Presentai Kesebelas

SPORT MARKETING

17.12.2007

Bagian I

Hubungan dengan Media

Pertanyaan-pertanyaan :

· Bagaimana seharusnya seorang Sport Marketeer memandang Media?

· Apa yang harus anda lakukan untuk meningkatkan hubungan dengan media?

· Kapan dan bagaimana mengadakan konferensi pers?

· Bagaimana membuat press release?

· Apa perbedaan utama dari surat kabar dan majalah?

· Apa keistimewaan dari TV?

Bagaimana memandang Media

· Media diperlakukan sebagaimana sebagai pelanggan

· Media mencari berita yang menarik perhatian konsumen mereka.

· Pertimbangkan perbandingan grup konsumen anda dan grup konsumen media.

· Pertimbangkan apa yang ingin didengar/dilihat/dibaca konsumen media.

· Berhati-hatilah! Media biasanya memberikan opini yang beragam.

Bagaimana menjalin hubungan baik dengan media?

· Kenali orang-orang yang bertanggungjawab (paling berpengaruh)

· Dapat diterima

· Dapat bekerjasama, tidak bersifat agresif

· Memperhatikan penampilan

· Jangan menggunakan bahasa/logat tertentu. Bicaralah jelas dan mudah dimengerti.

· Gunakan fakta, abaikan rumor/informasi yang tidak jelas.

· Jangan mengatakan sesuatu yang tidak dimaksudkan untuk diumumkan.

· Berikan layanan terbaik untuk media.

· Jika ada berita menghebohkan/sensasional yang dirahasiakan, jangan langsung membuat pernyataan.

· Jika anda menginginkan publisitas, berikanlah informasi secara cepat.

Kapan dan bagaimana mengadakan Konferensi Pers?

· Konferensi pers hanya dilakukan untuk memperjelas / menegaskan suatu informasi. Bukan kegiatan periklanan : BERITA!

· Pilih waktu secara seksama. Hari yang tepat, waktu yang tepat dam dengan jarak yang sesuai dengan jadwal event/kegiatan terdekat lainnya.

· Persiapkan semua informasi dan pilih tempat penyelenggaraan dengan seksama.

· Adalah penting juga memperhatikan kesan pertama.

· Selalu memberikan informasi kepada sampai kegiatan/event yang diadakan selesai.

· Jangan pernah menarik perhatian pada publisitas yang buruk.

Bagaimana mengadakan Press Release?

· Press releases merupakan cara paling efektif berurusan dengan media, baik pers maupun elektronik.

· Sekali lagi : perhatikan pembentukan kesan pertama.

· Berikan informasi tentang siapa, apa, kapan, mengapa, dimana dan bagaimana.

· Gunakan piramida terbalik : informasi penting dari atas ke bawah.

· Gunakan kalimat yang pendek dan dapat dimengerti

· Selalu memberikan informasi kontak yang lengkap; alamat yang jelas.

Surat Kabar dan Majalah

Radio

· Waktu pagi hari / waktu kerja, jam-jam sibuk.

· Fokus pada hasil, deskripsikan

· Sumber informasi : wawancara, laporan

· Aset jangka pendek dari informasi

Televisi

· Sangat khusus

· Fokus pada gambar

· Berformat majalah

· Asetnya diperluas

· Kompleksitas dalam produksi

· Fokus pada kualitas menurus penonton

Manajemen Krisis

· Mengotrol aliran informasi

· Menentukan tim penanganan krisis atau orang yang bertanggungjawab

· Pikirkan apa yang akan dikatakan, jangan menyimpan / menarik sebagian informasi. Jika anda ingin menceritakan sesuatu, ceritakanlah seluruhnya secara benar.

· Jangan membuat pengecualian. Beritahukan tindakan apa yang akan diambil.

SPORT MARKETING

17.12.2007

Bagian II

Sponsorship dan Dukungan

Pertanyaan-pertanyaan:

· Model dukungan seperti apa yang dapat anda sebutkan. Jelaskan!

· Bagaimana memilih atlit-pendukung yang tepat

· Jelaskan keuntungan dan kerugian dari dukungan/sponsorship perorangan dibandingkan dengan dukungan/sponsorship kelompok.

Apa saja Model Dukungan dan Sponsorship?

· Model Eksplisit : dukungan langsung

· Model Implisit : pameran kegunaan produk

· Model imperatif : rekomendasi atas produk

· Model Co-present : pertunjukan gabungan bersama produk.

Bagaimana memilih atlit-pendukung yang tepat

· Melakukan penelitian untuk mengetahui image yang dinginkan konsumen tentang produk.

· Melakukan penelitian untuk mengetahui jenis olahraga yang tepat untuk image tersebut.

· Mengidentifikasi atlit-atlit olahraga yang dipilih yang sesuai dengan image produk.

