unit 4 – Marketing Applications Copyright © 2010 by Sports Career Consulting, LLC

Unit 4 – Marketing Applications

Copyright © 2010 by Sports Career Consulting, LLC

Marketing

Applications

UNIT 4 OBJECTIVESUNIT 4 OBJECTIVES

1) Explain the marketing concept

2) Identify the components of the marketing mix

3) Understand the target market

4) Identify the five bases of segmentation

5) Illustrate the concept of positioning


Marketing

Applications

UNIT 4 OBJECTIVESUNIT 4 OBJECTIVES


6) Differentiate between customer and consumer

7) Explain the importance of market research

8) Identify specific forms of advertising and explain why businesses choose to advertise

9) Understand the concept of digitalmarketing

Lesson 4.1 –

The Basic Marketing Concept


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Marketing Applications

A philosophy that a company’s success is ultimately dependent upon efficient identification of consumer needs and wants and the ability to satisfy them

The Marketing Concept



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Financial success is a direct result of an organization’s ability to effectively market its products and services

A business achieves profitability when they offer the goods and services that customers need and want at the right price

Marketers strive to identify and understand all factors that influence consumer buying decisions


Why Is Marketing Important?


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A want is simply something you would like to have

You might want a Nintendo Wii or tickets to an upcoming game, but you can survive without them

Needs vs. Wants

A need is something you have to have and that you cannot do without

For example, we need food. Without eating, we cannot survive!


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Exchange Process:

Marketing transaction in which the buyer provides something of value to the seller in return for goods and services that meet that buyer’s needs or wants

The Exchange Process

Must be at least two parties involved in process

Some means of communication must be present between all parties

Each party must be free to accept or decline offer


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Benefits of Marketing


The marketing process serves many purposes and provides numerous benefits for the consumer

The ability to add perceived value to goods and services

Making the buying process easy and convenient for consumers

Creating and maintaining reasonable prices

Offering a variety of goods and services

Increasing production

Lesson 4.2 –

The Marketing Mix


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The Marketing Mix:

The Marketing Mix:

Consists of variables controlled by marketing professionals in an effort to satisfy the target market


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Product

Price

Place

Promotion

The Marketing Mix

Involves the goods, services, or ideas used to satisfy consumer needs

Determined by what customers are willing to pay and production costs

Involves the process of making the product available to the customer

Involve how the goods or services are communicated to the consumer


How might the marketing mix apply to Wilson Sporting Good’s efforts to

maximize sales of tennis racquets?

Discussion TopicUNIT 4


Lesson 4.3 –

Target Markets


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Target Markets

A target market refers to people with a defining set of characteristics that set them apart as a group


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Target Markets Must Be:


Sizeable: The overall size of the market

Reachable: Ability for marketers to reach consumers

Measurable: Ability to measure size, accessibility and overall purchasing power of the target market

Behavioral: Marketers seek to find similar behaviors within each respective target market

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Diversity of consumer needs and wants

Organization size

Attributes of company products and/or services

Size and strength of competitors

Sales volume required for profitability


Target Market Influences


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Niche Marketing offers a unique opportunity to consumers or one that has not been offered in the past

Niche Marketing

Niche Marketing:

Process of carving out a relatively tiny part of a market that has a very special need not currently being filled


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Cable television channels often seek niche audiences to appeal to specific target groups with a common set of interests, such as ESPN designing programming to appeal to sports fans

Niche Marketing


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Magazines seek niche audiences to appeal to a specific target group that has a common set of interests, such as Sports Illustrated launching a sports-specific magazine to appeal to sports fans


Niche Marketing - Discussion

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When a business sees a competitor enjoying success with a particular niche, often times the market can become flooded with other companies exploiting the same niche or another similar niche.



How has that affected Sports Illustrated since it first launched the magazine in 1954?

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Has the niche audience of sports fans spawned additional niche opportunities for Sports Illustrated?

Offer specific examples to support your answers.

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Lululemon Athletica is a Canadian retailer that distributes product in Canada and the United States. The company targets its branded yoga and fitness apparel to a niche consumer of female athletes.

Niche Marketing


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Sports Illustrated captured a lucrative niche market with the annual Swimsuit Issue. What started in 1964 as a five page supplement in February has grown into a multi-billion dollar specialty issue which has impact in fashion, travel, product placement and many additional marketing tie-ins.

Niche Marketing


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In 2009, over $45.5 billion was spent on pets according to an American Pet Products Association survey. In 2010, Disney announced plans to open the Best Friends Pet Resort, a 50,000 square foot (half of it outdoors) posh facility that will features a not only boarding but also bedtime stories and a water park for dogs.

