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Based on these assessments and the research competed the authors identify segmentation criteria for participants or consumers of cause-related sport marketing events. There are the fitness fanatics or "junkies" (Scott, Solomon, 2003), the "social butterflies" who attend to socialize and fulfill their need for affiliation. The authors also observe there are also the activists and survivors as well. The cathartic nature of the events for those who have survived or know of someone who survived is a powerful emotional experience, and one that bonds consumers together at these events (Scott, Solomon, 2003). The article concludes with closure of the research results and the development of recommendations for including cause-related marketing programs for participants as well.
My Critique
Admirable in their pursuit of new insights into the motivations and segmentation of participants in cause-related sports...
It is however only a first phase of what needed to be a more multi-phased research study. The sampling frame, statistical analysis and rigorousness of the research make the results anecdotal more than representative of an entire population. There is also a lack of crisp, clear analysis of segmentation criteria. Why not go for psychographics profiles as well? With in-person interviews the depth of the analysis could have been much greater. It is an interesting yet limited analysis as a result of why people participate in cause-related sports events and how these events can be used in marketing.
References
Andrea Scott & Paul J. Solomon. (2003). The marketing of cause-related events: A study of participants as consumers. Journal of Nonprofit & Public Sector Marketing, 11(2), 43-66.
References Brown, N.R.; Olsen, G.D. & Pracejus, J.W. (2003). "On the prevalence and impact of vague quantifiers in advertising: Cause related marketing." Journal of Advertising, 32(4):19 Fogel, E. (2005, January). "Cause-Related marketing: Does corporate America genuinely care?" Marketing Profs.com. Retrieved February 20, 2005: http://www.marketingprofs.com/5/fogel2.asp Holmes, C. (2004, April). "Brand Benefits - Cause Related Marketing." Business in the Community. Available: http://www.bitc.org.uk/resources/research/research_publications/brand_benefits.html IEG. (2001). "IEG sponsorship report." Sponsorship.com, 20 (24): 4-5; From: Kelley & Kowalczyk, (2003),
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