CH3 SPORTS MARKETING

Modern Sports Venue Positioning

Sports venues can differentiate the experience through upscaling, downscaling, large-scaling, and technology enhancements.

Upscaling

Providing premium/high-end options, such as special luxury-suite menus and top-end restaurants.

Downscaling

Providing budget-friendly options, such as inexpensive basic food and food bundle packs.

Large-Scaling

Offering large quantity/value packages, such as all-you-can-eat/drink options.

Technology Enhancements

Using technology to improve the venue experience, from electronic ordering to faster service.

External Marketing Environment — 5 Factors

Competition, Economy, Political/Legal/Regulatory, Technology, Sociodemographic.

Competition

Other offerings that compete for the customer's attention, needs, time, or money.

Brand Competition

Similar products targeting similar customers in a market.

Brand Competition Example

The Falcons can compete with UGA and Georgia Tech for sports consumers.

Category Competition

Different products targeting similar needs.

Category Competition Example

Baseball as entertainment competes with concerts, movies, theater, Six Flags, etc.

Generic Competition

Other ways the customer could use the money entirely, such as paying bills or repairing a car.

Economy

Economic conditions affect sports spending because inflation, recession, unemployment, and uncertainty can reduce disposable income and willingness to commit to future spending.

Technology — Opportunity

Can improve the consumption experience through convenience, ticket/concession purchasing, online experiences, and stadium screens.

Technology — Challenge

Technology raises consumer expectations, can malfunction, and can be expensive to implement.

Political, Legal & Regulatory Environment

Includes league/industry regulations, government regulations, state laws, and changes in the legal climate that affect sports.

Sociodemographic Environment

Changes in the characteristics and culture of the population that affect sports consumers and marketing.

Important Sociodemographic Trends

Aging population, greater ethnic diversity, increased buying power/impact of women, geographic population shifts, more leisure time, demand for social responsibility, and backlash against those demands.

Culture

The slides describe culture in terms of shared beliefs that change over time and therefore influence how sports change.

Cultural Trends

Changes in society's shared beliefs, expectations, demographics, and behaviors that affect sports organizations and consumers.

Green Marketing

Marketing related to an organization's environmental/sustainability efforts.

Greenwashing

Presenting an organization as environmentally responsible in a way that overstates or misrepresents its actual environmental behavior.

Strategic Planning

The process used to connect an organization's mission, information, objectives, and plans to produce desired outcomes.

Strategic Planning — Steps

Determine Values and Mission → Conduct Situation Analysis → Gather Information → Set Goals and Objectives → Develop Strategic Plans.

Organizational Values

Principles and priorities that help define what the organization stands for and guide its decisions.

Mission

The organization's overall purpose and direction. Values and mission are determined at the beginning of strategic planning.

SWOT Analysis

Analysis of Strengths, Weaknesses, Opportunities, and Threats to provide a basic overview of the organization's situation.

Strengths

Positive internal characteristics/capabilities.

Weaknesses

Negative internal characteristics/limitations.

Opportunities

Positive external conditions the organization could potentially use.

Threats

Negative external conditions that could create problems for the organization.

SWOT: Internal Factors

Strengths + Weaknesses.

SWOT: External Factors

Opportunities + Threats.

MAC

Match, Avoid, Convert. A method for turning SWOT findings into action.

Match

Match strengths with external opportunities.

Avoid

Avoid choices that expose the organization to a threat or weakness.

Convert

Convert weaknesses into strengths.

Goals/Objectives — Required Characteristics

Specific, Measurable, Achievable, Challenging, and within a specific Time Frame.

Specific

Clearly state what is supposed to be accomplished.

Measurable

Include a result that can be measured/evaluated.

Achievable

The objective must be realistically possible.

Challenging

The objective should require meaningful effort/improvement, not be too easy.

Time Frame

Specify when the objective should be achieved.

Financial Objectives

Goals/objectives involving the organization's financial outcomes.

Communication Objectives

Goals/objectives involving what marketing communication should accomplish with the audience.

Primary Data

Data specifically collected to understand a problem or answer a question.

Primary Data Example

Collecting information at a game or asking people why they didn't attend.

Secondary Data

Data that already exists and is used to better understand a problem/environment.

Secondary Data Example

Census data or information from the GC Sports website.

Primary vs. Secondary Data

Primary = you collect it specifically for your question. Secondary = it already existed.

Syndicated Research

Research/data gathered by an outside research organization and made available for use by multiple clients. This term is on the study guide but is not defined in the Chapter 3 slide text provided.

Purpose of Strategic Planning

It connects the organization's brand and initiatives and turns objectives into outcomes.