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Major Components Lesson 1 ➤ Marketing of the Sport AIDA Principle: ➤ Marketing through Sport...

Major Components Lesson 1 ➤ Marketing of the Sport AIDA Principle: ➤ Marketing through Sport Attention, Interest, Desire, Action History & Evolution of Sports Marketing Creative It is on breaking existing Sports Marketing Practices Disruption patterns of behavior Sports Marketing through a highly creative 1. Promotion of Sport Products message. 2. Sponsorship ➤ This is the specific application of the 3. Sport Advocacy Initiatives marketing principles and process to promote 4. Development of Sport Programs 5. The Importance of Marketing sports products and the marketing of the Sports Information 1. Increase in Sales non-sport products through association with 6. Sport Events and Sports Leagues 2. Generate Brand Awareness sports 7. Athletes as Brand Ambassadors 3. Generate Public Opinion 4. Develop an Ideal Customer Profile 5. Build a Powerful Brand (Loyalty) THE 1. Sports as an evolving 6. Expand your Business GROWTH OF industry Key Figures in Sports Marketing: THE 2. The Crowd Attendance 3. The Media Coverage Difference of Marketing & Advertising SPORTS 4. The Level of Competition 1. Producers and Intermediaries INDUSTRY 5. The Global Market 2. Consumers/Fans (Target Audience) IS DUE TO: 6. Employment Marketing Advertising Opportunities preparing the introducing the product in the product in the Career Opportunities in Lesson 2 marketplace marketplace Sports Marketing - Brand Manager - Entrepreneurs The Marketing Principles formulates the applies the principle - Social Media Manager - Team Manager strategies to of the strategies to - Sports Event Coordinator - Sales Manager promote the brand communicate the - Sport Broadcasters - Marketing Specialists Commentators - Sports Content Creator Brand brand. - Researcher - Sports Media Manager - Sports Agent research and straight practice ➤ It is a name, term, design, symbol or practice any other feature that identifies a seller's Marketing Historical Facts goods or service as distinct from those of Tobacco is the first recorded sport other sellers. Advertising Code of Ethics Baseball Cards marketing in history (1870) 1939 Major The first major TV Sport Terms League Baseball Coverage ARTICLE 1: GENERAL STANDARDS Business to B2B; It is an adjective used to OF PRESENTATION Baby Ruth He is the first 6 digit figure athlete Business describe companies that sell in Professional sport. to other businesses.: Business to Business Section 1. RESPECT FOR COUNTRY & Beijing a significant sporting event that THE LAW Olympics of marked a watershed in the 2008 evolution of sports marketing as Business to B2C - An adjective used to Western brands fought toe to toe Customer describe companies that sell Summary: This section prohibits advertisements with established brands from to consumers from harming the image and reputation of the China and the rest of Asia Philippines and its people. It also prohibits Return of ROI undermining the public's respect for the London 2012 a significant sporting event that Investment government, law, and duly constituted authority was the most branded and spon- sored Olympiad to date. Reach Term used for the number of Section 2. PHILIPPINE STANDARDS people who were exposed AND SYMBOLS The growth of the Sports Industry to the message, can be attributed to the rise of advertisement or content Summary: The use of Philippine national symbols Media Platforms in ads without approval. Historical events and Call To The part of the message landmarks must be presented accurately and Action where you persuade the respectfully. person to perform a specific Lasswell's Communication Model: action Section 3. RESPECT FOR RELIGION, Who (communicator) Customer/Us UX - Overall experience of FILIPINO CULTURE & TRADITIONS ↓ er the customer to a particular Experience brand Summary: Advertisements in the Philippines Says What (message) should promote the improvement of Filipinos' ↓ quality of life and positive family values, while In which Channel (medium) respecting diverse religious beliefs and cultural ↓ traditions. Customer Journey: To whom (receiver) Awareness Section 4. SEX, PROFANITY, ↓ ↳ Interest OBSCENITY & VULGARITY With what effect (effect) ↳ Purchase ↳ Retention Summary: This section prohibits profanity, ↳ Advocacy obscenity, vulgarity, and offensive content. They also restrict indecent exposure and suggestive Summary: Indirect or unbranded comparison Summary: The section emphasizes the portrayals. Advertisements should not depict advertising can be used, as long as it is not importance of clearly stating the price and individuals as sex objects. misleading, disparaging, or exaggerated. Direct purchase terms in contests or promotions. It comparison advertising is only allowed in product recommends qualifying the use of the word "win" categories with clear, definite, and accepted to avoid implying a certainty of winning unless Section 5. CRIME, VIOLENCE & technology benchmarks. justified by the promotion's mechanics. MORBIDITY Section 4. USE OF NEW OR Summary: This section emphasizes that advertisements should not promote violence or IMPROVED the use of deadly weapons, or glorify criminals and crime. Summary: Words such as, but are not limited to, “new”, “improved”, “introducing”, which