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Segmentation_ Targeting_ and Positioning

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					Business 366 Sports Marketing


     Sponsorship

         11/17/2009



                                1
Football Picks




                 2
             Class Agenda
•   Anthony Silvers
•   Divide into Groups
•   Sponsorships & Special Events
•   No Class 11/24
•   Review Evaluative Criteria
•   12/8 Last Lecture & Review for Final Exam
•   12/10 Final Exam 6-8P

                                            3
                 Project Grading


• Group Presentations 12/1. If you are absent you will get a Zero for
  your group project.
• Equal contribution to the group is very important. Each team
  member will divide up 100 points among all participants other than
  themselves. They will turn them into me in a sealed envelope on the
  day of the presentation. I will tally the points and award and
  individual participation score independently.
• The winning team must show up for the remaining classes and take
  the final exam, but will receive an automatic ―A‖ for the course.

                                                                   4
Evaluative Criteria




                      5
           Evaluative Criteria
Write and present basic
strategies for:
  Name
  Target Market
  Packaging & Label
  Channels of Distribution
  Sponsorship
  Licensing
                                  35
  Event Marketing
  Trial Generating Promotions
  Public Relations
  Promotion
  How to Leverage Digital Media

                                       6
          Evaluative Criteria
Write a creative work plan,
(see attached) and develop
an advertisement based on.
This can be a print ad, a
video, or a skit acted out in
                                35
class.




                                     7
Final Presentation

         Anthony Silvers




                           8
      Assignment for This Week
•   Define Sponsorship
•   Give an example of sponsorship
•   Interpolate the objectives
•   Define special event
•   Give an example of a special event
•   Interpolate the objectives


                                         9
                  Sponsorship
• Investing in a sports entity to support overall
  organizational objectives, marketing goals,
  and promotional strategies

   – Monetary support
   – In-kind (trade) support


• In 2009, sports sponsorship spending in North
  America is projected to be ~$12 billion (overall
  sponsorship is expected to be ~$17 billion)
                                                     10
    Sponsorship Objectives
• Direct
  – Increase sales
• Indirect
  – Increase awareness
  – Deal with competition
  – Reach new target markets
  – Build relationships with consumers
  – Build brand image (match-up hypothesis)

                                              11
Example #1 Nascar
        • Sports Sponsorship
          usually means that a
          commercial organization
          gives financial help to an
          individual, a team or a
          sport in return for
          publicity.
        • Sponsorship is an
          investment. The company
          expects to get something
          back in return.


                                  12
            Example #2 Nike
• Sponsorship helps the
  company sell it
  products. The
  company wants to
  have an impact on
  likely customers. The
  impact comes through
  the link between the
  sporting activity and
  the product:
                              13
 How Does a Company Decide who to
             Sponsor
Where a company looks at sponsoring in sport, it
  must consider the following questions

• Is our product consistent with the sport?
• Is our target interested in the sport?
• Will the individual team or event be seen on TV,
  or get some other form of mass exposure?
• Will there be publicity on radio or in the papers?
• Will lots of people attend the event?
• Will the team or individual win? Proudly support
  our products?
                                                   14
     Sponsorship can take many
          different forms
• Equipment required to take part: rackets,
  boots, clubs, boots.
• Clothing required to take part but also sun
  visors and baseball caps and watches.
• Money to help with living costs.
• Entry fees to competitions.
• Travel expenses.

                                            15
   BENEFITS FOR SPONSOR
• In kind merchandising.
• Sponsor of clothing and events can be a way of
  advertising their product. It can work out cheaper than
  traditional media. It is also an advantage if the event or
  performer is on television.
• Sponsorship can be a way to subvert rules related to
  sponsorship related to cigarettes and Tobacco products
  which are not allowed to be shown on T.V.
• Sport can create a positive image for the company.
  Health and fitness.
• Improved sales – the most important aspect. An increase
  in sales of the company product is what companies want
  from sponsorship.

                                                          16
                    IEG
• IEG is the leading provider of consulting,
  valuation, measurement, research and
  training to the global sponsorship industry.
• used by some 5,000 clients each year—
  from the NFL, UNICEF and the Houston
  Livestock Show and Rodeo to Credit
  Suisse, Diageo and Subway.
• http://www.sponsorship.com/
                                             17
      The Sponsorship Process
Sponsorship
 Objectives


 Sponsorship
   Budget


 Sponsorship
  Acquisition



Implementation
 & Evaluation

                                18
                               PGA TOUR Domestic LicenseesSPORTS
                                                   J PATTON

 ACCESSORY NETWORK GROUP, LLC                    KOMBI

 ACCUSPLIT                                       MARK-IT GOLF

 ACUSHNET                                        MERCURY LUGGAGE

 AHEAD, INC.                                     MICKELSON GROUP, INC.

 ART & FRAME DIRECT, INC.                        MICKI ELAINE

 ANTIGUA                                         NIKE GOLF

 ASHWORTH                                        OGIO INTERNATIONAL, INC.

 BACK 9 USA                                      OXFORD APPAREL

 BANNER SUPPLY                                   THE PARADIES SHOPS

 BEN HOGAN*                                      PERRY ELLIS INTERNATIONAL

 BOBBY JONES                                     PETER MILLAR*

 BRIDGESTONE SPORTS                              PGA TOUR EXPERIENCES

 BUGATCHI UOMO*                                  PHI-TEN USA, INC.

 CMC CUSTOM GIFTS                                SABONA OF LONDON

 CUTTER & BUCK                                   SCOTT MEDLOCK FINE ARTS

 DELUXE FINANCIAL SERVICES, INC.                 STERLING CUT GLASS

 DYNAMIC BRANDS                                  STONEHOUSE PUBLISHING

 ELECTRONIC ARTS                                 SUN MOUNTAIN SPORTS

 ESOLES                                          TAYLORMADE adidas GOLF

 FLOPSHOTS.COM, LLC                              TEAM EFFORT

 THE GAME                                        TERVIS TUMBLER

 GEAR FOR SPORTS                                 TOD WAGENHALS, INC.

 GEM DANDY, INC.                                 TOURNAMENT SOLUTIONS, LLC

 GOLF GRAPHICS*                                  TRENDS INTERNATIONAL

 GOLF & TENNIS PRO SHOP - PGA TOUR
                                                  TRU TURF EQUIPMENT
SUPERSTORES

 GRAEME BAXTER GOLF GALLERIES                    THE TOUR CLUB

 GREEN FRIENDLY GOLF LLC                         TWINS ENTERPRISE, INC.      19
 GREG NORMAN COLLECTION                          UNDER ARMOUR, INC.

 IMG SPORTS LICENSING                            UNIBIC NORTH AMERICA

				
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