Introduction to Marketing in Sports Entities

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Questions and Answers

What type of media includes content that is created or shared by users?

Paid Media

Owned Media

Shared Media

Earned Media (correct)

Which of the following is an example of Owned Media?

Sponsored content on a third-party website

Advertisements on social media

A blog hosted by the brand (correct)

User-generated content on forums

Which of these media types involve direct payment for content placement?

Organic Media

Shared Media

Paid Media (correct)

Earned Media

What is an example of Shared Media?

A viral video on social media Signup and view all the answers

Which media type is best associated with influencer partnerships?

Paid Media Signup and view all the answers

What kind of media primarily uses brand-owned platforms for content distribution?

Owned Media Signup and view all the answers

Which of the following is NOT a characteristic of Earned Media?

It requires payment for placement Signup and view all the answers

What is the main distinguishing feature of Paid Media compared to other types?

Content placement is sponsored Signup and view all the answers

What is a primary concern for the individual who focuses on proper nutrition?

Nutritional balance Signup and view all the answers

Which of the following factors is NOT listed as a criterion for the leisure sportswoman?

Expertise Signup and view all the answers

What is the primary activity that Ana is focused on reaching an achievement in?

5K run Signup and view all the answers

Which of the following best represents Ana's approach to training and nutrition?

Non-supervised training and nutrition Signup and view all the answers

What is a fundamental aspect of a lead magnet's effectiveness?

It needs to be perceived as valuable. Signup and view all the answers

What does Ana primarily utilize for her informational behavior?

Social media Signup and view all the answers

Which motivation is associated with Ana's sports activities?

Achieve personal growth Signup and view all the answers

Which of the following is NOT considered an example of a lead magnet?

Commercial advertisement Signup and view all the answers

What is a notable characteristic of Ana's material investment in sports?

Low investment on material Signup and view all the answers

What is the main goal of content marketing?

To engage and retain an audience. Signup and view all the answers

Which fear is mentioned in relation to Ana's approach to sports?

Fear of material expenditure Signup and view all the answers

What should the process of creating a lead magnet ensure?

It is easily accessible for the audience. Signup and view all the answers

Which statement about data collection in lead magnets is true?

Less data collected generally leads to better results. Signup and view all the answers

What is a necessary component of a lead magnet's structure?

A clearly defined hook. Signup and view all the answers

What role does segmentation play in the lead magnet process?

It allows for tailored marketing efforts. Signup and view all the answers

Which of the following best describes a 'hook' in the context of a lead magnet?

An element that generates interest by offering perceived value. Signup and view all the answers

What does FOMO stand for?

Fear Of Missing Out Signup and view all the answers

Which day of the week is considered effective for creating FOMO?

Thursday Signup and view all the answers

What is a potential drawback of implementing a FOMO strategy?

Requires more budget control Signup and view all the answers

During which time frame is it advisable to raise prices or close registrations to create FOMO?

Midnight Signup and view all the answers

Which of the following is NOT a key to creating FOMO for an event?

Promote throughout the week Signup and view all the answers

What should be emphasized in a teaser campaign to create FOMO?

A sense of urgency and exclusivity Signup and view all the answers

What is a common tactic used in FOMO marketing?

Exclusive, limited-time opportunities Signup and view all the answers

Which type of communication moment provides more control when implementing FOMO?

Emails to registrants Signup and view all the answers

What does CPC stand for in the context of advertising metrics?

Cost Per Click Signup and view all the answers

Which audience type is primarily targeted in a Facebook Ads campaign aimed at engagement?

Web visitors Signup and view all the answers

In Meta Ads strategy, which stage focuses on creating awareness of a product or service?

Conscience Signup and view all the answers

Which of the following metrics is used to measure the effectiveness of views in video advertising?

Video views Signup and view all the answers

What is the main goal of a giveaway campaign in Meta Ads?

Engagement Signup and view all the answers

Which audience should be targeted in a campaign with the goal of conversion?

People who have seen 15 or more seconds of the promotional video Signup and view all the answers

What does the metric CTR represent in advertising analytics?

Click Through Rate Signup and view all the answers

In Meta Ads, what is the purpose of creating a lookalike audience?

To find new potential customers similar to current ones Signup and view all the answers

Which of the following describes the overall aim of a lead ads campaign in Meta Ads?

To gather leads through instant forms Signup and view all the answers

Which of the following is NOT a key metric typically used in YouTube advertising?

Cost per lead Signup and view all the answers

What is the primary goal of emotional content in content marketing?

To create a deep connection with the audience Signup and view all the answers

Which content type is primarily aimed at achieving reach?

Funny content Signup and view all the answers

In the context of content marketing, what does 'Core' primarily refer to?

In-depth blog posts or articles Signup and view all the answers

Which social media platform is repeatedly associated with both activity and positioning in content marketing?

Twitter Signup and view all the answers

What is a suggested method for reusing content effectively?

Producing various formats from interviews like videos and podcasts Signup and view all the answers

What type of content is primarily focused on showcasing a company's expertise?

How-to articles Signup and view all the answers

What is the possible result of ineffective positioning in content marketing?

Confusion about brand identity Signup and view all the answers

Which content type is least likely to be classified as 'Core'?

