Deck 5: Communications and the Sport Promotions Mix, and Social, Digital and Mobile Media Marketing in the Sport Industry

Question 1

Explain the difference between Web 1.0 and Web 2.0. Are Web 1.0 technologies still viable for sport organizations to use as part of their sport marketing strategy? If so, choose a minor league baseball team and investigate, from the social media perspective, how they effectively integrate the use of Web 1.0 and Web 2.0 technologies as part of their strategic sport marketing plan.

Answer 1

Web 1.0 carries a one-way message supplied by a sport entity. An example of this would be a website. Web 2.0 carries two-way messages, and users are collectively involved in sharing, linking, collaborating, and producing online content.
Both Web 1.0 and Web 2.0 technologies are vital marketing tools for sport organizations. Responses to this question should demonstrate how Web 1.0 and Web 2.0 technologies are integrated to produce sport marketing outcomes that are beneficial to advancing the brand and reputation of the minor league baseball team chosen.

Question 2

You are the new Social Media Manager for a United Soccer League club. How would you build a social media strategy for the organization? In your response, you should identify how you would implement at least four of the major defining characteristics of social media into your strategy.

Answer 2

Student response swill vary depending on the location and level of USL team chosen. However, the foundation of their response should cover at least four of the following characteristics:
Viability in terms of users' activities being able to be seen by others.
Real-time and in long-term memory, with users accessing social media content at the time they are being produced and long afterward.
Ubiquitous because of users being able to reach other users almost anywhere at any time.
Proactive because users contribute content in many ways, from simple product reviews to extensive product co-creation
Has no 'gatekeeper' in the digital space such as a publisher to edit one's work (so the strategy must address concerns of not being able to control all input and content)
Practically no additional cost to include added digital content (but are there intangible costs)
Creates networks where users create and share content, communicate with one another, and build relationships with other consumers.

Question 3

You are working as the Social Media Coordinator for an up-and-coming independent contractor professional athlete (e.g. tennis player, golfer, auto racer). How you would explain to the athlete the need to use multiple social media accounts regularly to expand their brand and maximize their marketing potential. Recommend a minimum of six social media platforms they should be utilizing, and why.

Answer 3

Young individuals becoming professional athletes in sports such as golf, tennis, and auto racing often need to manage their own marketing affairs to build their brand. The number of avenues to self-market are plentiful as compared to athletes from generations ago. As a result, it is important to maximize the use of these digital technologies in an integrated manner.
The advice provided in the response should focus on the various services available for use and options for the best services (a minimum of six). The choice of social media platform to be used should highlight how the athlete will be able to reach different segments of followers (including potential sponsors), how certain social media platforms can focus on particular geographical areas (especially important for independent contractor athletes who often travel the world for tournaments or events), and the need to potentially use multi-lingual communication in their marketing efforts (again to reach a wider audience).

Question 4

Explain the difference between augmented reality and virtual reality. Investigate how the Los Angeles 2024 Olympic Bid Committee have plans for utilizing both technologies as part of hosting the Summer Olympic and Paralympic Games.

Question 5

In choosing an appropriate advertising strategy, a sport marketing professional must be able to match the targeting strategy to the advertising effort. There were five major targeting strategies discussed in this chapter. Define each, and give an example of how each would affect the advertising strategy for a new sporting good store (location of your choice).

Question 6

Sponsorship has benefits for both the sport organization and the corporation. What are the corporate and brand goals associated with a sport sponsorship? How do you as a sport marketing professional for the sport organization ensure that the brand goals are met?

Question 7

What are incentives? How does a sport marketing coordinator for a Major League Lacrosse team utilize each of the three types of incentives discussed in this chapter to increase sales, attendance, and additional awareness for the team? Include the benefits and limitations of utilizing each. Use specific examples to further articulate your answer.

Question 8

The purpose of a sport promotional strategy is to build brand loyalty and product credibility, develop image, and position the brand. This is accomplished through a series of integrations, and is used both as indirectly and directly to influence customers to consume the sport product. Direct promotional strategies are usually centered on the sales function, which is to be discussed later in the book. The indirect promotional strategy is a bit more complex with multiple components. How would you as the Director of Sport Marketing for Louisville Slugger bats use the indirect promotional strategy of "word-of-mouth" to promote the company and its products?