Logan Marketing, Salem, MA

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Sports Marketing and Special Events

Everyone knows that sports sell.

In the arena of competition, athletes, team owners, event organizers, international authorities, and even national governments themselves, are all drawn into the fray because big time sports (1.) move huge amounts of money and (2.) create massive waves of public interest and enthusiasm.

It is almost too big to measure.

The amazing reality is that, beyond the multimillion dollar media contracts and the major league/major event extravaganzas, there is a range of involvements all the way down to a local barber shop sponsoring a small-town little league team that can all be seen, from a business perspective, as sports marketing deals.

The simplest form of the equation is (promised) marketing exposure in return for sponsorship dollars. The formats, mechanisms, and packages are endless ranging from century-old classics such as traditional stadium signage over which Babe Ruth hit his homers to the latest high definition, giant screen scoreboards with live video and huge commercials. Selling anything that can be developed to take advantage of fan loyalty to a team logo is a year-round activity for every sports franchise.

So the reality of an advertising-drenched sports environment is not news. The questions for creative marketers at all levels and in all industries are: how to take advantage of the opportunities available to them at their own levels, how to evaluate various offerings for cost effectiveness, then, once involved, how to maximize exposure to the greatest possible impact.

There are different realities for different sports. Demographics are key. But there are so many additional questions and situations that a marketing director may have difficulty sorting out solid connections from hype. Just considering differences such as:

 pro vs. collegiate vs. amateur level;
international vs. national vs. regional vs. local scope;
network TV vs. syndicated deals vs. regional carriers vs. local coverage;
 league coverage vs. team coverage vs. single event coverage;

various methods of logo and brand exposure including:
media advertising,
event signage,
program advertising,
on-site promotions,
licensing,
corporate entertainment,
and athlete endorsements;

along with a dizzying barrage of deal terms that promoters and team representatives will push at potential advertisers including obvious variables such as cost, duration, and exclusivity along with throw-ins to make each and every deal more attractive...
"Why don't we send an athlete to you annual company picnic!"

The reality is that potential sponsors have no trouble collecting a pile of potential sports marketing proposals. And they are probably fairly businesslike in making their selections.

There is also no question that the research and analysis of the value of many of these decisions is often clouded by the availability of tickets and trinkets. And the susceptibility to these non-empirical influences goes all the way to the top of many organizations.

For organizations that are looking to make the most rational decisions with their sports marketing programs and may be looking for something to truly differentiate themselves from the standard fare generated by their competitors, Logan Marketing offers a perspective and a range of inside experience that can serve to develop impactful sports involvements. The criteria are hard, measurable business results. The range of possibilities is greater than you can imagine. The long-term marketing achievements could possibly exceed sponsorship outlays by many times the direct cost. And with cumulative, on-going impact, they may far exceed any given year's efforts and involvement. 

Your potential "upside" can be tremendous. Imagine something as simple as a small but colorful banner in the background of an image from a remote, amateur snowshoe race somewhere in the wilderness "finding its way" onto the pages of a national magazine. The return on investment in terms of the value of that media exposure compared to the cost of setting up the photograph would be huge. But the hit won't just happen on its own.

That is one, tiny, far-fetched example. Designing possibilities for your organization would primarily revolve around narrow-focusing your target demographics and matching potential involvements to your budget. After that, the range of strategies and involvements is limitless.

Jim Logan has extensive experience in this field - professional, national team, and collegiate coaching; working with top national and international sports marketing and public relations firms; specific technical and communications experience in the sporting goods industry; and event involvement from local youth leagues to the Olympic level . He still enjoys his own participation in promoted competitive events in triathlon and endurance sports. There is always a way to create marketing impact.

We'd enjoy the exercise of an initial, no-charge brainstorming session on sports marketing possibilities for your organization. Why not!

 

	Or play another key in the marketing mix...
Advertising	Promotion	Publicity and Media Relations	Internet & Social Media Marketing	Trade Shows	Sports and Events

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• 17 Warren Street, Salem, MA 01970

• (978) 744-6093

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Client orientation: What goals are you seeking to achieve? Let's establish a system which hits your targets. We have one GUARANTEE: we'll have more questions than answers... but you will end up with a richer mix of results-oriented, effective business thinking without the trappings, without the jargon, and ready to put to good use.

Initial review at no charge, contact: Jim Logan

Have a good day.

Obliterate acrimony.