CONSULTANTS

(Peetz, 2011).
spectators to attend the games. Rival schools can get together to determine marketing
strategies for the games (Peetz, 2011). The psychological reasons for the rewards
program success are also discussed in the article. The personal investment theory,
perceived options, sense of self, and personal incentives are all relevant to why the
rewards program works to get students to games.
Peetz concludes with three guidelines to developing a successful rewards program:
“Guideline #1: Supplemental marketing strategies need to be designed
and executed in order to increase the attractiveness of an event or reward
program. Giveaways, half-time entertainment, and in-game promotions
are some ways in which to strengthen the allure of a rewards program.
Guideline #2: Marketing activities should be aimed at developing stronger
connections with the team…steps should be taken to make sure all
customer service elements are given the highest priority…highlighting
unique qualities of a team and promoting rivalries could also be used to
strengthen fan-team connections. Guideline #3: Marketing campaigns
should emphasize the social aspects of attending an event. People should
be encouraged to come in groups and promotions aimed at unifying a fan
base should be implemented” (Peetz, p. 211).
An example of this is having all the fans wear the same thing, like a “white out”
theme to unify the fans all in one color and then having a giveaway of white t-shirts to
the students in the rewards program to wear on the “White Out” game day.
Since USD implemented a rewards program as of this year, this research can help us
better the program and help market it to students. Making the game more exciting
through giveaways and half time entertainment, creating a connection with the sports
team, promotion rivalries and social aspects of attending a sporting event are ways to
make USD’s rewards program more successful.
Home Viewing Experience
Attendance at college football games has slowly been declining over the past
three years (New, 2014). “50 public colleges with top football programs found that the
average student attendance is down seven percent from 2009” (New, p.1). Not only is
attendance down but also students that are showing up to games, tend to come later
to games and leave earlier. The discussion on why this is happening seems to be never
ending. According to New, the reasons that this is happening is because the tailgating
experience is getting better and bars run game day specials making it cheaper to drink.
Also, because of how the games are being presented on big screen televisions, which
are decreasing in price, expands the in home experience to the consumer (New, 2014).
New believes that the biggest issue depends on the success of the athletic team, which
is ultimately not possible to control the team’s season. This research states Universities
are competing against the home/bar viewing experience and depends on the success of
the team. This is important research, but because USD winning record is low, and we are
ultimately losing attendees.
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