Sports Marketing Final
• Pick a company that could benefit from sports marketing: EX: Mary Kay
Sponsorship Features
• Attractive demographics
• Exposure
-signage
- Id in media buys
- Program ads
- Collaterals
- Website
• Promotional rights
• Tickets/events
• Prestige/brand image
Sponsor benefits: What are sponsors looking for?
• Increase sales
-sponsorship's "holy grail"
• Enhance brand image
-awareness and favorability
• Reduce marketing costs
-more bang for the marketing dollar
• Increase productivity
-employee morale assisting sales staff
Proof
• Guarantees
• Testimonials
• Company results
• Independent research results
- 3rd party validation
- Empirical proof
- expands benefits and provides additional insight
F-A-B Selling
• Feature
- A prominent part or characteristic
- What it is
• Advantage
- Superiority of position or condition
- What it does
• Benefit:
- Something that promotes well-being
- Why it's important
Audience
• Feature: attractive demographics, audience attitudes
• Advantage: reach targets more efficiently, audience more receptive to advertising
• Benefit: reduce marketing costs
• Proof: syndicated research, custom survey, consumer survey
Exposure
• Feature: logo on car, logo placement across media
• Advantage: generates awareness and recognition via exposure more efficiently than advertising, integrated media increases recall and
attention
• Benefits: enhance brand image, reduce marketing costs
Promotional Rights
• Feature: rights to marks and logos
• Advantage: themed advertising is more effective, increase participation in sales promotions, experimental marketing at races increases fan
enjoyment, engages fans with brands
• Benefit: enhance brand image, reduce costs, increase sales
• Proof: consumer survey, company results
Tickets
• Feature: tickets to race, behind the scenes access
• Advantage: reward employees, build and maintain client relationships, create customized events to attract potential clients
• Benefit: Increase productivity, increase sales, enhance brand image, increase incremental sales
• Proof: company results, employee surveys, testimonials, focus groups, surveys