Press releases Signup and view all the answers

What is one of the purposes of using sponsorships in content marketing?

To increase visibility through association with events or causes Signup and view all the answers

Which type of content is often created to give a comprehensive view of an issue?

Core content Signup and view all the answers

What is a typical first step in creating diverse content from interviews?

Conducting interviews Signup and view all the answers

For what purpose is social media used in connection with positioning strategies?

To engage customers and enhance brand awareness Signup and view all the answers

What is an example of a content type that would fall under the reach category?

Paid advertisements Signup and view all the answers

What aspect does the '360º view of the issue' in content marketing emphasize?

In-depth analysis of the subject from all angles Signup and view all the answers

Study Notes

Introduction to Marketing for Customer Attraction in Sports Entities

Marketing is used to attract customers to sports events.
The presenter, Albert Valero, is a marketing consultant specializing in customer attraction for sports events.
He's worked with various sports organizations, including Movistar Team, La Vuelta, Dakar Rally, etc.
He's also an associate professor at several universities.

Buyer Persona

A Buyer Persona is a semi-fictional representation of an ideal customer.
It's based on research and data about existing and potential customers.
It provides a vivid picture of the customer's characteristics, behaviors, motivations, and goals.

Javi - Experienced Triathlete

Criteria:
- Fast circuit for achieving goals.
- Convenient transition area.
- Quality feed zone.
- Properly organized race.
Informational Behavior:
- Specialized triathlon media.
- WhatsApp groups with fellow triathletes.
- Social Media.
Sport:
- Federated, insured.
- Controlled training by a specialist.
- Training as main occupation besides work.
- Concerned about proper nutrition.
- High investment in material (specialized brands).
Motivations:
- Beat personal best.
- Better position on TT bike.
- Showcase new equipment.
Fears:
- Bad hotels or long commute.
- Bad tarmac on bike sector.
- Crowded start.
Special Interests: Aero, bonking, perfect transition, lactate, drafting, carb loading, tapering, T1-T2, etc.

Ana - Leisure Sportswoman

Criteria:
- Proximity, convenience.
- Price.
- Safety.
- Ease: Flat bike sector.
Informational Behavior:
- Doesn't read specialized media.
- Social Media.
Sport:
- Main activities: Fitness, spinning, running.
- Main achievement: 5K.
- Non-supervised training or nutrition.
- Training secondary to social life.
- Low investment on material (Decathlon).
Motivations:
- New experience, personal growth.
- To get out of the gym.
- To have relatives or friends cheering her.
Fears:
- Swimming sector.
- Expenditure on material.
- Transition procedure.
Special Interests: Lexicon: Easy, flat, affordable, fun, beer...

Lead Magnet

A Lead Magnet is a free resource or special offer given to consumers in exchange for their contact information.
Examples include ebooks, webinars, templates, checklists, or discounts.

Content Marketing

Content marketing is creating and sharing relevant content to attract, engage, and retain audiences.
This promotes expertise, awareness, and keeps the business top-of-mind.
Different types exist, including Owned(e.g. Blog Posts or Webinars), Paid(e.g. Ads), Earned(e.g. Reviews), and Shared (e.g. Social Media posts).

Event Sales Strategy

The sales strategy for events outlines the pricing, timing of offerings, and registration details..
A key technique is creating FOMO (Fear Of Missing Out) to accelerate registrations.

Sales Strategy - By Participant Quota

Pros: Faster sales closure, revenue forecasting.
Cons: Less control, lower potential revenue if not all quotas are met.

Sales Strategy - By Date

Pros: Control over communication steps, increased revenue if registrations are late.
Cons: Requires more budget management.

Sales Strategy - By Giveaway

Pros: Additional revenue.
Cons: Limited to events with high demand.

Key Metrics by Channel

SEO/SEM: Conversions, cost per conversion, clicks per click, CTR (click-through rate).
Youtube Ads: Conversions, cost per conversion, clicks, CTR, video views, impressions.

Meta Ads

Facebook Ads are online advertisements.
They are categorized by their targeting tools and platform usage.
The main components of meta ads are Ads, Goals, and Audiences.

Meta Ads Goals

Sales: Targeting potential customers.
Leads: Collecting leads or contacts from ads.
Engagement: Increasing engagement with posts, comments, shares, etc.
App promotion: Driving app installs or downloads on linked apps, events, etc.
Awareness: Reaching broad audiences, promoting brands.

Meta Ads Audiences

Customer database or look-alike audiences based on existing demographics and interests.

Meta Ads Strategy and Campaigns

Content Marketing strategies help create awareness and engagement.
Various campaign types like video ads, giveaways, and announcements exist.
Key results for each campaign should be targeted and measured.

Other

Glossary of marketing terms.
Data presentation methods (charts, graphs) showing key data.
Presentation of techniques and tools (e.g., email marketing, sales strategy).
Tools for marketing strategies to be developed.

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Description

This quiz focuses on marketing strategies used to attract customers to sports events, with insights from marketing consultant Albert Valero. It also covers the concept of Buyer Personas, particularly in relation to triathletes, and how understanding customer profiles helps in effectively targeting sports enthusiasts.