Dependency marketing
Dependency marketing is one of the key features in sports marketing . It describes the dependence of the product quality on the sporting results (team sport or individual athletes) and provides special control instruments to reduce the negative effects of dependency marketing.
definition
“ Services are characterized by fluctuations in quality. This must be taken into account when designing the marketing program "
meaning
The influence of dependency marketing is latent (hidden) and has a constant effect on all existing product categories of an association (advertising services, merchandising, admission tickets). In sponsoring , one speaks of incalculable risks due to poor performance. The lack of quality control is therefore a basic problem in sports marketing or in the marketing of non-profit organizations. In particular, due to the high level of acceptance of sponsoring as a source of income for sports clubs (marketing of sports), the effects of dependency marketing can endanger the existence of the company. From the point of view of companies that use sport as a communication and advertising medium (marketing through sport), dependency marketing is problematic in terms of negative image transfer .
Dimensions and impact
The negative effects of dependency marketing have different effects on the product quality of a sports club. However, the greatest effect unfolds precisely with the product dimensions that have a high level of funding for a sports club.
Services
Investive (advertising services) and consumer services (tickets) are directly dependent on the sporting results. Therefore, long-term negative dependency marketing has a very threatening effect here.
Material goods
In the case of consumer goods (fan articles) and consumer goods (catering), the product quality remains the same. However, a negative / positive effect can result from changing the sporting results via the increasing / decreasing sales volume .
Additional areas of action
Depending on the type of sport, performance-based television money is distributed. As a result, the sporting performance has a direct influence on the financial position of the respective club. There is also a noticeable effect in the area of media interest in a sports club. The sports clubs use the media as a means of transport for the sponsors' advertising messages. If media contacts decrease, the investment services of a sports club lose value and benefit for the advertising company.
Solution strategies within the marketing program
Value added services
Value added services are product-related services and are intended to increase the actual utility of the product offered. Here, the perceived benefit should exceed the expected benefit and thus ensure increased customer satisfaction and customer loyalty . Value added services can be used for both service and material services offered by an association.
Additive product matrix
While product differentiation in the classic sense is difficult to implement in sports clubs, the additive product matrix serves as a compensation tool for quality fluctuations. Particularly in the case of investment services (advertising services), additional product dimensions can be added to the actual product. Example: Declining perception of perimeter advertising can be compensated for by displaying the sponsor's logo on seat cushions, autograph cards, etc.
Marketing orientation
Sustainability is becoming more and more important in the marketing of clubs and is a key to economic survival. To this end, clubs should increase the overall weighting of marketing activities. While marketing has so far been pure sponsorship (sale of advertising services) for numerous associations, a marketing orientation serves to create sustainability and identification with customer groups. Along with this, the brand and the image of an association can not only be consolidated as a traditional club, but rather as a product brand with target group-specific brand associations. Regular marketing audits and SWOT analysis are necessary for this.
Individual evidence
- ↑ Philip Kotler, Kevin Lane Keller, Friedhelm Bliemel : Management of services In: Marketing Management. 12th, updated edition. Pearson Studium, Munich, ISBN 978-3-8273-7229-1 , p. 582.
- ↑ cf. Stephanie C. Kiendl: Sponsoring and brand events as a communication platform. In: Brand communication with sport. DUV, Wiesbaden, 2007, ISBN 978-3-8350-0719-2 .
- ↑ Philip Kotler, Kevin Lane Keller, Friedhelm Bliemel: Quality of performance. In: Marketing Management. 12th, updated edition. Pearson Studium, Munich, ISBN 978-3-8273-7229-1 , p. 561.
- ^ Philip Kotler, Kevin Lane Keller, Friedhelm Bliemel: Marketing Audit . In: Marketing Management. 12th, updated edition. Pearson Studium, Munich, ISBN 978-3-8273-7229-1 , p. 1213.