1. Lesson 4.4 – Market Segmentation
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2. SPORTS ATTRACTION WHY DO WE PARTICIPATE?
Personal Improvement – Better Health
Sense of Accomplishment
Develops Positive Values, etc.
Sport Appreciation
Enjoy the game and competition
Fan Identification with the Team
Social Facilitation
Spend time with others, feel a part
a group

3. Fan Motivation Reasons to Attend Game
Diversion from everyday life
Entertainment Value
EUSTRESS or Positive Stress
Economic Value
Aesthetic Value
Need for Affiliation
Family Ties

4. Fan Attendance Factors
What Fans Value
Reasonably priced parking and tickets
Adequate Parking and Access
Reasonably Priced Food
Home Team with Winning Record
Close Score
Team Star or top 10 player
Reasonably Priced Souvenirs
Game that ends in less than 3 hours
Wide Variety of Snack Foods
Taken from Shank Book

5. Market Segmentation the process of
LESSON 4.4
Marketing Applications
Market Segmentation the process of
identifying groups of consumers based
on their common needs
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6. Helps Companies To: Marketing Applications Understand consumer groups
LESSON 4.4
Marketing Applications
Market Segmentation
Helps Companies To:
Understand consumer groups
Determine target markets
Develop positioning strategies
Customize products and marketing strategies
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7. Five Bases for Market Segmentation
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
1) Demographic
2) Product
3) Psychographic
4) Benefits
5) Geographic
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8. Marketing Applications
LESSON 4.4
Marketing Applications
Demographic
Psychographic
Geographic
CONSUMER
Benefits
Product
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9. Five Bases for Market Segmentation
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
Age
Income
Occupation
Gender
Education
Demographic Segmentation:
Focuses on information that can be measured
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10. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
Fans of the PGA and LPGA tours tend to be among the “baby boomer” age demographic (45-64), according to data from Scarborough Sports Marketing
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11. Demographic Segmentation
LESSON 4.4
Marketing Applications
According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women
According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women
Demographic Segmentation
According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women
Copyright © 2014 by Sports Career Consulting, LLC

12. Demographic Segmentation
According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women
World Champion, #1 in the world, and 17-time US National Tennis Champion and performance coach, Bob Litwin, penned a blog post recommending a demographic rarely targeted by sporting gear manufacturers: baby boomers
LESSON 4.4
Marketing Applications
According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women
Demographic Segmentation
World Champion, #1 in the world, and 17 National Tennis Champion and performance coach, Bob Litwin, penned a blog post recommending a demographic rarely targeted by sporting gear manufacturers: baby boomers. His rationale? “Baby boomers want to stay fit, feel younger and have fun.”
Copyright © 2014 by Sports Career Consulting, LLC

