Hello! Chapter 4 Marketing Products and Services Through Sports Wheaties Project

Chapter 4 Marketing Products and Services Through Sports

Power of a New Market Women make 80% of all purchasing decisions. Spend more than $5 billion a year on sportswear Steffi Graf and Gabriela Sabatini earned $6.5 million and $4 million in endorsements in 1994

Think of the status of women’s athletics in our school How does the funding compare to men’s athletics? How does the attendance at women’s events compare? How can marketing help women’s sports at LNS? What type of marketing would help promote women’s sports at LNS?

How are companies, the media, cities, and consumers all involved in buying and selling products through sports? Companies buy the rights to advertise through sports TV & Radio sell broadcast time to teams and sponsors Cities buy rights to host teams and sell the idea to taxpayers Consumers buy products advertised during the game

The Power of Sports Power of emotional ties Intense love, hate, joy or disappointment over sports Some are proud of their city Some are intrigued by the skill or psychology of the players Men openly cried at the last game of the original Cleveland Browns game in 1995 Owner Art Modell received hate mail and bomb threats

Continued… Victory causes powerful emotions too Rioting after championship games 1998 Chicago Bulls and Kentucky Wildcats Fans will overlook an athletes tasteless or criminal behavior as long as he or she still scores or entertains. Mike Tyson fights after he was recently released from prison Fans paid $49.95 to watch Tyson fight Tyson made $100 million dollars that year Fans will make loyal customers of products they learn about through event advertising

Reasons to become a sponsor Increase sales Introduce a new product or service to a large audience Compete where many potential customers are in one place Interested target market Goodwill of the audience Commitment to the community Enter new markets Entertain clients, employees, or potential customer Enhance the companies’ image

How Companies Decide Many companies that want to advertise their products through sports hire outside consulting firms to help Others start their own marketing groups within their marketing department. ESPN CHILTON Sports Poll. One of the largest firms Offers demographic data, info about the mood of the sports consumer at any time, and advise on how to attract a particular market

Return Is the profit the sponsor earns from its support of an athlete or team. Think of the local businesses that sponsor sports in Lincoln. Do they see an increase in business?

Niche Market Involves researching a target market to determine the specific items or services a small group of people will buy. Common niche markets (men & women) in different age groups 12-24, 25-34, 35-44, 45-54, 55 and up Different ethnic groups Can you think of an example of this?

Affinity Sports Niche markets whose participants are just as passionate about their sport Examples—bass fishing; jump roping Lots of participants & significant tournaments nationwide

Assignment Pick athlete or entertainer for the box cover Think about popularity Think about recent events Design box with marketing principles in mind Don’t want a pic of athlete making a mistake Make it catchy and appealing to the eye Use Whatever resources you choose Computer Paper and markers Etc…

On Back of Wheaties Box Tell why you chose who you did Why they would be a good fit for Wheaties? What market are you going after with the person you chose? Are there recent events that helped you make your decision?

Examples

Review What is a niche market? What is an affinity sport? Later: NWBA Project

Yesterday you should have focused on 1-4 Today’s focus: #5 & #6 Tomorrow: #7 Poster Turn in on Monday