همايش توجيهي بازاریابی در ورزش قهرماني. Table of Contents 1.Club...
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Transcript of همايش توجيهي بازاریابی در ورزش قهرماني. Table of Contents 1.Club...
همايش توجيهي بازاریابی در ورزش قهرمانيهمايش توجيهي بازاریابی در ورزش قهرماني
Table of Contents
1. Club Regulations
I. Statutes
II. Structure & Administration
III. Finance
IV. Facilities
V. Sporting Development
VI. Fan & Community Support
2. Event Management
3. Marketing
4. Communications
Club Development
Club AdministrationClub AdministrationClub AdministrationClub Administration
Board of directorsBoard of directorsBoard of directorsBoard of directors
General managerGeneral managerGeneral managerGeneral manager
AdministrationAdministrationAdministrationAdministration
FinanceFinanceFinanceFinance
LegalLegalLegalLegal
MarketingMarketingMarketingMarketing CommunicationCommunicationCommunicationCommunication Event Event ManagementManagement
Event Event ManagementManagement
Club structure (EXAMPLE)Club structure (EXAMPLE)
FacilityFacilityFacilityFacility
TechnicalTechnicalTechnicalTechnical
Top teamTop teamTop teamTop team
MedicalMedicalMedicalMedical
YouthYouthdevelopmentdevelopment
YouthYouthdevelopmentdevelopment
Club AdministrationClub AdministrationClub Administration
Board of directorsBoard of directorsBoard of directors
General managerGeneral managerGeneral manager
AdministrationAdministrationAdministration
FinanceFinanceFinance
LegalLegalLegal
MarketingMarketingMarketing CommunicationCommunicationCommunication Event Management
Event Event ManagementManagement
Club structure (example)Club structure (example)
FacilityFacilityFacility
TechnicalTechnicalTechnical
Top teamTop teamTop team
MedicalMedicalMedical
Youthdevelopment
YouthYouthdevelopmentdevelopment
Marketing
•Sponsorship•Finding sponsors •Relationship with sponsors
•Ticketing•Merchandising•Fan development•Promotional activities
•Promoting the image of the Club•Providing the club with financial resources
ObjectivesObjectives
RolesRoles
Key actors?Key actors?Players & CoachesPlayers & Coaches
Match OfficialsMatch Officials
VIP guestsVIP guests
MediaMedia
SponsorsSponsors
FansFans
EventEventEventEvent
Sport GameSport Game
Match OfficialsMatch Officials VIP guestsVIP guestsMediaMedia SponsorsSponsors FansFans
Match quality Match quality Club image/ Club image/ promotionpromotion
Ticket saleTicket sale
SponsorsSponsors
Players & CoachesPlayers & Coaches
RevenueRevenueRevenueRevenue
Better event management leads to higher revenuethrough stakeholders - directly & indirectly
Better event management leads to higher revenuethrough stakeholders - directly & indirectly
EventEvent
Why stakeholders are important?Why stakeholders are important?Why stakeholders are important?Why stakeholders are important?
Communication influences many stakeholders internally and externallyCommunication influences many stakeholders internally and externally
CoachesCoaches
ExecutivesExecutives StaffsStaffs
Internal stakeholdersInternal stakeholders
SponsorsSponsors
FansFans
GovernmentGovernment
CommunityCommunity
Solidarity Solidarity Solidarity Solidarity Good image and interest Good image and interest Good image and interest Good image and interest
External stakeholdersExternal stakeholders
MembersMembers
PlayersPlayers
Why Club identity is important?Why Club identity is important?
Club identity is critical for fan development Club identity is critical for fan development
FanFanClubClub
Club identity•Name•Club shirt (Color and design)•Logo/emblem•Flag•Club nickname•Players (stars)•Coaches•Stadium
Why important?Why important?
Marketing is to monetize the fan base and is critical to club revenueMarketing is to monetize the fan base and is critical to club revenue
ClubClubRevenueRevenue ==
NumberNumberof fansof fans
How much fans spendHow much fans spenddirectly/indirectlydirectly/indirectlyXX
Fan developmentFan development MarketingMarketing
In the marketing sense, a Sport product includes not only
the match, but also merchandise, players/personalities,
events, Sport clinics, Sport information etc.
