Transcript - Motion graphics
Welcome, to the first presentation for sports marketing in this presentation we will look at basic marketing principals and philosophy, explore marketing in the context of the sports industry and introduce you to the sport marketing framework of principles, processes and tools that you will be covering throughout this course. Throughout the course I will be referring to the text by Smith and colleagues Introduction to Sport Marketing. In sport management jobs and careers you will need to be familiar with marketing whether you are promoting participation or membership, managing sporting events, facilities or products or attracting sponsors to allow them to promote products through your sport. All of these activities involve marketing, a sound understanding of then theory and processes involved in successful marketing will assist you in many aspects of your future careers.
Marketing Is not just about selling principle 1.1 of your text states that marketing is more than promotion, advertising, personal selling or sales gimmicks. Marketing can be described as a series of decisions and activities aimed at satisfying the needs or wants of a particular group of customers or consumers and developing the most effective way of selling a particular product or service.
This course will introduce you to some of the underlying theories and philosophy around marketing as well as take you through some of the typical decisions and activities involved in the marketing process principle 1.2 of your text states that marketing aims to create an exchange where the customer gives up something for a product or a service. In this exchange the customer is usually giving up money but also especially in the case of sports services or events the customer is giving up time and effort. A successful exchange is defined in the text as selling goods that don't come back to people who do. This means the customer is satisfied with the initial exchange and returns to become a repeat customer, or consumer. Sport marketing is the application of general marketing practices to sport-related products and services and is focused on meeting the needs of sports consumers and customers. It is different to general marketing because sports marketing needs to be considered in the context of the special features of sport. These will be looked at in chapter two of the course in this context sport-related products and services are things that are either directly or indirectly related to sport. A sport consumer is someone who generally uses sport products or services or who pays for the use of a specific product or service.
It's important to note that the phrase customer and consumer are often used interchangeably. Usually a consumer refers to a more ongoing or long term relationship; there are two types of sports consumers. Sports consumers can be active consumers such as athletes or recreational sports people using equipment, those who attend sporting events or active members of sporting clubs. Sports consumers can also be passive consumers, for example those who watch games from the couch may not pay directly for the service but contribute to ratings which in turn pays for advertisers who pay the TV station who pays the sport for broadcasting rights to the event.
These consumers are also a good target audience for marketing through sport and in particular sponsorship. A concept which we will explore further in chapter ten, for example the sponsorship of cricket by KFC has the ability to encourage the consumption of non-sport products or services by association. Before an individual will consume a sport product or service either actively or passively they must be aware of it and have responded to it in some way. The process of cultivating such a response is known as branding. Branding is more than just a consumer recognising a logo of a sport product or service. Branding is about establishing positive responses from consumers to that brand. When a sport brand has a firm place in consumers' minds then it is said to be positioned. This relates to principle 1.3 of your text which states sports marketing is the process of planning how a sport brand is positioned, and how the delivery of its products are to be implemented in order to establish a relationship between a sport brand and its consumers.
Often sports celebrities are used to help build a brand for example Tiger Woods and Lance Armstrong were a major part of positioning the Nike especially to cycling and golfing to consumers. However this close association can be risky when these athletes misbehave, as the tarnishing of the athlete's image can reflect on the brands they are associated with. There are two angles to sports marketing one is marketing of sport products and services and the other is marketing through sport. Examples that relate to marketing of sport include sport equipment, professional competitions, publicity stunt to promote an athlete, selling tickets or sporting apparel. Examples of marketing through sport include things such as endorsing breakfast cereals, corporate sponsorship of a sport event, use of products such as sports drinks during sport.
Sport marketing is not just a single thing or action it can be seen as a philosophy, a process, principles and tools which you can use to implement the principles. Principle 1.5 of your text states that the philosophy of sports marketing is to satisfy the needs of sport consumers these needs must complement the goals of the enterprise or the organisation. In business the goal is to make a profit, in sport organisations the most important goal is usually to win, to attract attention and participation. Sports marketing must often meet all of these needs.
Principle 1.6 of your text states that the process of sports marketing is a series of steps required to find opportunities, devise strategy, plan the tactics and implement and evaluate a sport marketing plan. The process involves research, analysis, planning,
development, implementation and evaluation.
Principle 1.7 of your text states that sports marketing can be described as a philosophy or an attitude towards marketing, a process which is a series of activities, a set of principles or general rules and guidelines about marketing and tools or the recommended techniques. Implementation of these principles occurs with aid of certain tools such as market research and swot analysis you will learn more about applying these tools throughout the course.
Principles 1.8 of your text states that the principles of sports marketing provide the rules and guidelines for the implantation of the sport marketing framework process, while the tools of sports marketing are specific activities designed to help execute the principles. Principle 1.9 of your text states the sport marketing framework provides a detailed explanation of the four stages of the sports marketing process, the first one to identify sport marketing opportunities, the second is to develop a sport marketing strategy, the third involves planning the marketing mix and finally implementing and controlling the strategy. This is a logical sequence of sports marketing implementation, throughout this course each week we will look at the key processes, principles and tools within these four stages.
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