Brand Marketing To The Soccer Consumer

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Brand Marketing To The Soccer Consumer

  1. 1. Brand Marketing to the Soccer Consumer Connecting Brands to the Soccer Consumer Gilt Edge Soccer Marketing LLC Phone: (630) 946-6961 | www.giltedgesoccer.com
  2. 2. Brand Marketing to the Soccer Consumer Pretend
for
a
moment
that
you
are
a
Soccer
 Soccer
has
numerous
international,
national,
 Mom
looking
to
make
a
purchase
of
a
new
 regional,
and
local
leagues
and
events,
 automotive
vehicle.

You
are
considering
a
 intellectual
properties,
grassroots
programs,
 mini‐van
‐
what
else!


 media,
and
marketing
vehicles.
 Your
buying
process
likely
involves
talking
to
 All
too
often
companies
and
agencies
 several
other
Soccer
Moms
and
finding
out
 knowledge
of
the
soccer
market
is
based
 what
they
like
and
don’t
like
about
the
mini‐ almost
exclusively
on
the
merits
of
 vans
they
drive.
You
will
no
doubt
jump
online
 conversations
with
one
or
two
specific
soccer
 and
visit
one
of
the
many
websites
that
 properties
or
sales
agencies.


This
is
akin
to
 provide
all
sorts
of
comparative
buying
 the
Soccer
Mom
only
evaluating
Chevrolet
 information
about
vehicles
from
price,
to
 and
Honda
mini‐vans
because
she
simply
isn’t
 safety
ratings,
to
fuel
efficiency,
to
consumer
 aware
of
the
dozens
of
other
options
in
the
 opinions,
and
alike.

Between
these
two
 market.

 “One
of
the
 endeavors
you
will
narrow
your
search
to
 Understanding
all
the
different
profiles
of
the
 interesting
 perhaps
a
couple
of
different
options
before
 soccer
consumer,
as
well
as
how
different
 you
even
consider
getting
anywhere
near
a
 aspects
of
 soccer
properties,
activities,
and
assets
 dealership
for
a
test‐drive.


Every
vehicle
you
 soccer
is
that
it
 connect
with
the
consumer,
is
critical
to
 evaluate
is
probably
a
good
product,
but
 connects
with
 making
well‐informed
soccer
marketing
 through
intelligent
market
research
you
will
 its
consumers
 investments.



 ultimately
settle
on
the
vehicle
that
best
 in
many
 meets
your
individual
needs.
 The
“Soccer
Consumer”
 different
ways
 Shouldn’t
your
investment
in
a
corporate
 and
on
many
 One
of
the
interesting
aspects
of
soccer
is
 sponsorship
relationship
‐
in
any
sport
‐
follow
 that
it
connects
with
its
consumers
in
many
 different
 a
similar
process?

In
some
ways
the
answer
 different
ways
and
on
many
different
levels.

 levels”
 should
be
yes
–
but
it
must
also
be
 Broadly
speaking,
the
soccer
consumer
is
 remembered
that
there
are
significant
 considered
anyone
who
is
connected
to
the
 differences
between
buying
a
product
“a
 sport
in
a
meaningful
way.

The
18
million
 mini‐van”
and
creating
a
sponsorship
 soccer
participants
are
soccer
consumers,
as
 “relationship.”


The
point
to
focus
on
here
is
 are
the
involved
family
members
of
youth
 the
importance
of
compiling
comprehensive
 players.

The
4
million
people
who
attend
MLS
 market
research
before
you
make
an
 matches
each
year
are
soccer
consumers.

So
 investment
commitment.
 are
the
millions
of
people
who
watch
the
 world’s
game
on
television
and
follow
their
 The
challenge
in
the
sponsorship
world
is
that
 teams
on
the
Internet.


 you
have
to
do
all
your
own
homework
and
 intelligence
gathering.

The
information
and
 Some
of
these
people,
of
course,
are
the
 answers
you
need
are
not
merely
a
click
away
 same
people,
consuming
the
sport
in
multiple
 on
the
Internet.

In
practice,
this
is
extremely
 ways.

For
example,
a
individual
could
play
in
 difficult
since
there
are
hundreds
of
different
 an
adult
league,
coach
his
son,
attend
MLS
 corporate
sponsorship
opportunities,
and
it
is
 games,
and
watch
Champions
League
on
TV.

 literally
impossible
to
have
a
complete
 Other
people
may
only
be
connected
through
 knowledge
base
on
every
one.
 one
or
two
channels.

