2.05
Collect secondary marketing data to ensure accuracy and adequacy of
information for decision-making
Search the Internet for sport/event marketing information
INTERNET: IMPORTANT SOURCE
of Secondary Marketing Info
Government Census: www.census.gov ◦ Demographic Information (Population, age ranges,
salaries) Example: League’s expansion team in a specific area wants
to look at DEMOGRAPHICS to see if team will be successful
INTERNET DATABASES for SEM MI
Local Chamber of Commerce Website◦ Demographic Information and Business Information
INTERNET DATABASES for SEM MI
Online Trade Magazines
Advertising Agencies
Licensors and Licensees
Search Engines
INTERNET SERVICE PROVIDERS for SEM MI
If starting a new team,
business or franchise:
◦ Demographic Information Does it represent Target Market?
◦ Local Business Information Will local businesses be supportive?
(Sponsorships)
Use of Internet for SEM MI
(Government Census)
(Chamber of Commerce)
How to Search for Specific Information VideoQuestion to Answer while watching:
1. Demonstrate how to use “relationship” terms for more accurate searches
“We Do”
“You Do”
You are the Assistant Media Relations Director for your favorite University. This Saturday, your school will host the your rival
for a game at 3:30pm on ESPNU.
Your job is to prepare the pre-game notes on each team. These notes are given to the coaches, local newspapers, TV (ESPN),
radio and are made available on the athletic website.
Collect internal data (from your school) and external data (from your rival) relevant to this weekend’s game and prepare the
game notes. Your game notes should be at least 2 full pages.
Feel free to use a template in Publisher to create a more attractive format.
“You Do”(cont.)
Internal Records: ◦ Personal company Information not often public
Monitoring Internal Records:◦ Accurate
◦ Regularly Monitored
TECHNIQUES FOR MONITORING Internal Records
WHAT records to monitor:◦ SALES INVOICES: Records with CUSTOMER PROFILES
Identify Target Markets◦ SALES REPORTS and ACCOUNTS RECEIVABLE
REPORTS MI about the goods that a business sells
Analyzes which products sold well and which did not
◦ COMMENT CARDS for CUSTOMER SATISFACTION Who monitors: Accountants and Marketing
Managers
How Often to monitor: REGULARILY◦ Analyze product performance
GUIDELINES FOR MONITORING Internal Records
1. Keep ACCURATE records2. Identify what records to monitor3. Assign WHO will monitor4. Decide HOW OFTEN to monitor5. Evaluate records6. Make decisions
PROCEDURES FOR MONITORING Internal Records
Maintain a database of competitor information
Ways to use: ◦ Gather information about competitors◦ COMPETITIVE pricing◦ ADVERTISING decisions
Components that need to be maintained:◦ PRICE LISTS:
Know what competitors charge for products Helps organization to price its products COMPETITIVELY
◦ ADVERTISING MEDIA used by competitors: Prevent using the same media dominated by a competitor
Newspapers, radio stations, etc.
Competitor Database
“You Do”
Competitor Database
Price Lists: • Jersey:$69.99 for Jersey
(Men), $49.99 (Women) and $29.99 (Kids)
Advertising Media:• Radio Commercials 3x a
day, every day from 6am-6pm on 96.1 FM and 10.29 FM during football season.
• One-Page ads in Sports Illustrated every issue all year
• One-Page ads in local newspaper every Sunday during football season
OBJECTIVE is to be COMPETITIVE with your
competitor.
• Find Two advertising examples – One for your product and One for your competitor
• Pricing for Jersey (Men, Women, Kid) and Competitior
• Address strengths and weaknesses
• Short PPT