Marketing through Sports Using Mainstream Strategies Chapter 3 Marketing through Sports Using Mainstream Strategies McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

Sports Overlay or Platform Using Strategic Initiatives to Integrate Sports in Order to Create a Sports Theme or to Reach One’s Designated Target Markets More Effectively

Traditional Strategies Employing Target Market and Marketing Mix Initiatives to Achieve that Sports Overlay

Mainstream Strategies Using Traditional Strategies in an Effort to Sell Nonsports Products Mainstream Strategies Are Not Based upon Any Official Sponsorship-Based Relationship with a Sports Entity

Nonsports Products Examples of Nonsports Products Often Marketed Using a Sports Platform Cars (Volvo) Beer (Fosters) Colas (Coca-Cola) Watches (Swatch) Fast Food (McDonald’s)

Mainstream Strategies Nonsports Products Using Traditional Elements of Marketing Strategy Target Market – Car ad in Golf for Women Product – Clothing with sports design Distribution – Restaurant at sports arena Price – Discounts for bar patrons in uniforms Promotion – Ad featuring a sports setting

Target Market Access Segment the Market Select Appropriate Target Markets Identify Relevant Target Markets that Can Be Reached Via a Sports Platform

Target Marketing Applications Using Mainstream Strategies Advertising beer during a TV broadcast of a football or rugby game Luxury automobile marketer featuring golf in its brochures that promote its cars Marketer of an energy drink using outdoor advertising along a marathon race route

Incorporating Pricing Decisions in a Mainstream Strategy Marketer Offers Discounts to Venue Operators in Order to Have its Food or Beverage Products Sold There Hospitality Industry (restaurants & hotels) Providing Discount Prices for Certain Categories of Athletes or Fans

Incorporating Product Decisions in a Mainstream Strategy Packaging Featuring Sports Images Sports Bar Showing Sports Events on TVs Hospitality Package Featuring Tickets to a Sports Event (selling hotel rooms) Credit Card Company Providing Special Access to Tickets for Sports Events University Offering a Course/Degree in Sports Marketing

Incorporating Place Decisions in a Mainstream Strategy Marketer Selling Its Goods and Services at a Sports Venue (Stadium, Arena, etc.) Marketer Selling Its Nonsports Products at A Retail Store Specializing in Sporting Goods Intensifying Regional Efforts Where a Sport is Popular

Incorporating Promotion Decisions in a Mainstream Strategy Traditional Promotional Mix Components Advertising Personal Selling Sales Promotion Public Relations / Publicity Excludes Sponsorship; Sponsorship would Represent a Domain-Focused Strategy

Incorporating Promotion Decisions in a Mainstream Strategy Emerging Promotional Tools that Can Be Used to Create a Sports Platform for the Marketing of Nonsports Products Product Placement Virtual Advertising Hospitality Internet

Using Advertising in a Mainstream Strategy Advertise during the Super Bowl Advertise in a Sports Magazine Creative Aspect of Ad Features Actors in Sports Setting Advertise on “Sports Talk Radio” Advertise on Dorna Boards at Sports Venue

Using Personal Selling in a Mainstream Strategy Salesperson Providing Tickets for a Sports Event to Customers and Prospects Conducting Business on the Golf Course

Using Sales Promotion in a Mainstream Strategy Specialty Advertising – Calendar Featuring Marketer’s Logo and a Team’s Schedule Coupons – Discount Sent Via Direct Mail (i.e. the Coupon Features a Sports Graphic) Free Sample – Distribute at Sports Venue Consumer Expo – Display at Golf Show

Using Sales Promotion in a Mainstream Strategy (cont’d) Customer Loyalty Program – Credit Cards that Accumulate Points for Benefits Contests – Chance to Win Event Tickets Point-of-Sale (POS) Display – Signage that Features a Sports Theme at a Super Market Premiums – Sports-Oriented Giveaways

Using Public Relations/Publicity in a Mainstream Strategy Objective of PR is the Dissemination of Positive Publicity through the Media Aligning with Sport for a Charitable Cause Press Release Regarding Marketer’s Support of a Local Athlete

Emerging Promotional Strategies Product Placement – Product Featured in a Movie or TV Program Where Brand is Identifiable Virtual Advertising – Computer-Generated Signage Displayed on the Field of Play during a Televised Broadcast – http://pvi.tv/pvi/index.asp Internet – Advertise on a Sports Web Site – see http://www.ESPN.go.com Hospitality – Staff a Tent at a Golf Tournament

Closing Capsule Many Marketing Efforts for Nonsports Product Attempt to Influence Consumer Purchase Behavior by Incorporating a Sports Platform (or Overlay) Mainstream Strategies Involve the Use of the Traditional Elements of Marketing Strategy – Target Markets & the Marketing Mix – to sell Nonsports Products