Sports Marketing Exam 2

brand

what an organization is known for

key goal of branding

intense positive feelings when consumers see the organizations logo, mark, or colors

BLIP Model

B = building brands

L = Leveraging Brands

I = Identifying and measuring brands

P = protecting brands

brand awareness

the ability of a consumer to recall or recognize a brand when its product or category is mentioned

brand associations

anything linked to a brand in a consumer’s mind

types of brand associations

• tradition

• logos, marks, nickname, and mascot

• owners, players, coaches

• rivalries

• entertainment package surrounding the game or event

• stadium or arena

• location

brand image

what do you associate with your favorite college or professional team?

coaches and players brand image

should not build around one player

rebranding

changes to name, logo, and colors to alter its brand positioning or associations

reasons why a team makes changes to their brand

• establish connection with team history or the region where they play

• modernize their brand or better connect with their target market

• major changes taking place within the organization

• fans ask for a change

types of brand image

• improve entertainment experience

• promotional activities during time outs

• service elements that a consumer experiences at a game

line extension

new version of the product within the same product class

brand extension

use a brand name established in one product class to enter another product class

examples of brand extensions

• merchandise

• stores

• camps

• TV networks

• athletes

why do sports introduce brand extensions

• additional revenue source

• increase fans outside of core product

risks associated with brand extensions

• expensive

• could damage brand

athlete branding

• athletes have ability to create their own brand identity and associations

• human brand

• used to endorse products

• create own extensions (products + foundations)

licensing

brand grants an outside company the right to use the brand’s intellectual property, such as its brand, name, logo, colors, taglines, and mascots, to produce new products

identifying and Measuring Brands

conducting research to understand what consumers think of your brand and determine whether objectives are being reached

identifying and measuring brand questions

• most commonly mentioned brand associations

• attitudes of fans regarding the brand

research for identifying and measuring brand

• surveys

• fan interactions

• interviews and focus groups

brand guidelines

provide rules for how the brad should be portrayed such as:

• official fonts

• colors

• taglines

• modification of these items

promotion

category of activities designed to stimulate consumer interest in, awareness of, and purchase of the product

marketing mix

• overall marketing strategy (keep consumers on frequency elevator)

• marketing mix (price, product, place, promotion, public relations)

• promotion (conveys information about product, place, and price, driving consumer purchasing decisions)

examples of promotions

• ticket sales

• partnership activations

• public relations

• social media

• advertising

• website

• merchandise/concessions

AIDA: goals ot promotions

• A - increase awareness

• I - attract interest

• D - arouse desire

• A - initiate action

promotion strategy must account for:

• goal of the promotion

• requires resources

• understanding the effect on the product’s future value

paid media (advertising)

paid, sponsored message conveyed through media

types of paid media

• electronic media

• signage

• print media

• TV

• out-of-home

earned media (publicity)

unpaid exposure

sales

opportunity to have a dialogue with and persuade the consumer, including phone, face-to-face, and social media

sales promotion

activities aimed to drive purchase (sampling, discounting, couponing, giveaways, premium items, performances)

advertising communication

• source

• message

• media mix channel

• receiver

sports organization must determine:

• what it wants to advertise

• what message it wants to deliver

• which form or forms of media to use to deliver the message

• how much to budget to get the message out of the desired audience

• how does the message standout

• clutter

electronic media

• tv, radio, digital, and social and in-venue media - scoreboards, digital signage, and public address systems

• most valuable assets of the marketing mix

advantages of social media

• most affordable

• most flexibility

• can be passed on

• messaged can vary in length

• messages can be evergreen

signage

electronic or printed messages or logos on billboards, banners, street-pole banners, scoreboards, dasher boards on rink boards, message boards and posters

goals of paid media

• create awareness

• communicate information about attributes and benefits develop or change an image or personality

• associate a brand with feelings and emotions

• create norm groups

• precipitate behavior

earned media value

what it would have cost to place an ad to receive the same reach (ex. story about a team winning the championship in the newspaper)

promotional concepts and practices

• major event (super bowl)

• exhibition games (NFL in Europe)

• content and access

sales promotion

activities aimed to drive a product purchase

price oriented promotions

• discounts

• rebates

• special prices

• financial incentives

non-price promotion

fireworks, giveaways, theme nights

promotional concepts and practices

• theme

• product sampling

• open house

• digital couponing

• contests and sweepstakes

• premiums and giveaways

integrated promotional model

• ticket sales

• revenue platform

• marketing platform

• entertainment platforms

public relations

a strategic communication process that builds mutually beneficial relationships between organization and their publics

what is PR?

• a strategic communication function and media relations

• an external outreach capability that is an essential a part of the global sport industry

• PR is more than crisis management

most successful orgs use PR how

fully integrate their public relations efforts with advertising, marketing, sales, sponsorship, community relations, and digital and social media efforts so that the external messages all reflect the same theme

PR strategy and engagement

• raise awareness

• build brands

• enhance image

• drive television tune-in

• direct award campaigns

• increase ticket and merchandise sales

• develop and build new business

• influence public policy

• advocate for social causes and breaking down cultural barriers

• promote civic issues

• spearhead fundraising efforts

• elevate charitable or community relations initiatives

• cultivate and expand fanbase

• promote executive leadership

• recruit talent

key skills for PR

• building relationships

• communication

• creating PR plan

• have a balanced and strategic approach

sponsorship

refers to the acquisition of rights to affiliate directly associate with a product, a persons, an organization, a team, a league or an event for the purpose of deriving benefits related to the affiliation or association

three stakeholder groups involved with sponsorship

• sponsored property

• corporate entity

• consumers

advantages to sponsorships

associations, recognition, value, exposure, and activation opportunities