Disney is counting on the pet boarding niche to help them carve out a lucrative slice of revenue from the booming pet industry market.

Niche Marketing


Lesson 4.4 –

Market Segmentation


Market Segmentation the process of

identifying groups of consumers based

on their common needs


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Market Segmentation

Understand consumer groups

Determine target markets

Develop positioning strategies

Customize products and marketing strategies


Helps Companies To:

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Five Bases for Market Segmentation

1) Demographic 2) Product

3) Psychographic 4) Benefits

5) Geographic


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CONSUMER

Demographic Psychographic Geographic

Benefits Product


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Demographic Segmentation:

Focuses on information that can be measured

Age

Income

Occupation

Gender

Education


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The 8-13 age group (often referred to as the “tween” market) has provided a powerful demographic for entertainment products for a long time. When pop superstars like Hannah Montana get older, a new pop sensation rises to meet the demand for a new tween idol that appeals to this demographic.

Justin Beiber certainly appears poised to fill that role as the 16 year old’s popularity is reaching new heights as evidenced by the 4 million people following him on Twitter, his 8 million friends on Facebook and the nearly 250 million views of his music video on YouTube.


Demographic Segmentation

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Since 2000, the number of NASCAR fans earning $100,000 or more has doubled from 7% to 16% of its fan base, and those with incomes of $50,000 or more has risen from 35% to 48%



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According to a study released in August of 2010 from the Cable & Telecommunications Association for Marketing, 65% of American homes reported owning an HDTV



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In 2009, Scarborough Research released demographic figures relating to fans of the IndyCar, suggesting 29% of the fan base were “blue collar”, while 37% were “white collar”



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The Twilight film franchise has created an unusual gender-based demographic. While the primary market is female, the surprise is that the films have appealed to a wide swath of ages in the gender. Overall, 95% of the audience is female, and 45% were 25 or older-which means that a film with teenage characters is almost as popular with adult females as with teens and tweens. In marketing terms, this is a huge success in having the product traverse all ages of the gender being targeted.



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40% of the fan base earns $46-75k per year

42% of the fan base has an Undergraduate Degree

91% of the fan base has a major credit card

69% of the fan base owns their own home

Triple A baseball posts its demographic information online for prospective sponsors to review

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Product Usage Segmentation:

Reflects what products consumers use, how often they use them, and why

Sports season ticket holders

Theatre group ticket coordinators


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Psychographic Segmentation:

Grouping consumers based on personality traits and lifestyle

Sports Fans

Music Lovers

Individuals who enjoy attending live events


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Benefits Segmentation:

Refers to a perceived value consumers receive from the product or service

Season ticket holders enjoy additional “perks” such as exclusive invitations to pre-game chalk talks with the team’s coaches


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Geographic Segmentation:

Dividing of markets into physical locations

North, South, East and West Regions of the United States

Urban and Rural areas of a particular state

Important to Sports Marketers Because:

Sports consumers are characteristically loyal to particular regions when making buying decisions


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Because many segments may be valid in helping marketers make decisions, marketers often choose to use several segments

Ultimately, a decision is made based on what best fits the organization’s target market


Selecting multiple segments

Lesson 4.5 –

Positioning


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Positioning

Fixing company products in the Minds of Consumers

All about “perception”

Relative to competitor products

Positioning:

The fixing your sports or entertainment entity in the minds of consumers in the target market


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Positioning


Positioning is important to all sports and entertainment products

Sports leagues (NFL vs. Arena Football League)

Sports teams (The Los Angeles Lakers in the 1980’s as “Showtime”)

Sporting goods (Under Armour as comfortable performance apparel)

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Positioning



Sports drinks (Gatorade as a performance beverage)

Movie studios (Pixar as a leader in animated films)

Entertainers (Sylvester Stallone, Arnold Schwarzenegger and Bruce Willis and as iconic action film stars)

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Positioning



Entertainment products (DVD vs. Blu-Ray)

Facilities and venues (Premium seating vs. general seating)

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Positioning


Positioning is About Perception

Nintendo effectively positioned Wii as more user-friendly and interactive than its competitors (Xbox, Playstation 3) and has been perceived as not only the “in” product by consumers but also a healthier alternative to traditional video games from a fitness perspective

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Positioning


Positioning is About Perception

Overall worldwide sales of video game consoles in as of April 2010:

