1. Copyright © 2009 Nelson Education Ltd. All rights reserved. Sport Marketing Strategy Implementation and Evaluation Chapter 16

2. Copyright © 2009 Nelson Education Ltd. All rights reserved.2 OBJECTIVES Know the key steps in turning the marketing mix into marketing actionKnow the key steps in turning the marketing mix into marketing action Articulate how manager and marketers in sport organizations allocate their resourcesArticulate how manager and marketers in sport organizations allocate their resources Understand that strategy needs a plan to implement itUnderstand that strategy needs a plan to implement it

3. Copyright © 2009 Nelson Education Ltd. All rights reserved.3 STRATEGY TO ACTION Turning strategy into action involves: Developing the strategy into resourced actionDeveloping the strategy into resourced action Implementing the strategyImplementing the strategy Evaluating the effectiveness of the strategyEvaluating the effectiveness of the strategy

4. Copyright © 2009 Nelson Education Ltd. All rights reserved.4 INTRO TO IMPLEMENTATION Implementation: operational excellence, activation, or marketing action, the act of putting a developed strategy in place. Marketing Strategy Implementation (MSI): The process that turns marketing plans into actions and ensures that such actions are executed in a manner that accomplishes the plan’s stated objectives. (Goetsch, 1993)

5. Copyright © 2009 Nelson Education Ltd. All rights reserved.5 MARKETING STRATEGY IMPLEMENTATION Suggested guidelines:  Ensure that marketing objectives are understood  Develop a reward system  Develop a project calendar  Develop systems to avoid “paralysis by analysis”  Include a communications plan

6. Copyright © 2009 Nelson Education Ltd. All rights reserved.6 ACTIVITIES OF MSI Organization must be staffed with people with the needed skillsOrganization must be staffed with people with the needed skills Management will determine who will be allocated to which rolesManagement will determine who will be allocated to which roles Management will direct the execution of the implementationManagement will direct the execution of the implementation

7. Copyright © 2009 Nelson Education Ltd. All rights reserved.7 TOOLS FOR ACTIVITY SCHEDULING Gantt ChartGantt Chart Project calendarsProject calendars Operational plansOperational plans PERTPERT Critical path method (CPM)Critical path method (CPM)

8. Copyright © 2009 Nelson Education Ltd. All rights reserved.8 INTRO TO EVALUATION Evaluation is the most difficult task to accomplishEvaluation is the most difficult task to accomplish Some evaluate: Media impressionsMedia impressions Television ratingsTelevision ratings Print coveragePrint coverage

9. Copyright © 2009 Nelson Education Ltd. All rights reserved.9 MEASURES OF EVALUATION Surveys of customersSurveys of customers Employee satisfactionEmployee satisfaction Analysis of sales figuresAnalysis of sales figures Opinion of expertsOpinion of experts

10. Copyright © 2009 Nelson Education Ltd. All rights reserved.10 MEASURES OF EVALUATION Some methods for evaluating marketing activity are: Brand recall levelsBrand recall levels Image transferImage transfer Image enhancementImage enhancement Relationship buildingRelationship building Consumer loyaltyConsumer loyalty

11. Copyright © 2009 Nelson Education Ltd. All rights reserved. Questions?