About marketing sports fans and fanatics I spoke very briefly in this article . Browsing the Internet I found the next article Hoinaru . Thus, I realized I had to make a classification of types of fans.
A fanatic is an enthusiast without rational reason.
The literature identifies several psychologists in terms of fans.
Team member - many fanatics to identify so well with the game and the team that feel they are part of it. This phenomenon manifests itself in different ways:
Star Club yesterday launched a new drink: Star Cola, among other products that you can buy products, from wine to chocolate star pens, mugs and shirts of course.
The drink has the slogan "quenches your thirst for victory."
Star Cola Bottles are packed in two-and 0.5-liter, embossed label and the dose of 0.33 liters, is available on all modern networks of hypermarkets and, of course, can be served at every stadium catering Star.
... Because I stopped to think for even an instant that people will start step by step to move toward sports.
I can only enjoy the actions of late: Rugbytweetmeet , fasport.ro more famous than sportlocal.ro more new Portariliga1 and many more. world looks to the sport, people wonder: What happens to the sport of Romania. What is wrong? What's wrong?
The blog has not had much activity, but little time to gather a few people. People who have discovered the pleasure of their interest to the sport, which means sports marketing. Let's increase the circle, to know, to interact, to fight for what should be ours by right proud to have athletes performing, pride to excel in sports.
You may wonder what is so interesting or so special about sports marketing? What is different-market consumer goods or what to be given such importance. Perhaps the best answer we can find no answer to the question "why" but rather the question "how".
A loyal customer is one who frequently buy a particular brand of product.
A fan is devoted to his team is enthusiastic and does not miss your favorite player's performance.
A fanatic is an enthusiast without rational reason.
Whenever a buyer becomes irritated even violent if not find your favorite brand on the shelf? Reacts as a fan when their team loses?
Most consumers do not define their personality through detergent brand most often bought by brand clothes or instead a fan will always identify with the team I support. We wear clothes with logos club will participate in competitions, will argue with friends. Handcrafts That they should consider sports marketing officer. The emotions and desires of fans.
For you, the most irrational thing was done or favorite team are the things you normally do?
For a better exercise of several measures are absolutely necessary for the said sports club
To avoid problems we nor any sports club we are talking about I decided to keep his anonymity. We note that is a provincial club, big enough though.
SWOT analysis [1] is a synthesis of marketing audit summarizes the strengths and weaknesses of the organization, opportunities and threats external environment. Internal audit conclusions are presented as strengths and weaknesses of the company. Summary of external audit will be allowed to use the opportunities and dangers favorable external environment. Conduct a SWOT analysis is the basis for formulating appropriate objective situation of the company and its relations with the external environment. Objectives and strategies established for the planning horizon will aim at developing the organization's strengths, removing or correcting weaknesses, exploiting opportunities and avoid or mitigate the impact of favorable external environment threats. [2]
Strengths:
- The existence of efficient management that allows management professional skills along with current problems existing
- Ensure an open and flexible environment of employees in exercising their duties
- Existence of staff morale and confidence in the institution
- The existence of a well trained professional fund, which covers all services
- Professionalism to the problems that arise
- Provide training human resources in the club
- The existence of good cooperation with the County Sports Department, Prefecture, County Council, Town Hall and other institutions
- Existence financing from budgetary allocation of funds from the Local Public Administration and from own
- The preparation of athletes takes place in the sports club
- Continuous process improvement înbunătăţire and the sports facilities of the club.
Weaknesses:
- Rigidity and lack of responsiveness of subordinates to changes in society
- Taking sports unrealistic targets by some coaches
- Capping tendency of athletes and coaches at the end of career
- Fluctuations of specialized personnel
- Lack of staff knowledge to modern information
Opportunities:
- Possibilities for funding from European funds
Threats:
- The global financial crisis may trigger reduce the potential for government and private funding
- The tendency of specialists to leave the system
- Low birth rates and lower population health indications
- Decrease of practicing sport in Romania
- Faulty communication between sports clubs and federations
- Criteria for selection of athletes and national Olympic teams are the best
In future articles we will present some suggestions for a better club's activity.
