Collect secondary marketing data to ensure accuracy and adequacy of information for decision-making

Part I - Search the Internet for sport/event marketing information

 Main way that SEM organizations obtain useful marketing information (MI)  Vast amount of information available online relating to SEM.

 Government Census: ◦ Demographic Information (Population, age ranges, salaries)  Example: League’s expansion team in a specific area wants to look at DEMOGRAPHICS to see if team will be successful  Local Chamber of Commerce Website ◦ Demographic Information and Business Information  Sports Business Research Network:

 Online Trade Magazines  Advertising Agencies  Licensors and Licensees  Search Engines

 If starting a new team, business or franchise: ◦ Demographic Information (Government Census)  Does it represent Target Market? ◦ Local Business Information (Chamber of Commerce)  Will local businesses be supportive? (Sponsorships)

STRENGTHSWEAKNESSES Information is current/updated often Paperless Research Texts Low to no cost Search Engines VAST information Too much information Not always accurate Many times information is bias

1. WHAT are we looking for 2. WHERE can the information be found ◦ Specific databases, News media, etc. 3. HOW to extract the information ◦ Identify search terms ◦ Organize and rank findings 4. HOW WELL: search process accuracy

1. Pick one of the following: ◦ New Soccer League Expansion Team ◦ 2016 Olympics (Cannot be Brazil) 2. Identify your target market using the following demographics: ◦ Age range, % Male/Female 3. Locate the best country (other than USA) for your team/event based on which represents the most percentage of your target market. 4. Explain why you chose this country- may also include cultural reasons (example: “This country has many sports fans based on current team/event popularity”) 5. Be prepared to share your responses to the Class

Part II - Monitor internal records for marketing information

 Internal Records: ◦ Personal company Information not often public  Monitoring Internal Records: ◦ Accurate ◦ Regularly Monitored

 WHAT records to monitor: ◦ SALES INVOICES: Records with CUSTOMER PROFILES  Identify Target Markets ◦ SALES REPORTS and ACCOUNTS RECEIVABLE REPORTS  MI about the goods that a business sells  Analyzes which products sold well and which did not ◦ COMMENT CARDS for CUSTOMER SATISFACTION  Who monitors: Accountants and Marketing Managers  How Often to monitor: REGULARILY ◦ Analyze product performance

1. Keep ACCURATE records 2. Identify what records to monitor 3. Assign WHO will monitor 4. Decide HOW OFTEN to monitor 5. Evaluate records 6. Make decisions

 Ways to use: ◦ Gather information about competitors ◦ COMPETITIVE pricing ◦ ADVERTISING decisions  Components that need to be maintained: ◦ PRICE LISTS:  Know what competitors charge for products  Helps organization to price its products COMPETITIVELY ◦ ADVERTISING MEDIA used by competitors:  Prevent using the same media dominated by a competitor  Newspapers, radio stations, etc.

“Four C’s” 1. COLLECT the information 2. CONVERT information into intelligence ◦ Make it useful to your business (pricing, advertising, etc.) 3. COMMUNICATE the intelligence 4. COUNTER competitor actions = BE COMPETITIVE

Internal RecordsCompetitor Database Sales Invoices: Dictates that your team’s target market is 81% Male, 19% Female, Ages Sales Reports: The most sold merchandise at games and in retail stores are your team’s jerseys Comment Cards about home games: Strengths at home game attendance- Comfortable seats and good concessions Weaknesses: Can’t see scoreboard and not enough box seats. Price Lists: Jersey:$69.99 for Jersey (Men), $49.99 (Women) and $29.99 (Kids) Advertising Media: Radio Commercials 3x a day, every day from 6am-6pm on 96.1 FM and FM during football season. One-Page ads in Sports Illustrated every issue all year One-Page ads in local newspaper every Sunday during football season

 You are in the second year of a new football franchise. You must make the following decisions for your team with the information given: OBJECTIVE is to be COMPETITIVE with your competitor and also CREATE BRAND EQUITY through CUSTOMER SATISFACTION.  Answer the following on your activities from yesterday: What are 2 advertising media examples? EXPLAIN What is the Pricing for your Jerseys? (Men, Women, Kid) EXPLAIN AND JUSTIFY your prices. Address strengths and weaknesses (What are you going to do to create brand equity for your fans?) TURN IN YOUR RESPONSES