Essay for Sports Consumer Behavior class

Hi, below are the instructions from the Professor.Include your own personal reflections; you are being reviewed on substantive examples rather than style. Most of this thinking is around your own experiences, researching the news, etc. In 4-5 pages (double spaced) please answer the following:
In sports, building a powerful brand is all about creating the strongest positive perception in the minds of consumers. Reflecting on the recent struggles of Under Armour and the Nike Jordan Brand, examine how consumers of both companies are influenced by the impact of perception. Consider the factors influencing consumer behavior.
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THE SPORTS FAN – DIMENSIONS
I.
Behavioral Premises – which are assumptions about consumer behavior
i. Launching a new league, introducing a product, activating a new
marketing campaign– you have to ask what assumptions are being made
1. People are OUT OF TOUCH with reality
ii. Discussions are not had; too late
1. The premise should present a CHALLENGE to the marketing plan
before it is implemented – always question!!!
a. People want sports apps that are cool
2. You must get to the truth – ways to do that from polling to one on
one testing, etc.
iii. Marketing Situations and corresponding Premise around the consumer
1. Examples:
a. United
b. Wal Mart
c. Sports examples – didn’t fail because of consumer, failed
because they didn’t challenge the premise and get to the
truth about what it is Consumers wanted and how they
would behave toward the product
i. Women’s sports mags – need fitness component –
Conde Nast Sports for Women – relaunched as
Women’s Sports & Fitness – market for it
ii. XFL – compete with big leagues, extreme, brash–
but it was associated with WWE; not legitimate –
lose money, low ratings – the biggest failure among
sports leagues
iii. Elite Extreme Combat League – CBS deal, but star
lost in stunning fashion, accusations of fixing fights
iv. US Pro Volleyball League – situation was that the
2000 Olympics had triggered all this adoration but
they had no investors, thus nowhere to play and no
momentum or money to market
v. NFL Europe – attach the NFL logo after failure of
WLAF? but disbanded teams in bad markets, led to
less interest; folded. NFL is trying to come back via
London Game – will they succeed? Are they
challenging the consumer??
NEXT FAILURE OR SUCCESS- Hoe are these
organizations analyzing the consumer?
Consumer Behavior Syllabus (Fall 2017) Page 1 of 4
vi. Big 3 – Ice Cub’s 3 ball league, summer time niche
or competitive league? Lawsuits, aged players,
more of a PR stunt – with FOX on board will
consumers still buy this Poorer quality?
vii. UFC – Financed by Dana White, bought TV time,
believed people would want this form of MMA and
combat in an octagon – social media helped drive
fighters to larger audiences, Fans wanted the
emotion the risk the ATTITUDE – it was NON
TRADITIONAL
viii. ESports – The eSports industry is about to boom,
advertisers want in – this is the FIRST REAL DIGITAL
NATIVE SPORT – you as a consumer have an
INNATE INTEREST. THIS IS NOT A FAD- there is
strong ORGANIC interest
1. Thanks to the growing number of people
who consider themselves gamers and the
expansion of digital media, the total
worldwide market for eSports will reach
more than $1 billion this year
2. unfamiliar gaming culture. While eSports
have enjoyed incredible success for over a
decade in countries like Korea, the eSports
sonic boom has only just recently started to
hit us here, in the USA.
3. WHAT DO WE KNOW ABOUT ESPORTS FANS
OR CONSUMERS? HOW DO THEY SPEND
THEIR TIME AND MONEY – You have to ask
because it is the behavioral premise
a. Like to view the world’s best players
b. desire to improve their own game
(the PARTICIPATE)
c. Like valuable content
d. Don’t like being sold
e. Immediate gratification
f. Community of gamers
g. No outside corporate intrusion
Consumer Behavior Syllabus (Fall 2017) Page 2 of 4
II.
PSYCHOLOGY OF SPORTS FANS
a. Sports Fans want to Belong, they want to be part of a tight group – why?
b. Because Groups accept and protect
c. Engaging in sports or sports activity progresses along stages –
i. AWARENESS, ATTRACTION, ATTACHEMENT AND ALLEGIANCE
1. Awareness – driven by social media now, viral marketing,
Facebook or Twitter because it a form of peer-based learning
2. Attraction – occurs only when an individual consciously and
willingly selects to engage with a favorite sports activity – so or for
MARKETERS it means triggering an emotional responses and
increasing that pleasure quotient: be cool! (appeal, originality,
popularity: celeb taking over SnapChat?)
