Sports Marketing Lecture for Coventry University & Business School, November 2011
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Transcript of Sports Marketing Lecture for Coventry University & Business School, November 2011
SPORT(S) MARKETING
Bert Van der Auwera | Coventry University & Business School Lecture | November 9, 2012
one
THE BASICS
SPORT(S)MARKETING
Definition?
• Marketing of sports• Marketing through sports
Gray and McEvoy, 2005
• Domains of Sports MarketingFullerton and Russel Merz, 2008
SPORT(S)MARKETING
Sale Image
Spectator Sports Participation Sports
B2C B2B
Sports Products Non-Sports Products
Traditional Approach Integrated Approach
Licensor Partner
Sponsor Partner
Athlete / Club Organisation
Theme Based
Alignment Based
Product Based
Sports Based
But… whatever you want to do…
KNOW WHOYOU ARE
(And write it down in a mission statement)
The Mission Statement
• is sacred
• and the basis of your framework
• which determines your playground
• for everything you do
• and anything you want to achieve.
History can’t be changed
• 1905• Champions: 1955 … 2005/6/10• To 2nd division in 1975 ‘til 1989• Financial troubles• Sold to Abramovic in 2003
But the future is yours
If you want to work for a brand
but you can’t live with its past,
then don’t lose any more time
and find yourself another job.
HISTORYNo Brand Management
YESTERDAYBrand Awareness to Brand Development
TODAYBrand Management
Identify yourself … the logo
Your logo…
• expresses your identity
• in a visual way
• that will be recognised
• and give a feeling of familiarity
• which can never be beaten by coolness alone.
Express yourself … the tagline
Royal Sporting Club AnderlechtPremium Belgian Football Club
This is not the same as your slogan
We Are Anderlecht
A tagline is the expression…
• of your brand
• of your values
• of your mission statement
• and nothing else
Premium Belgian Football Club
• we are a Football Club
• we are Belgian and proud of it
• ‘Premium Belgian Beer’ and ‘Belgian
Chocolates’ are well-known all over the world
Premium is our quality label (and it fits as we
are Belgium’s #1 sports club)
CLAIM YOUR ORIGIN
Your origin will always be part of you
• be proud of it
• use the best of it
• claim it
• market it
• it’s the start of your globalisation
‘NY’ FROM CITY TO CLUB
Know where you are and who’s around you
• know where you operate
• know your opponents
• get a stable spot in your home market
• use that stability to develop yourself
• so you can grow and expand
• no homebase = no base at all
COUNTERINGCOUNTERFEIT?
Know where you will go
• the image is not always the reality
• other cultural habits
• your brand will never be their brand
• get a clear focus on what you want
• and never lose focus on who you are
KNOW YOUR FANS
Know your fans
• no two fans are alike
• they all are managers
• you have determined the strategy
• they have an opinion
• use it to strengthen your brand
…ALL YOUR FANS
Know your fans
• not all fans are your friends
• not all fans share your values
• fans can destroy your image
• dare to stand up for yourself
two
THE STRATEGY
Use data to determine your strategyand to adapt it when necessary
Individual, linear data Marketing strategy
Is ‘Big Data’ the future?
Complex system, clear target
• Fan• Football player• Father• Man
• Season Ticket• Magazine subscr.• Website visitor• Sports on TV
Two examples…
…unlimited possibilities
Marketing strategy
• based on your fans
• but on all of them: from those who are
close to you, ‘til those you will never see
but who like you anyway and who keep
the buzz going on.
KNOWLEDGE =BETTER COMMUNICATION
UEFA Champions League
• nobody has done it better
• they know what their audience wants
• stars: players – teams – matches
• they’ve incorporated the stars in each
and every part of their image
• UCL: a star hosting the stars
three
THE BUSINESS
Emotions are valuable, but dangerous
• emotions make people connect
• emotions sell
• but to sell, you need to do business
• and emotions don’t run businesses
So never forget…
SPORTIS
BUSINESS(And there’s a lot of money in it)
Sports clubs, sports brands…
• are companies
• operating in a market
• competing with other companies
…so don’t forget to run it as a company and always keep an eye on your figures!
THERE IS ONLY #1
It’s hard to get to the top, but it’s much harder to stay there.
• sports business is about competition
• in a competition, only the best wins
• so try to be the best
• but know your own limits
• and grow step by step
• or all you’ll ever do, is fail.
BUT ALSO REGULATIONS
Know your legal framework
• it’s looking over your shoulder at whatever
you do
• you can try to ignore it but it will knock
you down faster than anything else
• so study it, analyse it, and never forget
about it
Legislation is everywhere
• Local• National• European• Sports specific• Business• Commercia• IP• Safety & Security• and so many more…
AND ALWAYS A BUDGET
Know your possibilities
• when your Mission Statement
determines your framework, your budget
determines your strategy.
• work with it and try to make it grow,
complaining about it won’t help anyway.
Sports are part of a globalised world
• new investors
• new markets
• astronomic budgets
• more and more brands shifted from
advertisers to owners
• sports have become an industry
NEVER UNDERESTIMATEEXTERNAL FACTORS
You don’t operate alone
• financial & economical crisis
• investors have smaller budgets, but they want
bigger returns
• you know your contacts, but seldom do you
know the decision makers
• the personal connection is gone forever
In a globalised world…
• know what your investors want
• adapt yourself to the market
• analyse all possible risks
• create multiple strategies
• because anything can happen and you can
only control yourself, never the others
In today’s sports
• there is no existing risk management
instrument
• there is no existing rating system
• there is no overall licensing system
• so… what if it is nothing else but a bubble…
…and what if that bubble will burst?
four
INNOVATION
USE YOUR KNOWLEDGE TO
INNOVATE(AND TO DEVELOP
INNOVATIVE IDEAS FROM OTHERS)
Check where your fans are
And follow them
Determine exclusivity
Offer more
Offer experiences
Offer rewards
USE YOUR KNOWLEDGE TO
BE WISE(AND TO LEARN FROM STUPIDITIES OF
OTHERS)
Q&ABert Van der Auwera
email - [email protected] - Bert_VdA