Growing up in New York, I never thought about marketing in sports. Everybody there was either a Yankees devotee or a Mets enthusiast. You always loved one and loathed the other, and so did your entire family. It was more of a tribal allegiance than a decision. The truth that, beyond the sports events, there was another competition going on not ever happened to me. I not ever thought about the truth that the teams were not only fighting for victory, but also fighting for followers. Until I fell in to an athletic marketer position, I was pretty much oblivious to how much cash changes hands behind the scenes. Pro athletic marketing is a multi billion dollar niche, and it is growing every year. Most athletic teams, in fact, make more money off of selling athletic clothing than off of tickets!
Finding myself in an athletic merchandising firm was a pretty odd development for me. In numerous ways, I do not fit in there at all. Even though I majored in
niche marketing and advertising, I have never been a big sports devotee. This placed me at odds with a company filled with athletic fanatics. Nevertheless, I have done my job pretty well. At the start, I was not up to date on the various teams. This made my sports marketing job tough, since I did not know the niche! People expect you to be able to talk sports with them if you are going to promote their teams. Even if you're an effectual marketer. If you cannot talk shop and socialize with fluidity, it's difficult to keep your position.
Essentially, I approached sports marketing like I approached school. I sat down and crammed for weeks at a time. Soon, I knew more about sports statistics than many of the most die-hard enthusiasts in the company. After them, it was simple. Good sports teams sell them-selves, so it is just a matter of playing on existing brand allegiance. As for the lower ranking sports teams, you could always play off of the underdog factor. There are a number of individuals who just love to root for a team that loses year after year. Marketing sports to these versions of enthusiasts is a smaller trade, But what they don't have in numbers than make up for in brand loyalty. They are the most committed fans in the business. The only time when athletic merchandising is a tough sell is when a great team starts to slide. Suddenly, no one wants anything to do with them. The rest of the time, though, the job is pretty much a breeze.
Merchandising And Advertising Campaigns Could Gain From Demographic ExaminationWhen I first became involved in merchandising and advertising, everything we did was based upon wit and style. Basically, the goal was to come up with the catchiest, most contagious slogans that we could. Everything else was secondary.
Merchandising Promotions - Specificity Is The Key To Campaign VictoryI have always felt that merchandising promotions were broadly applied but not quite well thought out. Promotional merchandising in some ways is a fairly good idea for a wide array of things. You can give out pens, calculators, or other little trinkets with your brand name on it.
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