Using Sports To Market Products

 Wheaties  1936 athletes became a permanent fixture  Lou Gehrig  Considered a great honor  Some athletes have it as a goal  1999 launched a five-box series honoring women in sports

 Wide range of demographics enjoy sports.  Young market flock to X-Games  Baby boomers focus on personal fitness in all types of sports  Sports events attract more viewers than any other entertainment today.  million golfers  million golfers  Spending by sports advertisers in $152 billion.

 hrs. of televised sports  ,800 hrs. of televised sports  Play time in games has been changed  How is the sports audience a “captive audience”?  If you want to see your team or game, you have to see the commercials

 Power of emotional ties  Intense love, hate, joy or disappointment over sports  Some are proud of their city  Some are intrigued by the skill or psychology of the players  Men openly cried at the last game of the original Cleveland Browns game in 1995  Owner Art Modell received hate mail and bomb threats

 Victory causes powerful emotions too  Rioting after championship games  1998 Chicago Bulls and Kentucky Wildcats  Fans will overlook an athletes tasteless or criminal behavior as long as he or she still scores or entertains.  Mike Tyson fights after he was recently released from prison  Fans paid $49.95 to watch Tyson fight  Tyson made $100 million dollars that year  Fans will make loyal customers of products they learn about through event advertising

 Rising popularity of women's athletics  Causing marketing campaigns to take a closer look  Woman make 80% of all purchasing decisions  Woman spend more than $5 billion per year on sports- wear  Professional women's athletes can earn millions of dollars in endorsements  Nike named a shoe after Sheryl Swoops

 Marketing products through sports is an interconnected process  1. a company buys the rights to advertise during a game  2. T.V. and radio networks sell time to teams and their sponsors.  3. Cities buy the rights to host teams  4. Finally consumers buy the products advertised at the game.

 Many companies that want to advertise their products through sports hire outside consulting firms to help  Others start their own marketing groups within their marketing department.  ESPN CHILTON Sports Poll.  One of the largest firms  Offers demographic data, info about the mood of the sports consumer at any time, and advise on how to attract a particular market

 Pick athlete or entertainer for the box cover  Think about popularity  Think about recent events  Design box with marketing principles in mind  Don’t want a pic of athlete making a mistake  Make it catchy and appealing to the eye  Use Whatever resources you choose  Computer  Paper and markers  Etc…

 Tell why you chose who you did  Why they would be a good fit for Wheaties?  What market are you going after with the person you chose?  Are there recent events that helped you make your decision?