3. Attachment – emotional connection, when a sport object
becomes an integral part of one’s self image. For Marketers, that
is PERSONALIZATION (seeing more of that) like Loyalty Programs
4. Allegiance – once we have you, we can’t lose you. that allegiance
to a sport helps form decisions, make the premises … For
Marketers it means marketing to TRIBES , what is the difference
from other TRIBES and SPORTS – that is the touchstone, you have
to speak their language
ii. Other attributes around the psychology
1. Synchronized activity – doing something at same time!
2. Commitment to the group – painting your faces or cars
3. Opaque action – yelling at your TV sets or mobile screens –
thinking you might affect the outcome but know you can’t ?
4. Euphoria – getting happy or really sad
5. There is a CATHARTIC HEALING that takes place – this is a fancy
way of saying that rooting for your favorite team or player makes
you FEEL BETTER ABOUT YOUR LIFE – if you don’t have that you
may feel alienated or lonely – really?? Is that True??? (is this the
premise that people feel sad without identifying with a team)
a. HAVE YOU EXPEREIENCED THIS? LOOKING BACK, WHAT
BEHAVIORS DID YOU DISPLAY? DID IT AFFECT HOW YOU
VIEWED A PRODUCT/TEAM/ PLAYER, PURCHASING
DECISIONS?
III.
MILLENIALS – YOU – ARE SPORTS FANS!
a. Many fear root of declining TV ratings and aging audiences is the disengagement
of millennials from LIVE SPORTS – misplaced? Let’s look at the consumer
behavior
i. Not losing fans, fighting Short attention spans
Consumer Behavior Syllabus (Fall 2017) Page 3 of 4
1. 2016– NFL ratings decline, but number of millennials watching
the NFL increased
2. Same is true for most other sports
3. With so many options across so many screens – fans of all ages
are moving elsewhere if games are lop sided or there is another
way to consume the sports (diff screen, social. etc.)
4. Millennials are Sports Fans too – we can’t segment – and the gap
disappears with UFC, NBA, MLS, EPL, and college sports
5. Most millennials do have Cable, Satellite or service at home –
that’s close to Gen Xers– who PAY for TV
6. So, it’s not about getting older – it about priorities – kids, jobs,
travel, etc.
7. EVERYONE IS DIGITAL – smartphones, etc.
8. Millennials still watch LIVE SPORTS – just watch fewer live games
and watch them on varied SCREENS
9. Millennials STREAM – MORE OFTEN. 2x as much as Gen X.
10. Millennials are SOCIAL fans. Use apps and social media to follow
and engage with likeminded fans
11. IMPLICATIONS– HOW TO ARRIVE AT A PREMISE THAT HAS BEEN
CHALLENGED AND TARGET THE RIGHT CONSUMERS
a. Mobile viewers of live streams.
b. Promote tickets on social media
c. Highlights are the gateway to subscription video- more
you consumer sports highlight the more likely you will
subscribe to sports OTT services
d. LESSON in Consumer Behavior –create new digital
products for new, digital behaviors that cut across
generations
i. Short viewing experiences
ii. One click prompts
iii. Convenient access – regardless of TV
iv. Quick navigation – between fantasy rosters and
livestreams and social ….
SPORTS MARKETERS WHO TARGET THE RIGHT
DIGITAL BEHAVIORS WILL BUILD STRONGER MORE
LOYAL FAN BASES
NEXT WEEK:
• External influences on sports
• Discuss your first assignment- Consumer Purchase Decision. provide a picture of
individual consumer behavior. For this project, each student is to document, describe,
and analyze a purchase must of a sports-related product or service
Consumer Behavior Syllabus (Fall 2017) Page 4 of 4
DISCUSSION:
ESPN 30 for 30 Short – Untucked (Marquette Jerseys)
https://www.youtube.com/watch?v=znSTcRk2q-8
Marquette University’s men’s basketball team is known for some of college’s most
unique uniforms. The most iconic of them being the untucked jersey worn in 1977 when
Marquette won its first and only national championship. The jersey would later be
banned by the NCAA. This exploration into the history of the 1977 jersey will provide
insight on the power of uniforms, the correlation between sports and fashion, and the
benefits of a creative environment, which allowed a Championship team to flourish.
•
•
•
•
Consumer style
Peer power
Influencing cultural, society,
Genesis of Sports Fashion INFLUENCERS
What is the The Diffusion of Innovation model?
Using the Diffusion of Innovation to engage with different types of buyers when new
products are launched
•
Diffusion of Innovation – oldest social science theories.
•
It originated in communication to explain how, over time, an idea or product gains
momentum and diffuses (or spreads) through a specific population or social
system.
•
This model helps a business to understand how a buyer adopts and engages
with new products or technologies over time.
•
Companies will use it when launching a new product or service, adapting it or
introducing an existing product into a new market.
•
Of course, the emergence of new digital technologies and marketing
techniques means that the diffusion of innovation model is particularly
relevant to digital marketers.