connote ‘new-ness’ or an ‘improvement’ of a product may be used in advertisements for a period of one (1) ARTICLE 2: STANDARDS OF year only from the time the new product/ service PRESENTATION FOR CONSUMER has been introduced in the market PROTECTION & SAFETY Section 1. GENERAL PROVISIONS ARTICLE V: PRODUCT OR SERVICE CLAIMS Summary: This section emphasizes that advertisements must be honest, truthful, and accurate for the benefit of the consumer and the Section 1. CLAIMS ON INGREDIENTS general public. Summary: Advertisements should not imply that a certain benefit is due to a specific ingredient Section 2. CLAIMS OF unless a verifiable cause and effect relationship PRODUCT/SERVICE PROPERTIES OR exists Lesson 3 CHARACTERISTICS Section 2. NO. 1/LEADERSHIP CLAIM Summary: Claims of product and service Sport Marketing Mix properties or their intended usage should Summary: In order to claim to be the "No. 1" in be clearly presented and should not sales, you need to provide evidence based on 12 mislead the persons to whom they are months of cumulative data from an approved Marketing Agency addressed by sweeping generalization. independent source. This claim can only be made if there is a competitor, and it must be substantiated by a third-party quantitative ➤ An organization or group of marketing Section 3. MISLEADING research study. professionals that assists companies/brands PRESENTATIONS with the planning, design, and execution of Section 7. TESTIMONIALS their marketing activities Summary: Advertising materials shall not contain features, elements, or visual and/or audal Summary: When using testimonials, it's important presentations that are unique to the advertising of Functions of the Marketing Agency to ensure that the claims are genuine and truthful. another brand regardless of category. 1. Marketing Plan and Strategy Fictitious testimonials are not allowed. 2. Marketing Research Testimonials should be clearly presented as a 3. Brand Identity Section 4. HEALTH AND SAFETY personal experience or opinion of the endorser. 4. Management of Communication platforms 5. Social Media Marketing Summary: This section emphasizes promoting 6. Multimedia Content health and safety in advertisements by not 7. Campaign Analytics ARTICLE IX PRICE ADVERTISING depicting drinking alcohol or smoking tobacco products, and by not encouraging excessive In-House Marketing Agency eating or drinking. When advertising prices, it's important to clearly Marketing Team state the price and purchase terms. If mentioning the price, label it as the Suggested Retail Price relies on an uses an external or (SRP) for fast-moving consumer goods (FMCG) or internal marketing outsourced marketing ARTICLE III: STANDARDS FOR THE as "Price Varies" for quick service restaurants team, team, which you pay to (QSRs). PROTECTION OF CHILDREN use Section 1. PRESENTATION ARTICLE VII: NON-PRESCRIPTION Marketing Mix Summary: The section emphasizes the DRUGS, DEVICES AND TREATMENTS, importance of respecting children and avoiding AND OTHER REGULATED PRODUCTS exploitation or demeaning behavior. & SERVICES Advertisements should be designed to avoid false ARTICLE IV: OTHER STANDARDS OF claims and misleading promises. It states that advertisements must not offer false hope of PRESENTATION curing or relieving mental or physical handicaps, or suggest that a product can enhance sexual Section 1. DISPARAGEMENT performance or treat sexual weaknesses without FDA approval. Product Summary: The section prohibits ads from - Goods or Services disparaging or attacking based on gender, social - Benefits of the Product to the consumer or economic class, religion, ethnicity, race, or ARTICLE XI: MISCELLANEOUS - Characteristics of the Product nationality. Section 2. COMPARISON Section 3. TERMS AND CONDITIONS Place OF CONTESTS OR PROMOTIONS - Strategic Location ADVERTISING - Accessibility - Location environment The Target Market Lesson 5 - Digital Platform Gender Age Social Class Public Relations Promotion Location Interest Background - Marketing Strategy - Media Channels PR Character/Behavior Product Interest - Events, Digital Marketing, B2B, PR Price ➤ is a strategic communication process - will affect Profit and Sales Market Segmentation that builds mutually beneficial - will determine the Marketing Strategy relationships between organizations and - value for money their publics. (PRSA, 2015) ➤ enables us to gain deeper insights Packaging ensuring programs and campaigns meet the needs and wants of more people. PERSUASION ELEMENTS OF PERSUASION: - Product Appeal - Product Protection IN SPORTS PUBLIC 1. Presenting facts and - Sales tool “All customers/users figures are not the same” RELATIONS 2. Appealing to their Positioning emotions - Product appreciation 3. Personalizing the - Brand Recall Steps in Segmenting your Market information they - Classifying your Market Establish a Target Audience receive 1 4. Focusing on the People consumer/fans’ - everyone involved in the product or Identify characteristics that service 2 specific needs matter to your target - the most essential in the Marketing audience Mix PR STRATEGIES - Generators of UX Enriching segments by - responsible for the integration of 3 1. Collaborate with Opinion Leaders/ Influencers building personas 2. Create a time frame and measure your success the marketing