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MARKETING in SPORT FOR ALL

Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement. MARKETING in SPORT FOR ALL. TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007.

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MARKETING in SPORT FOR ALL

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  1. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement MARKETING in SPORT FOR ALL TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  2. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL • The Term Marketing • Social Marketing • Sport Marketing • USP • Fundraising • Sponsoring • Case Studies • Recommendations/Questions/Discussion TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  3. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL Please follow me again – today I am your marketing manager! TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  4. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL • The Term Marketing + Marketing in the first priority should enable a position to be the first („First-Mover-Advantage“) + Direct Marketing in this sense is an own disciplin and goes to Somebody (to Single Persons) not to the Mass! TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  5. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 2. Social Marketing This type is often called non-profit-marketing because there are special aims TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  6. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 2. Social Marketing Special aims can be + Individual benefit, + Organisational benefit, + Societal benefit. TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  7. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 3. Sport Marketing Within the Sport Branch we find 3 different types of Sport Marketing + of and for Sport Non-Profit Organisations + of and for Sport Public Organisations + of and for Sport For-Profit Organisations TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  8. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 3. Sport Marketing The classical “p”s • The product has changed (the producers, ...) • The price has changed (take the “Superstars” ...) • The promotion has changed (Emotion, Image, Success = Sponsoring) • The place has changed (Facilities, Stadia & Media ...) TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  9. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 3. Sport Marketing The service “p”s • The physical evidence is important (Hospitality ...) • The process is important (Achievements & Entertainments) • The personnel is important (Players, Trainers, and Managers) • The consequences And more and more is the public voice important (the ethical and sustainable side of the work) TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  10. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 4. USP We have to know all we can about the Customer! + Types + Kindness + Loyalty + Management TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  11. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 4. USP + Branding + market- and customer-oriented Leadership of Corporations + market research TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  12. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 4. USP Explanation of unique selling proposition Examples of unique Examples of solitary Examples of quality TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  13. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 5. Fundraising TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  14. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALLFundraising as special instrument of financial support of actions TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  15. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 6. Sport Sponsoring

  16. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 6. Sport Sponsoring “Magic Triangle” of Sponsoring Sports Target Groups Media Enterprises

  17. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 6. Sport Sponsoring Why and how to make a Business Plan? To know which way to go! 3 parts: Marketing Plan, Working Plan, Finance Plan! Checklist: + Aims (short- and long-term aims, measurements) + Analyses (competitors, market (SWOT-Analyse) + Financing (start-up-financing, return on investment) + Conclusion (with the most important aspects) + Executive Summary (last doing, first reading) TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  18. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 7. Case Studies TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  19. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL7. Case Studies from single sport persons to sport for events with international participation TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  20. 7. Example for Sport Logo and Motto Asian Games 2006

  21. 7. Examples for Sport-EventsThe IDTF Frankfurt 2009 is starting

  22. 7. Examples for Sport-EventsPromoter:JPMorgan AGJunghofstraße 1460311 FrankfurtExecution:macona eventPostfach 700 70960557 Frankfurt eMail: office@JPMCCC.de

  23. 7. Examples for Sport-EventsVivaWater is an Community, which wants to promote Watersport activities.VivaWinter is an AssociationThe task of this Association is the promotion and the support of the Region of the Alps and sport activities.

  24. 7. Examples for Sport CampaignsFair-Play-Campaign in Europe

  25. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing in SPORT FOR ALL 8. Recommendations/Questions/Discussion TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

  26. the Nike missionTo bring inspiration and innovation to every athlete* in the world.* If you have a body, you are an athlete.”source: nike.com, 2005

  27. Supranational Working Institutions Responsible for public Sport Policies International Sport Confederations International Confederations of Sportindustry Sport Support of Federal Government National Sport Federations National Federations of Sportindustry Sport Support of States State Sport Federations Corporations for Sports Assistence On State Level (in Germany: f.e. Gambling Companies) Sport Support of Municipalities Local Sport Associations Companies, Corporations, Shops, Agencies, Studios The Sport Branch from international view

  28. Supranational Working Institutions Responsible for public Sport Policies International Sport Confederations International Confederations of Sportindustry Sport Support of Federal Government National Sport Federations National Federations of Sportindustry Sport Support of States State Sport Federations Corporations for Sports Assistence On State Level (in Germany: f.e. Gambling Companies) Sport Support of Municipalities Local Sport Associations Companies, Corporations, Shops, Agencies, Studios The Sport Branch from international view

  29. Examples for Sport AwardsSports Managers of the Year

  30. Prof. Dr. Gerhard Trosien University of Applied Sciences Heidelberg Department Sportmanagement Marketing of SPORT FOR ALL I hope, I was a little help for your future marketing. Thank you very much for our common meeting here at Hormoz Hall! TAFISA Certified Leadership Course in Sport for All Kish Island, Iran, 27.08. – 02.09.2007

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