4. Marketing
What is it?
“A market is a group of buyers and sellers of a particular good or
service. The buyers as a group determine the demand for the product,
and the sellers as a group determine the supply of the product.”
Mankiw and Taylor (2011, p.68)
5. Organised market:
Buyers and sellers of a certain product meet at a location at a pre-
arranged time to arrange sales.
Unorganised market:
More commonly you have numerous sellers in numerous locations
and the buyers choose when and where to purchase the product.
Marketing
What is it?
6. Marketing
What is it?
“…marketing is that essential part of the management process that
matches markets with the sport products and services. It assesses
the needs and wants of potential customers.”
Torkildsen (1999, p.435)
9. Marketing
The Four P‟s
Product Place
Promotion Price
Does it satisfy your customers wants or needs?
How is it different from your competitors?
Where will buyers look for your product/service?
If marketing an event where will it take place
and is is socially, economically and
geographically accessible.
“The process is one of pulling customers to
the product using words, music, pictures and
symbols to present an image of the product
that is attractive, if not compelling.”
Torkildsen (1999, p452)
What type of market is your product or service in
and can you set your own price or do you need to
follow the market value for your product or service.
11. Marketing
Relationship > Transaction
• Traditionally sport marketing has been considered from a
transactional point of view.
• Transactional Marketing seeks to facilitate an exchange of
products and/or services for money.
12. Marketing
Relationship > Transaction
Many sport organisations have adopted an approach we call „relationship
marketing‟.
“The goals of relationship marketing are to build long-term relationships
with the organisations best customers, generating further business and
ultimately profit. It is also designed to contribute to strengthening brand
awareness, increase understanding of consumer needs, enhance loyalty
and provide additional value for consumers.”
Stavros et al (2008)
13. Marketing
Relationship > Transaction
Two main types of relationship are formed…
Business to Business (B to B) relationships.
Business to Consumer (B to C) relationships.
14. Marketing
Relationship > Transaction
• An organisation employs relationship marketing to develop its relationship with
those from outside the organisation, whether that be customers or other
organisations.
• Relationship marketing's objective is to build loyalty by strengthening the
organisations relationship with its customers.
• It is based on the notion that it is not the exchanges (product for money) per se
that are the core of marketing.
• Rather, exchanges take place in ongoing relationships between parties.
• The relationship is with the brand, NOT the individual products.
15. Marketing
Relationship > Transaction
• The understanding within organisations of the benefits of relationship
marketing have led to a paradigm shift in marketing.
• Relationships offer an opportunity for an analogous message between
those in the relationship. They both get to portray who they are through the
relationship between the two, or more, organisations.
• Relational approach suits sports organisations better than the
transactional approach because sports organisations are network based
and operate in a system formed by numerous stakeholders (those who are
affected by the process and outcome of an organisations objectives).
• The core of the system is sport itself…
17. Marketing
Relationship > Transaction
• Issues facing sports organisations are often complex (lack of resources,
difficult to reach target markets, etc.)
• It can be difficult for an organisation working in isolation to achieve its
goals.
• To build a relationship an organisation must first determine which parties
have matching or complementary goals and identify ways in which they can
work together.
18. Marketing
Relationship > Transaction
“the process of identifying and establishing, maintaining, enhancing and
when necessary terminating relationships with customers and other
stakeholders, so that the objectives of all parties are met”
Gronroos (2004, p.101)
19. Marketing
Relationship > Transaction
• Concept of a relationship is a series of interactions between two
parties with each interaction contributing to the evolution of the
relationship
• Each relationship has a content that obtains benefits for the
parties involved.
• Long term development of relationships contributes to the
formation of links. Relationships will illicit one or more of the
following links between members of the relationship…
20. Marketing
Relationship > Transaction
Social links
One of the cornerstones of the sport system.
An organisation that helps an individual or
group of consumers socialise or form new
friends forms a social link.
Emotional links
Interaction with the organisation and their
product or services produce emotions that
hopefully will be positive.
Fundamental for a sports club.
Functional links
Related to the use of a product or service.
The user of a pair of running trainers forms
a functional link with the manufacturer or
distributer.
Commercial links
Based on the construction of relationships
that provide economic benefit.
A sports team and their sponsor have a
commercial link.
22. Marketing
Branding
A brand is…
“a name, a word, a symbol, a drawing, or a combination of
these.”
Kotleret al (2000, p.478)
“a set of mental associations, held by the consumer, which add
to the perceived value of a product or service”
Keller (1998)
23. Marketing
Branding
…so these tangible and intangible aspects of the brand add up to create
feelings and beliefs in people about an organisation. It is a marketers job to
ensure that the feelings and beliefs are positive so as to ensure the
organsiation and it‟s products/services are more desirable.
Tangibles
• mission statement
• logo
• promotions
• font
•shopfront
• uniforms
•colours
Intangibles
• identity matching
• symbolism
• beliefs
• origins
• story
• staff manner
24. Marketing
Branding
• The brand is a fully controllable form of communication that
allows an organisation to portray themselves the way they wish to
be seen.