mix 3. Communicate your purpose in order for people to Persona Construction understand your purpose (Content) – Key Message 4. Customer Service is still the best PR 5. Maintain a healthy relationship with the Media 1. Name the Persona – a person with an unmet need Lesson 4 2. Define the goal – call to action Corporate Social Responsibility based on the unmet need Sports Consumer Behavior 3. Analyze and segment the research data - include also demographic trends 4. Construct a profile – SPORTS 1. Develop ways to hypothetical customer MARKETERS nurture consumer description including behavior, ROLE: commitment lifestyle and demographic and 2. Engage in more product use or gaps. research to understand consumer ➤ It is the company’s commitment to engage involvement and in social and environmental programs that will commitment contribute to the development of the community and the society. Factors that affect Involvement and Types of CSR Commitment Philanthropy Volunteerism ➤ Environmental Factors (External) ➤ Individual Factors (Internal) 4 ASSESS SEGMENTS Diversity and Environment Labor practices Conservation Decision Making Factors Results of an Effective Sports 1. Recognition of Value PR Campaign 1. Credibility 2. Awareness or Information Search 2. Crisis Management 3. Evaluation of Choices (Product, 3. Relationships (Internal and External) Brand, Type, etc) 4. Brand Loyalty / Fan Loyalty Satisfaction = Repetition 5 TARGET ONE OR MORE 5. Customer Engagement and generate leads Dissatisfaction = Drop out PERSONAS 6. Influence Public Policy To customize content for various 7. Advocacy audiences and use specific 8. More Sponsorship media platforms for delivery.  Lesson 6 provides customers with. It sets customer’s Types of advertising appeals expectations and holds your company Sports Branding accountable in meeting them. Adventure Appeal - to make people feel excitement, action and entertainment Brand Positioning – refers to where your brand stands in the market and the eyes of Bandwagon Appeal - to make people BRAND the consumers. do something that is done by everyone ➤ Representation of elements showcasing Brand Appeal - to make people buy the your brand identity in the sports industry. Color branding product because the brand itself is a ➤ A Solid Brand helps you rally your fans and statement that the person hopes to increase your following Positivity, Fresh , Growth, Natural, Home associate with. ➤ An established Brand creates Trust. ➤ Simplifies and streamline Advertising Sophistication, Power, Elegance, Formal, Endorsement Appeal - to make people efforts. Authority buy the product because the brand is being used by someone they know, admire, Branding – Image - Perception Happy, Friendly, Sociable, Fun, Lovable and respect. Steps to build a successful Brand Youth, Energy, Passion, Love, Power Fear Appeal - specifically appeals to a person’s fear to encourage them to buy or 1. Define how you want to be perceived act. Branded Merchandise 2. Organize your business based on this I. Establish an emotional connection to promise. Emotional Appeal - the purpose is to 3. Communicate your promise your target audience trigger an emotional reaction that will lead 4. Be consistent II. Raise Brand Awareness of your Business to support or purchase of a product or III. Build a strong brand identity advocacy IV. Add a new Revenue Stream Types of Branding Creative appeal - appealing to people through creative word choice, figures of Tips for deciding the best promotional speech and catchy visual representations Corporate Personal Branding merchandise for your business: Branding Mind the Quality Practical Usefulness Romance Appeal - appealing to the Product Geographical natural desire to experience romance and Branding Branding Uniqueness Brand Swag appeal to others romantically Online Branding Offline Branding Affordability Music Appeal - to help increase brand recall and to establish an emotion with the product while hearing a particular sound or Co-Branding Service Branding Design tips for your merchandise music Social Appeal - appealing for social Elements of Sports Branding Design for your target Be mindful of your branding market elements (Color/Copy) acceptance and relevance Brand Voice – refers to the personality and emotion infused in an organization’s Align your design Highlight your creative Scarcity appeal - Purchase and support communications elements to your creative copies/slogans of the product is a must and for a limited messaging time. Mix and match color and font combinations Humor Appeal - since people love to laugh, humor is used to grab attention to help people remember and share Lesson 7 information about the product Brand Identity – refers to the recognizable aspects of an organization to consumers. This includes the physical Sports Advertising Masculine/Feminine Appeal - the presentation, such as packaging and other purchase and use of the product will make tangible elements of the brand. the consumer feel more attractive, sexier, ➤ The activity or profession of producing stronger and other characteristics that can advertisement for commercial sport products, be associated with their gender. Brand Values – guiding principles and services, events, & personalities. beliefs that a brand stands for. Articulating these values and aligning the brand with Rational appeal - triggers logical Component units of Advertising something bigger and more meaningful 1. Research unit reasoning and provides a “need” for the helps the brand become relatable and real 2. Accounts Management purchase of the product or service to customers. 