Question

The Strategic Marketing Plan (Your recommendations) on Brooklyn Nets.

The Plan may include various media for its effectiveness and efficiency in reaching the chosen segment(s). You should consider the following types of media even if not all of them are used for strategic or budget reasons:

Traditional Print or Electronic, Direct Mail/E-mail, Digital, including Web, search, mobile, Social networks, Guerrilla marketing, events, promotions, Public Relations

Questions:

1) What is the theme of your new Campaign? What would you do different?

A) Create a “slogan” or headline upon which to promote the plan.

2) Ticket Marketing–Sales and Service Plan

A) How will you engage you target market? Will you use a data based list?
B) Creative and Copy (a sample ad) for at least one media type – layout of the creative and copy for one of the chosen media.

Answer 1

QUESTION 1 ) ANS :

First of all we should know about Brooklyn Nets. The Brooklyn Nets are an American professional basketball team based in the New York City borough of Brooklyn. The Nets compete in the National Basketball Association (NBA) as a member of the Atlantic Division of the Eastern Conference. The team plays its home games at Barclays Center.The Brooklyn Nets were founded in 1967 and initially played in Teaneck, New Jersey, as the New Jersey Americans

The theme of the Brooklyn nets based on below marketing strategy , The plan establishes the goals and tactics of every marketing campaign. It keeps everyone in your organization on the same page about the direction and purpose of your marketing efforts. A marketing plan also provides a way for you to measure your success. Without a plan, you won’t really know whether you’re succeeding.

Here are 10 steps to developing a strategic marketing plan

1. Set goals and objectives - Before you create a marketing plan, you must have a purpose for it.

2. Analyze your situation - A Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis can give you a snapshot of the situations you face as you market

3. Map your messages. Your messaging is part of your marketing strategy and your brand.

4. Live out your mission. Your business has a set of values that guides it.

5. Outline your tactics. A successful marketing strategy is made up of many different tactics, including both online and offline options.

6. Make a timeline. Your time is precious, especially when it comes to your marketing strategies.

7.Mind your budget. Creating a budget for your marketing strategies can inform your efforts by determining what you can and can’t afford.

8. Divide and conquer. Once you’ve created a timeline for the creation and distribution of your marketing materials, assign these tasks to members of your staff

9. Measure up. Measuring the effectiveness of your marketing strategies will inform your current plan and your future efforts

10. Stay current. Your marketing goals and needs will change over time. Ideally, you should revisit your marketing plan once a year and make adjustments as necessary.

ANS - A) :- The Brooklyn Nets Should use this slogan “We Came to WIN ”

QUESTION 2 ) ANS

Seven Point Marketing Plan that involves really listening and responding to customers at every stage.

The Seven Point Marketing Plan

1. Market Analysis

The first thing clubs must do is to regularly ask for fan opinions, then analyse and understand who their fans are and what they want. Then clubs must intelligently identify the needs of different fan segments (targeting), the different purchasing trends in order to activate and engage each segment (business people, families, young supporters, etc).

2. Retain

Once clubs have this understanding, job number one is to focus on keeping existing customers. In football, our lifeblood is our season ticket holders. This is the primary group that needs to be kept engaged as their spend is the highest and they are the most likely to refer other business. Aspire has worked with Coventry City Football Club (CCFC) since 2010 and we constantly analyse the season ticket holder base to identify high-risk fans, listen to their concerns and ensure they stay connected to the club. As a result, Aspire helped to halt a precipitous 13% decline in season ticket holder retention and improving it by 3% in just one year.

3. Grow

Job number two is to grow the attendance frequency and wallet share of our existing customers from the lower tiers by offering a full menu of partial season and group ticket plans

4. Acquire

Job number three is the acquisition of new fans by targeting only those prospects most likely to buy, rather than relying predominantly on mass-media advertising campaigns. A great example is a Group Sales Program targeting youth football, schools and community groups and providing them with unforgettable match day experiences that strengthen their connection to the team. In Aspire’s work at CCFC, we sell over 10,000 group tickets per year for more than £100,000, demonstrating that engaging groups does indeed can drive significant attendance and revenue growth.

5. Capture

In order to complete the three jobs in the marketing, sales and service strategy, we need to effectively capture as much fan data as possible. Data capture plans such as concourse or social media competitions, text for man of the match, etc. provide fans a way to engage with the team while capturing essential data.

6. Communicate

We must then communicate intelligently with the fans and prospects, ideally within 48 hours of them hitting our database. Intelligent communication means that we do not SPAM, instead we send the fan something of value or interest based on what they’ve told us in the past. We cannot mindlessly send them promotional emails with what we want them to buy; the communication has to be two-way and relevant.

