But NEW audience segmentation work shows this to be a dangerous and misleading assumption to make, for sports marketers and sponsors alike. Using English football’s Premier League Clubs as its base, sponsorshipscience’s ‘Fanship Survey’ looks at how individuals populating one Fanship group think, behave and respond very differently from those people in another group and reveals how this effects relationships with both sponsors and clubs.
Fanship describes the level of interest, commitment and emotional connection that people have with all types of sports, arts and entertainment properties including individual stars, teams, activities and competitions. There are 5 distinct Fanship groups.
Knowing the make-up, size and differences of these groups is vital to communications strategies of both brands and properties involved in any form of Associative Marketing. The better you understand the constituent groups of your property’s audience the more efficient and effective your support marketing work will be.
The research produced a ground breaking set of insights into Fanship thinking and the marketing and commercial implications for both brands and properties involved, not only in football but in Associative Marketing generally.
In meetings over the last week I heard a couple of rather disturbing sound bites. Firstly, it seem…Read more...
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19 June 2013
18 June 2013