What are your Sport products?
Marketing of Sport is different from marketing other
products. Before you can begin selling your Sport products,
you have to market an experience.
FAN
Belonging
Euphoria
Disappointment
Anticipation
Frustration
Excitement
Aspiration
Nostalgia
Fans are the heartbeat of Sport. To attract fans, you
have to understand them and satisfy their needs.
Sport Target Market
Non-fansNon-fans(Don’t recognize(Don’t recognize
the club)the club)
Potential fansPotential fans(Recognize the club(Recognize the club
but not fan) but not fan)
FansFans
Get theGet therecognitionrecognition
Club must invest in retaining their fans
Club must invest in retaining their fans
3 types of activities3 types of activities Keep the Keep the fansfans
Get theGet thefansfans
Club identityClub identity
VI. Fan development
How to sell the ticket?How to sell the ticket?
2 Promotion Tactics
DiscountDiscount Add valueAdd value
•Use both promotion tactics based on the fan development strategy•Perceived value for money for fans•Tangible and intangible benefits for fans
•Use both promotion tactics based on the fan development strategy•Perceived value for money for fans•Tangible and intangible benefits for fans
Fan development strategyFan development strategy
NonNon--fansfans(Don(Don’’t recognizet recognize
the club)the club)
Potential fansPotential fans(Recognize the club(Recognize the club
but not fan) but not fan)
FansFans
Get theGet therecognitionrecognition
Get the Get the fansfans
Keep the Keep the fansfans
Why Fan Development is important?Why Fan Development is important?
Most club revenue comes from fan directly and indirectlyMost club revenue comes from fan directly and indirectly
CompanyCompany
TicketTicket MerchandisingMerchandisingMedia rightsMedia rightsSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcaster
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
2 promotion tactics2 promotion tactics
DiscountDiscountDiscountDiscount Add valueAdd valueAdd valueAdd value
Fan development strategyFan development strategy
N o nN o n -- fa n sfa n s(D o n(D o n ’’ t re c o g n iz et re c o g n iz e
th e c lu b )th e c lu b )
P o te n tia l fa n sP o te n tia l fa n s(R e c o g n iz e th e c lu b(R e c o g n iz e th e c lu b
b u t n o t fa n ) b u t n o t fa n )
F a n sF a n s
G e t th eG e t th ere c o g n it io nre c o g n itio n
G e t th e G e t th e fa n sfa n s
K e e p th e K e e p th e fa n sfa n s
<Example of discount tactics>
•Season ticket•Free ticket•Discount ticket•Group discount•Other type of package ticket
Discount tacticsDiscount tacticsTicketing
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
2 promotion tactics2 promotion tactics
DiscountDiscountDiscountDiscount Add valueAdd valueAdd valueAdd value
Fan development strategyFan development strategy
N o nN o n -- fa n sfa n s(D o n(D o n ’’ t re c o g n iz et re c o g n iz e
th e c lu b )th e c lu b )
P o te n tia l fa n sP o te n tia l fa n s(R e c o g n iz e th e c lu b(R e c o g n iz e th e c lu b
b u t n o t fa n ) b u t n o t fa n )
F a n sF a n s
G e t th eG e t th ere c o g n it io nre c o g n itio n
G e t th e G e t th e fa n sfa n s
K e e p th e K e e p th e fa n sfa n s
•Develop proper tactics for the target segment in the fan development strategy
•Understand the segment and be creative to develop the effective tactics
•Monitor their level of satisfaction and feedback to the strategy and tactics
Ticketing StrategyStrategy
Sponsorship is the support of an event or activity by
another organisation for the MUTUAL BENEFIT of both
parties
sponsorship
Sponsorship taps into the real passion of Sport fans,
which provides the sponsor brand value migration that
conventional advertising cannot.