•
It shows how the product can be adopted by different categories/customer
types and how to engage as a business with these types of people
The result of this diffusion is that people, as part of a social system, adopt
a new idea, behavior, or product.
•
•
Adoption means that a person does something differently than what they
had previously (i.e., purchase or use a new product, acquire and perform a new
behavior, etc.).
•
The key to adoption is that the person must perceive the idea, behavior, or
product as new or innovative.
•
It is through this that diffusion is possible.
•
Adoption of a new idea, behavior, or product (i.e., “innovation”) does not happen
simultaneously in a social system; rather it is a process whereby some people
are more apt to adopt the innovation than others.
•
Researchers have found that people who adopt an innovation early have
different characteristics than people who adopt an innovation later.
•
SO…..When promoting an innovation to a target population, it is important
to understand the characteristics of the target population that will help or
hinder adoption of the innovation.
•
There are 5 established adopter categories:
1. Innovators – competitive zeal, perfect for athletes
?
?
?
?
?
They are a small group of people exploring new ideas and
technologies
want to be the first to try the innovation.
venturesome and interested in new ideas
• It includes “tech geeks!”
• specialist blogs and media sites to engage them, Engadget
and Gizmodo
• Al McGuires, the Rick Barrys, the Russell Westbrooks
Risk taker, and are often the first to develop new ideas.
Very little, if anything, needs to be done to appeal to this
population.
2. Early Adopters –
? opinion leaders! (the influencers, bloggers)
? They enjoy leadership roles
? embrace change opportunities.
? They are already aware of the need to change and so are very
comfortable adopting new ideas.
? They do not need information to convince them to change.
3. Early Majority –
a. they do adopt new ideas before the average person.
b. That said, they typically need to see evidence that the
innovation works before they are willing to adopt it
i. reviews and via YouTube, where they will look for your
products
c. Strategies to appeal to this population include success stories
and evidence of the innovation’s effectiveness.
•
Late Majority –
1. These people are skeptical of change, and will only adopt an
innovation after it has been tried by the majority. (YOU DO IT
FIRST)
2. Strategies to appeal to this population include information on
how many other people have tried the innovation and have
adopted it successfully.
•
Laggards –
1. These people are bound by tradition and very conservative. Not
worth trying to change their minds
2. They are very skeptical of change and are the hardest group to
bring on board.
3. Strategies to appeal to this population include statistics, fear
appeals, and pressure from people in the other adopter groups.
4. These are the traditionalists that do not want change – we could
see this in the anthem protests, those who do not want to see a
tradition changed, no matter the VOLUME or the IMPACT
o THE STAGES by which a person adopts an innovation, and whereby
diffusion is accomplished, include:
o awareness of the need for innovation – is there one???
o decision to adopt (or reject) the innovation
? FACTORS INFLUENCING BEHAVIOR
• CULTURAL FACTORS
• SOCIAL FACTORS
• PERSONAL FACTORS
• PSYCHOLOGICAL FACTORS
• ECONOMIC
o initial use of the innovation to test it, and continued use of the innovation
o There are five main factors that influence adoption of an innovation:
1. Relative Advantage – The degree to which an innovation is better than the idea,
program, or product it replaces.
1. AR? VR? Watch sports in a whole new dimension
2. Compatibility – How consistent the innovation is with the values, experiences,
and needs of the potential adopters.
1. Can I integrate this into my current viewing habits, what I like to do and
how I like to do it
3. Complexity – How difficult the innovation is to understand and/or use.
1. Is it going to be too difficult? What are the barriers?
4. Triability – The extent to which the innovation can be tested or experimented
with before a commitment to adopt is made.
1. How can I test it, does it seem too foreign too much work to try this,
where do I even start?
5. Observability – The extent to which the innovation provides tangible results.
1. Do I see a difference and a majority of people using this and telling
me it is worth my time
Examples of how it can be applied to digital marketing strategies?
UNTUCKED JERSEYS
?
With the NCAA tourney, several teams wore new March Madness uniforms last
year.
?
Public or media view – many of those unis were ugly and terrible – and like a lot
of leagues and manufacturers were probably designed just to move more retail
product
?
But, as it were, if you wanted to see a really inspired uniform design that took
March Madness by storm, you must go back four decades to the mid-1970s.
That’s when Marquette came up with what is still one of the biggest innovations
to appear on a basketball court: the untucked jersey.
?
background: Marquette had already developed a reputation for unusual
uniforms – free-spirited coach and co-owned a local uniform manufacturer
(THE RECIPE FOR INNOVATION).
o The team, they were “renegades”
o They were ANTI ESTABLISHMENT
o WHAT WAS THE SPIRIT OF THE COACH – THE INFLUENCER
(Eccentric. Flamboyant)
?
