advanced theory and practice in sport marketing - Marshalls University

Nonconsumers
A nonconsumer is an individual who does not use a good or service. There are
three levels of nonconsumers that the sport marketing professional must attempt
to identify with. The nonaware nonconsumer is an individual who does not
know about the sport product, and therefore is not a user of the sport product.
The sport marketer strives to get this demographic aware of the product so they
might choose to become a consumer in the future. The misinformed nonconsumer
is an individual who is aware of the sport product, but does not purchase
because based on the information they do not associate themselves with the
sport product. The aim of the sport marketing professional is to change this
image of the product in the mind of the misinformed nonconsumer by providing
information that creates an association with the sport product. The aware nonconsumer
is probably the most difficult to address, because they have knowledge
of the sport product and its benefits, and have chosen not to consume the sport
product. Often, these aware nonconsumers are so knowledgeable, they can sense
when the sport marketer is trying to influence them. The sport marketer must
attempt to change perceptions about a sport product, which involves a detailed
understanding of this aware nonconsumer’s value chain. Getting this type of
nonconsumer on the bandwagon often takes a lot of effort.
Indirect Consumers
Indirect consumers in the sport market are those who utilize the sport product
from a distance through the use of intermediate or intervening opportunities.
For the sport product, this may include only watching sport on television,
only being a part of a fantasy league, or only purchasing peripheral products
such as hats and shirts. The goal of the sport marketer is to entice these sport
consumers to increase their level of involvement by purchasing more peripheral
products, or more realistically, attending events in person.
Light Users
The light users are those who are actively involved as indirect consumers, but
also attend an event one or twice a year. The goal of the sport marketing professional
is to get them more involved by having them attend more events. This
is most often accomplished through ticket packages and group plans.
Medium Users
The medium user is even more involved. They probably attend as many as
half of the events related to the sport product. The sport marketers attempts to
entice this sport consumer to move to the top of the “escalator” by showing
them the benefits of having season tickets, leasing a sky box, or attending
a hallmark event (Super Bowl, All-Star Game) associated with the sport product.
MANAGING THE SPORT MARKETING MIX 25