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Hello!
Chapter 4
Marketing Products and Services Through Sports
Wheaties Project
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Chapter 4
Marketing Products and Services Through Sports
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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
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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?
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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
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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
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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
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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
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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
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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?
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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?
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Affinity Sports
Niche markets whose participants are just as passionate about their sport Examples—bass fishing; jump roping Lots of participants & significant
tournaments nationwide
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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…
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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?
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Examples
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Review
What is a niche market? What is an affinity sport?
Later: NWBA Project
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NWBA Project
Yesterday you should have focused on 1-4
Today’s focus: #5 & #6
Tomorrow: #7 Poster
Turn in on Monday