· Mengevaluasi kemampuan atlit-atlit tersebut dalam meningkatkan ketertarikan konsumen terhadap produk.

Siapa yang bisa anda gunakan sebagai Pendukung / Sponsorship?

· Pendukung perorangan

- Tergantung pada sikap perorangan, skandal beresiko sedang tapi efeknya kuat.

· Pendukung Kelompok

- Kebanyakan tergantung pada kinerja, skandal beresiko tinggi tapi tidak terlalu berpengaruh.

· Dukungan / Sponsorship kegiatan

- Tergantung pada publisitas kegiatan, resiko skandal kecil, pengaruh pembentukan image rendah, adanya masalah terkait dengan kontrak perorangan.

· Sponsorship dari organisasi

- Mengingatkan terus-menerus

Terima Kasih!

Jangan Ragu Untuk Bertanya

INTRODUCTION

Personal information

This course should be as practical as possible. To get a better idea about the students interest id like to ask everyone to introduce himself.

Tell me your

•occupation

•connection to sport

•expectations from this course.

Course outline

•29.10. Introduction

•30.10. Industry overview

•05.11. International approach

•06.11. Marketing overview

•12.11. Marketing research

•13.11. Segment, target and position

•19.11. Marketing information systems

•20.11. EXAM

Course Outline

•26.11. Marketing mix: Product

•27.11. Marketing mix: Pricing

•03.12. Marketing mix: Placing

•04.12. Marketing mix: Promotion

•10.12. Media relations

•11.12. Endorsement and sponsoring

•17.12. Licensing and logos

•18.12. FINAL EXAM

Procedure

•In every course i will introduce what schould be learned in the following session

•All questions in exam and final exam can be solved based on these questions given at the beginnig of each session

Exams

•The exams will take place on the 20.11. and on the 18.12.

•There will be 10 - 15 questions in every test

•Results will hopefully be published within one week depending on the translation time:-)

Literature used

•Pitts / Stotlar. Fundamentals of Sport Marketing. Virginia 2007

•Mullin / Hardy / Sutton. Sport Marketing (ed. 3). 2007

•Helitzer. The Dream Job. Ohio 1999

•McDonald / Milne. Cases in Sport Marketing. Sudbury 1999

•Pitts. Case Studies in Sport Marketing. Virginia 2003

•Shilbury / Quick / Westerbeek. Strategic Sport Marketing. Crows Nest 2003

•Milne / McDonald. Sport Marketing. Sudbury 1999

THE SPORT BUSINESS INDUSTRY

Questions

•What is the sport industry?

•What is sport business in contrast to sports business?

•What is sport management?

•Name factors that influence the growth and development of the sport industry.

•Describe the three main segments of the sport industry, give examples.

Industry

•An industry is a market in witch similar or closely related products are sold to buyers

•Products can be goods, services, people, places, or ideas

Sport Industry

•Sport industry is the market in which the business and products offered to its buyers are sport related and may be goods, services, people, or ideas

Product Examples in the Sport Industry

•Participation

•Entertainment

•Equipment and Apparel

•Promotional Items

•Sport Facilities

•Sport Marketing Research

•Management Services

„Sport“ and „Sports“

•„Sport“ - unlike „Sports“ describes any activity, experience or business enterprise focused on fitness, recreation, sports, sports tourism, or leisure

•„Sports“ describes a (limited) set of Sport activities such as „golf“, „soccer“, „basketball“ etc.

Sport Business

•The term Sport, as used in the field of sport business management and in relation to the sport business industry is a broad concept term used to denote all people, activities, businesses, and organizations involved in producing, facilitating, promoting, or organizing any activity, experience,or business enterprise focused on fitness, recreation, sports, sports tourism, or leisure

Sport Management

•Sport Management is the study and practice of all people, activities, businesses, or organizations involved in producing, facilitating promoting, or organizing any sport-related business or product

How important is the Sport Industry? Example: USA

How important is the Sport Industry? Example: Gate revenues, rights fees, merchandising, sponsorships

Factors influencing the Growth of the Sport Business Industry

•People

•Sports Activities and Events: Sports, Recreation, Fitness, Leisure, Sports Tourism

•Sporting Goods

•Facilities, Sports Medicine and Fitness Training

•Commercialization and Marketing of Sport

•Sport Industry Professional Service Businesses

•The Sport Industry, Media and Sport Media

•Sport Industry Education

Factor „People“

•Constant human interest in Sport and recreation

–Participant sports

–Equipment and apparel

–Spectator sports

–Social factor

Factor „People“

•Increase in sport business among the range of diverse market segments

–Geographical regions

–States

–Disabilities

–Religious affiliation

–Career profession

–Sexual orientation

–Political affiliation

–Race/National origin

–Age

Factor: „Activities and Events“

•Constant increase in the number of new and different sports, recreational, and fitness activities