71 million71 million

40 million 40 million

Microsoft X-Box 360

Nintendo Wii

Sony Playstation 3

36 million36 million

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Positioning


As of May 2010, Nintendo sold 1.1 million copies of the game Wii Sports Resort worldwide, helped in large part by bundling it with a new “MotionPlus” accessory (designed to improve the precision of the interactive controllers) while the American Heart Association (AHA) endorsed the Wii to encourage sedentary people to take the first step toward fitness (the AHA heart logo adorns the console itself along with two of its more active games, Wii Fit Plus and Wii Sports Resort

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Positioning


Wheaties cereal has positioned itself as a brand affiliated with athletic performance and its slogan, “the breakfast of champions”, has

remained since the brand’s introduction in 1924

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Positioning


With sales declining (the NY Times reported market share had slipped by nearly 14% in 2009), General Mills (parent company of the Wheaties brand) introduced a new spin off product aimed to take advantage of consumer perceptions of the Wheaties brand. General Mills developed three formulations of the cereal (dubbed Wheaties Fuel) with the help of a sports nutritionist and five world class athletes: the NFL's Peyton Manning, the NBA's Kevin Garnett, gold medal-winning decathlete Bryan Clay, the MLB's Albert Pujols, and triathlete Hunter Kemper.

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High (variable one)

Low (variable one)

Low (variable two)

High (variable two)

Product A

Product B

Product C

Product D

http://www.marketingteacher.com/Lessons/lesson_positioning.htm


Positioning Map:

Products or services are grouped together on a positioning mapwhere they are compared and contrasted in relation to one another

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Positioning


Under Armour, maker of sports performance apparel, introduced a new product (a two piece body “suit”) to consumers in the summer of 2009; a product that Under Armour has positioned as a unique product (dubbed “recovery wear”) not being offered by competitors

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How might a sports and entertainment marketing company utilize a positioning map to help determine a ticket sales strategy?

Positioning Discussion

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High Price

Client Entertaining

Lower level seats for Disney on Ice

Luxury suite at an NFL game

“Cheap Seats” at a minor league baseball game

Night at the movies

Family Fun

Low Price

Club seats at an NBA game


Ticket Sales PositioningMap

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High Price

Top Row Corners

Mid/Upper Level Sidelines

Upper Level Seats

Low Price

Lower Level End Zones

Courtside Seats

Lower Level Seats


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Positioning Strategy


Identify all possible competitive advantages

1) Products, services, channels, people or image can be sources of differentiation

2) Organizations often position their products relative to competitor Weaknesses (5-hour energy)

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Choose the right competitive advantage

1) How many differences to promote?

2) Unique selling proposition (5-hour energy)

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Positioning


5-hour Energy Drink focuses on its small packaging size and claims to provide a long lasting energy boost without the “usual jitters associated with energy drinks.” These purported features are intended to provide the competitive advantage necessary for distinguishing this energy drink from the many competitors on the market.

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Positioning errors to avoid

1) Which differences to promote?

2) Are the differences legitimate?

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Positioning


VitaminWater advertises a certain healthy advantage to drinking their products. In 2009, Coca-Cola (parent company of the Vitamin Water brand) was sued by the Center for Science in the Public Interest over alleged deceptive marketing practices. Those practices include using buzzwords like “triple antioxidants” on the product’s packaging.

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Product Differentiation

Product Differentiation:

Refers to a positioning strategy that some firms use to distinguish their products from those of competitors


Consider the PowerBar energy bar introductory strategy for differentiating its product

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Power Bar has enjoyed success because it has clearly differentiated its product from traditional candy bars

It has positioned itself in the minds of consumers as a nutritional supplement that enhances athletic performance and as an energy booster

At the time of PowerBar’s introduction to the market, carbo-loading meals were common and popular practice among athletes. PowerBar’s success has influenced a shift in that trend.


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A private golf course may be suffering slumping membership sales.

Management may choose to open up the course to the public, which will ultimately require a well planned re-positioning strategy

Re-Positioning

Re-Positioning:

A marketer’s plan for changing consumers’ perceptions of a brand in comparison to competing brands


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Re-positioning involves identifying who the new target market is and a strategy for creating awareness and demand within that market

Part of the re-positioning effort in this case would require sending a message to the target market that the club is affordable by public standards

Re-Positioning


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Slogan might be “Enjoy the benefits of a private club at public course rates!”

Re-Positioning


Lesson 4.6 –

Understanding the Sports &

Entertainment Consumer


The customer is the individual who buys the product or service


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Customer vs. Consumer

For example, Frito Lay may choose to purchase four club seats at Jacobs Field in Cleveland for their sales staff to entertain clients at Major League Baseball games.

The consumer is the individual who uses the product or service


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Frito Lay is the customer while their staff members and their clients are the consumers.



