Quote

“The deepest secret is that life is not a process of discovery, but a process of creation. You are not discovering yourself, but creating yourself anew. Seek therefore, not to find out Who You Are, but seek to determine Who You Want to Be.”
― Neale Donald Walsch

How to market your sport product business

by Dario Ravasio

IMAGE: Is the key when doing business with sport products. You have to make your product or service the most visible you can.

One of the best way to promote your product and improve its value is using the image of a famous athlete. First because people see themselves in the athlete (let’s take as an example the nba championship Dwayne Wade and Gatorade, people think: “if is good for him, is good even for me”). Second advantage, if this athlete or team wins, your product will have a lot of visibility.

There are several other strategies to promote your sport products business:

marketing through networking:

Since the early beginning of your business you should start investing in networking, trying in every way to have meetings with people of your field, like athletes, vendors and so on. Remember that the image is everything, make sure to make a good impression since the first meeting. This way in a little period of time you can start building profitable relations with the right people.
Developing partnership with stores that provide equipment needed for your products is another good idea, for example offering discounts and special prices for their clients in exchange of providing encouragement to its customers to buy your product.

sports shows:

Using sports shows and events is another great idea to let the people know you. You can start from little events like high school basketball games to main events like the Super Bowl.
The best way to start is to provide samples of your products at small events like high school games as said before or other local events. Obviously the main advantage is to advertise a lot of people but this will help your store to be part of community as well.
Remember: every event is a great chance to establish a truly real relationship with the people that are or may become your clients.

• internet access and promotions:

The future of marketing and advertisement is e-commerce, that is growing really fast in the last few years. Develop a well done and interactive website is one of the first steps. This is going to add value at your image. Make it colourful and easy to surf, don’t forget all the company’s information like name, address ecc.
Here the best steps to develop a good marketing website:
define the purpose of the site, determine name for the site, choose the content’s depth and the frequency of changes, design the site with the help of an experienced web designer and begin to advertise to attract people to your site.

• publication advertising:

Represent the advertisement through publications in:
Newspaper: printed newspaper and web newspaper that are still a really trusted source of information.
Magazine: the best way to present your company or products or services, because of the full color ads and cause most of the magazine are really focused in a niche and specific market, so you can reach just the people that might be interested in your product.

To conclude just remember to be focused on your customers, what they want and what they need. Searching for new future clients but without forgetting about the actual clients, providing new promotions and loyalty programs for them.

 

Introduction to Sports Marketing

by Dario Ravasio

Sports marketing is the marketing subdivision with the goal of promote sports teams and events, products and services through all the kinds of sports events or sports in general.
Using the general marketing mix 4 “P”’s (product, price, promotion and place) and the additional sport marketing 4 “P”’s (planning, packaging, positioning and perception) you can provide the client all the strategies are needed to promote sport.

The sport marketing field is divided in three sections
:

1- Advertising of sport and sport associations.
this kind of strategy is used as a way to promote, display or exhibit different things, such as a sports team, a sport association among others. Perfect examples are the UEFA Champions League or the Olympic Games.

2- The use of sporting events, sporting teams and individual athletes to promote various products.
Marketing through sport was born in the 80s but till then has increased in importance and has expanded in a lot of types of sports. This strategy can be supported by a particular sport by a sports club. Perfect examples are sponsorship of teams, tv commercials during sport events ecc.
In this case the product or service can be promoted even by a single athlete and it can but do not have to be directly related to sports.

3- Promotion of sport to the public in order to increase participation.

The most common benefits for the companies from sports marketing are memberships, sales and recognition.
But why sports marketing works? There are many answer for that questions but I will try to suggest you with some of them:
First, people are so passionate about sports that even in recession times they are willing to sacrifice other things to do the things they are passionate about.
Second, there are many ways to do sports marketing and it offers long-term branding messages.
Third, it allows to captive the audience of thousand.
Fourth, it offers the ability for branding messages with traffic-driving promotions.

The business of sports (or sports marketing) is made up of distinct segments. The major elements are as follows:

• Rights Holders:
include entities such as; the International Olympic Committee, NFL, NCAA, Major League Baseball, National Basketball Association, United States Olympic Committee and others. These organizations own and control events (competitions), which have value to television broadcasters.

• Broadcasters:
broadcasters then package and promote the events to a television audience.

• Facilities/Venues:
are required to stage the events and the host team or facility also needs to make a profit.

• Promoters:
they frequently create their own events.

• Buyers/Sponsors:
pay enormous amounts of money to advertise their messages on the air, in stadiums/venues, on radio and in hospitality at the various events.

• Agents/Athletes:
all of the professional athletes are represented by agents, who negotiate salaries, bonuses, deferred compensation packages, endorsements and other fees in return for a percentage of the total fees.

• Event Management/Operations:
management and operations of the sports venues is a business in itself. The sale of tickets, licensed merchandise, food and beverage and other operational tasks, generate revenue and create a sense of excitement around the events.