1. Segmenting Audiences for Sports MKT 3865 Dr. Don Roy

2. Segmenting and Targeting Market Segmentation - Dividing market into smaller groups of buyers based on distinct characteristics or needs. Target Marketing - Process of evaluating market segments and deciding which segment(s) to enter.

4. Market Segmentation is… A Default Strategy Population ≠ Market An Adaptive Strategy Differing needs/wants A Creative Process Leeway in segmentation

6. Segmenting Consumer Audiences What are the descriptive characteristics of our customers? What benefits do our customers seek? What behaviors do our customers exhibit? How can we reach and engage our customers?

7. Engage? What does it mean to engage consumers? To hold the attention of To induce to participate Source: Merriam-Webster Dictionary

8. How Can We Reach and Engage? Where are communication touchpoints? Media for information Media for entertainment Use of traditional media Use of social media Where are segments found? Geography Needs/wants Interests Information consumption Relationships What media vehicles are appropriate and cost effective? Maximizing targeted reach Cost effectiveness = max audience for price Right audience vs. large audience

9. Reach & Engage: NFL and Women Seeks to expand fan base among 18-44 year-old females. 1.Where can they be found? 2.What are communication touchpoints? 3.What media vehicles are appropriate and cost effective?