1. The FAN

2. What is a Product? Tangible: _______________________________
EX: jerseys, hats, skateboards
Services, sports training, sports event, golf lessons _________________________ Tangible
All Products generated by the main sporting event are called ____________________________

3. The Fan’s Role in Sports
Fan = “Fanatic”
Someone who
Football, Basketball, Baseball, Golf
Chess, Darts, Shuffleboard, Curling
Fan is the _____________________ for Sports Marketing
IS the power behind success of sports
IS the economic force
_____________________ the game with attention

4. Fan = Target Market
“Fans” are typically segmented in to smaller markets by teams:
“target markets” or “market segments”
Specific Market Segments: 26

5. Specific Market Segments:
Demographic
Geographic
Psychographic
Behavioral
GOAL: To understand how market segmentation works

6. Demographics
Segmentation based on ____________________ 29

7. Geographics Segmentation based on _________________________________
State (NY colleges vs Tennessee Colleges)
County (Putnam vs Westchester)
City (NYC vs Carmel)
Region (east vs west)
Climate – Winter Sports, Water Sports
Hawaii (suntan lotion) vs. Vermont (fur coats)
Alaska vs. Florida 30

8. Psychographics Segmentation based on ___________________________
Cheerleader
Athlete
Computer User
Mini-Van Driver
Retired Person
Marathon Runner 27

9. Behavioral Segmentation
Segmentation based on “_________________”
Individual is either a User or Non-User
Season Ticket Holders
Smokers
Seat Belts (kids seats) 28

10. Niche Market
A ___________________________of a market that has a very special need not currently being filled is a Niche Market.
Not being readily served by the mainstream product or service marketers.
Examples
Sports Memorabilia Collectors & Traders
Sport utility vehicles (SUV) Drivers desiring a vehicle with room, power and (SUV) strength
Cable television channels often seek niche audiences to appeal to specific target groups with a common set of interests, such as ESPN designing programming to appeal to sports fans. 31

11. Grassroots Marketing
Grassroots marketing ______________________to spread the word rather than a medium such as television or radio.
getting consumers in your key markets to care so much about your product that they become your cheerleaders.
It is a word of mouth campaign
Examples: helping and assisting the community with charitable and fundraising events (NFL - United Way)

12. Mass Marketing
A market coverage strategy in which a firm decides to ignore market segment differences and go after __________________________with one offer.
It attempts to sell through persuasion of a product to a ________________________.
Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience.
Reaching the largest audience possible = maximum exposure to the product.

13. The four types of marketing media to get to “fans” are:
Print
Newspapers, magazines, direct mail, outdoor advertising, station posters, stadium signage
Broadcast
Radio and television
Direct marketing
Many media used to communicate directly with consumers
Online advertising
Banner advertising, company Web sites, online promotions 13