The FAN

What is a Product? Tangible: _______________________________ EX: jerseys, hats, skateboards Services, sports training, sports event, golf lessons _________________________ Tangible All Products generated by the main sporting event are called ____________________________

The Fan’s Role in Sports Fan = “Fanatic” Someone who Football, Basketball, Baseball, Golf Chess, Darts, Shuffleboard, Curling Fan is the _____________________ for Sports Marketing IS the power behind success of sports IS the economic force _____________________ the game with attention

Fan = Target Market “Fans” are typically segmented in to smaller markets by teams: “target markets” or “market segments” Specific Market Segments: 26

Specific Market Segments: Demographic Geographic Psychographic Behavioral GOAL: To understand how market segmentation works

Demographics Segmentation based on ____________________ 29

Geographics Segmentation based on _________________________________ State (NY colleges vs Tennessee Colleges) County (Putnam vs Westchester) City (NYC vs Carmel) Region (east vs west) Climate – Winter Sports, Water Sports Hawaii (suntan lotion) vs. Vermont (fur coats) Alaska vs. Florida 30

Psychographics Segmentation based on ___________________________ Cheerleader Athlete Computer User Mini-Van Driver Retired Person Marathon Runner 27

Behavioral Segmentation Segmentation based on “_________________” Individual is either a User or Non-User Season Ticket Holders Smokers Seat Belts (kids seats) 28

Niche Market A ___________________________of a market that has a very special need not currently being filled is a Niche Market. Not being readily served by the mainstream product or service marketers. Examples Sports Memorabilia Collectors & Traders Sport utility vehicles (SUV) Drivers desiring a vehicle with room, power and (SUV) strength Cable television channels often seek niche audiences to appeal to specific target groups with a common set of interests, such as ESPN designing programming to appeal to sports fans. 31

Grassroots Marketing Grassroots marketing ______________________to spread the word rather than a medium such as television or radio. getting consumers in your key markets to care so much about your product that they become your cheerleaders. It is a word of mouth campaign Examples: helping and assisting the community with charitable and fundraising events (NFL - United Way)

Mass Marketing A market coverage strategy in which a firm decides to ignore market segment differences and go after __________________________with one offer. It attempts to sell through persuasion of a product to a ________________________. Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience. Reaching the largest audience possible = maximum exposure to the product.

The four types of marketing media to get to “fans” are: Print Newspapers, magazines, direct mail, outdoor advertising, station posters, stadium signage Broadcast Radio and television Direct marketing Many media used to communicate directly with consumers Online advertising Banner advertising, company Web sites, online promotions 13