MARKETING in SPORT FOR ALL

MARKETING in SPORT FOR ALL

Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement

TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

Marketing in SPORT FOR ALL

• The Term Marketing• Social Marketing• Sport Marketing• USP• Fundraising• Sponsoring• Case Studies• Recommendations/Questions/Discussion




Please follow me again

–

today I am your

marketing manager!




1. The Term Marketing

+ Marketing in the first priority should enable

a position to be the first

(„First-Mover-Advantage“)

+ Direct Marketing in this sense is

an own disciplin and goes to Somebody

(to Single Persons) not to the Mass!




2. Social Marketing

This type is often called non-profit-marketing

because there are special aims




2. Social Marketing

Special aims can be

+ Individual benefit,

+ Organisational benefit,

+ Societal benefit.




3. Sport Marketing

Within the Sport Branch we find 3 different

types of Sport Marketing

+ of and for Sport Non-Profit Organisations

+ of and for Sport Public Organisations

+ of and for Sport For-Profit Organisations




3. Sport Marketing

The classical “p”s• The product has changed (the producers, ...)

• The price has changed (take the “Superstars” ...)

• The promotion has changed (Emotion, Image, Success = Sponsoring)

• The place has changed (Facilities, Stadia & Media ...)




3. Sport Marketing

The service “p”s• The physical evidence is important (Hospitality ...)• The process is important (Achievements & Entertainments)• The personnel is important (Players, Trainers, and Managers)

• The consequences

And more and more is the public voice important (the ethical and sustainable side of the work)




4. USP

We have to know all we can

about the Customer!

+ Types

+ Kindness

+ Loyalty

+ Management




4. USP

+ Branding

+ market- and customer-oriented

Leadership of Corporations

+ market research




4. USP

Explanation of unique selling proposition

Examples of unique

Examples of solitary

Examples of quality




5. Fundraising




Fundraising

as special instrument of financial support of actions




6. Sport Sponsoring



6. Sport Sponsoring

“Magic Triangle” of Sponsoring


Target Groups

Sports

Media Enterprises


6. Sport SponsoringWhy and how to make a Business Plan?To know which way to go!3 parts: Marketing Plan, Working Plan, Finance Plan!

Checklist:+ Aims (short- and long-term aims, measurements)+ Analyses (competitors, market (SWOT-Analyse)+ Financing (start-up-financing, return on investment)+ Conclusion (with the most important aspects)+ Executive Summary (last doing, first reading)




7. Case Studies




7. Case Studies

from single sport persons to sport for events with international participation



7. Example for Sport Logo and Motto

Asian Games 2006

7. Examples for Sport-Events

The IDTF Frankfurt 2009 is starting


Promoter: JPMorgan AGJunghofstraße 1460311 Frankfurt

Execution: macona event Postfach 700 70960557 Frankfurt

eMail: [email protected]

mailto:[email protected]


VivaWater is an Community, which wants to promote Watersport activities.

VivaWinter is an Association

The task of this Association is the promotion and the support of the Region of the Alps and sport activities.

7. Examples for Sport Campaigns

Fair-Play-Campaign in Europe


8. Recommendations/Questions/Discussion



the Nike mission

To bring inspiration and innovation to every athlete* in the world.

* If you have a body, you are an athlete.”

source: nike.com, 2005

The Sport Branch from international view

SupranationalWorking

InstitutionsResponsible for public Sport

Policies

InternationalSport

Confederations

International

Confederationsof

Sportindustry

Sport

Supportof

Federal Government

National

SportFederations

National

Federationsof

Sportindustry

SportSupport

ofStates

StateSport

Federations

Corporationsfor Sports Assistence

On State Level(in Germany: f.e.

Gambling Companies)

SportSupport

ofMunicipalities

LocalSport

Associations

Companies, Corporations, Shops, Agencies, Studios

The Sport Branch from international view

SupranationalWorking

InstitutionsResponsible for public Sport

Policies

InternationalSport

Confederations

International

Confederationsof

Sportindustry

Sport

Supportof

Federal Government

National

SportFederations

National

Federationsof

Sportindustry

SportSupport

ofStates

StateSport

Federations

Corporationsfor Sports Assistence

On State Level(in Germany: f.e.

Gambling Companies)

SportSupport

ofMunicipalities

LocalSport

Associations

Companies, Corporations, Shops, Agencies, Studios

Examples for Sport Awards

Sports Managers of the Year

Marketing of SPORT FOR ALL

I hope,

I was a little help for your

future marketing.

Thank you very much for our common meeting

here at

Hormoz

Hall!



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