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We looked inside some of the posts by nikitaaa-d and here's what we found interesting.
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6
Last Seen Tumblr Blogs
Fun Fact
The “We are the 99%” Tumblr blog became the slogan for the Occupy Wall Street movement.
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Top 10 incomes from jersey sponsorships of German Bundesliga clubs (season 2014/2015 in mil. EUR)
Reference: http://de.statista.com
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Growing market or inflation of sponsorship amounts? - development of income from jersey sponsorships in 1st German soccer Bundesliga in mio. EUR (season 2000/2001 until season 2013/2014)
Reference: http://de.statista.com
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Different kinds of sponsorships of German companies in 2013 - sport sponsorships dominate the market
(from left to right: sport sponsorships, cultural sponsorships, education sponsorships, social sponsorships, media sponsorships, environmental sponsorships)
Reference: http://de.statista.com
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“King soccer” - Top 10 sponsoring incomes of German athletes (June 2013; total amount per year in mio. EUR)
Reference: http://de.statista.com
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Results of German Sponsoring Index 2014 - adidas performs best with 86 points.
Assessment criteria: visibility (awareness/popularity of sponsorships), authenticity (credibility and brand fit), emotionality and activation (increase in willingness to buy and brand attractiveness).
Reference: http://de.statista.com
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Product Lifecycle - The rebranding of Lucozade
1972: “Locozade aids recovery”
1) Who is the drink targeted at?
- “Mum’s never allowed to run out of steam, isn’t she?”
- Kids, when they’re sick
- The whole family
2) What is the purpose of the drink?
- It’s medicine
3) Why is it sold in such a big bottle?
- It is for everyone / a family drink
4) What is the end slogan?
- “Locozade aids recovery”
- = Recovery from being sick, tired, … / fixes everything
Mid 1980ies: “Lucozade - the original solution”
1) Has the target market changed?
- Yes, to young males (15 to 25 years old)
- Changing perception of the drink -> hangover killer
2) What image does Lucozade now want?
- Cool image / testing boundaries
3) Why has the bottle shrunk?
- It’s drink for single person now (not for the whole family anymore)
4) How and why has the end slogan changed?
- “Lucozade - the original solution”
- Changing perception of the drink
Late 1980ies: “Lucozade - the refreshing glucose drink”
1) Who is the drink now marketed at?
- Men
2) What adjective is used to describe the drink and why?
- Refreshing
- Referral to sports
3) Why does the ingredient “glucose” get mentioned?
- It’s the medical connotation for sugar
- Increase creditability
1990ies: “Lucozade Sport – take sport seriously”
1) Why are Lucozade introducing words like “isotonic”?
- Isotonic = balanced
- Part of the sporting lexicon
2) What do you notice about the packaging?
- Now filled in cans (not in bottles anymore)
- “Lucozade sport” – Lucozade looked like medicine in former time, now it looks healthy / sportive
3) Why do you think Lucozade now use cans?
- Copy of Coca-Cola
- Cans are portable / more easy to transport (glass may break) as Lucozade is consumed at gyms/stadiums/etc.
2012: “Lucozade Sport - Faster. Stronger. For longer.”
1) How different is the last advert from the first advert?
- Testimonial: 2012 London Olympic champion Mo Farah (British long & middle distance runner)
- Sporting lexicon: hydration, electrolytes, isotonic
- “Lucozade Sport - Faster. Stronger. For longer.”
- Plastic bottle shaped for hands
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Dave’s favourite athlete: Daley Thompson
Francis Morgan Ayodélé "Daley" Thompson CBE (born 30 July 1958) is an English former decathlete. He won the decathlon gold medal at the Olympic Games in 1980 and 1984, and broke the world record for the event four times.
With four world records, two Olympic gold medals, three Commonwealth titles, and wins in the World and European Championships, Thompson is considered by many to be one of the greatest decathletes of all time.
The British athlete caused furore at the L.A. Olympics in 1984, when he whistled along to the national anthem and made 'disrespectful' comments about Princess Anne at a press conference.
The press was already “smelling a good story”, but officials were on his side:
Mr. Michael Shea, the Queen's press secretary, said: 'Princess Anne wants to make it quite clear that she finds it absurd that anyone should think anything said by Daley Thompson after his outstandingly brilliant achievement was offensive in any way.'
Furthermore, Mr. Charles Palmer, chairman of the British Olympic Association, said: 'His remarks are, to some extent, his way of telling the press to mind their own business.'
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Comparison of Quicksilver and Roxy Pro Gold Coast vs. Game Day of Gold Coast Titans
· Event description:
Quicksilver and Roxy Pro Gold Coast (QRP)
The Quicksilver Pro and Roxy Pro Gold Coast is an event on the World Surf League (WSL) Championship Tour. It marks the opening of the tour and is held every year at Snapper Rocks/Coolangatta in Queensland, Australia. This year it takes place from February 28 to March 11, 2015. The event features the world's best male and female surfers as they battle across high performance waves just meters from the beach. Spectators are able to witness the most progressive surfing in the world on the best right hand point breaks in the world only a few feet away from sand.