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The customer can also be the consumer:

If John Smith buys four tickets to take his family to see the Yankees play the Red Sox, he is the customer because he bought the tickets. Because he used the tickets with his family, he is also the consumer.


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Marketers sell sports and entertainment participation

They target consumers with free time, discretionary income and a desire to be entertained

The Sports and Entertainment Consumer


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Sports Consumers:

People who may play, officiate, watch, or listen to sports, or read, use, purchase, and/or collect items related to sports

Sports Consumers

Could Also Include:

Manufacturers

Resellers

Sports Governing Bodies

Institutions

Media Sports Enterprises


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Sports Consumers

Spectators as Consumers

Benefit by watching the event or game

Exchange for tickets and entertainment


Sports consumer participation in exchange process

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Sports Consumers

Participants as Consumers

Benefit by playing, competing or participating in the event

Exchange for equipment and/or participation


Sports consumer participation in exchange process

Lesson 4.7 –

Market Research


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Market Research

Creates an opportunity for companies to get to know their customers

Provides relevant information needed or solves a problem to inform decision in the sport business

Enhances the body of knowledge in sport marketing as a field of study

Market research:

The process of systematically collecting, recording, analyzing, and presenting data related to marketing goods and services


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Consumers

Competition

Company

Culture/climate

Market Research


Marketing research gathers information on:

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Form links between consumers & company

Identify and define marketing opportunities, problems, strengths & threats

Generate, refine, evaluate and monitor marketing activities

Analyze and understand the company, its industry and its competition

Market Research


This information is then used to:

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Market Research


Steps in the Research Process

1) Identify the problem, concern or additional desired information to be gathered

2) Select and design research

3) Report and analyze

4) Communicate results of research

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In 2010, the Green Bay Packers held several focus groups with select season ticket holders to discuss new seating ideas for a possible Lambeau Field expansion.

According to an article featured in the Green Bay Post Gazette, focus groups and surveys are an annual part of the Packers’ effort to meet fan expectations and better the game day experience.


Market Research

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Primary research:

The original research conducted for a specific marketing situation

Market Research

Surveys

Direct Mail

Telephone

Interviews

Focus Groups


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Census Reports

Demographic Analyses

Trade Associations

State Agencies

Commercial Research Firms

Market Research

Secondary research:

Published data that have been collected for some other purpose


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Market Research

Census:

A method used for obtaining statistical information that counts every member of a population


Sample:

A method used for accumulating statistical information that is only obtained from a subset of a population

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Market Research

With the 2010 Census results expected to show an increase in

the U.S. Hispanic population, Soccer United Marketing

officials also expect to see an increase in the future costs

associated with sponsorship of the Mexican national team

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Market Research

Qualitative Research Data:

Typically involves large numbers of respondents, typically 100 or more, and yields results that are representative of the total population


Quantitative Research Data:

Generally gathered in the form of focus groups (groups of six to ten respondents who carry on a group discussion which is led by a trained moderator) or in-depth one-on-one or two-on-one interviews

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According to a 2008 Nielsen study, gross sales increased by more than 65% for films exhibited in 3-D (versus traditional film only) as a result of higher prices and increased attendance

Market Research


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According to slashfilm.com, at least 5,000 3-D systems were expected to be in place by 2009 while DreamWorks Animation’s Jeffrey Katzenberg reportedly expects there to be 12 to 18 3D feature films by 2010

Market Research


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In 2009, the first-ever 3-D advertisement debuted on U.S. movie screens, for Skittles candy from Wrigley, and was scheduled to run in the 10 biggest U.S. markets for five weeks on 762 new, specially-converted 3-D screens

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In 2009, ESPN announced plans to offer a limited screening of the highly anticipated matchup between USC and Ohio State University in 3D during the 2009 college football season. The announcement came after more than two years of testing and research.

“The results of this research will enable ESPN to quantify what it takes to produce, transmit and enable the 3D experience for our fans," Anthony Bailey, vice president of emerging technologies for ESPN, said in a statement.

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Additional market research applications explore many additional topics in sports and entertainment

Sport participation

Violence in sports

Advertising

Media outlets

Viewer and listener ratings

Financing

Lesson 4.8 –

Advertising


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Advertising:

Any paid, non-personal form of communication by an identified company promoting goods and services.

Advertising

TV Commercials

Print Advertisements

Direct Mail

Internet (banner advertising, “pop up” ads)


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Effective communication

Create awareness

Create / Change image

Associate a brand with feelings and emotion

Precipitate behavior

Establish / Maintain goodwill

Assist in the increase in sales

Why Advertise?