[1] SWOT is an acronym that comes from Strengths (strengths), Weaknesses (weakness), Opportunities (opportunities) and Threats (threats).
[2] Virgil Balaure - Professor Coordinator - Marketing, second edition revised and added, Publishing Uranus 2002
In sports sponsor is one of the most important elements for a successful sports teams or because it provides money for the smooth running of the sports competition (training, travel, equipment, etc.) in exchange for the right to use for its prestige, charisma, fan interest and media coverage. What is its sponsorship talked briefly into a separate article .
A company involved in sports sponsorships can send instant messages to millions of potential buyers, generate community goodwill part, but most importantly it can increase market share and profit.
The main levels of sponsorship are:
Types of sponsorships are similar in all sports.
Types of sports sponsorship activities (translation from English Robert Villegas Jr. - What is sponsorship?)
- Advertiser (person making announcements) - logo will be included in a program or a print media guide
- Associate Sponsor for cars, trucks, motorcycles - is a secondary sponsor, inscription to be placed on a vehicle
- Associate Sponsor - secondary sponsor for the venue or event
- Associate Sponsor a team - a team sponsor secondary
- Award Sponsor - sponsor providing the prize for an athlete or a team
- Sponsor / Advertiser broadcast - broadcast sponsor or advertiser on radio, on television or at the site of competition notices
- The right to name the building - sponsor whose name is given to a stadium or an arena
- Sponsor for cars, trucks, motorcycles - Main Sponsor for a vehicle
- Founding Sponsor - sponsor that given the right to proprietary or event
- The stadium, signaling the truck - the company that owns the right to display advertisements within a space where sporting events take place
- License official - whom the company offers event name
- Official Partner Marketing - a sponsor who is providing the event name
- Official Sponsor - sponsor who is providing exclusive or special status (usually in a defined category of products) by the event owner
- Official Supplier - sponsor whose agreement is to provide products or services or the owner's team event
- Sponsor a player - sponsor whose image is particularly linked to a specific player
- Presentation Sponsor - sponsor that has been given this name by the event owner
- Sponsor / Partner Coupon - whose sponsor promotions are closely related to competition and its development
- Sponsor to some - a sponsor of a series of sporting events
- Sponsor - general sponsor of an event
- Sponsor holder - receiving rights sponsor for an event, award, etc.
As you can see, there are many types of sponsorship in sports, choosing a company that often several more options to cover an entire tournament.
Support Romanian rugby ! This is the name of one of the causes present on Facebook. Interesting to note is the fact that the Romanian Rugby Federation has started this initiative but a former practitioner of the game. Page question refers to the wikipedia page, and by now has amassed 157 members.
In the past we talked about Twitter and how it can help create a community sports organizations and online. It seems that sports fans have begun to take action in an attempt to popularize them.
Sport20 team is currently present in the network. We hope to gather a community interested in sports marketing.
Another desire is to be more active than before and to share with you our knowledge and discoveries in sports marketing.
We look on Facebook and we are curious who is your opinion on the question: do these actions should not be started first federations and clubs?
Social networks have become the number one channel that can be achieved a target audience. Among them is Twitter network that enables the initiation of direct conversations in real time while providing the opportunity to spread a message almost instantly. Twitter is both a catalyst and a bridge of communication.
There are many benefits that sport organization should use the network:
Number 1 - Improving customer service.
Number 2 - You can ask questions in real time feddback is received from fans and save money spent on surveys, focus groups and depth interviews.
Number 3 - Spread the news in real time to people who are directly interested in what a sport organization has to say.
Number 4 - the opportunity to respond and control the crisis.
Issue 5 - Protecting the brand, ensuring that people receive accurate information. It can work as a press release short and sent the fans and media.
