Why more and more companies are choosing sports marketing
by Riccardo Tafà
Anybody who works in marketing knows well that one of the first and most important thing to do is target definition.
Target definition requires a systematic approach: from the analysis of the needs of the market to the analysis of the existence of an economic potential going through the market borders definition till the selection of the sector/sections of the market to be considered.
Companies are increasingly choosing to reach their target using innovative tools such as CRM, guerrilla marketing, one to one etc. etc. Consumers preferences and wishes are changing on a daily basis and marketing strategies have to follow this constant transformation if they want to be effective. As a consequence companies must be flexible and ready to change quickly their marketing instrument.
Sports marketing is an effective marketing tools, it gives a company the opportunity to leverage on the passion that consumers have for sports.
To sponsor something doesn't mean simply to appear with one's logo on the shirts of a football team or on the board around the playingfield. To be sponsor means to be able to transfer to the brand or to the company the sports' positive value reaching at the same time via the passion the heart of the consumer.
Sports marketing is one of the most effective way to reach a specific target because just as every product has got its target of consumers, every sport has got its target of fans, viewers and followers.
So companies need to select among all the different sports the one which gets the highest number of people in target, check TV and other media coverage, understand what is the competition doing, look at the sports market and device a communication plan based on it.
This extreme simplification doesn't have to mislead you to think that planning a sponsorship program is an easy task.
There are so many different players around a sport event , just to name a few: athletes, clubs, promoters, sponsors, agents, tv and other media , supporters and so on that in order to be sure that everything is properly taken care of one needs to manage carefully any and each aspects.
Marketing plans always start from imagination and creativity but results are achieved only through good planning and perfect implementation, because of this a sport marketing program requires
- A Specific research to evaluate the congruency between product and sport
- A careful exam of the chosen sport's market to reach an agreement with the most trustworthy partner
- A good communication campaign
- Constant and targeted PR
- Reliable People on field
In few words one needs a steady organization with a lot of experience and a professional approach in order to be sure to get the most out of a sponsorship.
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About The Author
Riccardo Tafà, RTR Sports Marketing Agency. Consultant Firm on Sports Sponsorship and Strategic Marketing Management. 10 years of experience. Find out why Top Companies are choosing to do business with RTR at www.rtrsports.com.