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Marketing Research and Data-Based Marketing


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Marketing Research and Data-Based Marketing

  1. 1. Marketing Research and Data-Based Marketing First, it is essential to know your customers and their needs. Second, it is essential to provide continuously superior customer services and value. Third, it is essential to develop and maintain a data-base of customer information in order to maximize profits.
  2. 2. Market Research Process <ul><li>Define the problem </li></ul><ul><li>Select the research design </li></ul><ul><li>Define the sample — probability and non-probability sampling </li></ul><ul><li>Identify data collection methods </li></ul><ul><li>Conduct test marketing, if appropriate </li></ul><ul><li>Design the data collection forms </li></ul><ul><li>Collect, analyze, and interpret data </li></ul>Sampling—must be representative of the population in order to be generalizable
  3. 3. Marketing Research Questions <ul><li>Who —Such as who purchases and consumes sport products and services? </li></ul><ul><li>What —Such as what is the competition, what is wanted, and what factors influence decisions? </li></ul><ul><li>When —Such as when is the purchase decision made? </li></ul><ul><li>Where —Such as where is the information sought and the decision made? </li></ul><ul><li>Why —Such as why is a purchase made? </li></ul><ul><li>How —Such as how is the product or service used? </li></ul>
  4. 4. Customer Relationship Marketing <ul><li>Develop a a consolidated view of and information about each customer </li></ul><ul><li>Ensure tracking, forecasting, and accuracy in product sales </li></ul><ul><li>Establish a system for ticket sales, customer service, sponsorship sales and services, community relations, and guest relations </li></ul><ul><li>Develop approaches for cross-selling and up-selling </li></ul>
  5. 5. Customer Relationship Marketing Should Lead to <ul><li>Initiating services leading to greater customer satisfaction—anticipate and meet their needs </li></ul><ul><li>Developing customer retention programs—it is less costly to retain existing customers than to obtain new customers </li></ul><ul><li>Enhancing customer lifetime profitability </li></ul>Focusing on customer relationships is the optimal way to develop customer loyalty.
  6. 6. Data-Based Marketing <ul><li>A key to an effective marketing strategy is knowing what motivates fans to attend sporting events. </li></ul><ul><li>For example, do males focus more on the skill and competitive aspect of the sporting event? Are females more motivated by the social aspects of the game? </li></ul><ul><li>Characteristics of data-based marketing </li></ul><ul><ul><li>Centralized </li></ul></ul><ul><ul><li>Integrated </li></ul></ul><ul><ul><li>Easy to use </li></ul></ul>
  7. 7. Data Mining—Predictive Modeling Based on Consumer Behavior <ul><li>Profiles customer behavior </li></ul><ul><li>Targets prospects more efficiently </li></ul><ul><li>Predicts future behavior based on past actions </li></ul><ul><li>Generates better lead lists that should lower cost of sale </li></ul><ul><li>Improves organizational return on investment </li></ul>
  8. 8. Information for Data-Based Marketing System <ul><li>Demographics—names; addresses (zip codes); telephone numbers; e-mail addresses; gender; marital status; number and ages of children </li></ul><ul><li>Past purchase behaviors of tickets and merchandise </li></ul><ul><ul><li>Source of information, such as personal, print, or electronic </li></ul></ul><ul><ul><li>How do past purchase behaviors relate to the five W’s and one H? </li></ul></ul><ul><li>Predictive interests and wants (the past is prologue) </li></ul>
  9. 9. External Sources of Information for Marketing Data-Base <ul><li>Focus groups </li></ul><ul><li>Surveys </li></ul><ul><ul><li>On-line </li></ul></ul><ul><ul><li>Mail </li></ul></ul><ul><ul><li>Telephone </li></ul></ul><ul><ul><li>Computerized </li></ul></ul><ul><li>Interviews </li></ul><ul><li>Community intercepts </li></ul><ul><li>Mystery shoppers </li></ul><ul><li>Census data </li></ul><ul><li>State agencies </li></ul><ul><li>Chambers of commerce </li></ul><ul><li>Trade associations </li></ul><ul><li>Research reports </li></ul>Any questionnaire should focus on what information is really needed by the sport marketer.