7. Close

After the fan receives the intelligent e-marketing communication, our outbound ticket sales team follows up with a phone call to those who bought or opened the email that focuses on building a relationship with this fan by identifying their needs and matching it to one of our full menu of products that best suits them and making a purchase recommendation.

A ) ANS -

Here are three procedures to engage our Target market

(1) Put your audience’s passion and identity first and your organization second. The focal point of everything the Brooklyn Nets do — from advertisements to apparel — is on Brooklyn. Make sure your focus is on what your audience cares about most.

(2) Choose messengers that reflect your community’s identity. From Brooklyn Borough president Marty Markowitz to Jay-Z, the Brooklyn Nets have chosen champions who reflect the borough.

(3) Connect to your history. The Brooklyn Nets weren’t shy to point out that the last time a professional team called Brooklyn home was 55 years ago when the Dodgers were shipped off to L.A. Think about how your organization can bridge it’s history/wins/achievements/disappointments into a narrative about what the future can and will bring.

These days everyone is focused on increasing Fan Engagement. The questions is how can clubs better engage supporters and drive attendance and revenues

YES we used a data based list to improve our target market & these steps to create a drop-down filter that will extract data for the selected item:

1. Create a Unique list of items.
2. Add a drop-down filter to display these unique items.
3. Use helper columns to extract the records for the selected item.

B ) ANS -

Most football clubs have a social media presence and the channel accounts for anything between 5-20% of the total value generated .social media is a channel that teams of all sizes must prioritise in order to stay relevant and commercially attractive. But what makes a football team stand out from the rest on social media. Twitter , youtube & facebook is the most effective social media type to sales & marketing of ticeket and focus the mass media of our target customer.

In sports events, the stakes are even higher. Attendance is not just a gauge: It directly determines the success of the event. You need many spectators and participants.Filling the venue to capacity with only a couple of teams participating is a fail.Fans are equally important, not just to fill the seats but to create the atmosphere of competitiveness.

so few innovative media plan which can be suggested to promote the events

1 . Use event posters

In the digital era, it’s easy to dismiss posters as a means of promoting events. After all, they can’t reach as wide an audience as adverts on social media and other digital platforms .Posters are still among the most effective ways of advertising sports events: At least 18% of people who see poster ads end up attending the event advertised.

Other benefits of using posters include:

• They are cheaper than many other forms of printed adverts.
• Due to their striking visual nature, posters leave a lasting impression.
• Posters will continue promoting the event as long as they’re left intact.

The key is to place posters in the right spots to attract relevant audience. Try places like:

• Stadiums
• Gyms
• Sports halls
• Football fields
• Tennis courts
• Baseball parks
• Schools
• …and so on

Consult with your event sponsors and other stakeholders to decide what information and graphics should be included in the poster.

2 . Create a catchy event name

Your event promotion begins with the event name: It’s the first interaction potential participants will have with your event.Take time to choose a name that is both catchy and gives a hint of what your event is about.Brainstorm with your team or sponsors to come up with a list of potential names. If you feel stuck, use a sports company name generator to start you off.Keep it simple. Sports events such as the Super Bowl, World Cup, and the Olympics have simple names. Yet they have grown to be recognisable brands worldwide.

3. Work with influencers

Sports fans and potential participants will relate better with your sports event if they hear about it from a person revered in the field.For a local sports event, your influencers can be local players, coaches, sport reporters, and even notable fans.Find out if there are forums or social media groups where such personalities communicate regularly. Join the forums and see if you can get them engaged with your event. If you are targeting a much wider audience, contract fitness influencers or sports influencers to boost your reach. Consult guides that help you choose and work with sports influencers effectively.Sorting through lists of influencers manually can be difficult and exhausting. Luckily, there are search portals aimed specifically at helping you find relevant influencers. Use them to find the most appropriate ones for your audience and event.Whoever you choose to work with, make sure they have accurate information and can reach you quickly for clarification.

4. Market on social media

Promotional campaigns on the main social media sites will expose your sports event to a broad audience.

5. Sponsors may run their independent promotion

Sponsors can also run promotional campaigns to popularise the event before the day. Typical sponsors are actually very good at creating a buzz around events and promoting their own brand

6. Take advantage of online ticketing platforms

Buying tickets at a specified physical location is a bit of an inconvenience. You therefore stand to get a higher event attendance if you provide an online platform for potential attendees to buy tickets.Moreover, it can take a lot of your time and resources to sell tickets physically.