• An organisation can portray an image of themselves to both
potential and current customers about who they are, what they
do, how they do it and why they do it.
•Organisations hope to control the way they are perceived
through their branding.
• Everything matters.
27. Marketing
Branding
We have two issues in the Sport & Leisure industry
when branding an organisation…
Branding is Conditional
• You can portray your organisation in a
certain way but delivering upon that
image is CONDITIONAL on other factors
within the organisation.
• e.g. You have built your brand around a
reputation for quality, built to last
products, but the manufacturers produce
a poor batch of your latest product and
your brand loses credibility as a result.
Intangible products/services
• Often the products/services we offer in the
S & L industry are intangible – they are
without physical presence and are unable to
be touched. So we have limited control over
their exact nature and they have the ability to
perform „off brand‟.
• e.g. Live sporting events being affected by
the weather or a participant in a coaching
session diminishing the service for others by
their behavior services.
28. Marketing
Branding
So that‟s WHAT brands are.
But WHY are they important?
WHY is all this branding necessary?
• Brands and branding are tools for value creation.
• The goal for a brand is to ensure consumers want to engage with their products/services
more regularly and, potentially, at a higher costs than their competitors simply because it
has come from their brand.
• If your product is perceived to be more valuable simply because it has been
produced/distributed through/by your brand, you‟ve been successful in adding value through
your branding.
APPROPRIATE BRANDING ADDS VALUE
29. Marketing
Branding
• We term how much value your brand adds or subtracts to the
perceived value of your product/service „brand equity‟.
• The value added to your product/service by your brand is positive
brand equity.
• The opposite, that obviously you want to avoid, is negative brand
equity which results from a brands association with a product/service
lowering its perceived value to its potential consumers.
• Let‟s look at an example…
32. Marketing
Branding
perceived quality…
Refers to consumers evaluation of
a brand when considering the
purpose of the product as well as
alternative options.
brand awareness…
Consumers ability to recall a
brand when a competitor is
mentioned.
brand associations…
The feelings and thoughts
consumers hold for a brand.
brand loyalty…
Brands ability to attract
consumers and to keep them
indicates how connected
consumers are to a brand.
the four components of brand equity…
33. Marketing
Branding
“Do you think it‟s possible that IBM could look like the kind of
company it really is?”
How do we get perceived the way we would like to be & how do we
achieve positive brand equity?
35. Marketing
Branding
A LOGO does one, or a combination, of these three things…
1. Identification
The logo identifies your organisation in a quick, visual way. It‟s the first thing a
customer sees and they need to know who it belongs to.
2. Distinction
The logo distinguishes your organisation from the competition. You are
recognised because of it. Or at least should be if it is unique enough.
3. Communication
The logo should communicate something about your organisation. Sometimes
directly, sometimes subtly.
36. Marketing
Branding
What to consider when choosing a SYMBOL for the organisation and their logo…
1. Storytelling:
Not all symbols are created equal - choose symbols that tell a story. Do your research and make sure
the symbols incorporated in your logo convey clear and concise representations.
2. International Perspectives:
What a symbol represents in one culture may not be what it represents in another. This is crucial for
companies who seek to create international identities and brands.
3. Conflicts Of Interest:
Do not use multiple symbols in one logo or brand that might possibly represent conflicting ideas.
4. Clarify The Communication:
Each logo should communicate something. Symbols are powerful communication devices when used
wisely. One smart symbolic element in a logo design can express everything, but the symbol used in a
logo should express one thing well, not many ideas poorly.
38. Colours – red
Psychological Meaning Cultural Meaning
Western:
danger
a warning to stop
anger
Valentine's Day
Eastern:
prosperity
good fortune
worn by brides
China:
the color of good luck and
celebration
vitality, happiness, long life
China cont...
used as a wedding color
used in many ceremonies from
funerals to weddings
used for festive occasions
traditionally worn on Chinese
New Year to bring luck and
prosperity
Russia:
associated with the Bolsheviks
and Communism,
means beautiful in Russian
language
often used in marriage
ceremonies
• Action
• Energy and speed
• Attention-getting
• Assertive and confident
• Energizing
• Stimulating
• Exciting
• Powerful
• Passionate
• Courageous and strong
Marketing
Branding
39. Colours – blue
Psychological Meaning Cultural Meaning
Western:
conservative,
"something blue" bridal tradition
masculine color
baby boys
Eastern:
immortality
China:
immortality
associated with pornography and 'blue films'
feminine color
Korea:
color of mourning
Iran:
color of mourning
heaven and spirituality
immortality
Egypt:
virtue
protection - to ward off evil
Middle East:
protection
US Politics:
Liberalism
Belgium:
color for baby girls
• Loyalty
• Trust and integrity
• Perseverance
• Caring and concern
Authority
Marketing
Branding
40. Colours – yellow
Psychological Meaning Cultural Meaning
Middle East:
happiness
prosperity
Japan:
courage
beauty and refinement
aristocracy
cheerfulness
Europe:
happiness, joy
cowardice, weakness
hazard warning
Western:
happiness, joy
hope
cowardice
caution, warning of hazards
Eastern:
sacred
imperial
China:
sacred
imperial, royalty
honor
masculine color
• Cheerfulness
• Enthusiasm
• Fun
• Good-humored
• Confidence
Marketing
Branding
41. Colours – orange
Psychological Meaning
• Warmth
• Happiness
• Physical energy
• Cheerfulness.
