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- 1. Relationship Marketing: Current and Future Impact in Sports Business By: Michael Coe Phone: (209) 479-1578 Email: [email_address] , Aerofuel@mail.fresnostate.edu
Notas del editor
- Sports products or non sports products, integration concerns the involvment with a sports entity and level of in some form of sponsorship. Marketing of sport included spectator sport, apparel, ect and participation…level of integration traditional and sponsorship based. Traditional does not include relationship marketing but author says its all encompassing
- Social media offer huge level of connectivity creating stronger ties to brand/team. Helps there voice be heard/be a part of active fan community. Inclusion and comradery
- Not explained well and limited role in traditional marketing mix. Four p’s built for consumer goods context and directly to all aspects of mktg has damaged marketing in the sense that it fails to capture the interaction and relationship aspects of marketing process. 4 P’s to limited in scope. Consumer is to passive. Can be seen as manipulative
- Types of interaction show not a passive consumer
- Use crm to contact fans directly. Loyal fans/customers can feel betrayed from a product/league. Use crm for more than ticket holder databases and email distribution. Use it to build honeset relationships and customize communications. Offers are well targeted and relevant to individual segment of the fan base
- Not just about attendance or profits. Fundamentally responsible to act in manner that positively contributes to communities in which they exist. Social entrepreneurship involves increasing social and environment positive impacts. Goes a long way to building great relationships with the community surrounding your team. Further discussed in other research. Direct connection to environment and community. Growing concern over social issues means that support of these issues could increase social standing within community
- Thorough and systematic reasearch/approach both the benefactor and beneficiary must have a lot of knowledge regarding consumer interest and support of cause. Cause related marketing relationships based on inadequate information and a lack of planned objectives and goals related to both parties as well as the consumer could make an inefficient relationship and could have a negative effect for both parties.
- More casual fans may look to service delivery more as mentioned in my inspiration article. Employees in stadium and phone contacts, food quality, facilities ect. may be more important to them than die hards. Experience should be at a premium for them all
- As mentioned previously, emotion is a big unique factor in sports. Capitalize on it. Fanatics for sport/team. Those who are fanatics of sport and live in area/attend games regularly could turn to behaviorally loyal to the team with focused relationship building strategies. Fans have dreams hopes and desires for team. Fans can bask in reflected glory as mentioned earlier. Fans feel as if it is there club, and want active input into club or have recognition for there loyalty
- Staff is biggest customer touch point and management and them must be on the same page. Similar to the proposed model in the team approach. This will avoid confusion. Highly involved and committed fan base. Are not indifferent when it comes to changes and want involvement. CRM isn’t enough. Culture of organization must change as well