  10. 10. Building a Data-Based System—Collecting, Managing, and Utilizing Information <ul><li>Ticket sales </li></ul><ul><ul><li>Season </li></ul></ul><ul><ul><li>Group </li></ul></ul><ul><ul><li>Single game </li></ul></ul><ul><ul><li>Advanced sales </li></ul></ul><ul><ul><li>Day-of-game </li></ul></ul><ul><ul><li>Package </li></ul></ul><ul><ul><li>Up-selling </li></ul></ul><ul><ul><li>Cross-selling </li></ul></ul><ul><ul><li>Club seats </li></ul></ul><ul><ul><li>Renewals </li></ul></ul><ul><ul><li>Youth, student, and senior discounts </li></ul></ul><ul><ul><li>Re-sales </li></ul></ul><ul><li>Web-based </li></ul><ul><ul><li>Online sales </li></ul></ul><ul><ul><li>Kids clubs </li></ul></ul><ul><ul><li>VIP clubs </li></ul></ul><ul><ul><li>Fan clubs </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><ul><li>Voting </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Communications with players, coaches, and other personnel </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Telemarketing </li></ul></ul>
  11. 11. Building a Data-Based System—Collecting, Managing, and Utilizing Information <ul><li>Merchandise </li></ul><ul><ul><li>In-person sales </li></ul></ul><ul><ul><li>On-line sales </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><ul><li>Give-a-ways </li></ul></ul><ul><ul><li>Up-selling </li></ul></ul><ul><ul><li>Cross-selling </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Sweepstakes </li></ul></ul><ul><li>Concessions </li></ul><ul><ul><li>Discount coupons </li></ul></ul><ul><ul><li>Give-a-ways </li></ul></ul><ul><li>Corporate </li></ul><ul><ul><li>Luxury suites </li></ul></ul><ul><ul><li>Sponsorships </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><li>Inquiries </li></ul><ul><ul><li>Letters </li></ul></ul><ul><ul><li>Calls </li></ul></ul><ul><ul><li>On-line </li></ul></ul><ul><ul><li>Guest comments and feedback </li></ul></ul><ul><ul><li>Requests for schedules or autographs </li></ul></ul>
  12. 12. Perceptions of Marketing Techniques <ul><li>The top ten for ticket holders: </li></ul><ul><li>Promotional premium or give-a-ways </li></ul><ul><li>Promoting star players </li></ul><ul><li>Discounted group tickets sales </li></ul><ul><li>Good public relations </li></ul><ul><li>Partial season ticket packages </li></ul><ul><li>Radio advertising </li></ul><ul><li>Newspaper advertising </li></ul><ul><li>E-mail or website offer </li></ul><ul><li>Direct mail </li></ul><ul><li>Referrals and word-of-mouth </li></ul><ul><li>The top ten for marketing directors: </li></ul><ul><li>Partial season ticket packages </li></ul><ul><li>Referrals and word-of-mouth </li></ul><ul><li>Discounted group tickets sales </li></ul><ul><li>Good public relations </li></ul><ul><li>Targeted marketing </li></ul><ul><li>E-mail or website offer </li></ul><ul><li>Telemarketing with up-selling </li></ul><ul><li>Face-to-face meetings with business sponsorships and corporate ticket programs </li></ul><ul><li>Grassroots marketing with community service projects </li></ul><ul><li>Promoting star players </li></ul>Do not forget that non-attendees may have different perceptions.
  13. 13. Results from Marketing Research <ul><li>Schedule and facility are the top motivators for attending collegiate baseball, basketball, and soccer games, while corporate sponsorships, special prizes and give-a-ways, and bands are the least important. </li></ul><ul><li>Other important factors are admission price and the team’s record. </li></ul><ul><li>High attendees value a winning record more. </li></ul><ul><li>Low attendees value lower admission prices more. </li></ul><ul><li>Males value food quality and special prizes and give-a-ways more. </li></ul><ul><li>Females value half-time entertainment more. </li></ul><ul><li>Food quality and food price is valued more by those not affiliated with the college. </li></ul><ul><li>College students value the schedule, spirit activities, participation games, and corporate sponsors more. </li></ul>