How businesses respond to customer personalities on sports websites

¶ … Businesses

One of the common issues that all major sports are dealing with is effectively promoting themselves. In the case of NASCAR, Horse Racing and Professional Golf; there are specific strategies that are utilized to reach out to the target audience. To understand how this is achieved requires looking at the audience profile for each sport. This will be accomplished by: examining demographic, promotional strategies, the promotional mix and how to apply these tools. Together, these elements will provide specific insights as to how each sport has been able to effectively reach out to their core audience.

NASCAR

NASCAR is focused on males and females who are between the ages of 15 to 60 years old. In general, the audience is from a middle class background and is located in suburban areas. The kind of promotional strategy that is being utilized in a pull-based philosophy. This is when advertisers will spend tremendous amounts of money promoting their image. NASCAR is using their web site and traditional / online media to promote themselves to the target audience. There are three different strategies that they are using as a part of the promotional mix to include: advertising, sales promotion, public relations, corporate image and exhibitions. The way that these tools are applied is to use the combination of them to create a media strategy that is effectively promoting the excitement of the sport. These factors will have an impact on behavior and psychology by creating a mindset where people are passionate about following a particular driver. This is when there will be more interest in following different events. ("Promotion and Pull Marketing Strategies," 2005) ("The Marketing Communications or Promotional Mix," 2010) ("NASCAR," 2012)

Horse Racing

Horse Racing is focused on reaching out to a target audience that is: affluent, from a conservative background, speculators and horse enthusiasts. The kind of promotional strategy that they are using a pull-based philosophy. This is when Horse Racing is will use various forms of online and traditional media to promote themselves. The promotional mix strategies that are being utilized include: advertising, sales promotion, public relations, corporate image and exhibitions. The way these tools can be applied is to create an image that will show the traditions and passion of the sport. This will influence the way the target audience is reacting by creating more excitement about specific events. ("Promotion and Pull Marketing Strategies," 2005) ("The Marketing Communications or Promotional Mix," 2010) ("National Thoroughbred Racing Association," 2012)

Golf