13. Demographic Segmentation
According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women
World Champion, #1 in the world, and 17-time US National Tennis Champion and performance coach, Bob Litwin, penned a blog post recommending a demographic rarely targeted by sporting gear manufacturers: baby boomers
LESSON 4.4
Marketing Applications
According to knowledgebase.com, the biggest demographic for the artist Shakira is 20-year old women
Demographic Segmentation
“I’d like to see a sports manufacturer, like NIKE, Adidas or Babolat, create an influencer marketing campaign where players 60 and over can share their stories about growing younger through fitness. Boomers are growing at a faster rate than all other age groups combined and they outspend other generations by an estimated $400 billion a year. With health care plummeting and old age knocking at our doors, it’s time to create an influencer marketing campaign that shows baby boomers defeating aging, getting fit and living brand new stories.”
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14. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
Since 2000, the number of NASCAR fans earning $100,000 or more has doubled from 7% to 16% of its fan base, and those with incomes of $50,000 or more has risen from 35% to 48%
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15. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
According to league data, the average household income for NHL fans is $104,000, highest of the four major sports with Major League Baseball ($96,200), the NBA ($96,000), and the NFL ($94,500)
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16. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
According to a report from Leichtman Research Group, 69% of households in the U.S. have at least one high definition television set, up from 17% in 2006
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17. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
A survey by CNBC has found that half of all American households own at least one Apple device, and the average Apple-buying household has a total of three
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18. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
Scarborough Research released demographic figures relating to fans of the IndyCar, suggesting 29% of the fan base were “blue collar”, while 37% were “white collar”
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19. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
According to a report released in 2013 by the Entertainment Software Association (ESA), 45% of the entire gamer (video game playing) community are women and they comprise 46% of the most frequent video game purchasers
Click here to view a graphic reporting on gamer demographics from USA Today
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20. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
According to data from Scarborough Sports Marketing published in a 2011 issue of Sports Business Journal, fans of MMA are 78% male and 22% female
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21. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
Target retail stores understand that 60% of their shoppers are women, likely playing a significant role in their decision to sponsor the 2014 ASAP Women’s Surfing Event In Maui
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22. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
68% of NHL fans have attended college
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23. Demographic Segmentation
LESSON 4.4
Marketing Applications
Demographic Segmentation
Triple A baseball posts its demographic information online for prospective sponsors to review
40% of the fan base earns $46-75k per year
42% of the fan base has an Undergraduate Degree
91% of the fan base has a major credit card
69% of the fan base owns their own home
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24. Five Bases for Market Segmentation
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
Sports season
ticket holders
Theatre group
ticket coordinators
Individual is either a User or Non-User
Season ticket holder
Smoker
Seat Belt
Product Usage or Behavioral Segmentation:
Reflects what products consumers use, how often they use them, and why
Segmentation based on “Rate of Use”
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25. Five Bases for Market Segmentation
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
Sports Fans
Music Lovers
Individuals who
enjoy attending
live events
Cheerleader
Athlete
Computer User
Mini-van Driver
Retired Person
Marathon Runner
Psychographic Segmentation:
Grouping consumers based on personality traits and lifestyle
Segmentation based on Interests and Activities
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26. Five Bases for Market Segmentation
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
Benefits Segmentation:
Refers to a perceived value consumers receive from the product or service
Season ticket holders
enjoy additional “perks”
such as exclusive
invitations to pre-game
chalk talks with the team’s
coaches
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27. Important to Sports Marketers Because:
LESSON 4.4
Marketing Applications
Five Bases for Market Segmentation
North, South, East and
West Regions of the
United States
Urban and Rural areas
of a particular state
Climate Winter Sports vs Water Sports
Hawaii vs Vermont
Alaska vs Florida
Geographic Segmentation:
Dividing of markets into area, region, or climates
Important to Sports Marketers Because:
Sports consumers are characteristically loyal to particular regions when making buying decisions
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28. Selecting multiple segments
LESSON 4.4
Marketing Applications
Selecting multiple segments
Because many segments may be valid in helping marketers make decisions, marketers often choose to use several segments
Ultimately, a decision is made based on what best fits the organization’s target market
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29. Selecting multiple segments
LESSON 4.4
Marketing Applications
Selecting multiple segments
Young women have played a major factor in the 2013 revival of the Toronto Blue Jays franchise, where the 57% of fans age 18 to 24 are female, representing “one of the fastest-growing segments of our entire demographic slice," according to Toronto's vice-president of marketing and merchandising. Also in the news story from thespec.com, Sportsnet said more women started tuning in as the Jays reeled off wins in June. Viewership for women aged increased by 61 per cent (24,000 to 39,000) and 52 per cent (54,000 to 82,000) for women when compared to May 2014.
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30. Types of Sports Participants
LESSON 4.4
Athletes have 2 classifications
Amateur
An athlete that is not monetarily compensated for performance
Collegiate Athletes, Olympic Athletes
2 questions: Go to College?? or Make Money??
Professional
An athlete that is compensated with money for his or her performance
NBA, NFL, MLB, MLS…
Sports have 2 classifications
Organized
Sport that is controlled by an organizing body
Official rules of play, participation, controlled
“Sanctioned” sports
NCAA, NBA, NASCAR, NFL, Rec. Leagues
Unorganized
Sport that is not sanctioned or controlled
May have Rules of play
In back yard with friends…
Turkey Bowl
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31. LESSON 4.4 REVIEW (ANSWERS)
1) Identify the five bases of segmentation
1- Demographic
2- Behavioral (Product usage)
3- Psychographic
4- Benefits
5- Geographic
Marketing
Applications
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