What do sponsors want? In addition to increased sales:1 Increased product exposure2 Consumer and trade promotions3 New customers• Channel for customer hospitality and incentives• Enhanced corporate image4 Professionalism5 An open and trusting partnership6 A good quality product7 A good deal8 Open communication9 Centralised marketing programmes10 Client servicing11 Easy access to information (events, players, history)
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
Sponsorship
•Fan clubFan club•Privileges to membersPrivileges to members•Fan club eventFan club event•PublishingPublishing
•Continuous and direct Continuous and direct relationship with themrelationship with them
•Direct mailDirect mail•E-mailE-mail•Home pageHome page
•What is Sport sponsorship?
SponsorshipSponsorship
ClubClub SponsorSponsor
Win-Win RelationshipWin-Win Relationship
Club benefitClub benefit• Financial supportFinancial support• Other supportOther support
Sponsor benefitSponsor benefit• Media exposureMedia exposure• Good imageGood image
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
XYZ CompanyXYZ Company
------------------------------ ------ ------------
1. List 1. List potentialpotentialsponsorssponsors
3. Negotiate3. Negotiatewith potentialwith potential
Sponsors and contractSponsors and contract
4. Deliver and 4. Deliver and manage themanage thesponsorshipsponsorship
2. Define 2. Define sponsorshipsponsorshippackage andpackage andthe benefitthe benefit
Sponsorship
Sponsorship operationSponsorship operation
5. Evaluate 5. Evaluate thethe
sponsorshipsponsorship
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
Sponsorship<Example of potential sponsors>
• List all potential sponsors• ………………………………• ………………………………• ………………………………• ………………………………• ………………………………• ………………………………
1.1. List potential sponsorsList potential sponsors
XYZ CompanyXYZ CompanyXYZ CompanyXYZ Company
------------------------------------------------
1. List 1. List potentialpotentialsponsorssponsors
3. Negotiate3. Negotiatewith potentialwith potential
Sponsors and contractSponsors and contract
4. 4. Deliver and Deliver and manage themanage thesponsorshipsponsorship
2. Define 2. Define sponsorshipsponsorshippackage andpackage andthe benefitthe benefit
Sponsorship operationSponsorship operation
5. Evaluate 5. Evaluate thethe
sponsorshipsponsorship
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
Sponsorship
XYZ CompanyXYZ CompanyXYZ CompanyXYZ Company
------------------------------------------------
1. List 1. List potentialpotentialsponsorssponsors
3. Negotiate3. Negotiatewith potentialwith potential
Sponsors and contractSponsors and contract
4. 4. Deliver and Deliver and manage themanage thesponsorshipsponsorship
2. Define 2. Define sponsorshipsponsorshippackage andpackage andthe benefitthe benefit
Sponsorship operationSponsorship operation
5. Evaluate 5. Evaluate thethe
sponsorshipsponsorship
•Club requirements •Sponsor package and benefits
•Two-way - Club and sponsor
•Understand their businesses and situation
• Identify mutual interests and benefits
•Quality presentation•Renewal of contract
2.2. Define sponsorship Define sponsorship package and the benefitpackage and the benefit
XYZ CompanyXYZ CompanyXYZ CompanyXYZ Company
------------------------------------------------
1. List 1. List potentialpotentialsponsorssponsors
3. Negotiate3. Negotiatewith potentialwith potential
Sponsors and contractSponsors and contract
4. 4. Deliver and Deliver and manage themanage thesponsorshipsponsorship
2. Define 2. Define sponsorshipsponsorshippackage andpackage andthe benefitthe benefit
Sponsorship operationSponsorship operation
5. Evaluate 5. Evaluate thethe
sponsorshipsponsorship
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
Sponsorship • Let them know the club•Club profile•Media exposure statistics•Average spectators•Fan club members…etc
• Understand their expectation• Precise specification of benefits• Understand their decision making procedure
• Be flexible with the sponsorship package & conditions
• Know your value• Follow up their internal process• Keep the relationship even if you do not succeed at first
3.3. Negotiate with potential Negotiate with potential sponsorssponsors
XYZ CompanyXYZ CompanyXYZ CompanyXYZ Company
------------------------------------------------
1. List 1. List potentialpotentialsponsorssponsors
3. Negotiate3. Negotiatewith potentialwith potential
Sponsors and contractSponsors and contract
4. 4. Deliver and Deliver and manage themanage thesponsorshipsponsorship
2. Define 2. Define sponsorshipsponsorshippackage andpackage andthe benefitthe benefit
Sponsorship operationSponsorship operation
5. Evaluate 5. Evaluate thethe
sponsorshipsponsorship
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
SponsorshipThe contract must cover...
