Collegiate sports and consumer brand marketing challenges
- Part 1 Collegiate sports and consumer brand marketing challenges
- Part 2Radio’s role in sports marketing — Jennifer Davis // LEARFIELD
- Part 3Sports marketing podcasts opportunities — Jennifer Davis // LEARFIELD
Show Notes
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02:11Learfield IMG CollegeLearfield IMG College is the top collegiate sports marketing company in the US. They are responsible for providing collegiate sports marketing opportunities, ticketing support and more to brands.
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03:54Why brands are thinking about collegiate sports marketingAudience and targeting overlap is one of the main reasons brands are seeking out collegiate sports marketing opportunities. Simply put, college sports have a huge fan base, most of whom are extremely emotionally and financially invested.
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06:39The brands that benefit the most from college sports marketingThere are some B2B brands benefitting from college sports marketing. But the major stakeholders are B2C companies.
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08:17B2B brands versus B2C brands in collegiate sports marketingCollege sports attract millions of people across the country. That leaves a huge market for brands who want to reach a national audience, B2B, and those who are seeking out a smaller audience, mostly B2C.
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09:48Sports marketing on the local, regional, and national levelAfter many years in the business, Learfield IMG College has mastered unique strategies to target both locally and nationally. This is done using mixed media marketing both in and out of the stadium. It all depends on the individual goal of the brand concerned.
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12:25Marketing strategies used by different brandsTheres a lot of rivalry and loyalty in college sports fandom. Some brands hold on to this and wont sponsor a rival school. But other brands enter collegiate sports on a totally non-personal level and sponsor based on things like location.
Quotes
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"Learfield IMG College is a leading provider of college sports marketing services to brands. We are the leading provider of multimedia rights." - Jennifer Davis, CMO, Learfield IMG College
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"We build intercollegiate, athletic, official websites and apps. And we bring those together increasingly into a platform that allows brands to connect to fans" - Jennifer Davis, CMO, Learfield IMG College
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"There's a high degree of overlap in what many consumer brands want to connect with... Audience targeting overlap is one of those key value propositions." - Jennifer Davis, CMO, Learfield IMG College
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“There are more college sports fans than there are fans of any professional link...” - Jennifer Davis, CMO, Learfield IMG College
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“...their fandom is on their resume as much as it is in their closet with all their gear on the bumper sticker...” - Jennifer Davis, CMO, Learfield IMG College
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“People love their Honeywell thermostat, but people are not mentioning those brands in their obituaries and they're not leaving money in their will…” - Jennifer Davis, CMO, Learfield IMG College
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“...but people have that kind of multi-generational loyalty to their colleges.” - Jennifer Davis, CMO, Learfield IMG College
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“There are some notable B2B campaigns, but overwhelmingly we are used as part of a B2C marketing mix...” - Jennifer Davis, CMO, Learfield IMG College
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“There are 150 million college sports fans or more, and people see those as part of their potential audience.” - Jennifer Davis, CMO, Learfield IMG College
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“Many brands for decades now have used college sports marketing as a way to integrate themselves into the community...” - Jennifer Davis, CMO, Learfield IMG College
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“Some brands absolutely would not sponsor their cross-the-river rival, but then there are other brands that want to attract audiences in particular states or geographies...” - Jennifer Davis, CMO, Learfield IMG College
- Part 1 Collegiate sports and consumer brand marketing challenges
- Part 2Radio’s role in sports marketing — Jennifer Davis // LEARFIELD
- Part 3Sports marketing podcasts opportunities — Jennifer Davis // LEARFIELD
Up Next:
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Part 1Collegiate sports and consumer brand marketing challenges
Ben is joined by CMO at LEARFIELD, Jennifer Davis, to discuss the use of collegiate athletics for marketing success. Whether it’s football or baseball, win or lose, these events are always heavily sponsored. That is understandable as college sports events draw a huge audience. Today, Ben and Jennifer talk about collegiate sports and consumer brand marketing challenges.
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Part 2Radio’s role in sports marketing — Jennifer Davis // LEARFIELD
Jennifer Davis, CMO at LEARFIELD, continues the chat with Ben about the use of collegiate athletics for marketing success. You can market to your target in a variety ways including audio, visual, and print. To be honest, each media strategy has a place in sports marketing. Today, Ben and Jennifer talk about the role that audio plays in sports marketing.
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Part 3Sports marketing podcasts opportunities — Jennifer Davis // LEARFIELD
Once again, Ben meets with Jennifer Davis, CMO of LEARFIELD, to discuss using collegiate athletics as a platform for marketing success. So far, we’ve learned about how collegiate sports impact brand marketing challenges. And while there is room for mixed media here, audio plays a very important role. Today, Jennifer gives her thoughts on Ben’s idea for a sports podcast.
Play Podcast