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Types of Advertising

Print Media:

Any written form of communication used toinform, persuade, or remind consumers aboutproducts or services offered


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Outdoor Advertising:

Includes any outdoor signs and billboards

Offers a high level of visibility

Provides 24-hour advertising



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Outdoor Advertising

The elevator doors in the Rose Garden parking garage (home to the NBA’s Portland Trail Blazers) feature an advertisement for Cricket which prominently features Blazers star, Greg Oden

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Outdoor Advertising

In 2009, the Chicago White Sox implemented an outdoor campaign that also provided great brand extension by creating “scoreboard” billboards, providing fans with score updates as they drove around Chicago’s congested traffic areas

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Mass Transit Advertising:

Uses public transportation, such as buses, bus stands, taxicabs, and subways to post advertising messages



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Broadcast Media:

Any visual and/or auditory form of communication used to inform, persuade, or remind consumers about goods or services offered



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Radio Advertising:

Advertisers match their target market to aradio station that segments a particularmarket

* Has the ability to reach a wide audience



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Television Advertising:

Includes commercials and infomercials

Is typically the most effective type of broadcastmedia

Is traditionally the most expensive form ofbroadcast media



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Online Media:

Placement of advertising messages on the Internet World Wide Web

Fastest growing advertising segment in the world

The Internet was the ONLY medium expected to see an increase in advertising spending during 2009



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“Specialty” Media (or Promotional Products):

Includes “everyday” items displaying a companyname or logo

Examples include lanyards, calendars, pens, magnets, and coffee mugs



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Additional Forms of “Creative” Media:

Marketers often use many other creative ways ofcommunicating advertising messages to consumers

Examples include: blimps (and other forms of aerial advertising, supermarket carts/bags, hotair balloons, and in-theater advertisements



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In 2009, Horizon Air took aerial advertising a step further when they unveiled plans to honor four of the largest in the Pacific Northwest by painting four jets in university colors and marks. The special themed planes were created for Oregon State University, University of Oregon, University of Washington and Washington State University - at no cost to the universities.

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In the summer of 2010, AirTrain also unveiled a custom airplane to celebrate the 40th anniversary of the Milwaukee Brewers in their first partnership with a MLB franchise

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Advertising Mediums used in SEM

Signage

Print Media

Broadcast Media

Internet

Endorsements

Printed media displayed for promotional purposes in sporting venues

Includes posters, game/event programs, point-of-purchase promotions and direct mail pieces

Contracting a well-known celebrity athlete who uses his or her fame to help a company sell or enhance the image of the company, products, or brands”

Includes radio, television, scoreboards and pubic address (p.a.) systems

Provides a unique promotional opportunity for advertisers


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Advertising Agency:

An organization that decides on and implements an advertising strategy for a customer

Advertising Agencies

Nike contracts the Wieden & Kennedy agency to manage and oversee some of their advertising campaigns


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Wieden + Kennedy was behind the “MVP Puppets” ad spots featuring the likenesses of Kobe Bryant and LeBron James which launched during the 2009 NBA Playoffs



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Fearing that a strike by writers and actors against Hollywood studios would damage the Los Angeles economy, Mayor Richard Riordan waged a city-funded public relations blitz aimed at pressuring both sides into settling. Mayor Riordan contracted Edelman Public Relations Worldwide, a PR agency, to manage the campaign.



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Expertise

Time constraints

Time constraints

“Fresh” perspectives

Access to athletes, celebrities, entertainers?

Why an Agency?


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Does the agency have a solid marketing plan in place?

Does the agency have comprehensive marketing skills?

Can the agency determine target markets and a means to reach them?

Does the agency view itself as a partner of the hiring organization?

Considerations for Agency Selection


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Does the agency have a track record of success?

Has the agency worked with others in your industry?

Considerations for Agency Selection


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Comfort level with the representative that will be handling the account

Making sure all written copy is customer centered

Selection of an agency that views itself as a partner of the organization

Additional Considerations


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Creative use of in house advertising capability

The Red Sox, as a way to generate additional revenue, leveraged relationships in the industry and throughout the community and created a spin-off agency, the Fenway Sports Group

FSG was so successful that they were profitable in their first year and their client base included NASCAR, Boston College, and even the rival New York Yankees

Agency Extension


Lesson 4.9 –

Digital Marketing


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Today’s consumer is more cognizant of the marketing messages all around them, leaving them more likely to tune out advertisements or other forms of marketing communication

Digital Marketing

What is Digital Marketing?


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In the “golden age” of television, an ad on one of the big three networks could reach 70 percent of the viewing audience

According to Seth Godin (author of Permission Marketing) today’s consumer receives roughly one million marketing messages a year on average


Digital Marketing

What is Digital Marketing?

