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Why Sports Marketing Works
After working in various fields of media, advertising, marketing and whatever, I'm still amazed at the effectiveness of sports marketing. And I'm not just saying/writing this because I work in sports marketing, but because its proven effectiveness is worth noting.
Hey let's be honest, nothing is totally "recession proof," but sports and sports marketing can hold its own. When people are passionate about something, they don't usually stop doing it because times are tough. They find ways to sacrifice other things to do the things they are passionate about - sports.
Sports marketing offers diverse opportunities - permanent signage, in-game promotions, hospitality and the ability to get interactive/hands-on with a large number of individuals. And for good venues, this could mean hundreds of thousands of impressions. This is also a "captive audience" for usually a couple of hours.
So if I can have your company branded with signage along with interactive marketing, wouldn't you want a loyal audience? Of course you do and that's what sports marketing offers – the ability for branding messages with traffic-driving promotions. It's a two-fold message that commands the all-important word "retention."
Let's recap why it works. It works because...
- People are passionate about sports
- It offers long-term branding messages
- If allows for interactive, hands-on marketing
- Captive audience of thousands
- Sports bridges gaps among all demographics
If you haven't tried sports marketing yet, I encourage you to try.
Brian Mishkin is Vice President of The Mishkin Group Sports Marketing with a B.A. in Journalism and a B.A. in Public Relations from Auburn University.
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