Team Sports Marketing
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Transcript of Team Sports Marketing
Team Sports MarketingIdentification, Passion, and Consumption
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HaikuWrite a haiku expressing your
feelings about a (a) sport in which you have enduring involvement , or (b) team/player with whom you highly identify, or (c) both.
5-7-5 syllable patternPost yours to Facebook Haiku group:
http://www.facebook.com/home.php?#!/group.php?gid=54569668575
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Identification When you react to events that occur
to the team or player as if the events happened to you. You internalize or adopt the team or player’s
attitudes and behaviors as your own. You feel good when the team wins and bad
when the team loses. You believe that the team is a representation of
who you are to yourself and to others. You practically feel as though you are part of
the team.
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Passion The degree to which you devote your heart, soul,
mind, and time to the object of the passion. Heart: You freely admit that you love the team and the
player. Mind: The team and player’s performance is frequently on
your mind—that is, you devote free time to thinking about how they are doing (e.g., analyzing why they are currently playing well or are in a slump).
Time: You prioritize your time so that you can follow the team (attending, watching on TV, listening on the radio, checking the team website, reading the newspaper, receiving team emails, etc.).
Soul: The team and its players are deep down into your soul; they are a part of who you are.
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Fan Identification Model
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Increasing Enduring InvolvementMethod Which of these do you wish your favorite team did?Increase opportunities for sports participation
Sponsor local sports teams and leagues Offer sports clinics staffed by coaches and players
Provide information on rules of the game
Feature something like what the ESPN/NHL’s “NHL Rules” on websites On broadcast and live games, show “You make the call!” programming
that illustrates rules. Announce the availability of printed rules of the game at stadium
information centers or from section attendants.
Provide complete game and player information
Handout halftime stats in the stands Install scoreboards that post real time games stats Introduce players with personal information Feature in-depth player information in freely accessible formats (read:
not only in expensive programs)
Facilitate media exchange Give ready access to players & management for reporters Arrange player/coach appearances in non-sports settings
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Influencing Perceived PerformanceIf you wanted to improve fans’
perceptions of the performance of your university’s football team, what would you do?
Influencing Perceived PerformanceFocus onIndividual playersProgressIsolated successesChanging the reference point
Fans are satisfied when expectations are met and dissatisfied when expectations are not met.
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AttractivenessSince good-is-
familiar and familiar-is-good, what should teams do to increase attractiveness?
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Improving Social Acceptance
Select a local team. How are they employing these tactics?Proactively involving fans to give input to management and the team (e.g., publicizing the fact that you can email the team owner at [email protected]).Researching fans to determine fan satisfaction and what aspects of the event they would change.Encouraging or requiring players to move residences to community.Publicizing efforts to reach diversified customer base (e.g., NBA teams offer Value Tickets to reach economically-challenged fans).Acquiring or attracting players with local connections.Initiating and maintaining public service activities involving players and management.Developing marketing campaigns, announcements, and other communications that include emphases that this is “your team” or “your event.”
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DistinctivenessWhat could the university do to make the
game experience, team events, and broadcasts truly distinctive?
Chapter 2: Consequences of fan identification & passionSo what?
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Fan Passion
Aside from sports, can you think of any other product or service categories where customers have as much passion?
Nothing to
wear
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Consumer SurplusWhy can the
Dallas Cowboys
charge for season
tickets as much as
many people pay for a house mortgage?
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Meeting1. Promotions 2. Community
Events3. Fan Clubs
How could your school partner with a sponsor to bring fans together to events or to the game?
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Popular Bobblehead…
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BIRGing & AttributionsIn small groups, tell of a
time when you experienced :
Basking in reflected glory (BIRG)
Enhanced self-esteem Cutting off reflected
failure (CORF) Word-of-mouth
communications In-group and out-group
bias Distressed fan
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Emotional Enhancement
Where are you right now on the circumplex of emotions?
What teams have you seen that do a great job of building excitement at the game?
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Spontaneous Behaviors
Why do you think some people feel
compelled to blast the officials?
What can teams do to curb the
enthusiasm of dysfunctional fans?
Your mom