2.

05

Collect secondary marketing data

to ensure accuracy and adequacy
of information for decision-making
 Search the Internet for
sport/event marketing information
 INTERNET: IMPORTANT SOURCE
of Secondary Marketing Information

Main way that SEM organizations

obtain useful marketing information
(MI)
Vast amount of information available
online relating to SEM.
 INTERNET DATABASES
for SEM MI
Government Census: www.census.gov
Demographic Information (Population, age ranges,
salaries)
Example: Leagues expansion team in a specific area wants to
look at DEMOGRAPHICS to see if team will be successful

Local Chamber of Commerce Website

Demographic Information and Business Information

Sports Business Research Network:

www.sbrnet.com
INTERNET SERVICE PROVIDERS
for SEM MI
Online Trade Magazines

Advertising Agencies

Licensors and Licensees

Search Engines
 Use of Internet for SEM MI

If starting a new team, business or

franchise:
Demographic Information (Government
Census)
Does it represent Target Market?

Local Business Information (Chamber of

Commerce)
Will local businesses be supportive?
(Sponsorships)
 Internet MI
STRENGTHS AND WEAKNESSES

STRENGTHS WEAKNESSES
Information is Too much information
current/updated often Not always accurate
Paperless Research Texts Many times information is
Low to no cost bias
Search Engines
VAST information
 Describe steps for developing a
search strategy.
1. WHATare we looking for

2. WHEREcan the information be found

Specific databases, News media, etc.

3. HOWto extract the information

Identify search terms
Organize and rank findings

4. HOW WELL: search process accuracy

 We Do
How to Search for Specific Information
Video

Questions to Answer while

watching:
1. Demonstrate how to use
relationship terms for more
accurate searches
2. What is one weakness
demonstrated on the video when
 You Do
In your group you will do the following:
1. Pick on of the following:
New Soccer League Expansion Team
2016 Olympics (Cannot be Brazil)
2. Identify your target market using the following demographics:
Age range, % Male/Female
3. Locate the best country (other than USA) for your team/event
based on which represents the most percentage of your
target market.
4. Explain why you chose this country- may also include
cultural reasons (example: This country has many sports fans
based on current team/event popularity)
5. Create a short PPT
6. Present to the Class
Monitor internal records for
marketing information
 TECHNIQUES FOR MONITORING
Internal Records
Internal Records:
Personal company Information not often
public
Monitoring Internal Records:
Accurate
Regularly Monitored
 GUIDELINES FOR MONITORING
Internal Records
WHAT records to monitor:
SALES INVOICES: Records with CUSTOMER PROFILES
Identify Target Markets
SALES REPORTS and ACCOUNTS RECEIVABLE
REPORTS
MI about the goods that a business sells
Analyzes which products sold well and which did not
COMMENT CARDS for CUSTOMER SATISFACTION
Who monitors: Accountants and Marketing
Managers
How Often to monitor: REGULARILY
Analyze product performance
PROCEDURES FOR MONITORING
Internal Records

1. Keep ACCURATE records

2. Identify what records to monitor
3. Assign WHO will monitor
4. Decide HOW OFTEN to monitor
5. Evaluate records
6. Make decisions
Maintain a database of
competitor information
 Competitor Database
Ways to use:
Gather information about competitors
COMPETITIVE pricing
ADVERTISING decisions

Components that need to be maintained:

PRICE LISTS:
Know what competitors charge for products
Helps organization to price its products COMPETITIVELY
ADVERTISING MEDIA used by competitors:
Prevent using the same media dominated by a competitor
Newspapers, radio stations, etc.
STEPS IN MAINTAINING Competitor
Database
Four Cs

1. COLLECT the information

2. CONVERT information into intelligence

Make it useful to your business (pricing, advertising,
etc.)

3. COMMUNICATE the intelligence

4. COUNTER competitor actions

= BE COMPETITIVE
You Do
 Internal Records Competitor
Database
Sales Invoices: Price Lists:
Dictates that your teams Jersey:$69.99 for Jersey
target market is 81% (Men), $49.99 (Women) and
Male, 19% Female, Ages 27- $29.99 (Kids)
52
Sales Reports: Advertising Media:
The most sold merchandise Radio Commercials 3x a
at games and in retail stores
day, every day from 6am-
are your teams jerseys
6pm on 96.1 FM and 10.29
Comment Cards about home
FM during football season.
games: One-Page ads in Sports
Strengths at home game
Illustrated every issue all year
attendance- Comfortable
seats and good concessions One-Page ads in local
You are

in Weaknesses:
the second year of a new football
Cant see
franchise.
newspaper You Sunday
every must make the
following decisions forand
scoreboard your
notteam with the during
enough information given:
football OBJECTIVE is
season
to be COMPETITIVE
box seats. with your competitor and also CREATE BRAND EQUITY
through CUSTOMER SATISFACTION.
Two advertising media examples
Pricing for Jersey (Men, Women, Kid)
Address strengths and weaknesses (What are you