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Sports Marketing & Sponsorship - Coggle Diagram
Sports Marketing & Sponsorship
WEEK 1: INTRODUCTION TO SM
What is Sport Marketing?
Marketing 'of' Sport
Brand Wheel for Sport
Core benefits
Generic sport form
Specific sport form
Marketing mix
Marketing 'through' Sport (Sponsorship)
Sponsorship portfolio
Risk management
Sport Marketing Value Exchange
Value of sport to Australia
Sport marketing Value Exchange Map
The basics of Value Creation from sport
For sports fans
Other stake holders
Players
Sponsors
Media
Trends & issues in sports
WEEK 2: THE SPORTS MARKETING PLANNING FRAMEWORK
Unique Aspects of Sport Marketing
Regular Business Model vs Sport Business Model
5 Stages Sport Marketing Planning Process
Research
Conduct consumer research
Segmentation
Identify profitable target markets
Determine how to position the product to the target consumer
Create Value for Target Markets
Create sustainable value for target market using 7 P's
Implementation
Requires planned communication, staffing, coordination, information & budgeting
Implement a trial program/event in a test market
How the implementation phase works
Control/Test and Evaluate
Evaluation of plans
If aims haven't been reached, adjustments are made
Contingency Planning
Why consider contingency planning
The Contingency Framework
WEEK 3: FAN LOYALTY AND MOTIVES
Fan Behaviour and Knowledge
Why this is critical to sport marketing success
Loyalty vs Fan Loyalty
What loyalty is
Fan Loyalty in Sport
Psychological Commitment to Team (PCT) - sport loyalty segmentation tool
True Loyalty
How sport is unique in understanding loyalty
Fan Loyalty Models
Psychological Continuum Model (PCM)
Awareness
Attraction
Attachment
Allegiance
Fan Motivation
Motivation
Motivation Scales
Wann 1995: The Sport Fan Motivation Scale (SFMS)
8 sport involvement motives
Validity problems with this model
Trail and James 2001: Motivation Scale for Sport Consumption (MSSC)
9 motives of fan behaviour
Uncertainty and need for more research
5 motives that apply broadly
Individual motives should be validated as applicable for each sport
WEEK 4: FAN SEGMENTS
What is segmentation/why is it important
Choice of profitable targets
Determine how to position product
Objective is to develop a loyal fan base
Socio Demographic Variables
Age
Gender
Race
Location
Employment Status
Education
Psycographics
Personality
Values
Attitudes
Interests
Lifestyles
Product Usage
Spectators
Participants
Corporates
Product Benefits
WTP Tickets
Price points
Fan Identification, Loyalty and Targeting
Local Fans
Devoted Fans
Fanatical Fans
Dysfunctional Fans
WEEK 5: AN INDUSTRY PERSPECTIVE OF FAN LOYALTY, MOTIVES AND SEGMENTATION
Sports Marketing Implications of Fan Behaviour
Understand what aspects of fan behaviour most influence key success indicators
Recognise that trends emerge and change overtime in sports fan behaviour
Aware that fans differ and can be segmented through targeted marketing based on their level of identification
Sport consumers may be divided between fans, spectators and particiapants
Important to make distinctions in marketing as to what constitutes consumer
Case Studies
Formula 1 Grand Prix
Women in Sport
Australian Open Grand Slam
Increasing Tennis Participation in Australia
NBA in China
WEEK 6: SPORTS PRODUCT AND BRANDING
Considerations
How do goals of sport differ from objectives of the marketer?
What are the goals of the fans?
What elements of the sport can the marketer manipulate/control to assist in achieving objectives?
What elements are beyond their control?
What marketing activities and concepts are going to be
important in achieving goals? Why these?
In answering the above, what conclusions regarding the
marketing of sport might be drawn?
