SPORT MARKETING PLAN - DRAFT
Marketing includes 4 basic principles
Product – Promotion – Price – Place
Your sport – Communication to a market – Cost of participation – Location / venue
The things you need to consider in developing a marketing plan
1. Target – Members.
Use sport magazine / newsletter through direct distribution to all members to
keep them informed of sport activities and future plans. Explore potential for
advertising in magazine / newsletter and sponsors promotions.
2. Target – Sponsors, current or potential
Promote current sport activities to sponsors on at least a monthly basis by use
of standard for letter or Sponsors Memo. Also through volunteer network,
identify and direct target potential sponsors by adding to newsletter database
and inviting to attend games at the Stadium.
3. Target – Public / prospective members.
Meet regularly with The West Australian sports journalist to promote sport
activities and find out what they need to get a regular story on sport in the
paper. Then meet this need. Meet with radio stations and Channel 31 to
identify opportunity for a profile player to be a regular guest on the station at
an appropriate time. Train players in media awareness.
Marketing is- Product, Place, Promotion, Price. In a sporting context -
Identifying what it is that we want to market, why. (what is the outcome that we seek
from the marketing exercise?). Not just the sport, it may be a specific aspect or
activity of the sport. The Product.
Define who or where is the marketing exercise to be aimed at. Your area or further
afield. Members, clubs, sponsors, a group of sponsors, the public, the government,
etc. The target must be clearly defined for the marketing exercise to hit it. The Place.
Determine the most appropriate means for conveying the marketing exercise
dependent on the product and the place. Consider and allocate a budget to achieve the
exercise. The promotion.
Set the cost of the product to suit what the target can pay. If more members, then what
is the fee and what do they get for it. If more sponsors, then what do they get, what do
they want and what are they prepared to pay for it. The Price.
Of course all this will take leg work, consultation, preparation and so on. Be prepared
to do your research if you want the plan to be a success.
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