–New trends and hypes

–Differentiation

–Constant development

–Use of sport events for marketing purposes

Factor: „Activities and Events“

•Consistent Growth in the Offering of Traditional Sports

–New organizational concepts

–Increase of time flexibility

–Increase of facilities

–Specialization on certain costumers

Factor: „Activities and Events“

•Constant increase in the number and type of professional level sport, fitness, and recreational activities

–Constant growth of „sportstainment“ events

–Growing market for testimonials

–Increase of media activities support sponsoring activities

Factor: „Activities and Events“

•Increase in sports-tourism and adventure-travel products

–Increasing number and diversity

–Increasing number of organized travel agents for participants

–Increasing number of spectator „packages“

Factor: „Sporting Goods“

•Increase in sporting goods an apparel designed for the diversity of markets and their demands

–Differentiation for consumer groups

–Differentiation in price and quality

–Value added products

Factor: „Sporting Goods“

•Influence of technology on sport-related goods, services and training

–High performance products push the limits of the possible

–Improvement of standard cloth and apparel make sport more convenient

–New business ideas as computer based assistance

Factor: „Facilities, Sports Medicine, and Fitness Training“

•Increase in the number and type of sports facilities and events

–Increased number of facilities increase the possibility for events

–Increasing number of multi purpose facilities make event planning more flexible

Factor: „Facilities, Sports Medicine, and Fitness Training“

•Constant increase in the amount and types of sports medicine and fitness training services

–Increase of special health care

–Affordable programs for semi-professionals

–Increasing age of athletes due to better health care

Factor: „Commercialization and Marketing of Sport“

•Packaging of sport as an entertainment product

–Convenience orientation

–„Before-“, and „after the show“ events

–Stretching the event to a full entertainment product

Factor: „Commercialization and Marketing of Sport“

•Increased marketing and marketing orientation in the sport business industry

–Sport is managed more business like

–Consumer orientation

–Rule changes to make sport marketable

Factor: „Commercialization and Marketing of Sport“

•Increased understanding and knowledge of consumers of the sport business industry

–Double impact of consumer studies

–Education programs

Factor: „Commercialization and Marketing of Sport“

•Growth of corporate sponsorship

–Image building

–More impact floor less money

–Specific group selection

–Agency work

Factor: „Commercialization and Marketing of Sport“

•Increased Endorsement

–Increasing range to non sport-related products

–Individual endorsement

–Team endorsement

–Full organization endorsement

Factor: „Commercialization and Marketing of Sport“

•Growth in importance of licensing and merchandising

–Increasing number of products

–Increasing need to protect sport-brands

–New strategies in league merchandising

Factor: „Sport Industry Professional Service Business“

•Extraordinary growth in service business for the sport industry

–Legal representation

–Finance services

–Consulting

–Research

–Marketing

–Agencies

Factor: „The sport industry, media, and sports media“

•Sport industry benefits of mass media exposure

–Television impact on sport awareness

–Increase in advertisement impact

–Sport channels

–Value added Internet services

Factor: „The sport industry, media, and sports media“

•Sports activities and events as a popular entertainment product

–Increasing number of spectators

–Family activity

–Public viewing

Factor: „The sport industry, media, and sports media“

•Constant increase in television and radio coverage

–Increasing broadcasting in public stations

–Increasing interest in featuring full championships

–Increasing pay TV activity

–Payment for broadcast time as a marketing tool for sports associations

Factor: „The sport industry, media, and sports media“

•Increased number and variety of magazines, trade magazines and academic journals devoted to sport

–Incredible variety on sports magazines

–Consumer education and encouraging

–Professional information for marketing and sport experts

–Increasing focus to sports in lifestyle magazines

–Increasing academic interest through publication

Factor: „The sport industry, media, and sports media“

•Internet and other new media

–Edutainment (Podcast)

–Distribution channel

–B2B activities

–Broadcasting events

Factor: „Sport Industry Education“

•Increase in sport and sport business education for executives, administrators, athletes, and other personnel

–Increase in categories of education fields

–Increasing number of education products

–Increasing number of organizations on the sport-education market

Factor: „Sport Industry Education“

•Increase in competency of sport business management professionals

–Increasing variety of undergraduate, graduate and doctoral programs

–Increasing number of international conferences

–Growing number of publications and research programs

Factor: „Sport Industry Education“

•Increased Prevalence of Sport management as an academic discipline and career

–Growing number of programs in USA, Europe and Asia

–Especially sport - management, - marketing, -economics

–Rate of unemployed graduates „Sport Economics and Sport Management“ program at German Sports University Cologne one year after graduating: <5%

Sport Industry Segment Model

Sport Industry Segment Model

Thank you!

•Don´t hesitate to ask questions