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Overwhelmed consumers are becoming adept at tuning out marketing messages


E-mail filters to block spam

Digital video recorders (DVRs) to skip commercials

Caller ID to screen telemarketers

Recycling direct mail pieces without opening them

Digital Marketing

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Business and marketing professionals refer to this saturation as “clutter”


Clutter is a major problem for today’s marketer

The cost of selling has almost tripled over the past decade

Today’s consumer has a broken trust with traditional marketing means (broadcast media, print media etc.)

Digital Marketing

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Marketers today must determine ways to effectively cut through the clutter if the firms they represent are to financially thrive

Marketers in the digital marketing era must become more creative and free thinking in their approach to promoting company products and services

Sports, entertainment and event marketing provide an effective means for cutting through today’s marketing clutter


How does clutter impact marketers?

Digital Marketing

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The National Basketball Association is working with TiVo to evaluate just how DVR-proof televised basketball really is. The DVR pioneer has inked a deal with the NBA for ratings and interactive ad services.

Under the agreement, TiVo will provide the league with a comprehensive audience measurement reports evaluating the entire 2008-09 NBA season as viewed by TiVo subscribers.


Digital Marketing

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Digital marketers turn to technology to help reach target consumers


Digital Marketing Strategies

How are marketers adjusting?

Internet marketing

Mobile marketing

Social marketing

Viral marketing

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The goal for digital marketers is to focus on interactive elements, encouraging consumers to participate in the marketing process

U.S. interactive marketing spending will reach $55 billion by 2014, making up 21% of all marketing spending, according to a report issued by Forrester Research


How are marketers adjusting?


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There are nine different singing billboards throughout Kentucky, each featuring one line of the University of Kentucky fight song. When fans pass one of the unique billboards, they are encouraged to tune the radio to a specific station to hear the UK fight song in its entirity. Also, fans that submit pictures of all nine billboards are entered to win free tickets and other prizes. The school also tied the campaign to a special website at (ukfightsong.com), which includes audio, video clips, information on the contest and social networking integration with Twitter, Facebook and YouTube.

Interactive Strategies

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EA Sports is seeing significant changes in the way people are playing their FIFA 10 soccer video game. On any given day, a reported 750,000 Americans compete online, an indication of the changing landscape in the way consumers choose to interact with media.


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The Coca-Cola Company celebrated the lead up to the 2010 FIFA World Cup by encouraging people around the world to take part in the longest-ever online goal celebration. The digital campaign invited fans to film and upload their own goal celebrations to YouTube where the clips were edited into a continuous loop to create a “non-stop celebration” which was viewed over 5 million times throughout the World Cup.


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Dana White, President of the Ultimate Fighting Championship (UFC), used the official Twitter account of UFC and his own personal Twitter profile to host a scavenger hunt that rewarded UFC fans with a variety of prizes. To drive awareness for upcoming fights, White provided a call-to-action to fans via Twitter, posting his location and offering up a prize to the first person who can meet him at that location. He later posted a viral video to YouTube that showed a fan tracking him down to win free UFC gloves within just 3 minutes and 33 seconds of his post. UFC's originality and authentic approach to using Twitter has drawn an avid fan following online (White has 1,115,000+ followers; UFC has 139K followers).


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The Internet, far more than any other medium, has given consumers a voice, a publishing platform and a forum where their collective voices can be heard, shared and researched, creating a more powerful and educated audience than ever before


Internet Marketing


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Consumer-Generated Media (CGM)

Encompasses the millions of consumer- generated comments, opinions and personal experiences posted in publicly available online sources on a wide range of issues, topics, products and brands

Also referred to as Online Consumer Word-of-Mouth or Online Consumer Buzz



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Ticket sales

Sponsorship sales

Merchandise sales Additional revenue streams (banner advertising on team websites etc.)


Sports and entertainment properties use the Internet for a host of

marketing functions

Community relations

Player/staff fan connection (blogs, chats etc.)

General promotion


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The Lakewood BlueClaws Baseball Club uses the Internet (specifically eBay and Craigslist) to sell available luxury suite and premium seat inventory. The team also utilizes Twitter and Facebook to stay connected with fans.