The
soccer
mom,
for
 example,
whose
sole
interest
is
her
son’s
or
 When
it
comes
to
soccer
this
challenge
 daughter’s
enjoyment
of
playing
the
game
 becomes
even
harder,
given
the
incredible
 recreationally.
 breadth
and
depth
of
the
sport’s
reach.

 | Brand Marketing to the Soccer Consumer 2
  3. 3. Given
the
multi‐dimensional
nature
of
soccer
 Female
engagement
in
soccer
is
extremely
 consumption
it
is
not
surprising
that
the
sport
 strong
on
many
levels,
but
particularly
in
 has
a
broad
and
diverse
landscape.


This
is
 participation
where
40%
of
players
are
female
 actually
one
of
soccer’s
great
strengths
–
but
 and
there
are
now
more
womens
college
 also
one
of
its
challenges
for
corporations
 soccer
teams
than
mens.

The
launch
of
the
 trying
to
connect
with
the
consumer.
 Women’s
Professional
Soccer
League
in
2009
 will
further
help
establish
connection
points
to
 To
evaluate
the
opportunities
of
a
soccer‐ this
audience.


 marketing
platform,
companies
must
view
the
 market
through
the
process
of
consumer
 Perhaps
though
the
most
significant
 targeting.
 development
for
soccer
has
been
the
impact
 of
population
trends
and
the
growing
Hispanic
 Soccer
Consumer
Targeting
 community.

The
Hispanic
population
in
the
 US
is
estimated
to
reach
48
million
in
2010,
(US
 The
soccer
market
is
actually
an
amalgamation
 Census),
with
80%
coming
from
countries
 of
many
different
Soccer
Consumer
Profiles
 “It’s
no
 where
soccer
is
indelibly
ingrained
in
the
 (market
segments).

Each
profile
is
unique
 culture.

Soccer
is
the
sport
of
choice
for
the
 wonder
 from
a
demographic
and
psychographic
 Hispanic
community,
and
represents
an
 Univison
 perspective.

 important
passion
point
to
connect
with
this
 declares
that
 valuable
consumer.


 The
adult
fan
profile
for
MLS
is
arguably
one
 the
top
three
 of
the
most
attractive
of
all
the
major
sports.


 Marketing
investments
in
soccer
initiatives
 sports
for
 According
to
Scarborough
2008
data,
MLS
 targeting
Hispanics
increases
each
and
every
 Hispanic
is
 adult
fans
are:
 year.

Spanish
TV
Ad
spending
for
soccer
 soccer,
soccer
 programming,
for
example,
hit
$250
million
in
 Young
–
64%
under
44
years
 • and
soccer”
 2007.

It
is
no
wonder
Univision
declares
the
 Family

–
41%
have
2+
children
in
HH
 • top
three
sports
for
Hispanics
is
soccer,
 Affluent
–
42%
have
income
greater
 • soccer,
and
soccer!
 than
$75K
 The
attractiveness
of
soccer’s
demographic
 Educated
–
56%
have
a
college
degree
 • profiles
and
supporting
growth
trends,
has
led
 many
marketers
to
look
at
the
affinity
 Soccer’s
influence,
however,
extends
much
 marketing
opportunities
with
the
sport.


This
 wider
and
deeper
than
just
this
attractive
 brings
into
discussion
one
additional
piece
of
 adult
profile.


Soccer
has
become
the
New
 marketing
research
–
consumer
loyalty.
 America’s
national
pastime
as
a
youth
 participation
sport,
and
has
diverse
appeal
 For
years,
the
soccer
industry
has
proudly
 from
both
a
gender
and
ethnic
standpoint.



 stated
that
soccer
fans’
sponsor
loyalty
index
 is
second
only
to
NASCAR.

Well
according
to
 Kids
have
been
playing
soccer
at
incredible
 the
Sports
Business
Journal’s
2007
Sponsor
 numbers
for
many
years
now.

To
understand
 Consumption
Survey
soccer
has
now
 the
size
and
scope
of
youth
participation
track
 exceeded
NASCAR
in
this
regard.


