Ch 1 2

Sports Marketing : 

Sports Marketing Ch. 1.2 Nike commercial Adidas commercial

Who can remember? : 

Who can remember? What is a “target market”?

Who is the target market for… : 

Who is the target market for… Men’s golf Women’s tennis X Games College Basketball

Who would be good sponsors for those sports and why? : 

Who would be good sponsors for those sports and why?

Wide Array : 

Wide Array Spectators of sporting events are the potential consumers of a wide array of products. They sometimes have more in common than just the sport. Group game: Who can list The most products that NASCAR Fans may have in common?

Sports Marketing : 

Sports Marketing Using sports to market products Hanes commercial Under Armor

Determining the Target Market : 

Determining the Target Market A specific group of people you want to reach If you want to promote & sell your products, you must know the needs and wants of your target market. Lexus commercial

How to Find Your Target Market : 

How to Find Your Target Market Demographics – information that can be measured such as: Age Marital status Gender Education level Race Disposable Income – income that can be freely spent

Work with a partner:Compare the techniques used in the Under Armor commercial vs. the Lexus commercial to reach the target markets : 

Work with a partner:Compare the techniques used in the Under Armor commercial vs. the Lexus commercial to reach the target markets

Steps to identify your target market… : 

Steps to identify your target market… Demographics Match products with wants & needs Research spending habits

Partner Activity(To be turned in for a grade) : 

Partner Activity(To be turned in for a grade) Choose a sport & determine the target market for that sport List the demographics for that target market List 5 products directly and indirectly related to the sport that the target market would buy Describe the specific techniques you would use to reach that target market

Of course, fans spend money at the event too! : 

Of course, fans spend money at the event too! If you’ve ever bought a $4 hot dog at a game, you know what we’re talking about!

Spending Habits of Fans(to maximize profits) : 

Spending Habits of Fans(to maximize profits) Price tickets according to: Interest of the target market (opera vs. Smackdown) National importance of the event (Super Bowl vs. High School District Playoffs) Popularity of the athletes Rivalry of the contest (USC vs. Clemson)

Fans also pay for: : 

Fans also pay for: Team clothing Athlete or celebrity clothing Athlete equipment Food expenses at the event Travel expenses to the event

Marketing strategies used to attract the attention of the target market: : 

Marketing strategies used to attract the attention of the target market: Sports logos on clothing Creation of new sports Gross Impression Perfect Timing

Sports Logos on Clothing : 

Sports Logos on Clothing Sports logos on clothing: Logos show fan loyalty The item is worth more with the logo Endorsed by a famous person makes you feel more important Royalties (a % of sales) are earned by teams each time merchandise bearing their logos is sold.

New Sports = New Opportunities to Make $$$ : 

New Sports = New Opportunities to Make $$$ Snowboarding Skateboarding TV Poker others?

Partner Activity(to be turned in for a grade) : 

Partner Activity(to be turned in for a grade) Think of 1 new sport Name the sport Who is the target market interested in that sport? List 3 products that the target market would buy Describe in detail how you would market those products to the potential customers

What is “Ambush Warfare”or “Guerilla Warfare”? : 

What is “Ambush Warfare”or “Guerilla Warfare”? Guerrilla warfare is the unconventional warfare and combat with which a small group of combatants use mobile tactics (ambushes, raids, etc.) to combat a larger and less mobile formal army. The guerrilla army uses ambush (draw enemy forces to terrain unsuited to them) and mobility (advantage and surprise) in attacking vulnerable targets in enemy territory. Rambo

What is “Ambush Marketing”? : 

What is “Ambush Marketing”? Developing a creative advertising campaign around an event and capitalizing on it without paying for “official sponsor” status. Pepsi goes red for Olympics

Official Olympic Partners/Sponsors : 

Official Olympic Partners/Sponsors

Ambush Marketing at the Olympics : 

Ambush Marketing at the Olympics

Internet Research : 

Internet Research Start My Documents My Computer Barnhill Go to the websites and answer questions on handout Website #1: “The Greatest Free Ad Ever” Website #2: “Ambush Marketing”

“The Greatest Free Ad Ever” : 

“The Greatest Free Ad Ever” What specific event is the article discussing? Who was involved in the event? Why was that person significant (besides being China’s most famous gymnast)? What is the name of his shoe company? Was his company an official Olympic sponsor? What shoe company is one of his biggest competitors? Was that company an official sponsor of the Olympic Games?

“Ambush Marketing: The Off-Field Competition at the Olympic Games” : 

“Ambush Marketing: The Off-Field Competition at the Olympic Games” What does “TOP” stand for? What does “IOC” stand for? What entitlements are “TOP” companies given? What do the five interlocking rings of the Olympics represent? What percentage of people recognize the Olympic rings? List 4 popular indirect ambush techniques. Does ambush marketing involve illegal use of trademarks?

Gross Impression : 

Gross Impression The number of times per advertisement, game, or show that a product or service is associated with an athlete, team or entertainer Often the message is subtle: Athletes wearing Nike shoes & clothes Nike commercials Signs for Nike in the stadium How many times do you see the Nike swish in this commercial? (This is for Pedro!)

Timing is Important : 

Timing is Important Sales for Steelers merchandise are reaching all-time highs right now!

In-Class Work (To be turned in by the end of the block along with your internet research) : 

In-Class Work (To be turned in by the end of the block along with your internet research) Pg. 10 “Intermission” Pg. 11 “Marketing Myths” Pg. 12 “Intermission” Pg. 13 “Encore” questions 1 & 2