Strategic planning analysis in sports marketing in Latin America
Introduction.
The present research aims to present an analysis on the influence of strategic planning on sports marketing. The methodology used was the qualitative analysis, through the bibliographic review of different sources, under a deductive approach;Information processing was developed through ATLAS software.you.
The results of this work indicate to sports marketing as a great help managerial tool that allows the management of strong and lasting relations of the different clubs with their markets, guaranteeing their continuity, as well as sports as well as shows;Strategic planning, meanwhile, developed in an efficient way contributes in this field to loyalty to the audiences found in this field.
For this investigation, inclusion criteria were managed such as: the year of the document, which should not be less than the year of 1998;as well as existing variables;The exclusion of the bibliographic material was applied when it did not meet the above criteria;The documents used understood two languages to be taken into consideration: Spanish and English;The databases used for the bibliographic review were: Scopus, Emerald Insight, J Store, Redalyc, Scielo. The investigation had a deductive approach to the material used and its treatment was carried out in the ATLAS qualitative analysis software.you.
Developing.
The sport today has become a source of economic development for each country, as it is able to generate sources of employment directly and indirectly, in this field important amounts of money also circulate, that is why it is possibleSee sport as an industry.It is possible to see it therefore as an industry.
The relationship that exists between companies and when the relationship of sport with companies arises, marketing occupies a vital role, because it balances the relationships around which decisions were presented to improve its efficiency, this fusion is born "sports marketing"Understood as the set of strategies aimed at the commercialization and distribution of products, brands and services, within the sports context.
Sports organizations must have adequate strategic planning to develop actions that allow them to improve their organizational performance;Those who participate in the field of sports marketing must identify the most relevant characteristics that attract viewers and participants;Being important to understand how consumers identify with sport to market it more effectively, since this type of marketing is different from the rest due to the personal identification it has with its audiences.
The constant search for brands to adapt to each circumstance has been building over time different moments within the advertising communication sector. Thus we can distinguish three great recognizable stages: classical advertising: product and functionality;Brand identity: intangible and interaction in communication, and strategic brand management: the search for relevant experiences and connections. (Majorga, Strategic Planning, Key Tool for the Management of Brands in the new advertising context)
Strategic planning in sports marketing
Since the 60s there are some anecdotal actions that reveal the potential of this dimension of sport.
With the 80s the integral process of brand strategic planning and management begins to become a professionalized specialty that is given a relevance that had not had so far.
It will be in the 90s when this process begins to be seen as an indispensable discipline for the brand (from the union between various disciplines that mix communication and corporate management: Brand Management).
Karen McCabe, marketing director at IEEE, points out at the end of the 90s that “a revelation was a real discipline about this activity. The term branding has a general aura of sticking only to the creative aspect, but having a true process allowed us to go beyond tastes and personal aversions.
The 80s, in the shadow of the first great sporting event in Spain as was the 82nd.The transformation of elementary clubs into sports corporations in the 90s revolutionizes the sector. The Sports Law or the celebration of the JJOO of Barcelona 1992 or the growth of the Spanish economy contributed to the birth and expansion of the communication and marketing departments in sports clubs.
The twentieth century is unique in the sense that it has witnessed the emergence of sports organized as a general social and economic phenomenon;The world of sports begins to make contact with marketing as a global business phenomenon and is projected to the sports boom can coincide in the future with the rise of the media. From the Olympic Games in 1894, sport has shown to have the potential to speak a universal language and capture the interest of people in all political and cultural limits.
The 21st century welcomes sports marketing. While the great clubs sophisticate their performances in this area modest clubs strive to consolidate their functional areas of communication and marketing assigning human resources permanently.
Quintas, Rodríguez & Pellón, point out that one of the great objectives in the 21st century in the field of marketing and communication of elite clubs is the internationalization of their image. Therefore, in the management of the same it is also important to consider the management of social networks in sports clubs. On the image of companies on the Internet, it should be noted that "they reflect the image of the organization before anyone who visits it, at all times and anywhere in the world".
Sports marketing is part of marketing, which focuses on sports context and looking for ways so that sport can increase organizations’ capabilities to influence the value of the customer. It constitutes an important and necessary strategic activity for sports organizations concerned about their communications technology and that seek to focus their resources on the best markets.
Many organizations use it as a form of positioning, obtaining a competitive advantage through commercial orientation in sports. It can include sport such as the tactical approach to marketing communications or as part of the Mix marketing, including sports sponsorship and sport -related promotions.
According to Rivera and Molero, football marketing is a set of activities deployed by football organizations to meet the needs of consumers of this sport and meet their institutional objectives. Marketing helps clubs manage relationships with all their markets lasting to guarantee their continuity, as well as football not only as sport, but also as a show.
Elements of strategic planning linked to sports marketing in the different distribution channels.
One of the most important objectives of professional football clubs in the current century is the loyalty of followers and supporters, in addition to other audiences that can decisively influence the marketing management of these entities. In this sense, social networks play an essential role in that objective.
