In sport, it is important to recognise that there are three different types of demands which can be generated through advertising or marketing of a particular product. Identifying the type of demand you wish to evoke from consumers is important to ensuring the marketing campaign for that product is timely and accurate.
The types of demands (including examples) are outlined below:
1. Generic Demand
This is the demand for a generic product, for example, demand for a particular sport in general. The example below exhibits targeting of generic demand as it highlights the sport/league as a whole, not any particular franchise or licensee or product that may be aligned or associated with that generic brand.
Hyundai A-League
2. Brand Demand
The most popular and widely used consumer promotion is directed towards creating demand for a particular brand. The ad below is an example of brand focused promotion as it is promoting the support of the Melbourne Renegades, a Big Bash Cricket League side. The ad uses the other Melbourne based team, the Melbourne Stars, to help highlight having to choose between the two sides, and ultimately wanting to “Get on Red” and support the Renegades over the Stars. This has been done by using match footage and highlighting the team’s exciting skills.
“It’s Time to Choose” Melbourne Renegades
3. Direct/indirect demand
What is a somewhat less widely used form of consumer promotion in sport is the use of indirect marketing, which is the promotion of one product or idea to drive the promotion of another product or idea which is built from the original idea. The video below is an example of this as it is a campaign for an ‘original idea’ of being active and is promoted using soccer who then may benefit from the advertisement due to being indirectly associated with ‘getting off your chair’ and leading an active lifestyle. More widely, it can be considered that this campaign would promote all types of sport as a whole, despite not directly referring to or mentioning any other sport in the promotion.
“Get Active” European Union
Sarah Francis 