Radio’s role in sports marketing — Jennifer Davis // LEARFIELD
- Part 1Collegiate sports and consumer brand marketing challenges
- Part 2 Radio’s role in sports marketing — Jennifer Davis // LEARFIELD
- Part 3Sports marketing podcasts opportunities — Jennifer Davis // LEARFIELD
Show Notes
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02:02The place of audio in sports marketingRadio and streaming are the leading media forms for audio in sports marketing today. Podcasting is also catching on and Jennifer sees any easily consumable as a possibility for more audio in sports marketing.
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03:22The technology behind audioRadio definitely has a big role in sports marketing. Radio has been around for decades. And the programming has evolved to meet the needs of today's collegiate sports audience.
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05:31The generational gapA lot of sports fans will have preferences in how they experience a game and where. But with the many available choices to tune in today, more and more people, both young and old, are leaning towards more of a mixed media type of experience.
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07:11What goes into a good audio campaignThe main idea here is to be relevant to your audiences interests. Make your campaign personal so that you can connect to your audience in a meaningful way.
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08:30Evaluating an audio campaigns performanceYou can use offer-driven content as a way to peak peoples interest. Plus, both third-party and in-house evaluation tools have been used to effectively evaluate the impact of an audio campaign.
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11:22How to look at attribution in sports audio marketingThink of your sales funnel as more of a guideline rather than boxes that you have to check. The truth is that there isnt always a hard-and-fast way to calculate attribution exactly or directly to a specific medium in the sports setting. Repetition is key.
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14:32Understanding awarenessAwareness is not justa one shot game. You need to be consistent in your branding and your marketing to ensure that your audience thinks of you first when the time comes.
Quotes
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"We do a lot of radio for sure. We actually operated over 40 different radio affiliates." - Jennifer Davis, CMO, Learfield IMG College
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"Who's more passionate than college sports fans?" - Jennifer Davis, CMO, Learfield IMG College
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"I'm seeing much more blurred lines moving forward, but terrestrial radio certainly has a big role in the sports experience today." - Jennifer Davis, CMO, Learfield IMG College
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“What we're doing in streaming are different things. They're more editorial in nature, less gameplay and reporting...” - Jennifer Davis, CMO, Learfield IMG College
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“People can choose between these options (radio, streaming, podcasts) in a way that maybe that level and breadth of choice just didn't exist when people started watching.” - Jennifer Davis, CMO, Learfield IMG College
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“It comes down to what your brand wants to be known for and how you can use the nuances in different media to connect in a meaningful way with the fans that you're trying to address.” - Jennifer Davis, CMO, Learfield IMG College
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“Attribution starts as, did we deliver the audience that we said we were going to deliver. So there's proof of performance that brands get.” - Jennifer Davis, CMO, Learfield IMG College
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“The sales funnel is much more like a pinball machine where people are bouncing off content and they are familiarizing themselves.” - Jennifer Davis, CMO, Learfield IMG College
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“Marketing is working together with sales and other outreach efforts to keep them all in motion.” - Jennifer Davis, CMO, Learfield IMG College
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“It's when a message has hit the ears of a customer anywhere from 15, 20, 27 times, does it start to become part of them...” - Jennifer Davis, CMO, Learfield IMG College
- Part 1Collegiate sports and consumer brand marketing challenges
- Part 2 Radio’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.
Play Podcast -
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