The Sport Offering
Articulating the Sport Offering
Both service and product elements
Consumption of core service is completed once game ends, everything else is product extension
Success is related to size and enthusiasm of the spectator and fan base
Clear relationship between fan behaviour, the success of sport as an entertainment form and ability to attract rights fees
Sport Service Quality (SQ)
Causes of service shortfalls
Conceptual Model of Service Quality (Lovelock 2007)
Closing Gap 1: What consumers expect vs what marketers think they expect
Learn what customers expect
Closing Gap 2: Research that has been done isn't translated into plans
Establish the right SQ standards
Closing Gap 3: Research within the plan hasn't been aligned with service delivery
Ensure service performance meets standards
Closing Gap 4: The service not matching what we have promised to consumers
Ensure delivery matches promises
Closing Gap 5: Perceived Service Quality Gap
Via all of the above strategies
The Sport Product
Sport Product Strategy
Focus on product extensions and positive customer experiences
Sport Service/Product Strategy
Public Amenity
Quality Commentary
Sport Product Extension
Athletes are entertainers
Enjoyment off the field
Stadium
Licensed merchandise
Collectables/memorabilia
Sporting agents leveraging bargaining power of athletes
Unexpected Circumstances
Sport Product Lifecycle
Intro
Growth
Maturity
Decline or Revitalisation
Brand Development
Brand Image Management
Functional attributes
Emotional attributes
Symbolic attributes
Brand Wheel for Sport
Core benefits
Generic sport form
Specific sport form
Marketing Mix
Sport Marketing Brand Development
Research led strategy to drive the brand
Attributes
Benefits
Values
Personality
Essence
WEEK 7: RELATIONSHIP MARKETING IN THE SPORT INDUSTRY
Mapping the Industry
Key stakeholders
Properties
Team
Events
Players
League
Value exchange forces
Value exchange map
Relationship Marketing
External factors
Internal factors
Builds trust, commitment, self-connection and reciprocity
Consumers of Sport and Corporates
Sport product satisfies basic consumer needs
Primary motives
Secondary motives
Sports TV Rights
Creating Stakeholder Value
Only one TOP sponsor allowed for each category
Big contracts to fewer sponsors
Advertising, PR, Research & Consulting Firms
Sport Management Organisations
Government organisations
TV and Media Sources
Revenue (advertising) exceeds both cost or acquisition
Importance of Sport Industry in Australia
WEEK 8: INTRODUCTION TO SPONSORSHIP
Definition of Sponsorship
Sponsor and Property relationship
Sponsorship as marketing communications
Evolution of sponsorhsip
Two key influencers
Horst Dassler
Mark McCormak
Sponsorship Growth Drivers
Sponsorship size and growth
TV content - more sport, more opportunity to sponsor
Athletes and sport heros becoming media personalities
Corparate brands seeking credibility
Place in the marketing mix
Role of new technology
Brand Congruence/Sponsorship Fit
Sponsorship vs Advertising
Differences
Advantages on Sponsorship
Mistakes where sponsorship fails
Sponsorship implications
Integrated Marketing Approach
Garnier & Aus Open Case Study
Budgets
Clutter
Ambush Marketing
Create false impression of being associated with an event
Can also be done through TV rights
Player scandals
Cricket ball tampering
WEEK 10: SPONSORSHIP FIT, ARTICULATION & CONGRUENCE
Sponsorship Fit
'Fit' between sponsors brand/corporate image and image of the property
Higher fit = increased awareness and influence
Memory and brand recall
Tag Heuer Case Study
Broad values
Criteria
Sponsor Linked Marketing
Keystone of the whole marketing strategy
Sport Sponsorship Trends
Fewer rights (response to clutter)
Increased rights fees (increased value)
Increase in SLM
Successful experiences
Leveraging sport been successful
Sophistication of relationships has improved
SLM Ciricles
How to do SLM
Congruence vs Incongruence
High or low achieve best results
But, although memorable, incongruent need a narrative with positive association to the sport
Emirates Case Study
