Secondary Brand Associations – Leveraging and Types

Brand identity is a crucial component of marketing. Creating or building upon a brand’s identity can be a long and involved process, with varying methods and strategies. The leveraging of secondary brand associations is one such method, and it consists of linking your brand’s image, to some extent, to another entity’s image. By creating an association between the two entities, the brand is essentially taking on aspects of the other entity’s identity within the minds of its audience. This is not limited to new or developing brands. Strongly established brands…

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Raise Your Voice – The Driving Force for Market Share

The principle of market share is fairly self-explanatory to the majority of businesspeople. Investopedia defines it as the percent of total sales in an industry generated by a particular company. So if you run a professional hockey team and they have 1,500 season ticket holders, while there is a total of 15,000 season ticket holders across all the professional sports team in your region, your market share is 10%. Easy enough. A less commonly discussed concept outside of the marketing sphere is share of voice. According to Brandwatch, share-of-voice is…

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The Recipe for Clear Positioning

After segmenting your potential audiences and selecting the ones to target, clear positioning is the next critical step for success as a brand. This is what will define what space your brand occupies in the minds of your audience relative to your competitors. As illustrated above, it is the intersection of the category set to which you and your competitors belong, that which sets you apart from those competitors, and that which will have relevance to your target market. This intersection can be seen as the basis for a recipe…

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Reliving the Moment – Highlights During Lockdowns

It’s a rough time for die-hard sports fans. Those of us who are the type to get deeply invested in a team or sport have been left bereft, at the risk of sounding too dramatic. While the forced lockdown is rough from the fans’ perspective, it is even more so for sports franchises themselves, with profit margins all but decimated or the near future. One crucial task to keep in mind for teams’ marketing professionals is keeping fans engaged on social media, as I discussed in a recent post. The…

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The Centrality of Digital Marketing in Sports

Sports as an industry is going through a tough time right now due to the COVID-19 outbreak. Events out of organizations’ control have caused seasons to grind to a screeching halt, causing not only teams and leagues, but sports networks, reporters, and event staff to wonder when normalcy will return. In the meantime, teams have turned to digital channels such as Twitter to maintain fan engagement, which I went into more detail on in a previous post.  But even in the best of circumstances, digital has become more than just…

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Engaging with Fans in Uncertain Times

It’s been less than a month since hockey, along with all other major sports, came to a screeching halt. And yet, it feels like it’s been a year. Yes, sports fans are used to having an offseason, but with some sense of closure and other sports seasons around the corner. The challenge for teams in these uncertain times is how to reach fans engagingly during a time when literal engagement is not an option.  Teams are finding a way, however. Let’s take a look at how 3 major NHL teams…

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Focus on the Fan: Focus Groups in Sports Marketing Research

There is a wealth of information to be found about focus groups. Although other types of research are more applicable in many situations, focus groups are still what most people think of first regarding qualitative research. In other words, it is often considered to be the quintessential type of qual study. Specific information and insights on focus groups as they relate to sports marketing research are less easy to find than information about them as a whole. With that in mind, let’s take a look at some of the strengths…

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Credit Where Credit is Due: Attribution in Digital Marketing

The typical marketing funnel is a simple way to think of the customer journey and can be very helpful in conceptualizing the path through a specific channel toward conversion. However, the customer journey is much more complex than that, especially if your marketing efforts are present in several different forms and in several different channels. Your audience might start out their journey by being exposed to one touchpoint, only to drop out of that funnel and only make progress once they are exposed to a different type of touchpoint. One…

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Before the Research: Setting a Workable Objective

It is not always obvious what direction your marketing efforts need to take. It is times like this that marketing research makes itself known as a necessity. The catch is that the exact form and direction your research should take may also not be immediately obvious. But not to worry, there is a useful template or “recipe” that you can use to set a good research objective that has a clear purpose and direction. Let’s explore each of its components by viewing it through the lens of possible research needs…

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The Proof Is In the Data: Justifying the Added Value of Sports Marketing Research

It is a difficult time for the sports industry. With the outbreak of COVID-19, seasons have come to a halt for the NHL, NBA, MLS, and MLB. At the end of the day, this will almost certainly mean a staggering loss of revenue. Teams, especially teams with a low profit margin, may be forced to cut costs dramatically. Departments, employees, and contractors may be called upon to justify their budgets or risk having them cut until the financials recover from the crisis. If you are in sports marketing research, this may be of great…

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