Internet Marketing

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Mobile marketing refers to two different marketing means: one, a recent trend, refers to marketing on or with a mobile device (such as a mobile phone) while the other (more traditional) is meant to describe marketing “on-the-go”


Mobile Marketing


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Mobile phone users in the US sent a staggering 1.5 trillion text messages in 2009, compared to 263 billion text messages sent in 2007, with an average of five billion messages sent out per day

Analysts also estimate that mobile advertising (a subset activity of mobile marketing) is expected to grow to $5.7 billion by 2014


Mobile marketing represents an area of massive potential growth


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“Apps”

Apps (an abbreviation for applications) are individual software programs designed to run on the Internet, computer, phone or other electronic device typically designed to increase functionality or ease of use

Apps have recently gained a lot of popularity among consumers, particularly users of Apple’s iPhone



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In July of 2010, Apple announced that 5 billion apps had been downloaded from their online “apps” store. It has taken just two years to reach that mark.


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The sports and entertainment industry has taken note of the apps trend and launched a number of sports and entertainment related apps



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Lance Armstrong’s foundation (LIVESTRONG)

offers a “calorie tracker” app so consumers can use their

mobile devices to keep track of what they are eating to

encourage healthier lifestyles



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According to Ricardo Castro, Founder of MMA Applications, an app is now available as of July of 2009 that delivers “instructional content into the pockets of

over forty million people around the world who are carrying iPhone and iPod Touch devices” to help educate the general public about the sport of mixed martial arts.

The videos available are high definition and provide instruction for anyone interested in learning more about

the moves they’ve seen during UFC fights.


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With the “Fandango” app, users can watch film trailers, find showtimes, buy tickets and get

directions to the theater, all from their mobile device



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With apps like Zippo’s “concert lighter”, cell phones have become the new lighters for today’s concert goers (the app has been downloaded over 10 million times)



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The NBA's Jam Van tour is an interactive basketball program that travels from the United States to China. The Jam Van is a 67-foot 18-wheeler that transforms into 8,000 square feet of basketball and interactive “off-court” activities


Traditional Mobile Marketing


UNIT 4


In 2010, Gatorade launched a mobile “locker room” initiative in conjunction with their “G Series” rebranding campaign. The mobile campaign traveled across the nation, visiting 8 handpicked high schools where students were given a first-hand experience where they tested new G Series products and experienced a once in a lifetime opportunity.


Traditional Mobile Marketing


UNIT 4


In 2010, Major League Baseball allowed fans to cast votes for their favorite players to be included in the All-Star game via text messaging. Fans were encouraged to text the word "VOTE" to a specific number to receive their ballot, then to text again with their player choice.


Modern Mobile Marketing


UNIT 4


The Atlanta Symphony continues the tradition of introducing members of the ASO to the audience with an evening-long live, on-site broadcast of the concert on large 15′x20′ screens, which are permanently affixed on either side of the stage. The live feed will include a pre-concert show, as well as live intermission interviews of guest artists and musicians from the Orchestra, fueled by text-message questions sent by the audience the night of the concert.




UNIT 4


Viacom announced in 2009 that Intel and Pepsi will both be sponsoring the delivery of programming to mobile phones, including video content from MTV and Comedy Central. According to marketingvox.com, “mobile is being viewed by Viacom and other media companies as an entirely new, or at least not yet maximized, revenue stream.”




UNIT 4


Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, media and to otherwise interact


Social Media


UNIT 4


MySpace

Twitter

Flickr Facebook


Social media presents itself in the form of many variable applications

YouTube

Digg

MiniClip

Blogger


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In theory, social media is free

Allows an organization to reach a massive audience Social media is still growing presenting untapped potential


Why is social media important to a sports or entertainment marketer?


UNIT 4


A 2010 research project conducted by Catalyst Public Relations in conjunction with the Sports Business Journal revealed that 61% of MLB fans and 55% of NFL fans consider themselves bigger fans after they began following their teams through social media outlets


Social Media Marketing


UNIT 4


Facebook: 500 million users

Linkedin: 70 Million Professionals representing every company on the Fortune 500 in over 200 countries

Twitter: Over 1 million registered users, new users are signing up at the rate of 300,000 per day

YouTube: 1 Billion Views Per Day (2nd biggest search engine behind Google)


Why is social media important to a sports or entertainment marketer?

UNIT 4


The NHL’s Los Angeles Kings used Twitter as a means for connecting with fans during the 2009 NHL Draft. Several members of the Kings front office, including General Manager Dean Lombardi, Assistant General Manager Ron Hextall and Kings legend and President of Business Operations Luc Robitaille, “tweeted” live updates provided coverage throughout the entire draft




UNIT 4


Turner broadcasting launched a “social-viewing” option for NASCAR fans watching the Pocono 500. Viewers were encouraged to log on to Turner's companion websites using Facebook, MySpace or Twitter (or a combination of those) to chat with fellow viewers. Network research found Facebook represented, on average, 54% of social log-ins during the race. MySpace was half that at 27% and Twitter was just 10%. MySpace users talked the most, accounting for 44% of message volume despite only 27% of log-ins.




