Chp. 4 Sports Marketing

Market segmentation

Dividing a larger market into smaller groups of people who have similar needs, interests, or characteristics.

Target market(s

The specific group of people a business chooses to focus its marketing on.

The Braves segmentation strategy

In a segmentation analysis, the AtlantaBraves determined five key targets thatthey specifically address with uniqueadvertising, promotions, and benefits,how does each create uniqueopportunities for tickets, experientialevents, and merch?

• Avid Fans

• Families

• Entertainment Seekers

• Casual Sports Fans

• Businesses

Segmentation variables

- Demographic/sociodemographic

- Benefits sought

- Psychographic variables

- Usage rate segmentation

Demographic/Sociodemographic

Dividing people based on characteristics such as age, gender, income, education, or location.

Benefits Sought

Dividing people based on the benefit they want from a product or experience.

Psychographic Variables:

Dividing people based on their lifestyles, personalities, interests, values, and attitudes.

Usage Rate Segmentation:

Dividing people based on how often or how much they use a product or service.

Maslow's hierarchy

A theory that says people are motivated by different levels of needs, starting with basic needs and moving toward personal fulfillment.

1: Physiological - Basic needs like food, water, and sleep

2: Safety - Feeling safe and secure

3: Love & Belonging - Friendship, relationships, and feeling part of a group

4: Esteem - Feeling respected, successful, and valued

5: Self-Actualization - Reaching your full potential and becoming the best version of yourself

80/20 rule

the idea that about 80% of results come from about 20% of causes or customers.

Touch points

Any interaction or contact a customer has with a brand.

Media vehicles

The specific channels or platforms used to deliver a marketing message to an audience.

Reach

The number or percentage of people who are exposed to a marketing message.

Targeted Reach

Reaching a specific group of people that the marketer wants to reach

B2B customer needs

Businesses are usually looking for things that help their business succeed.

B2C Customer Needs

Individual consumers are usually looking for things that benefit them personally.

Characteristics

The features or traits of a customer, product, or market.

- Example: A fan is 20 years old, a college student, and lives in Georgia.

Benefits Sought

The specific benefits or value a customer wants from a product or experience.

- Example: A fan wants an affordable ticket and an exciting game-day experience.

Experiential events

Events designed to give customers a memorable, hands-on experience with a brand, product, or sport.

Sponsorship

When a company provides money, products, or services to a sport, team, athlete, or event in exchange for marketing benefits.

Sponsorship Objectives

The goals a company wants to achieve by sponsoring a sport, team, athlete, or event.