Why market at high school sports
events?
As expected, many 13 – 18 year olds attend high school sports
events although a large percentage of the audience is made up of 35 – 54
year old consumers. While 13 – 18 year olds spend about over
141 billion each year, they influence the spending of 80 million Baby
Boom parents of up to 400 billion dollars annually.
- Attendees of high school sporting events are;
- A passionate and loyal consumer base
- More likely to purchase products and services if associated
with a cause they believe in
- Typical game attendee;
- Male (62% of fans)
- Professional / managerial (55%)
- College / post graduate (51% of fans)
- HH income ($60,100)
- 41% are loyal to sponsors
Reaching Consumers with Spirit and Fundraising
Items
- Advertising on promotional products is tangible and long-lasting
- Advertising impact is easily measured
- The message has a higher perceived value
- Ads on promotional products complements targeted marketing
- Promotional products strategically support other advertising
media
- New customers who receive promotional products, on average, return
sooner and more frequently, and spend more money than new customers
who only receive coupons. In two separate studies, SMU researchers
tested whether promotional products would outperform coupons in the
area of repeat business and sales. Promotional product recipients
spent 27% more than coupon recipients and 139% more than welcome
letter recipients over an 8-month period.
- Promotional product recipients were also 49% more likely than
coupon recipients and 75% more likely than letter recipients to return
and patronize the business in each of the eight months studied.
- source – Southern Methodist University
- A fan continues his interest until the intensity of feeling toward
the team becomes so great that parts of every day life are devoted
to either his team or in some instances, to the broad realm of the
sport itself.
- Fandom comprises more than simply attending and observing a sporting
event. Rather, being a fan represents an association from which the
individual derives considerable emotional and value significance.
- source – Nova Southeastern University
Traditional advertising has become less effective
as consumers are harder to reach
- Newspaper subscriptions are in decline as millions of people rely
on internet services for news information
- Growing subscriptions to commercial free digital music services
are taking listeners away from radio stations
- Sales of digital video recording devices for television continues
to increase
- Direct mail is becoming more expensive and typically delivers
less than 1% response from target audiences
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