Number 6 - Extend the possibilities how to promote sponsors.
Issue 7 - sporting organizations have the opportunity to reach a new audience that may never visited the official website (it's true that sometimes there is a question of decent official site).
Number 8 - Establish a deeper connection with the audience present.
Number 9 - The ability to get in touch with different aspects of online and discovering new ideas and new ways of promotion.
No. 10 - Increase traffic to website.
Number 11 - Twitter can be measured by the number of followers, replies, redirect messages, clicking on links. Moreover, the answers can be grouped by time periods and analyzed to see which way the fans perception goes.
Number 12 - Sport is a social event so social networks are one of the most important places where sporting organizations have to be.
Number 13 - It's cheap! Costs are reduced to wage workers oversees the network and respond to questions in real time.
We and other ideas and suggestions.
Is a public relations, business strategy material support, logistics and / or financial support from a client (individual, non-profit legal person, institution, public authority, show or audiovisual program, a trademark, an exhibition or event to ), a sponsor.
Sponsorship is a legal act by which the parties agree on the transfer of ownership of goods and / or financial means to support non-profit activities undertaken by the beneficiary (Government Ordinance no. 36/1998 on amending the Law no. 32/1994 on sponsorship - republished in the Official Gazette 43/30 January 1998).
Sponsorship to achieve a direct and rapid gain in terms of image and reputation for the firm (as opposed to patronage - more discreet and disinterested action, long-term effects sponsor), by:
- Increase direct audience - those present to place sponsored event (the stadium, the concert or the exhibition - brand name and logo imprinted on sports clothing on competition cars or on billboards located in the stadium, custom promotional items offered to the public, etc.);
- Increase audience indirect - to achieve capital image and reputation through media coverage of the event (increasing number of people attending the event through radio or TV commercials, the news, the ads in newspapers, advertising caravans etc. );
In order to achieve effective communication and enhance the brand, sponsored the event must be closely linked with institutional positioning and company's product portfolio.
Main forms:
- Sponsorship creative - when created exclusively sponsor the event, to promote institutional name recognition and prestige of the company;
- Sponsorship participatory - when it is one of the participants at the event.
Sponsorship is specific, in particular, field sports (supporting a team / sport federation, a sports event / tournament sports) - about 80% of all sponsorships - and art (supporting a cultural event, an artist, a cultural TV show ş . a). Example: Ursus - sponsor of National Football Championship of Romania, Marlboro - F1 sponsor, Coca-Cola - official sponsor of OJ (1996). [1]
After this summary of sponsorship we will discuss further about sponsoring the sport. This topic is very broad and will return with more items to fully understand the scale of the marketing actions.
In recent years many companies have become sponsors athletes. Even companies not considered as a viable source of sports marketing, now use it to convey the message: UPS, Viagra, McDonalds, Pepsi, Coca-Cola, and many others have learned that today's sports sponsorship can put in the spotlight consumers.
One of the most famous racing series is NASCAR's world. This started after the Second World War, as a family business and expanded over time and are now where only the best drivers and the best car manufacturers are competing. In addition to drama and adrenaline a lot of sponsors are invited to join the fans who not only support their favorites and to assist such companies.
TV covers most major competitions as an athlete winner is interviewed often, gives the main sponsor free media exposure Many companies choose to base their marketing plans around these media coverage, knowing that their chance to win supremacy in the market. This is especially true for international competitions, where multinationals reach their audience quickly and efficiently.
Generally athletes are bold and courageous figures (for racing cars, motorcycles, etc.). Not only that they have impressive physical skills but fans love charisma and positive spirit that they exude it. Young people want to be like them, girls want to edit them out at meetings, the elders would be truly honored to know and directors want to do business with them. Commentators and writers want to quote them in their books and articles on the contest organizers will make sure they will be present so that the public called to be large.
We classify the types of sponsorship in several categories and several cristerii. Also, sponsorship has both advantages and disadvantages. Of these we will discuss in future articles.
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