Sports Marketing: How It’s differs from Regular Advertising
It is important to decide where and how to invest your money in an advertisement when marketing any product, but in sports advertisements, there are a lot more factors to consider such as age and geographical location. It also comes in many forms from physical items like tickets to events, merchandising of popular teams as well as services such as personal trainers or injury therapists. Below is some helpful advice that further explores what sports advertisement is and how to use it effectively to boost your business.
Sports marketing can endorse a brand name such as a company or sports club, as well as physical equipment like football boots or tennis rackets. It can include items directly linked to a sporting event such as season tickets, on the other hand, it also includes the sales of items that are unrelated to sports but contain merchandising of sports teams and events such as a Manchester United themed pencil case or a teddy bear of the Olympics mascot. Whilst regular advertising follows the traditional four ‘P’s of marketing; Product, Price, Promotion, and Place, sports advertisement follows another four which are Planning, Packaging, Positioning, and Perception.
Traditional marketing consists of billboards, flyers, and newspaper ads. These advertising methods are often dependent on a local audience as these types of marketing are on physical objects which can add to costs as well as limit the amount that you can produce. These types of advertisements are slowly decreasing in popularity with the rise of the internet. Nowadays most people have access to the internet through their computer and more importantly through our smartphones. We now use our phones and the internet they provide constantly and as such mobile adverts are a great way to improve chances of your advert meeting its intended audience. This has only increased during lockdown with most of us going outside less and less so we do not see billboards that typically fill city streets, nor do we intend to touch as many flyers or newspapers. This is true of all advertisements but impacts sports advertising in particular.
It is important to considerer your target audience when mattering any product or service, but it is arguably even more important in sports marketing. In sports marketing, it is important to understand which sports and sporting events appeal more to which people. For example, boules and goals typically draw in an older and often more upper-class audience when compared to volleyball or break dancing. If we were in different times, then traditional marketing could potentially be more useful when trying to reach an older demographic. Instead, target channels, radio stations, and websites typically frequented by these older demographics. Similarly use social media platforms such as Instagram or Snapchat to target those of a younger demographic. Another important factor to consider in sports marketing that is often overlooked is geographical location. It should appear obvious but if you are merchandising for Liverpool Football Club then targeting your advertisement in Liverpool where there are more supporters means that they are more likely to buy your product and thus you will make more of a profit. Likewise, if you are holding a local sports tournament then it would also make sense to focus your advertisement on the area surrounding the event as people as less likely to travel to watch it the farther away they are from it.
When a customer buys sport-related products or services they often require different needs than regular items. For example, whilst sports clothes should strive to be fashionable their main goal is designed for practicality. Another aspect is that of one’s physical and mental health, so products and services such as sporting equipment or personal trainers need to appositely fit the customer’s desires in a safe manner. Customers might also require information about a certain sport if they are wanting to get into it but are unsure of the equipment and clothing they will need. A parent might come in with a list of gear for soccer that their child needs for school but is unsure of what some items are or what would be appropriate for their child. This is why it is necessary for retailers to have sufficient knowledge of the sports their stock is used for.