Tag Archives: target market

NBA Uniforms Take Sponsors

People love sports. We watch sports on TV, listen on the radio, read about victories and defeats in the news, and emulate those athletes who represent our ideals. We buy tennis racquets used by Serena Williams, golf clubs hit by Tiger Woods, and basketball gear worn by LeBron James. Sports and athletes are a common component in many companies’ marketing campaigns.

Thus, it seems only natural that the NBA, one of the largest sports franchises, is now going to allow companies to sponsor teams and have their logos emblazoned on team jerseys. Starting next season, new logo patches will be added to jerseys, with brands paying premium price for the NBA exposure.

So far, only six teams have signed sponsors:

  • Philadelphia 76ers have a three-year deal worth $5 million per year with StubHub.
  • Sacramento Kings signed with Blue Diamond Growers for a $5 million per year, three-year trial run.
  • Boston Celtics have an $8 million per year, three-year agreement with GE.
  • Brooklyn Nets also have a deal worth $8 million/year for three years with Infor.
  • Cleveland Cavaliers have a multi-year sponsorship with Goodyear that includes a $1 million donation to Cleveland and Akron public schools.
  • Utah Jazz has a $4 million sponsorship deal with Qualtrics, but will not use the company logo. Instead, it will use a logo for “5 For The Fight” campaign promoting cancer research.

Which companies do you want to see on your home team jerseys?

Group Activities and Discussion Questions:

  1. Discuss the role of branding and sponsorship of sports.
  2. Ask the students their opinions about the NBA jersey branding.
  3. Show the video of Goodyear sponsoring the Cavaliers:

https://youtu.be/dz0WRL3ttlY

  1. Divide students into team. Have each team select a company and brand to represent. Using company information about values and mission, have each student team select a sports team to sponsor.
  2. Explain how the company and team fit.
  3. Set metrics to measure the effectiveness of the sponsorship.

Source: Forbes, Brandchannel.com  

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How a Sample of 1,000 People Represents the U.S.

How can a survey of a small group of people represent the entire population of the more than 325 million people who live in the United States? While it is not necessarily easy, research uses a process that accounts for the entire population.  This is critical to marketers – in order to uncover information from consumers, we need to ask them, but it has to be the correct group. (For example, don’t ask bald men about shampoo preferences!)

The research basically needs to start with a random sample of a group of people who represent the entire population. The group has to be the right group though, not just convenient people and random strangers to whom we give a survey.  A nationally representative survey must be one in which each person in the United States has the same chance at being selected. Once you have results, how do you know it fits the overall population?

We know the demographic composition of the U.S., thanks to the U.S. Census Bureau. Once we have the sample, the respondents’ demographics can be compared to those of the entire U.S. population. The weighting adjusts for differences – pair the respondent with demographics of the country such as age, gender, education, race, and region.

Of course, there can still be variations and outliers, but the results of the right sample are a strong indicator of the larger population.

Group Activities and Discussion Questions:

  1. Start by discussing the importance of research in marketing.
  2. Show the Pew video: http://www.pewresearch.org/fact-tank/2017/05/12/methods-101-random-sampling/
  3. Using the class members as an example, have students determine the demographic composition of the class.
  4. How else might the class be broken into representative groups?
  5. Select a product and have student teams determine that the demographic makeup of the product’s target market.
  6. How could students find and reach a random sample of the target market?

Source: Pew Research

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Clear Coffee – No Stains!

How many times have you spilled your coffee, and then had to deal with the dark stain left behind? My desk and papers are littered with coffee stains. But, those days are nearly at an end, thanks to CLR CFF – billed as the world’s first clear coffee drink.

The new beverage is made from Arabica coffee beans and water using a product method that makes the coffee colorless. The coffee does not have any preservatives, artificial flavors, or other sweeteners, giving the drink a low calorie count with only four calories. And of course the best part – if it spills, no stain!

Unfortunately for all U.S. coffee aficionados (who might be a little clumsy), CLR CFF is only available at select locations in the U.K. and Slovakia, or from the company’s Web site. So for now, be careful not to spill your current cup of coffee!

Group Activities and Discussion Questions:

  1. Discuss the importance of clearly defining a target market.
  2. Show CLR CFF video: https://youtu.be/ikZ3vBsewjU
  3. Web site: http://clrcff.com/
  4. For this product, what is the target market?
  5. Divide students into teams and have each team develop a profile of a target market for this product. Include demographics, psychographics, behaviors, values, attitudes, etc.
  6. Based on the target market profile, what makes this product ideal for these customers?
  7. Debrief the exercise.

Source:  Buzzfeed, Brandchannel.com

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