Gold Coast Titans (CGT)
The Gold Coast Titans are an Australian professional rugby league football club, based in Gold Coast, Queensland. The club competes in Australia's elite rugby league competition, the National Rugby League (NRL). Since 2008, the Titans are playing their home games at Cbus Super Stadium in Robina, Queensland.
On Saturday, March 07, 2015 they competed against the West Tigers, which was the first game of the season. Unfortunately they lost 18 – 19 in the final seconds of the match.
· General impressions - what was good, bad or downright ugly:
QRP:
+ up-to-date information on official website if tournament is on or not
- nothing to see and do if tournament is off -> set up side events for those who came anyway
+ lots of parking sites
+ free wifi at Quicksilver/Roxy sales booth
+ different offers for food & beverages
+ big video screen directly on the beach
+ tent on the beach to protect from sun
- few side events and activities of sponsors
CGT:
+ “full house membership” sign-up special; promotion stall was directly next to the entrance
+ side events for fans and kids (e.g. raffles, inflatable jumper)
+ social media integration -> instagram campaign with fan photos
- organisation / system at membership promotion stall (long queues, blunt coloured pencils, unorganized processes)
- few parking sites
· The make up of the crowds? Think geography, psychographics, demographics etc.
QRP:
Geography: attraction of locals and foreigners/tourists, conspicuously many Brazilian fans
Demographics: especially young people
Psychographics: motive = entertainment, “enjoy a day at the beach with surfing, sun, sand, beach, beer, etc.”, meet surf stars
CGT:
Geography: local fans of the GC Titans + fans of opposite team (Sydney, NSW)
Demographics: variegated, many families
Psychographics: motive = entertainment & team support, “event for the whole family”, meet friends & family at the game
· The sponsors of the events - who were they, how did they engage, who were they trying to target?
QRP
· Quicksilver & Roxy -> Quicksilver and Roxy Pro Gold Coast = naming right of event
Own event merchandising collection (shirts, caps, etc.); sales booth on event site
Target group: spectators – especially (recreational) surfers/surf fans/young people
· Samsung Galaxy -> Samsung Galaxy Championship Tour = naming right of tour
No further presence except official tour billboards, banner, beach flags etc.
Target group: spectators – especially young people
· BOQ (Bank of Queensland) -> presenter of event
No further presence except official tour billboards, banner, beach flags etc.
Target group: spectators
· Jeep -> no further presence except official tour billboards, banner, beach flags etc.
Target group: spectators – especially (recreational) surfers
· Go Pro -> additionally own promotion stand on the beach, when tournament is on
Target group: spectators – especially (recreational) surfers/surf fans/young people/adventurer
· Carlton Dry -> additionally own banner and beach flags at restaurant/pub on event site
Target group: spectators – especially male surf fans/beer-drinking people
CGT:
· Platinum sponsors: e.g. BLK -> ad at goals; GRT (Global Road Technology) -> ad on jerseys
· Gold sponsors: e.g. Bartercard -> ad on quad & presenting of goals
· Steel sponsors: e.g. Gold Coast Cabs
· Preferred suppliers: Gold Coast Turf Club
· Further sponsors:
o Naming rights: Cbus -> Cbus Super Stadium; Telstra -> Telstra Premiership
o Hoarding: Mulherin, Telstra, Powerade
o Fading on TV: Wild Turkey Bourbon
o Presenting of video evidence: KFC
Target group: rugby/sport fans of home and away team; all members of family; partially only local target groups (e.g. Gold Coast Cabs / Gold Coast Turf Club)
· How each of the 4 P’s are/were utilised:
QRP:
Product: World Surf League contest (female & male)
Price: free of charge / no entrance fee
Place: on site communication, website, social media (Facebook, instagram, twitter)
Promotion: social media, local event websites/
CGT:
Product: NRL game
Price: normal entrance fee or special deals (e.g. full house membership)
Place: on site communication at Cbus Super Stadium, website, social media (Facebook, instagram, twitter)
Promotion: “full house membership” -> 10,400 members at the end of the game (publication via video wall & loudspeaker); “points for hope” -> donation of 1,000 AUD per point to Ronald McDonald House (publication via video wall & loudspeaker)
· How was engagement achieved with fans/spectators?
QRP:
- loudspeaker, video wall, black board with results, website of tournament and federation, social media (Facebook, instagram, twitter)
CGT:
- loudspeaker, video wall, website, social media (Facebook, instagram, twitter)
- much more engagement with spectators/fans in comparison to QRP
· Delimiting factors of each event:
QRP:
- weather/waves
- size/space of location/event site
CGT:
- latest drug scandals
- poor number of spectators
· How you would improve each event - give examples:
QRP:
- set up more side events and activities of sponsors for on and off days
- event should be worth visiting although tournament is not on
CGT:
- increase number of parking lots if possible
- set up further campaigns and activities to increase number of spectators
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Female handball team "TusSies Metzingen" (Germany): Annual pin-up calendar of players as a merchandising product
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What role does sex play in selling sport?
What examples can you identify of how sex is used to promote or sell sport?
