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Segmenting Audiences for Sports

Segmenting Audiences for Sports. MKT 3865 Dr. Don Roy. Segmenting and Targeting. Market Segmentation - Dividing market into smaller groups of buyers based on distinct characteristics or needs. Target Marketing - Process of evaluating market segments and deciding which segment(s) to enter.

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Segmenting Audiences for Sports

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  1. Segmenting Audiences for Sports MKT 3865 Dr. Don Roy

  2. Segmenting and Targeting • Market Segmentation - Dividing market into smaller groups of buyers based on distinct characteristics or needs. • Target Marketing - Process of evaluating market segments and deciding which segment(s) to enter.

  3. Market Segmentation is… A Default Strategy Population ≠ Market An Adaptive Strategy Differing needs/wants A Creative Process Leeway in segmentation

  4. Segmenting Consumer Audiences • What are the descriptive characteristics of our customers? • What benefits do our customers seek? • What behaviors do our customers exhibit? • How can we reach and engage our customers?

  5. Engage? • What does it mean to engage consumers? • To hold the attention of • To induce to participate Source: Merriam-Webster Dictionary

  6. How Can We Reach and Engage? • Where are segments found? • Geography • Needs/wants • Interests • Information consumption • Relationships • Where are communication • touchpoints? • Media for information • Media for entertainment • Use of traditional media • Use of social media • What media vehicles are • appropriate and cost effective? • Maximizing targeted reach • Cost effectiveness = max audience for price • Right audience vs. large audience

  7. Reach & Engage: Gulley Grip Apply the questions of: • Where can they* be found? • What are communication touchpoints? • What media vehicles are appropriate and cost effective? to create a market segmentation strategy for Gulley Grip. * Decision makers (coaches) and users (athletes)

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