Sports Marketing
Sports Marketing
The Four E’s
Group Presentation and Report
Sports Marketing
The Four E’s
Group Presentation and Report
Contents:
Page:
2. Introduction, Engagement
3. Experience
4. Entertainment, Emotion
5. Conclusion
6. Bibliography and PREZI link
Introduction
Sports’ marketing is becoming more readily known as the vehicle that drives the sports business to success. It is “orientated toward consumers and about thinking, deciding and acting in terms of the final consumer. You have to know who your consumers are, what they want and need and use this effectively as a sports marketer orientating the drive more toward the market, not the product (Sports Marketing: The motor that drives the sports business (2005)). There are four crucial elements that a sports marketer must consider when positioning their product to the needs and wants of the consumer. The four elements are emotion, experience, engagement and entertainment. The following report aims to show through various studies the importance of the four E’s in a marketing perspective, the way in which the four E’s are used at an organizational level in sports marketing and finally how this connects and effects the consumer of the product or sport.
Engagement
Engagement within sport is a key-determining factor in selling any sports brand or product. Recently the expansion of marketing sport through the use of media and different technologies is something many companies and organisations are implementing in order to move into the future and continue making profit. Companies will aim to engage with customers on both a macro and micro environmental level using up-to-date technology.
Companies can now utilize technology within the macro environment as it becomes more readily accessible and is continually progressing and evolving. Currently leading the way of the sporting tech movement is U.S giant, Nike. Nike is becoming highly recognised for launching consistent innovations,
The Four E’s
Group Presentation and Report
Sports Marketing
The Four E’s
Group Presentation and Report
Contents:
Page:
2. Introduction, Engagement
3. Experience
4. Entertainment, Emotion
5. Conclusion
6. Bibliography and PREZI link
Introduction
Sports’ marketing is becoming more readily known as the vehicle that drives the sports business to success. It is “orientated toward consumers and about thinking, deciding and acting in terms of the final consumer. You have to know who your consumers are, what they want and need and use this effectively as a sports marketer orientating the drive more toward the market, not the product (Sports Marketing: The motor that drives the sports business (2005)). There are four crucial elements that a sports marketer must consider when positioning their product to the needs and wants of the consumer. The four elements are emotion, experience, engagement and entertainment. The following report aims to show through various studies the importance of the four E’s in a marketing perspective, the way in which the four E’s are used at an organizational level in sports marketing and finally how this connects and effects the consumer of the product or sport.
Engagement
Engagement within sport is a key-determining factor in selling any sports brand or product. Recently the expansion of marketing sport through the use of media and different technologies is something many companies and organisations are implementing in order to move into the future and continue making profit. Companies will aim to engage with customers on both a macro and micro environmental level using up-to-date technology.
Companies can now utilize technology within the macro environment as it becomes more readily accessible and is continually progressing and evolving. Currently leading the way of the sporting tech movement is U.S giant, Nike. Nike is becoming highly recognised for launching consistent innovations,
Bibliography: Intro Sports Marketing: The motor that drives the sports business (2005) Retrieved on April 10, 2013 | Ioakimidis, M. (2010) International journal of sports marketing & sponsorship. V 11, p271ExperienceShilbury, D. (2009). Strategic Sport Marketing (3rd ed.). Crows Nest, NSW: Allen & Unwin. Michael D. Clemes, G. J. (2011). Analysing the professional sport experience: A hierarchical approach. Sport Management Review , 14, 370-388. Shilbury, D. (2009). Strategic Sport Marketing (3rd ed.). Crows Nest, NSW: Allen & Unwin. Stavros, C. (2005). Relationship Marketing in Australian Professional Sport. An Organisational Perspective . Milner, G.R. & Macdonald, M.A. (2012) Sports Marketing. Managing the Exchange Proces. pg. 2-3 Entertainment Bandyopadhyay,S. & Bottone, M. (1997). Playing to Win, Marketing Management, Vol. 6 (1). Emotion Taylor, J (2010). Sports: The Power of Emotion, Retrieved April 2, 2013 from http://www.psychologytoday.com/blog/the-power-prime/201012/sports-the-power-emotions ) Dooley, Roger Kwak, DH, Kim, YK, Hirt, ER (2011). Exploring the Role of Emotions on Sports Consumers Behavioral and Cognitive Responses to Marketing Stimuli, European Sport Management Quartely, VOL11:3, pp. 225-250 Kwak, DH (2008)