• Enthusiasm
• Courage
Cultural Meaning
Western:
affordable or inexpensive items
Halloween, combined with black
Eastern:
happiness
spirituality
Thailand:
color for Thursday
Ireland:
religious color for Protestants
appears on the Irish flag along with
white for peace and green for
Catholics
Netherlands:
color of the Dutch Royal Family
Hinduism:
Saffron, a soft orange color, is
considered an auspicious and
sacred color
Marketing
Branding
42. Colours – green
Psychological Meaning Cultural Meaning
• Growth and vitality
• Renewal
• Restoration
• Self-reliance
• Reliability and dependability
• Nature,
Western:
lucky color in most western cultures
spring, new birth, regeneration
nature and environmental awareness
color for 'go' at traffic lights
Saint Patrick's Day
jealousy
greed
Eastern:
new life, regeneration and hope
fertility
China:
fertility
Disgrace
Ireland:
religious color for Irish Catholics
color symbol of Ireland
Middle East:
color of Islam
strength
fertility
Luck
USA:
money
Jealousy
Marketing
Branding
43. San Serif (without feet) – Modern
• Arial
• Verdana
Serif (feet) – Traditional
• Times New Roman
• Century Schoolbook
Marketing
Branding
45. So when looking at anything visual that is associated with a brand it
should be communicating something, however subtle, about that brand.
When your creating a brand and trying to get its message across through
a visual medium, ask yourself „Does this portray my brand the way I want
it to be portrayed?‟….
…If it doesn‟t, then it needs revising.
Marketing
Branding
48. Descriptive Associative Abstract
KICK TV
Shoot
Who Scored
Nike
Adidas
Reebok
UK Sport
Sport England
Youth Sport Trust
Brand names should fit with your tone of voice.
Marketing
Branding
49. Descriptive Associative Abstract
Product names should fit with your tone of voice.
Products in the same range need to share an identity, so their names
need to be related.
Calling your product the same as another product on the market is OK,
but only if the other product is COMPLETELY unrelated to yours.
Get Into Sport PredatorHyperspeed
Marketing
Branding
50. „Just Do It‟
Strapline:
Why a customer should choose you.
3-6 words with very few over 8.
Slogan.
Marketing
Branding
53. Question and Answer:
Posing and answering a question, or simply having two half sentences
making different sides of a point.
Maybelline… „Maybe She‟s Born With it, Maybe it‟s Maybelline‟
Marketing
Branding
54. Mirroring:
Reflecting or repeating a word or words to make a memorable phrase.
Local shop… „Conveniently Reliable, Reliably Convenient‟
Financial advisor… „Money Talks, So Let‟s Talk Money‟
Kit Kat… „Have a Break, Have a Kit Kat‟
Marketing
Branding
55. Rhyming:
Creating a small rhyme makes your sentence more memorable;
though they can feel a little tacky if not done well!
Shell… „You Can Tell When it‟s Shell‟
Marketing
Branding
56. Alliteration:
Similar to rhyming, alliteration involves the first sound of a word
instead of the end.
Land Rover… The Best Four by Four by Far
Marketing
Branding
58. Traditional media are static, one-way, broadcast technologies.
Social media, or new media, technologies are two-way.
Marketing
Social Media
59. 1. Blogs
2. Microblogs (Twitter)
3. Social Networks (Facebook, LinkedIn)
4. Media Sharing Sites (Flickr, YouTube)
5. Social Bookmarking and Voting Sites (Digg, Reddit)
6. Review Sites (Yelp)
7. Forums
8. Virtual World (Second Life)
Marketing
Social Media
60. Social media has leveled the playing field.
Previously the marketing budget, as much as anything, defined a
promotions scope.
Now, it‟s content, customer engagement and creativity/relevance
that matter; not necessarily budget.
Small brands can make big names for themselves.
Marketing
Social Media
61. - Customer contact point.
- Conversation, not a promotion.
- Part of the relationship.
- Easy to identify prosumers.
- Specific, targeted marketing.
- Know what people are saying about
you. Good and bad!
- Placeless.
- Opportunity to express visual and verbal
identity.
- People get to know „who you are‟ to a much
deeper degree.
- Add (hopefully!) perceived value through
positive brand equity.
Marketing
Social Media
64. A product or brand advocate with the ability
to influence a chain of consumers.
Marketing
Prosumers
65. To be getting on with:
• Mission statement.
• Diary of ALL activity. Meetings, thoughts, progress, teamwork issues,
leadership elements, problems, etc.
• Consider, beyond your participants, who you should be building
relationships with (people &organisations).
• Build your brand (through visual & verbal identity) ready to portray
yourselves to your customers in the way you which to be perceived.
• Identify prosumers.
• How are you addressing the four P‟s?
• Construct a social media campaign that is „on brand‟.
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