MARKETING

Marketing- the process in which it takes to get the product into the consumer’s hands

Gross Impression- the number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer

Target Market (3 parts)

one or more specific groups of potential consumers toward which an organization directs its marketing program

Psychographics

1/3 OF TARGET MARKET
the study and classification of people according to their interests, hobbies, attitudes, values, etc...

Demographics

1/3 OF THE TARGET MARKET
the classifications of people based on their age, gender, race, education level, profession, income level

Geographics

1/3 OF THE TARGET MARKET
where the people live and work that are trying to be targeted

Endorsement

NOT REQUIRED
A celebrity or athlete who partners with a company to say good things about the product/company in return for money.

Sponsorship

a company spends money to support an event
NECESSARY for event to occur

Rights and Benefits Definition

what the sponsor gets in exchange for the sponsorship

RB- License

Use of logos and trademarks

RB- Media Inclusion

Sponsor included in all media

RB- Onsite

Demonstrations, samples, or booths set up at the event

RB- Signage

Signs located at the venue, pre-event, and press conferences with sponsors on them

RB- Hospitality

VIP tickets or free event tickets in exchange for good sales or loyalty

RB- In-Kind/Trade Out

Services are given in exchange for a discount on the sponsorship price

RB- Website/Internet

Signage, links, and promotions on the website of team

Leveraging Activities Definition

For every $1 spent on sponsorship, spend $2-3 on leveraging activities

LA- Drive Consumer Sales

Free ticket or discount if you spend a certain amount on something else

LA- Added Value

Give something of extra value (sponsors pay for, freebies)

LA- Self Liquidators

selling event-related merchandise

LA- Retail Incentives

Sponsors paying more for good product placement and shelf space in stores (end caps)

LA- Cross Promotion

2-Way promotional partnerships

LA- Media Involvement

Media company sponsoring a team/event is given ad space/time as a trade-out

LA- Pass Through Rights

Sponsor of a league can use team logos