1. 2.05
Collect secondary marketing data to ensure accuracy and adequacy of information for decision-making

2. Search the Internet for sport/event marketing information

3. INTERNET: IMPORTANT SOURCE of Secondary Marketing Information
Main way that SEM organizations obtain useful marketing information (MI)
Vast amount of information available online relating to SEM.

4. INTERNET DATABASES for SEM MI
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:

5. INTERNET SERVICE PROVIDERS for SEM MI
Online Trade Magazines
Advertising Agencies
Licensors and Licensees
Search Engines

6. Use of Internet for SEM MI
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)

7. Internet MI STRENGTHS AND WEAKNESSES
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

8. Describe steps for developing a SEARCH STRATEGY.
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

9. Tips for Google!

10. Monitor internal records for marketing information

11. TECHNIQUES FOR MONITORING Internal Records
Personal company Information not often public
Monitoring Internal Records:
Accurate
Regularly Monitored

12. GUIDELINES FOR MONITORING Internal Records
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

13. PROCEDURES FOR MONITORING Internal Records
Keep ACCURATE records
Identify what records to monitor
Assign WHO will monitor
Decide HOW OFTEN to monitor
Evaluate records
Make decisions

14. Maintain a database of competitor information

15. Competitor Database 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.

16. STEPS IN MAINTAINING Competitor Database
“Four C’s”
COLLECT the information
CONVERT information into intelligence
Make it useful to your business (pricing, advertising, etc.)
COMMUNICATE the intelligence
COUNTER competitor actions
= BE COMPETITIVE

17. “You Do”

18. Internal Records Competitor Database
Sales Invoices:
Dictates that your team’s target market is 81% Male, 19% Female, Ages 27-52
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.
Two advertising media examples
Pricing for Jersey (Men, Women, Kid)
Address strengths and weaknesses (What are you going to do to create brand equity for your fans?)

19. Secret Shopper at Lunch
How they communicate?
Respond to questions
Attitude
Time/Speed
Grade
Surroundings
Taste 1-10

20. How many sponsors can you recall?