3. Creatives Unit 4. Production and Casting Unit 5. Print and Digital Publications Brand Targeting – Determines what 6. Media Buying and Management The Principles of Creative Design segment of the market you want to reach. Segmenting includes identifying the Elements of an Ideal Print Advertisement Contrast Repetition characteristics and behavior of your 1. A strong copy headline market. 2. short, sweet body copy Unifying the whole The key to clarity 3. complementary and powerful visuals design involves 4. cohesive narrative and usability lies in Brand Promise – is all about articulating differentiation. repeating design 5. clear call to action (QR code) the unique value that your business 6. relevant contact information Similarity can lead elements to  to confusion and establish Digital Advertisements may even appear consistency and Creative Copywriting in Sports as a mistake achieve a cohesive appearance ➤ Copywriting is a process of writing promotional text materials for the purpose of Balance White space advertising, marketing, and increasing brand awareness that leads to persuading the target 2 types of balance: The areas of a audience for a specific call to action. symmetrical and design that do not non-symmetrical. include any design Copywriting Objectives Both types of elements. It is used 1. Product and Service information balance should be to highlight specific 2. Brand Identity and recall considered to contents or specific Social Media Advertising 3. To promote and influence brand loyalty ensure a parts of the design, 4. to attract supporters and generate harmonious and making the ➤ A form of online marketing that involves favorable responses or feedback visually appealing elements of the online engagements, creating, sharing content layout. design easy to and services on different social media Copywriting Strategies discern. networks in order to achieve your marketing 1. Encourage your Audience to join the and branding goals conversation (Engagement) Movement Unity 2. Use Images with Emotional Copy Different uses of Social Media Advertising 3. Don’t overdo the Hard Sell 1. Platform for online business (sales) how the viewer's consider the 2. Brand Awareness 4. Use Hashtags eyes travel across arrangement of 3. To create a community (group of followers) the design including visual elements to 4. Customer support channel Copywriting Formulas 5. Generate engagements about your brand the positioning of create a sense of 6. Brand Advocacies design elements harmony and and the message completeness in the being conveyed. overall composition. Social media campaign Iconography I. Lay down your campaign objective Instant recognition = good II. Know your target audience communication 1. Social media classification communication, personal profile, Radio Advertising ads, social and business engagements ➤ is the practice of purchasing ad spots on Personal space, popular radio stations to promote your Life events/moments, product/service feature products and services. Professional profile, professional engagements, networking 2. Types of Radio Advertisements Before = Here’s your world Opinions, captions, headlines, updates. After = Imagine what I’d be like, having Radio testimonials are endorsements of a your problem solve product or brand on the radio by customers Entertainment, Information, or celebrities. This type of advertising aims Education, streaming videos, Bridge = Here’s how to get there to build credibility and trust with advertisements consumers. Entertainment, information, advertisements Straight Lead Commercials focuses on highlighting your brand's unique selling Community engagements, points and connecting with fanbase, interests, discussions consumers/listeners. information, advertisements, 3. Personified radio advertisements use instructions, highlights storytelling techniques to engage listeners, Copywriting tips encouraging them to visualize scenarios 1. Know and understand your brand and stimulate their imagination. III. Strategy objectives 1. The right timing to post 2. Research a lot Radio jingles in advertising evoke emotion 2. The social media blast 3. Identify your target market and aid brand recall by connecting music 3. Collaboration with opinion 4. Include emotional triggers in your ad to and memory. leaders/influencers 4. Continuous presence online catch attention 5. Storytelling and Communication 5. Focus on the benefits and end goal of 6. Relatable and relevant engagement the product or service Benefits of Radio Advertisements activities 6. Create a FOMO impression (fear of 1. They have low production costs and 7. Building a solid network through brand missing out) placement rates compared to TV and outdoor loyalty 7. Keep it short and sweet advertising. 8. Improve and highlight efficient online 2. The straightforward formats allow for high customer service frequency messaging. 9. Make use of paid advertisement tools 3. Audio has the power to remain in memory and channels longer than visuals and can evoke emotions, which reinforces brand recall. IV. Measurements and Evaluation