Sports & Entertainment Marketing

Mr. Bernstein

Sports Marketing pp 9-12

February 21, 2013

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Sports & Entertainment MarketingMr. Bernstein

Sports MarketingUsing sports to market products of all typesIncluding the marketing of sporting events

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Sports & Entertainment MarketingMr. Bernstein

Target MarketThe first step in marketing: define the Target MarketA group of individuals or companies willing and able

to buy a particular product

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Sports & Entertainment MarketingMr. Bernstein

Target Market: SegmentsShould be able to segment Target MarketsTarget Market segment should be measurableSegment should be large enough to be profitableSegment should be reachable

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Sports & Entertainment MarketingMr. Bernstein

Finding Your CustomersIdentify Why There is Buying Interest – What Are the

Features and Benefits They Desire?Segment the Target Market – Demographics,

Psychographics, Geographics, Buying Characteristics, Product Usage, Benefits Derived

Disposible Income is an important DemographicResearch Your Customer

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Sports & Entertainment MarketingMr. Bernstein

Marketing StrategiesSports logos on clothing or gearNew sports (ie Arena football)Gross Impression

Subtle, seeks imprint on the brain, brand awarenessExamples: movies, logos on uniforms

TimingPopularity tied to winningResidual effect can exist: ie Cleveland BrownsBut…rookie jerseys among best-selling…