• Duration of the contract• Fee to be paid• Benefits
• Club and Sponsor• Timing of the payments and benefits
• Rights and obligations• Club• Sponsor
• Renewal period• Breach of the contract• Legal document … etc
3. Negotiate with sponsors 3. Negotiate with sponsors and contractand contract
XYZ CompanyXYZ CompanyXYZ CompanyXYZ Company
------------------------------------------------
1. List 1. List potentialpotentialsponsorssponsors
3. Negotiate3. Negotiatewith potentialwith potential
Sponsors and contractSponsors and contract
4. 4. Deliver and Deliver and manage themanage thesponsorshipsponsorship
2. Define 2. Define sponsorshipsponsorshippackage andpackage andthe benefitthe benefit
Sponsorship operationSponsorship operation
5. Evaluate 5. Evaluate thethe
sponsorshipsponsorship
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
Sponsorship •Make sure that all arrangement follow the contract
•Who is responsible?• Invite the sponsors to the match/event and ask if they are satisfied or not
•Good relationship with media is vital for good media exposure
•Delivery of benefits = Renewal
4.4. Deliver and manage the Deliver and manage the sponsorshipsponsorship
Keeping the right sponsor/s
1 Responsibility of account management to assist in the activation
and management of the respective commercial rights
2 Deliver what you have sold
3 Maintain open and regular communications; be available
4 Be serious about engaging in long-term partnerships
5 Ensure consistent use of property marks and identities
XYZ CompanyXYZ CompanyXYZ CompanyXYZ Company
------------------------------------------------
1. List 1. List potentialpotentialsponsorssponsors
3. Negotiate3. Negotiatewith potentialwith potential
Sponsors and contractSponsors and contract
4. 4. Deliver and Deliver and manage themanage thesponsorshipsponsorship
2. Define 2. Define sponsorshipsponsorshippackage andpackage andthe benefitthe benefit
Sponsorship operationSponsorship operation
5. Evaluate 5. Evaluate thethe
sponsorshipsponsorship
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
Sponsorship •Monitor all media exposure and evaluate the sponsorship effect
•Report it to the sponsors and make them aware of the impact
•Learn and develop
6.6. Evaluate the sponsorshipEvaluate the sponsorship
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
Media rightsMedia rights include…
• TV rights• Radio rights
• Understand which rights you ‘own’ (and league ‘owns’) and maximize the benefit
Media rightsMedia rights
TV rights (if applicable)TV rights (if applicable)
Free to airFree to air
SatelliteSatellite
CableCable
XX
LiveLive
DelayDelay
DigestDigest
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
Merchandising
•Important part of club brand• Finance and image
MerchandisingMerchandising
MerchandisingMerchandising
CompanyCompanyCompanyCompany
TicketTicketTicketTicket MerchandisingMerchandisingMerchandisingMerchandisingMedia rightsMedia rightsMedia rightsMedia rightsSponsorshipSponsorshipSponsorshipSponsorship
$$ $$ $$
$$$$
$$
BroadcasterBroadcasterBroadcasterBroadcaster
1. Marketing is to monetize the fan base and critical for club2. Ticket
• Use promotion tactics • Discount• Add value
3. Sponsorship • ‘win-win relationship’ • 6 phases of the sponsorship operation
4. Media rights• Understand what you ‘own’ and maximize the benefit
5. Merchandising• Based on fan development strategy
SummarySummary