For this assignment, I attended the football game at JonesAT&T Stadium. Texas Tech was playing their first home game of 2017 seasonagainst Eastern Washington. Reflecting on my sports experience as a student wasdifferent because I have always been on a football team growing up.
I would not experience the same type ofactivities or prospective jobs in this role. However, attending my first game as a student, had me feeling a newexperience to learn more about sports marketing. As soon as I sat down at myseat, I noticed they were showing pre-game commercials and advertisements.
This made me think about a prospective job inbeing a Marketing Analyst and Consultant specifically in a sports relatedindustry. I noticed they had RaisingCanes and a Toyota Tundra advertisement on the big screen. Companies do this tomarket their goods and services and bring brand awareness to a captiveaudience.
For marketers, they use the brand awareness strategy when displayingthe Toyota Tundra ad. They do this so the next time you want to buy a truck,they hope you will remember back on that pre-game advertisement and influenceyour decision. Like Raising canes, marketers use the short-term awareness tothe audience. Marketers do this because they know people crave food. Doing thiswill make people want to go get Canes after the game. Marketers want to raiseawareness to the consumers so when the time comes they will remember what theysaw on that advertisement at the game.
My experience watching the game was exciting. As a student Inever knew what it felt like to cheer for my school’s team. It was a totallydifferent view from the stands. I was learning different chants and fight songsas the game was playing out. It was an awesome experience when Tech scoredtheir first touchdown. Tortillas weresailing over my head and people all around me were screaming.
It amazed me howgreat of an experience it was to be there. I hated sitting down during timeoutsbecause I was so into the game and didn’t want a break from it. As I wassitting, I noticed on the big screen they were promoting a Texas Techpartnership with ReplyBuy, a global sales provider that specialized inproviding fans with an instantaneous way to purchase tickets. I noticed thiswas targeted for people other than the student section because we get intogames for free. Through this partnership, Red Raider fans will be able toinstantly buy tickets by simply replying to a text message that I saw on thescreen. Fans who register for the service will receive a $10 credit towardtheir first purchase using ReplyBuy.
For a promotion to be successful, it must beprofitable. For the ReplyBuy promotion,it must increase the number of people at the event (paid attendance) or it mustenhance corporate tie-ins, which are signs or give-a-ways at the stadium.Sponsor value, or the value perceived by the sponsor, must also be enhancedalong with media coverage. A strategy that a sports marketer must use is tostagger the promotional items throughout the event. If one staggers thepromotion, then the audience is always aware of the event and looking out forthe promotions.
During the halftime show, Jones AT&T Stadium was hostingan event. For the event, they had a person attempt to kick a field goal to earna free trip to Las Vegas. As he missed the kick wide right, it makes me realizehow cool it would be to have the opportunity to attempt something that easy toget a free trip. I love watching thesebecause they are entertaining, and they are a cool way of thinking from a marketerpoint a view. They are raising awareness for potential travelers to Las Vegasand trying to create hype through the stadium.
It makes people think of howgreat of a trip it would be to go to Vegas. Even if 5 out of the 65 thousandpeople in the stands go on a trip next year to Las Vegas, that is a conversionof 5 people that the promotion influenced. As soon as the half time show was over, they announced an advertisementabout Dr. Pepper.
I realized Dr. Pepper sponsored that halftime event. This soundsweird, but it made me thirsty and I went to the concessions and bought a Dr.Pepper right before the 3rd Quarter started.
Marketers do this to bring a brandrecognition to their product. All this is for getting people to be aware ofyour product and buy it immediately or later when needed. I noticed the cup ofDr. Pepper had a Dr. Pepper logo on it. Doing this, raised the brand awarenessjust like the other forms of advertisements. So, when the next time a consumerwants to buy a drink, they will always remember that brand. Like Dr.
Pepper, I noticed the Under-Armor logo on theiruniforms. Under Armor creates a brand awareness that plays a very importantrole in the Athletic Department. Thelogo is on all of Texas Techs uniforms, merchandise, and on banners at thestadium. Under Armor donates money to the Athletic program because they aremarketing their company. This is a formof sponsorship. “Sponsorship, like anypromotion, affects the image people have of the sponsor” (Collin McDonald,1991, 31). “Meanwhile, collegiateathletics provide additional opportunities for sports marketers. These venuesprovide fans who have an intense interest in and loyalty to the participants.
Association of products and companies with these teams provide additional opportunitiesfor marketers to reach highly involved and intensely loyal target audiences”(J. Richard Shannon 1999). This makes people who are tech fans want to purchaseUnder Armor outfits because their favorite team wears it. As you can see, sports marketing involves more than justmaking sure people attend the events; it involves a strategic plan to assurethe success of the whole event.
The timing of the actual marketing is veryimportant during the game. The time an advertisement goes up on the mega-screenis crucial because a corporation wants to make sure as many people as possiblesee the advertisements. These sponsorships include Coca-Cola, Canes, Dr Pepper,Toyota, Under Armor, Covenant Health, Papa Johns, etc. “Sports sponsorship has emerged as acredible and important dimension of brand marketing because it represents along-term investment in creating dynamic relationships between brands andconsumers” (James Santomier, 2008, 20).
They provide the money needed tosupport the Athletic Department in return for signs and advertisements at thegame. The goal is to market the event so attendance at all events willincrease. Therefore, the marketingduring a game has a greater impact and influence. As the game ended the whole crowd celebrated their firsthome game win. The score was a blow out.
It was 10 to 56. The game affected thefans and consumers in a good way. Since tech won, people left with a smile ontheir face.
When a team wins, people are going to want to keep coming to games.So as a marketer, you hope your team keeps winning because it will draw moreand more people each game. Overall, my experience at my first Tech game wasbreathtaking. I will never forget the way it felt as my first time being in thestands for my school. Not only was thisa new experience from a game perspective, it also provided great insight intopotential opportunity in sports marketing analyst and research.