Boost Sales with Segmentation, Personalization, and Targeting

Boxer punching through Lokkaroom brand box

The climate in today’s sports industry is competitive, driven and constantly evolving. Clubs and athletes are constantly seeking new ways to improve their commercial performance (not just their performance on the pitch) as well as boost their revenue generation. This article will cover how clubs and athletes alike can achieve this with three effective marketing strategies: segmentation, personalization and targeting. These techniques, when implemented efficiently, can help teams and players better understand their audiences and create more tailored, effective marketing campaigns. 


Segmentation refers to the process of dividing a larger market into smaller groups of consumers with similar needs or characteristics. By identifying specific segments of a market, sport competitors can create focused content that is likely to resonate with their target audience. Although in some cases the ‘one-size-fits-all’ approach can work, segmentation can be a more thoughtful and effective way to connect with fans. 

For example, if a football team identifies that a percentage of their fan’s demographic, age and in-come is young and low-income, they might consider offering discounted ticket prices for students and youth. For an older and higher-income audience, the team could offer VIP packages and luxury seating options. Alternatively, behavioural data could be used to segment fans based on their engagement and loyalty to the team. For example, special perks, such as exclusive merchandise or rare digital collectibles, could be offered to fans who have attended the most games or have been season ticket holders for multiple years. 

Ultimately, just as an orange can be segmented into different sections, each with its own taste and texture, a market can be segmented into different groups of consumers, each with their own needs and preferences. 


Moving on from segmentation, personalization is related but still remains a distinctive marketing strategy. Whilst the goal of segmentation is to identify particular groups within the market that have similar characteristics and needs, personalization refers to the process of creating specific and unique messaging that meets the needs of each individual. Personalization cannot be developed without the act of segmenting a larger market first, as the segmentation breaks down the exact characteristics needed for a message to become subjective. 

An example of this would be an athletic organzation using personalization to develop a marketing campaign that connects to their fans on a deeper level. AN organization's instagram is the perfect way to share personal stories and behind-the-scenes footage to give fans a glimpse into the daily lives of their favorite athletes. This then helps to create a personal connection as well as build a loyal fanbase. Additionally, creating personalized merchandise, such as signature shoes and accessories will help to increase revenue as well as offer fans an exclusive selection of products that they can’t find anywhere else. 


The final step of the process is targeting. Targeting refers to the method of identifying and reaching specific groups of consumers; ensuring that the right message gets to the right person, at the right time, in the right place. This allows the sport team or club to maximise how effective their marketing campaigns are as well as increase their return on investment. 

Targeting can be done in various ways, such as demographic targeting, geographic targeting, behavioural targeting, psychographic targeting, and interest-based targeting. For example, demographic targeting involves selecting a specific age group, gender, or income level whereas behavioural targeting involves selecting consumers based on their past behaviours such as their purchase history, browning habits or website interactions. 

For example, a professional golfer using data and analytics to target specific groups of fans and potential sponsors would mean that specific demographics, geographic locations and interests would be taken into consideration when creating a targeted marketing campaign. Such a campaign could be email marketing and search engine marketing. 

In conclusion to this article, segmentation, personalization and targeting are powerful tools that clubs and athletes can use to improve their commercial performance. By better understanding their audiences and creating more tailored, effective marketing campaigns, clubs can attract new customers, increase repeat business, and ultimately increase revenue. However, it is important to note that it is not a one-time process and the clubs should continuously analyze their data and adapt their strategies accordingly

Annie Williams


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