Marketing communication solutions for increasing the value of a sports facility as an advertising channel

Rozwiązania w zakresie komunikacji marketingowej podnoszące wartość wydarzenia sportowego jako kanału reklamowego

As traditional advertising channels have been losing their importance due to consumer habits and market changes, marketers are beginning to see the value in sports, events, project partnerships, and sponsorship. Partnering with sports teams can be a successful part of a brand or company's communication. The challenge for the advertising channel in sports venues is how to best measure the benefits. Unfortunately, there is a lack of sponsorship performance measurement tools to assess the impact of a sports facility as an advertising channel. Specifically, this paper seeks to assess the value that a sports facility as an advertising channel can create, the criteria by which customers choose a sports facility, and the means by which the value created can be communicated to customers through marketing communications channels. In the research a questionnaire for sampling was developed by applying validated scales of value criteria of a sports facility as an advertising channel for the customer, and selection criteria of a sports facility as a channel for advertising and marketing communications. Through theoretical analysis, it was found that to attract customers, sports facilities must determine what value they can provide to the potential sponsor and what value the potential sponsor will appreciate. The results obtained during the research have been used to provide recommendations for communication that are supposed to increase the value of sports marketing.

Tradycyjne kanały promocji tracą na znaczeniu ze względu na zmiany rynkowe i zmiany zachowań konsumenckich, dlatego marketerzy coraz chętniej dostrzegają wartość w sporcie, wydarzeniach sportowych oraz partnerstwach projektowych i sponsoringu, mieszczących się w jego obszarze. Współpraca z drużynami sportowymi jest coraz częściej integralną częścią komunikacji marki lub firmy. Wyzwaniem staje się więc pomiar korzyści wynikających z promocji opartej na sporcie. Uwidocznia się brak narzędzi pomiaru efektywności sponsoringu, które pozwoliłyby ocenić wpływ przekazu bazującego na sporcie. W artykule podjęto próbę oceny wartości, jaką wydarzenie sportowe może stworzyć jako kanał przekazu, kryteriów, według których klienci wybierają dane wydarzenie, a także sposobów, za pomocą których wytworzona wartość może być komunikowana klientom za pośrednictwem kanałów promocji. W badaniach opracowano kwestionariusz, stosując zwalidowane skale kryteriów wartości wydarzenia jako kanału przekazu dla klienta oraz kryteria selekcji. W drodze analizy teoretycznej stwierdzono, że aby przyciągnąć klientów, przekazy oparte na sporcie muszą mieć określoną wartość, istotną z punktu widzenia potencjalnego sponsora. Wyniki uzyskane w trakcie badania posłużyły do sformułowania rekomendacji w zakresie komunikacji, mogących zwiększyć wartość marketingu sportowego.

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