Experiential Sports Marketing â€“ Sports, Brands, Consumers and the new Emotional Connect
The experiences along with services play a very important role in the sports marketing industry, yet not much has been established about the role, strategy and impact of experiential marketing.
A recent report established the market of sports enthusiasts in India to be more than INR 1000 Cr. and with the emergence of new trends in this business, and it is only going to get bigger. Today, sports is one of the most effective marketing tools. It evokes positive reactions among people such as fun, healthy, happiness and can easily resonate the values that a brand stands for.
A tried and tested experiential marketing framework in the business of sports will first need complete control over the brand objectives which can then translate into more tangible aspects of the strategy. Secondly the pairing of the right sports with the right brand is important so that they both complement each other, making it a success. Then comes the challenge of making a program which is attractive and aspirational for the participants making it relevant, enjoyable and can create a memorable and behavior changing experience.
But all this will be meaningful only when the brand comes alive without taking over the limelight from the sport and yet not letting the brand’s association with the sport go unnoticed. Thus, letting innovation and creativity communicate the brand values and leave a lasting impression on the minds of the consumers. Another hygiene step to be practiced is efficient program execution with sports expertise and informed decisions.
Even brands should keep in mind that their reach through an experiential sports program goes beyond participants and using the sports platform indirectly, brands can communicate their values in the market. And the final step to this framework is measuring the effectiveness of the program by gauging outcomes against the defined brand objectives.
Experiential sports marketing brings realism into marketing communication. It is slowly but steadily becoming a core part of brands’ marketing mix and has popularized various exciting trends that are gaining popularity within brands and the sports community thus, promising an experiential future of sports in India.
The Author is Jitendra Joshi is the Co-founder and Director of SportzConsult – India’s premier experiential sports management company. SportzConsult facilitates playing opportunities for over 4 Million Indians annually.
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