According to Kitchin (2006) when responding to the needs of fans who use interactive websites, professional sports organizations could reach the objective value of creating a ‘sticky’ web page that is, users get hooked so they return regularlyAnd thus be able to have a mutual interaction, knowing what the market wants (p.5).
Thus, many sports organizations that initially only provided information on the team’s websites, now use the web as a global business tool through the establishment of electronic commerce capacities and through the construction of a presence on the web as part as partIntegral of its sports marketing strategy. (Ioakimidis, 2010)
According to Cano, the social network analyzed with a higher level of issuance of marketing percentage related to marketing, has been Facebook, with a higher level of publications than the average. Regarding the amount of marketing publications, Twitter has been the social network analyzed with the highest level of broadcast, followed by Facebook and Instagram ”.
Within sports marketing, another important element is sponsorship, this commercial instrument provides significant value in this field because it tries to adjust the medium to the message;The sponsoring and sponsoring company is composed of two parts and seek to benefit each other, to achieve that effective and continuous communication is essential.
Strategic planning takes center stage by using the communicative values of the companies involved to promote corporate image. The sponsorship becomes effective when the sponsoring company uses an intermediary to offer the consumer and this in turn makes the consumer perceive the brand through activities and people who carry the message at that time.
Around the sponsorship theme, certain bad practices are adhered to the focus of sports marketing, therefore, it is important to assume the meaning of social responsibility;which is defined by the Alliance for Corporate Social Responsibility as a commitment of the entity to meet its objectives “considering the economic, social and environmental expectations of all its participants, demonstrating respect for people, ethical values, community and the community andenvironment, thus contributing to the construction of the common good ”;Sports marketing must adhere to the principles of sustainable development and positively impact economic, social and environmental.
Strategic planning as a tool for sports marketing in the Professional Soccer League in Spain
Rivera and Molero said that soccer clubs need to use various marketing actions to increase their income for the club, these range from the box office to the revenue of merchandising, the handling of the image of the football stars, the agreements of the agreements ofsponsorship with key partners or strategic co-braking with reference brands.
The actions for market expansion and the evaluation of all the factors that influence the brand value of the club are also fundamental. For example, a few years ago David Beckham had conquered the Asian market, whose preference as a fan is towards a particular player and not towards a team. Hence, when Beckham left Manchester to join the ranks of Real Madrid, the London club lost 50% of its brand value. Simply "Becks" Asian supporters emigrated with him to the merengue club.
Real Madrid, one of the clubs with the greatest recognition and achievements worldwide, enhances its sports marketing aimed with strategic planning, in the first place, insists that the importance of emotional values such as honesty, discipline, the spirit offight, leadership, companionship, which are associated with the team and identify themselves as ‘Madrid’. They give importance to tradition as well, concentrating that in a referent of the club such as Alfredo Di Stéfano, as well as the founder of the Santiago Bernabéu club, whose name bears his condition and is whom they consider as a model of leadership, discipline and willof win.
The team defined medium and long -term objectives to eliminate high levels of debt and reorganize the income structure by repurchase of commercial options such as TV transmission rights. It was also dedicated to the creation and development of new areas of specialization and new products to achieve long -term results. The commercialization of products of the Real Madrid brand and the launch of the Real Madrid television channel are two examples;It is worth mentioning that he achieves millionaire contracts on sponsorship also, being Adidas, Emirates and Nivea Men the most prominent. In fact, the income received by the club for tickets represents only a small part of its total turnover.
González, J. F. N., He considered some conceptions that erroneous such as the following: they only sponsor you if you have successes and good results ”and said that this is false, and if so, we would have to try to change it. This erroneous conception arises from the idea that consumers will think that if a company is associated with an athlete or good team, it will be the same good way. But this is not so, and it may be that, although a player or team is not a good communicator, and in the same way that the best communicates is not the winner. As a representative company of this idea we find Nike: “More than good players, we sponsor players with character to communicate the image of an independent, successful, rebel, dangerous person, which was what they wanted to associate with their brand image.
With sponsorship the consumer perceives the brand in an indirect way and linked to things or activities that they like, attract, and with which he feels emotionally identified. Thus, when you talk about selling a sports show, we have to work and refer to trying emotion. There are some companies that have this idea very assumed, trying to seek that emotional implication by the fan through their messages.
Conclusions
Sports marketing, an ally of a correct strategic planning has experienced various transformations in recent years, integrating into global culture and evolving together with social changes, all that with the aim of capturing their global audiences based on the different advances inMobile communications, television, radio, social networks, sponsorship.
The real challenge for sports marketing specialists constitutes dynamically interacting with its audiences using adequate strategic planning with innovative actions, which may arise and go to thedemonstrate its potential.
It is important that sports clubs maintain an open mind to understand the needs and opportunities that their target market has, for that they must develop online marketing strategies, so that their audience maintains their faithfulness, since the increase of the public in the public is evidentWeb, post and videos through the best known social networks.
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