But nothing the team had worn previously could prepare fans for what happened
when McGuire allowed forward Bo Ellis, majoring in fashion design, to create the
team’s 1975 uniforms.
?
Ellis had developed the uniform quirk of wearing his jersey untucked while his
teammates kept theirs tucked in.
o In the film – “When it was tucked in, my jersey was so tight that I
didn’t feel good when I was out playing. So once I had pulled it out
and started playing, it was a lot looser and [had] a lot better fit. I
didn’t feel restricted.”
? EARLY MAJORITY!!)
TESTING – wearing them in practice, see how they looked on
TV
?
Traditionalists were horrified (LAGGARDS), but the players loved the uniforms.
And it was hard to argue with success, as Marquette ended up wearing the
uniforms all the way to the Elite Eight before losing to Indiana.
?
Ellis and McGuire upped the ante the following March, as Marquette paired its
untucked white jersey with gold shorts — a combo that worked surprisingly well
and still looks great today:
o Marquette wore that uniform all the way to the national
championship, defeating North Carolina in the finals. (THAT FUELED
CONSUMER INTEREST, AMONG OTHER BASKETBALL PLAYERS)
?
The untucked look caught on with several other schools during this period.
?
The NCAA eventually banned untucked jerseys.
o But even that didn’t stop teams from trying to look untucked.
? Iowa, for example, added striping to its shorts to simulate the
untucked style.
o Lesson is – DON’T BAN – to grow as a society to do things different, and
challenge, and test and try ….
o Coaches complained because others thought they had a recruiting
advantage
?
The untucked jersey, signified the power of uniforms and the benefits of a
creative atmosphere, which allowed a Championship team to flourish – and
was the genesis of a new form of consumerism: influencers!!!!
WHAT WAS THE DIFFUSION FOOTPRINT –
?
Of all professional sports, basketball is probably the most ingrained in popular
culture and the world of fashion.
?
Over the years, on-court fashion has come a long way.
o basketball shorts went from having minuscule inseams to falling below the
knees.
o evolution of baggy basketball shorts. (the child of the untucked
jerseys!!!)
?
Jordan’s UNC shorts –
• After playing in a regulation uniform for a couple of years,
Jordan wore his North Carolina game shorts underneath his
Bulls uniform each contest, and it was difficult to fit both
pairs on at the same time.
• He requested that Champion, which then held the contract
for NBA uniforms, make his shorts longer and wider. Little
did he know he had just set the fashion world on fire.
?
Scottie to Stockton –
•
•
•
•
•
•
?
At first, nobody seemed to take note of Jordan’s change in
uniform as a hot trend.
MJ was known for grabbing his shorts when he got tired, so
the change in tailoring seemed appropriate.
By the end of the 1989 season, though, Scottie Pippen was
also wearing his shorts below the knees.
As Jordan’s popularity grew (consumers paid
attention!), he appeared in more commercials for Nike
while wearing his new baggy shorts.
By the time the 1990 season began, every team in the NBA
had a few players wearing baggy shorts.
Notably, Utah Jazz point guard John Stockton was the last
professional player to hold out with his short shorts — a
personal preference.
The Fab Five
• The NCAA played a role in this fashion transformation, too.
• The face of college basketball changed forever when the
University of Michigan started five freshmen, known as
the Fab Five, in 1991.
• College players everywhere were still wearing short shorts,
but the Fab Five asked their coach for long shorts so they
could be “like Mike.”
• Armed with attitudes, high socks and baggy shorts, the Fab
Five pioneered a new wave of fashion in college and pro
basketball that persists today
Other examples:
? Artificial Intelligence
o researchers migrate to only a handful of companies, meaning their skills
and experience were not shared through society.
o diffusion of innovation is what is needed to ADVANCE This science and
technology, rather concentration into just a few companies
? Virtual Reality
o Will consumers adopt it , take it through the process
?
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?
?
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Concussion Prevention Measures
Rules Changes
New Social Media Platforms
New NIKE Jerseys
New uniforms
o Sleeveless
o Short shorts to baggy shorts
Under Armour – new brand of shoes
New forms of Media – from print to digital
New ticket procedures – ticketless adoption
MMA
ESPORTS
Consumer Behavior and Social Media Analytics
1. Consumer behavior in sports and events is unique and different from other
industries
2. Using social media data to increase fan engagement (social media campaigns
from a marketing standpoint)
3. Some social media platforms may be more appropriate for engaging sports
consumers along stages of the consumer journey
4. THE PSYCHOLOGICAL CONTINUUM MODEL (PCM)
a. Developed in 2001 by researchers
b. One of the most extensive frameworks for explaining sport and consumer
behavior
c. The process by which fans connect with …
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