Sports Entertainment Marketing Mr Bernstein Sports Marketing pp

Sports & Entertainment Marketing Mr. Bernstein Sports Marketing pp 9 -12 February 21, 2013

Sports & Entertainment Marketing Mr. Bernstein Sports Marketing Using sports to market products of all types Including the marketing of sporting events 2

Sports & Entertainment Marketing Mr. Bernstein Target Market The first step in marketing: define the Target Market A group of individuals or companies willing and able to buy a particular product 3

Sports & Entertainment Marketing Mr. Bernstein Target Market: Segments Should be able to segment Target Markets Target Market segment should be measurable Segment should be large enough to be profitable Segment should be reachable 4

Sports & Entertainment Marketing Mr. Bernstein Finding Your Customers Identify Why There is Buying Interest – What Are the Features and Benefits They Desire? Segment the Target Market – Demographics, Psychographics, Geographics, Buying Characteristics, Product Usage, Benefits Derived Disposible Income is an important Demographic Research Your Customer 5

Sports & Entertainment Marketing Mr. Bernstein Marketing Strategies Sports logos on clothing or gear New sports (ie Arena football) Gross Impression Subtle, seeks imprint on the brain, brand awareness Examples: movies, logos on uniforms Timing Popularity tied to winning Residual effect can exist: ie Cleveland Browns But…rookie jerseys among best-selling… 6