Marketing is one
of the key tools businesses use to let their customers know who they are, and
what they have to offer. The same holds true for Sports Marketing, especially
when it comes to getting their fans to “come out” and watch the event. In
cities like Miami, Atlanta and Tampa Bay, where traffic is heavy and it seems
easier and more enjoyable to watch their favorite teams from home; how do these
organizations convince their fans to “come out to the ball game” so to speak?
According to an article published by “PRNewser,”
Shawn McBride states some sports organizations, like the Yankees, are
implementing a customer service based program that resembles Disney
World and the Ritz
Carlton! Yet, how can this be accomplished through the arena of sports?
One of the
similarities between the Ritz Carlton and Disney World’s customer service is
learning the ability to recognize a guests unexpressed needs. This basically
means, know what you’re customers want before they do. So what does the sports
fan want? A lot.
Check out this
video:
As you can see
the sports fan includes people of all races, ages and financial backgrounds and
their wants are just as different as their characters. Is it possible to have a
section where shorter individuals like the lady in the video, can enjoy the
game? How about the mother who wants an area to take her children if they
become unruly and still be able to enjoy the game? How does a sports organization
even begin to understand the wants and needs of every fan every time? On a more
personal note, I despise the traffic when trying to get to the arena, but
unfortunately there is nothing that can be done about this particular
aggravation. The one thing that can be done in every situation discussed on the
video is empathizing with the fans. Once an organization can relate to their
actual fans, they may not be able to meet every need, but if they can provide
an amazing experience for the fan, it may be worth it to suffer through the
minor inconveniences.
Video retrieved from: http://www.youtube.com/watch?v=BzPvFjRZuBA
Video retrieved from: http://www.youtube.com/watch?v=BzPvFjRZuBA
Great use of video with this particular blog piece Dawn. It is definitely a relevant topic because sports teams and organizations are always looking for more information on their fan base so they can customize promotions, advertising and giveaways. This data makes it easier for the team to also work with sponsors on targeted sponsorships that make the best use of their ad dollars. Another interesting view on this topic can be found in this article from Forbes: http://www.forbes.com/sites/sap/2013/04/10/sports-and-analytics-fan-experience-matters/
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