Whether
 down
a
copy
of
the
Sporting
Goods
 this
is
ultimately
true
or
not
really
doesn’t
 Manufacturers
Association
Annual
Sports
 matter.

What
matters
is
the
fact
that
soccer
 Participation
report.

Or
you
can
simply
head
 consumers
have
always
shown
a
strong
 out
to
a
community
field
in
AnyTown,
USA
on
 propensity
to
support
sponsors
who
support
 a
Fall
weekend
and
you
will
witness
youth
 the
game
they
are
connected
to.
 soccer
players
of
all
ages
as
far
as
the
eye
can
 see.
 | Brand Marketing to the Soccer Consumer 3
  4. 4. The
combined
influence
of
these
three
 As
previously
mentioned,
there
are
numerous
 factors;
appealing
demographics,
growth
 intellectual
properties,
events,
media
and
 trends,
and
strong
loyalty
indexes,
has
made
 marketing
vehicles
available
to
reach
the
 the
soccer
consumer
an
incredibly
alluring
 soccer
consumer.

This
should
be
embraced
as
 target
audience
for
many
corporate
 a
positive,
since
it
provides
plenty
of
different
 marketers.
 tools
to
potentially
work
with.


 Each
one
of
the
many
Soccer
Consumer
 Each
vehicle
is
legitimate
and
valuable
within
 Profiles
could
be
targeted
through
a
specific
 its
own
right,
but
none
will
offer
a
blanket
 soccer‐marketing
platform.

Typically,
 program
that
touches
every
soccer
consumer
 however,
there
are
three
consumer
segments
 in
the
US.

This
is
simply
unrealistic
and
quite
 that
carry
strong
appeal
to
marketers:
 honestly
unnecessary
for
the
smart
marketer,
 since
you
have
already
honed
in
on
your
target
 “Developing
 • Suburban
Soccer
Families/Youth
 consumer.

 an
acute
 • Hispanic
Families/Youth
 • Hispanic
Males
 Marketing
assets
can
bring
tangible
and
 understanding
 
 intangible
opportunities
to
the
table.

Both
are
 of
soccer
 Understanding
Soccer
Engagement

 important
if
you
want
to
create
a
strong
brand
 engagement
is
 connection
in
the
eyes,
heart
and
mind
of
your
 extremely
 With
a
general
understanding
for
the
different
 target
consumer.

Again,
ask
lots
of
questions
 consumer
segments,
and
having
prioritized
 important
to
 about
each
potential
marketing
asset,
such
as:
 them
based
on
your
company
objectives,
the
 creating
the
 next
step
is
to
develop
a
more
in
depth
 • How,
when,
and
where
does
it
connect
 right
strategy
 understanding
of
the
Consumer
from
a
soccer
 with
the
consumer?
 and
tactics
for
 engagement
and
psychographic
perspective.

 • Are
environments
brand‐activation
 your
unique
 Ask
lots
of
strategic
and
tactical
questions
 friendly?
 about
the
consumer,
such
as:


 • Can
asset
equity
be
transferred
to
your
 marketing
 brand?


 platform”
 • What
are
their
touch
points
with
the
 • What
is
the
competitive
landscape?

 sport
‐
on
community
fields,
in
a
 stadium,
on
TV,
via
the
Internet?
 Depending
on
your
objectives
and
resources,
 • What
are
their
needs/wants
related
to
 the
soccer
platform
you
ultimately
create
 soccer?


 could
range
from
being
a
relatively
simple
one‐ • What
soccer
assets
have
equity
in
their
 time
tactic‐driven
initiative,
to
being
a
 eyes?



 comprehensive
integrated
strategy
with
 multiple
associations,
marketing
and
 Developing
an
acute
understanding
of
soccer
 promotional
extensions.

Regardless,
if
you
 engagement
is
extremely
important
to
 want
to
be
confident
about
achieving
a
 creating
the
right
strategy
and
tactics
for
your
 healthy
ROI,
ensure
you
don’t
cut
corners
on
 unique
marketing
platform.
 your
initial
intelligence
gathering.
 Developing
Your
Marketing
Platform
 You
have
now
completed
50%
of
your
market
 research,
and
can
turn
your
focus
toward
 developing
the
right
marketing
strategy
and
 Connecting Brands to the Soccer Consumer identifying
the
right
mix
of
marketing
assets.
 
 | Brand Marketing to the Soccer Consumer 4

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