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My first lecture at the Coventry University on November 22, 2011.
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SPORTS MARKETING
Bert Van der AuweraLecture, Coventry University, Nov. 22, 2011
1.The Basics…
KNOW WHOYOU ARE
(And write it down in a mission statement)
The Mission Statement
• is sacred
• and the basis of your framework
• which determines your playground
• for everything you do
• and anything you want to achieve.
HERITAGE TODAY
NEVER THE SAME…
…ALWAYS THE NEW YORK KNICKS
FUTURE
There were days before you…
• history was made, if you like it or not
• history will be remembered anyway
…and there will be more days after you.
• modernisation = adaptation
If you want to work for a brand
but you can’t live with its past,
then don’t lose any more time
and find yourself another job.
HISTORYNo Brand Management
YESTERDAYBrand Awareness to Brand Development
TODAYBrand Management
IDENTIFY YOURSELF… LOGO
Your logo…
• expresses your identity
• in a visual way
• that will be recognised
• and give a feeling of familiarity
• which can never be beaten by
coolness alone.
Royal Sporting Club AnderlechtPremium Belgian Football Club
EXPRESS YOURSELF…NAME & TAGLINE
A tagline is the expression…
• of your brand
• of your values
• of your mission statement
• and nothing else
Premium Belgian Football Club
• we are a Football Club
• we are Belgian and proud of it
• ‘Premium Belgian Beer’ and ‘Belgian
Chocolates’ are well-known all over the
world Premium is our quality label (and it
fits as we are Belgium’s #1 sports club)
CLAIM YOUR ORIGIN
Your origin will always be part of you
• be proud of it
• use the best of it
• claim it
• market it
• it’s the start of your globalisation
‘NY’ FROM CITY TO CLUB
KNOW YOUR MARKET
Know where you are and who’s around you
• know where you operate
• know your opponents
• get a stable spot in your home market
• use that stability to develop yourself
• so you can grow and expand
• no homebase = no base at all
NOT EVERY MARKETWILL BE YOURS
Know where you will go
• the image is not always the reality
• other cultural habits
• your brand will never be their brand
• get a clear focus on what you want
• and never lose focus on who you are
KNOW YOUR FANS
Know your fans
• no two fans are alike
• they all are managers
• you have determined the strategy
• they have an opinion
• use it to strengthen your brand
…ALL YOUR FANS
Know your fans
• not all fans are your friends
• not all fans share your values
• fans can destroy your image
• dare to stand up for yourself
DATA = KNOWLEDGE
Data
• know the data you need
• know the cost
• know the revenue you look for
• data do live so update, update, update
• be transparent in what you do with it
Use data to determine your strategyand to adapt it when necessary
Individual, linear data Marketing strategy
Marketing strategy
• based on your fans
• but on all of them: from those who
are close to you, ‘till those you will
never see but who like you anyway
and who keep the buzz going on.
KNOWLEDGE =BETTER COMMUNICATION
UEFA Champions League
• nobody has done it better
• they know what their audience wants
• stars: players – teams – matches
• they’ve incorporated the stars in each
and every part of their image
• UCL: a star itself hosting the stars
2.The Business…
three videosexpressing
today’s reality
1st Video:
Royal Sporting Club Anderlecht“song4rsca”The Launch
YouTube link:http://youtu.be/zAdPfYgMMkU
2nd Video:
adidas“adidas is all in”
YouTube link:http://youtu.be/0A0jVkFs3C4
3th Video:
eristoff“island” / “dreams”
YouTube link:http://youtu.be/fhjueHYhTV4
RSC Anderlecht “song4rsca”
• local club with sponsor for 1 action
Adidas “all in”
• global brand, personally connected
Eristoff “island”
• creativity to beat the legal restrictions
But all three… expressing emotions
SPORTS = EMOTIONS
Emotions are valuable, but dangerous
• emotions make people connect
• emotions sell
• but to sell, you need to do business
• and emotions don’t run businesses
SPORTS = BUSINESS
Sports clubs, sports brands…
• are companies
• operating in a market
• competing with other companies
…so don’t forget to run it as a company and always keep an eye on your figures!
THERE IS ONLY #1
It’s hard to get to the top, but it’s much harder to stay there.
• sports business is about competition
• in a competition, only the best wins
• so try to be the best
• but know your own limits
• and grow step by step
• or all you’ll ever do, is fail.
BUT ALSO REGULATIONS
Know your legal framework
• it’s looking over your shoulder at
whatever you do
• you can try to ignore it but it will knock
you down faster than anything else
• so study it, analyse it, and never forget
about it
AND ALWAYS A BUDGET
Know your possibilities
• when your Mission Statement
determines your framework, your
budget determines your strategy.
• work with it and try to make it grow,
complaining about it won’t help
anyway.
Sports are part of a globalised world
• new investors
• new markets
• astronomic budgets
• more and more brands shifted from
advertisers to owners
• sports have become an industry
NEVER UNDERESTIMATEEXTERNAL FACTORS
You don’t operate alone
• financial & economic crisis
• investors have smaller budgets, but they
want bigger returns
• you know your contacts, but seldom do
you know the decision makers
• the personal connection is gone forever
In a globalised world…
• know what your investors want
• adapt yourself to the market
• analyse all possible risks
• create multiple strategies
• because anything can happen and you can
only control yourself, never the others
In today’s sports
• there is no existing risk management
instrument
• there is no existing rating system
• so… what if it really is a bubble…
…and what if that bubble will burst?
3.To Do…
USE YOUR KNOWLEDGE TO
INNOVATE(AND TO DEVELOP
INNOVATIVE IDEAS FROM OTHERS)
GO WHERE YOUR FANS GO
BUT BE EXCLUSIVE
USE TECHNOLOGY
BUT OFFER MORE
USE YOUR KNOWLEDGE TO
BE WISE(AND TO LEARN FROM STUPIDITIES OF OTHERS)