Resources and Capability for competitive advantage
Implementation of SLM
Resource vs capability
Advantages of capabilities
Functional capabiities
Integrative capabilities
Sponsor resources
Financial
Brand Building
People
Organisational Capabilities and Routines
Teamwork/relationships
Culture
Skills and routines over time
Mars Case Study
Why Sponsorship Relationships Fail
Can't articulate expectations
Activation costs on top of sponsorship fees
Lacking expertise to help sponsor create competitive advantage
WEEK 9: SPONSORSHIP STRATEGIC PLANNING
Sport Sponsorship Key Elements
Definition of sponsorship (sponsorship=business)
Looking at corporates (goods/services producers)
Corporate
Image/relationship e.g. banks
Marketing
Capitalisations e.g. FMCG
Philanthropic
Community goodwill
Strategic considerations
Exclusivity (sponsor categories)
Determine Scope
Global/international/national
Regional/local
Determine Athletic Platform
Team/event/athlete
Select by:
Budget & Feasibility of platform
Georgraphic scope of sponsorship
Sponsorship objectives
Sponsor Objectives
AIDA Approach
Attention
Interest
Desire
Action
Affinity transfer
Indirect
Awareness
Competition (differentiation, ambush)
Reaching target segments
Relationship building
Image building
Direct
Sales Increase
Case Study Coke
Brand, Relationship & Corporate Objectives
Brand Objectives
Relationship Objectives
Customer relations
Employee relations
Community relations
Corporate Sponsorship Objectives
Effective Sponsorship Planning
Integration on two dimensions
Integrated into marketing department
Be part of the marketing plan and consistent with corporate plan
Charactierstics of poorly utilised sponsorship
Key Steps in Sponsorship Planning Process
Step 1
Examination of Corporate plan
Examination of Marketing plan
Step 2
Examination of Marketing Communications Budget
Identify and prioritise specific objectives
Determination of the target market or audience & their purchase motivations
Step 3
Determination of association/positioning you are trying to achieve
Development of leverageable theme
Areas to be leveraged in line with customer benefits & theme
Step 4
Activation of communication
Consider new products
Evaluation of outcomes relative to objectives
Consider relationships with co-sponsors
Development and activation of employee hospitality opportunities
Clarification of role and involvement of property in all plans
Case Study Visa
WEEK 11: SPONSOR SPONSEE RELATIONSHIPS & AMBUSH MARKETING
Why Sponsorship Relationships Fail
Activation costs
Failure to articulate expectations
Lack of understanding of relationship marketing principles
Sponsor Sponsee Value Exchange
Sponsors looking for negotiating most important entitlement
Sponsees want to extract as much investment from the sponsor
Sponsees should look to add value by adding benefits that don't cost anything but provide exclusivity
Relationship
Sponsor contract structure
Terms of contract (first right of refusal/renegotioation)
Performance based contract
Co-marketing alliance
Mutually beneficial objectives
Both parties contribute substantive resources to achieving mutually beneficial objectives
Joint development of target markets
Performance related clauses
Strategic compatibility
Ambush Marketing
Why ambush?
Sponsorship type results with no rights fee
Almost complete creative control
Rules
Not illegal
Don't breach laws (e.g. copyright)
Can't call yourself a sponsor
Proximity rules
Case Studies
NIKE TOWN
Volvo Contest Superbowl
Forms of ambush marketing
Media ambush
Strategic ambush
Publicity stunt
Proofing
As many rights/benefits as you can
Exclusive in your category
Gain media sponsorships
Purchase OOH media around venue
Activations/integrated marketing communications
Leverage whole property experience
WEEK 12: MEASURING SPONSORSHIP IMPACT & FUTURE TRENDS
Measuring Performance
Property perspective
Inventory sold (e.g. signage)
Rights fees paid
Sponsorship renewals
Congruence with sponsors
Investment of sponsors in co-branding
Length of deals
Future trends
E-sports
Women
Extreme sports
Total experience sport events