2.05Collect secondary marketing data to

ensure accuracy and adequacy of information for decision-making

Search the Internet for sport/event marketing information

INTERNET: IMPORTANT SOURCE

of Secondary Marketing Info

Government Census: www.census.gov ◦ Demographic Information (Population, age ranges,

salaries) Example: League’s expansion team in a specific area wants

to look at DEMOGRAPHICS to see if team will be successful

INTERNET DATABASES for SEM MI

Local Chamber of Commerce Website◦ Demographic Information and Business Information

INTERNET DATABASES for SEM MI

SBRnet – Sport Business Research Network

INTERNET DATABASES for SEM MI

Online Trade Magazines Advertising Agencies Licensors and Licensees Search Engines

INTERNET SERVICE PROVIDERS for SEM MI

If starting a new team, business or franchise:◦ Demographic Information

Does it represent Target Market?

◦ Local Business Information Will local businesses be supportive?

(Sponsorships)

Use of Internet for SEM MI

(Government Census)

(Chamber of Commerce)

How to Search for Specific Information VideoQuestion to Answer while watching:

1. Demonstrate how to use “relationship” terms for more accurate searches

“We Do”

“You Do”

You are the Assistant Media Relations Director for your favorite University. This Saturday, your school will host the your rival

for a game at 3:30pm on ESPNU.

Your job is to prepare the pre-game notes on each team. These notes are given to the coaches, local newspapers, TV (ESPN),

radio and are made available on the athletic website.

Collect internal data (from your school) and external data (from your rival) relevant to this weekend’s game and prepare the

game notes. Your game notes should be at least 2 full pages.

Feel free to use a template in Publisher to create a more attractive format.

“You Do”(cont.)

Monitor internal records for marketing information

Internal Records: ◦ Personal company Information not often public

Monitoring Internal Records:◦ Accurate

◦ Regularly Monitored

TECHNIQUES FOR MONITORING Internal Records

WHAT records to monitor:◦ SALES INVOICES: Records with CUSTOMER PROFILES

Identify Target Markets◦ SALES REPORTS and ACCOUNTS RECEIVABLE

REPORTS MI about the goods that a business sells

Analyzes which products sold well and which did not◦ COMMENT CARDS for CUSTOMER SATISFACTION

Who monitors: Accountants and Marketing Managers

How Often to monitor: REGULARILY◦ Analyze product performance

GUIDELINES FOR MONITORING Internal Records

1. Keep ACCURATE records2. Identify what records to monitor3. Assign WHO will monitor4. Decide HOW OFTEN to monitor5. Evaluate records6. Make decisions

PROCEDURES FOR MONITORING Internal Records

Maintain a database of competitor information

Ways to use: ◦ Gather information about competitors◦ COMPETITIVE pricing◦ ADVERTISING decisions

Components that need to be maintained:◦ PRICE LISTS:

Know what competitors charge for products Helps organization to price its products COMPETITIVELY

◦ ADVERTISING MEDIA used by competitors: Prevent using the same media dominated by a competitor

Newspapers, radio stations, etc.

Competitor Database

“You Do”

Competitor Database

Price Lists: • Jersey:$69.99 for Jersey

(Men), $49.99 (Women) and $29.99 (Kids)

Advertising Media:• Radio Commercials 3x a

day, every day from 6am-6pm on 96.1 FM and 10.29 FM during football season.

• One-Page ads in Sports Illustrated every issue all year

• One-Page ads in local newspaper every Sunday during football season

OBJECTIVE is to be COMPETITIVE with your

competitor.• Find Two

advertising examples – One for your product and One for your competitor

• Pricing for Jersey (Men, Women, Kid) and Competitior

• Address strengths and weaknesses

• Short PPT