Written by: Stacey Orr Georgia CTAE Resource Network 2010

Identify ways companies target their markets Explain product positioning Identify various media strategies Define sponsor and sponsorship Explain the benefits of sponsorship Define endorsement

Focusing all marketing decisions on the specific group of people you want to reach

Target markets can be identified by common geographic characteristics, such as region, county size, size of city, density of population, and climate of the area.

Target markets can also be identified by demographic characteristics, such as age, gender, marital status, family size, occupation, education, religion, and culture or ethnic background.

Getting consumers to think of a product in a certain way. The consumers’ perception impacts image. Marketers must understand the consumer’s attitudes and needs affecting their perceptions of the product. Consumer perceptions are based on experiences. Products should be positioned based on image.

Media is selected based on target market Creatively reach your target market Signage at venue – Unique & Eye Catching

Sponsor - A business, person or organization that finances a sports or entertainment organization. Sponsorship - The financing of a sports or entertainment organization or event by a business in return for recognition affiliation. Chick-fil-a Bowl Nascar vehicles

A way to introduce new products Increase public awareness or perception Exclusivity – prevent competition Exposure and visibility

Help businesses reach their target market Increase sales Increase market share Inform potential customers about their product Give sponsors the right partner

The public support of a product from either an athlete, celebrity, or company. Separate from sponsorship; used as promotional tool