- Beach volleyball: Previously there were only two uniform choices for female players, a one-piece bathing suit or a bikini with a maximum side width of 7cm while full body suits could also be used under the bikini in cold weather.
- Legends Football League (LFL): women's 7-on-7 tackle American football league. The league was founded in 2009 as the Lingerie Football League and was rebranded as the Legends Football League in 2013.
- Female handball – TusSies Metzingen, Germany: Annual pin-up calendar of players as a merchandising product
Do you think it is appropriate to use sex to sell sport? (is it OK in some sports not in others?)
- “It depends”: If athletes are still respected as sportsman/-woman and not only acknowledged as sex symbols, it is appropriate in my point of view.
- There is definitely differences dependant on the kind of sports. Example: As female handball players are often stereotyped as “butches”, the marketing strategy of the female handball team of German handball club TuS Metzingen, “Chick style” as the team’s brand essence and corporate identity, is quite clever.
Would you use sex to promote or sell your sport?
- Yes, if athletes are still respected as sportsman/-woman and not only acknowledged as sex symbols, it is a promising measure to increase media coverage and popularity.
Is professional sport more about “looks” than ability e.g. Anna Kournikova!
- “It depends”: At first glance media and sponsors certainly care more about the look than athletic success or ability.
- On the other hand, sponsorships and sponsoring amounts are clearly dependent on athletic success.
- Furthermore, one has to distinguish the type of media coverage: Is the athlete only present in gossip rags or also in specialist literature?
- Doubtlessly sponsors and gossip rags loved Anna Kournikova, but her image within the “tennis sphere” was not the best.
Do these images alienate segments of the market place?
- In general I would negate that these images alienate segments of the market place. However, sponsors certainly have to analyze the image of a potential testimonial before they negotiate a sponsorship. Doubtlessly, a sexy image doesn’t fit to every brand essence and corporate identity.
Have we become immune over time to the use of sex to sell sport? How? Why?
- Yes, I definitely agree. Advertisements with sport stars in lingerie are quite normal and accepted in society.
- Besides other motives, men as well as women watch professional sports because they acknowledge athletes as sex symbols.
- As mentioned above, as long as athletes are still respected as sportsmen/women, there is nothing wrong about using sex to sell sport.
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Twenty20 cricket at Durham County Cricket Club
1) What challenges did the Durham County Cricket Club have to meet in promoting Twenty20 cricket to the sports-loving North East of England?
- implementation of a new format of cricket without causing harm to the traditional game
- achieving successful outcome to the new product launch
- differentiation of Twenty20 cricket from traditional cricket (different target group, different target (entertainment = primary objective), etc.)
- attracting new target group
- enhance popularity of Twenty20 cricket
2) Identify the range of communications techniques used and describe the degree of integration that was evident in the execution of Durham´s SIMC strategy.
Radio advertising, targeted mailings, outdoor advertising, e-newsletters, atmospheric and personal contact
-> emphasis on relationship management, focus on entertainment of spectators and their identification with the new cricket format
3) Do you think that this approach could work with other sports? Give your reasons.
In my point of view the approach can definitely be applied to other sports. Certainly, the success depends on the implementation of a thought-out integrated marketing communication concept. However, event organizers should prevent that their events become too much of a carnival event. The entertainment of the spectators is important, but the sportive aspect should remain in the focus.
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Case study – The success of 20/20 cricket
J. Beech & S. Chadwick – The Marketing of Sport
1) Why do you think 20/20 cricket has been successful?
20/20 cricket has been successful, because it doesn’t last as long as normal cricket games and thus, better fits into the schedule of spectators as well as recreational players. Normal cricket games are very time-consuming and can last a whole day or even longer. Consequently, spectators (in the stadium and/or at home in front of the TV) get bored easily. Recreational player prefer 20/20 cricket for the same reason - they can play a game of cricket after work and don’t have to spend a whole weekend for it.
2) How would you use segmentation to better understand its success?
Analysis of professional and recreational cricket players as well as of cricket spectators by splitting them up in different segments –> usage of results for the enhancement of popularity and diffusion of 20/20 cricket
Demographic segmentation: gender, age, race/ethnicity, education, income, occupation and family lifecycle of professional/recreational cricket players and spectators
Geographic segmentation: nationality and urbanity of professional/ recreational cricket players and spectators
Behavioral segmentation: Benefits sought and occasion/situation – When do people play/watch 20/20 cricket?
Psychographic segmentation: Motives and involvement – Why do people play/watch 20/20 cricket? Which needs do they fulfill (entertainment, socializing, distraction from daily life, etc.)?
3) What are the implications of this repositioning strategy for the development of other elements of the marketing mix?
As 20/20 cricket appeals a different target group as normal cricket does, the other elements of the marketing mix have to be adapted accordingly.
Examples:
Price - different entrance fees due to shorter duration and different target group
Place – increase in popularity and diffusion of 20/20 cricket in target markets
Promotion – adaption of promotion strategy to new target market and consumers
4) What are the potential drawbacks of this repositioning strategy?
Upsetting players and fans of traditional cricket as well as harming traditional cricket as media coverage, sponsorships, popularity, spectators etc. will/might shift to 20/20 cricket
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