UNIT 4


The marketing staff at Oregon State University uses information collected on the Beaver’s Facebook page from “friends” to contact them in an attempt to increase the donor base. People from 20 countries are represented on OSU’s page, 92 percent of them are younger than 44 and 58 percent are 18-24, providing a much greater reach than traditional donor marketing campaigns.




UNIT 4


For the 2009-2010 season, the Boston Celtics created a customized, branded “Evite” for users of the popular evite.com website in an effort to help group leaders organize and promote a Celtics outing




UNIT 4



UNIT 4


Pop star Katy Perry announced via Twitter that her forthcoming album was complete by tweeting

““Cut, copy, print, moving on! That’s a wrap for Teenage Dream! So gorgeous, I really can’t wait to see what [director] Yoann Lemoine makes of it all!”




UNIT 4


Sports Networker’s Twitter sports marketing guide analyzes the top twitter users in sports (teams like the Lakers and Real Madrid who enjoy the highest

follower counts on Twitter) and offers five key steps for marketing a brand and interact with fans




UNIT 4


1. When in Doubt, Tweet

2. Respect the Fan

3. Use the Resources You Have

4. Follow Back and Listen

5. If it isn’t Broken, Don’t Fix it




UNIT 4


Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence

Viral marketing is the digital marketer’s version of “word-of-mouth” advertising


Viral Marketing


UNIT 4


Nike wasn’t even an official World Cup sponsor, but its three-minute "Write the Future" viral video broke the record for the biggest audience in the first week of a

campaign with 7.8 million views. That record, incidentally, was set by another Nike ad: the "Earl and

Tiger" ad, which debuted earlier prior to the 2010 Masters with 6.3 million views in its first week.


Viral Marketing


UNIT 4


Disney implemented a viral campaign which allowed site visitors to animate family and friends as part of a “What Will You Celebrate?” Disney promotion. Users who went to the site could pick from a number of reasons to have a parade (such as birthdays, family reunions, congratulations etc.) and create a banner to mark the event. They could then upload up to four photos to create custom characters that were integrated into the parade video. In just 4 months post-launch, the “Magical Parade” site produced more than 125,000 parade videos.




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UNIT 4



Ultimately, this shift in marketing trends creates new opportunities for the sports

and entertainment industry

John Meindl, President of SPORTSBRANDEDMEDIA says on their website: “Sports, TV, movies and music each offer successful marketing models. But when sports and branded entertainment work in unison,

from sports and entertainment will share their insights and demonstrate how the power of sports can help you build your brand, engage your customers and sell your products.”

the result can cut through theclutter of advertising messages and enable you to reach your target audience in a unique and effective way. Executives


UNIT 4


Blank Slide Available

for Teacher Edits


Marketing

Applications

UNIT 4 REVIEW (ANSWERS)UNIT 4 REVIEW (ANSWERS)

1)Explain the marketing concept

The marketing concept is the view that an organization’s ability to sell its products and services depends upon the effective identification of consumer needs and wants and a successful determination of how best to satisfy them

2)Identify the components of the marketing mix

Product, price, place and promotion


Marketing

Applications


3)Understand the target market

A target market refers to people with a defining set of characteristics that set them apart as a group

4) Identify the five bases of segmentation

1- Demographic

2- Product usage

3- Psychographic

4- Benefits

5- Geographic


Marketing

Applications


5) Illustrate the concept of positioning

Positioning is the fixing of a sports or entertainment entity in the minds of consumers in the target market

6) Differentiate between customer and consumer

The customer is the individual who buys the product or service while the consumer is the individual who uses the product or service


Marketing

Applications



Market research provides an opportunity for companies to get to know their customers so they can effectively cater to consumer needs and wants



Marketing

Applications



Market research provides an opportunity for companies to get to know their customers so they can effectively cater to consumer needs and wants


Print media, outdoor advertising, mass transit advertising, broadcast media, online media and specialty media are examples of specific forms of advertising


Marketing

Applications



Companies advertise for a number of reasons, including:

Effective communication Create awareness Create or change image Associate a brand with feelings/emotion Precipitate behavior Establish and maintain positive public


Marketing

Applications


9) Understand the concept of digitalmarketing

Today’s consumer is more cognizant of the marketing messages all

around them, leaving them more likely to tune out advertisements or other forms of marketing communication.

Digital marketers turn to technology to help reach target consumers.

Digital marketers must be creative and innovative to connect with today’s consumer and target audiences.


End Unit 4


Documents

Unit 4 – Marketing Applications Copyright © 2010 by Sports Career Consulting, LLC