3 Selling an experience: marketing intangible objects

Introduction

In the world of sports, people want more than just a ticket to a game. They want an experience that connects with them on an emotional level. This is where experience marketing comes in – instead of just selling a product, it’s all about selling feelings, memories, and personal connections. And it’s becoming a big deal in the sport industry, as fans want more than just a game – they want to feel like they’re part of the team and the event.

The sports industry in Australia is a thriving sector with a strong following. The popularity of sports such as Australian Football League (AFL), National Rugby League (NRL), netball and cricket, has created a demand for marketing intangible objects, such as experiences and memories. This chapter will discuss the marketing of intangible objects in the sports industry in Australia, focusing on the unique challenges and opportunities that come with marketing experiences and memories in this sector.

What is experience marketing?

Experience marketing has become a popular approach for companies and brands to create memorable experiences for customers and gain a competitive advantage. This trend is seen a lot in the sport-service industry, where professional clubs, leagues, and sporting events are implementing this approach to attract more attendees and increase revenue.

It is important to think about the goal of experience marketing – which is to create a lasting, emotional connection between a brand and its customers by providing them with unique and memorable experiences. This approach is used to differentiate a brand (a sports club or league) from its competitors and create a strong, positive brand image in the minds of consumers^[1].

One study that looks into this issue sought to understand the personal experiences of sports spectators and how these experiences impact their behaviour and perception of the brand. To do this, the researchers interviewed 26 fans who had visited Stade Français Paris Rugby Club games at the Stade de France^[2].

The study analysed the experiences of sports event spectators and the impact of experiential marketing on the sports service brand.

• First, the research looked at different consumer profiles in relation to the type of experience they searched for and how it relates to unique experiences.
• Second, the impact of the experience marketing strategy on the sports event brand was evaluated.
• The study found that many of the spectators interviewed had an interactive profile, seeking extraordinary and emotionally intense experiences. Socialising and communal activities, such as attending events with family and friends, were also a common theme among the participants. Pricing was also a significant issue for many, with some having obtained free or cheap tickets, which could indicate an opportunistic profile rather than an interactive one.
  

  

The results from this research showed that ambiance was a crucial aspect of the experience, with the more people in attendance, the better the atmosphere. This was particularly important for the Stade Français PRC’s pricing strategy, which aimed to fill the Stade de France with a lively crowd. The study found that aesthete and supporter spectators had different preferences and experiences, with games at the regular home ground being more immersive and enjoyable for supporter spectators.

Selling an experience

One of the biggest challenges in marketing experiences is that they are intangible, meaning that they cannot be touched, held or seen. However, this intangible nature also presents a unique opportunity to create a lasting impact on the consumer. To successfully market experiences, companies in the sports industry must focus on creating memorable and unique experiences for their consumers/fans.

This can include offering exclusive access to players, creating interactive events, or incorporating technology to enhance the experience. Take a look at this video of Sam released for those who follow Chelsea football club on Youtube^[3]. It also links fans to the app, where they can receive more content.

Selling an experience is popular in sports because it often creates a strong emotional connection with fans. This can lead to more loyalty and repeat business. Plus, it sets a team or event apart from the competition, as people don’t compare experiences in the same way as physical products. Selling an experience is a critical component of sports marketing as it taps into the emotional side of the consumer and creates a lasting connection with them.

In today’s highly competitive market, creating a memorable experience for fans can set a team or event apart from others and foster customer loyalty. This is because experiences are unique and personal, and people are less likely to compare them to other products or experiences in the same way they might compare physical products.

A study of returning “home”

Studies have shown that customers are more likely to be repeat customers (attend more games) and recommend a team or event to others (such as their family and friends) if they have had a positive emotional experience.

For example, I led a research project that explored this issue when I partnered with the Parramatta Eels to understand how fans can build an emotional connection with their built home stadium, Commbank Stadium, when it opened in 2019. Our study explored what it’s like for fans of the Parramatta Eels to go to a game, and we asked them what they thought about the fan experience at their newly built stadium.

The goal of the research was to understand how the different areas within the newly built stadium affected how fans act and interacted with each other. Two specific areas were looked at, the “fan zone” and the “stadium concourse“, and it was found that these areas play a big role in shaping the behaviour and atmosphere of the fans.

 

 

Interestingly, our research also found that the traditional way of experiencing a footy game at a stadium can be altered and enhanced by these new areas, and that fans were very positive in talking about the change. You have probably heard about fans protesting at the thought of a “new” or “souless” stadium, fearing the new builds would lose the feeling and fan experience.

However, our research found that those experiences can be recreated and reimagined in a newly built modern stadium (with cleaner toilets!). We have written two articles about this issue and how Parramatta Eels created a memorable match-day experience which you will find referenced here in the following footnotes^[4][5], but also on vUWS.

The importance of standing out

Selling an experience and not just a ticket can also help to differentiate a team or event from its competitors. In the crowded and highly competitive world of sport marketing, creating a unique and memorable experience for fans can help a team or event stand out and attract new fans. By focusing on the emotional side of the consumer, teams and events can create a unique and memorable experience that will be difficult for competitors to replicate.

Teams can make their experience unique by having special events, making the atmosphere at games special, and offering exclusive benefits to fans. For example, teams might offer behind-the-scenes tours of the stadium, chances to meet players, or special seating areas with extra perks.

Teams can also use technology to make the experience better, like having a mobile app for buying tickets and merchandise or using virtual reality to enhance the experience at the stadium. By making the fan experience different, teams can create a stronger emotional connection with their fans and increase their revenue through ticket sales and merchandise.

Behind the scenes: Take a tour of Tottenham Hotspur Stadium^[6]

In class: Bring to class an example of a fan experience that you think was effective!

Marketing memories/nostalgia

Memories are a powerful tool in the marketing of intangible objects in the sports industry. The experiences created at live events or virtual experiences can evoke strong emotions and create lasting memories for consumers. To effectively market memories, sport organisations must focus on creating unique, personalised and emotional experiences for consumers. This can include offering merchandise with personalised signatures or photographs, creating experiences that allow consumers to interact with their favourite players, or offering access to exclusive events or experiences^[7].

The use of nostalgia in advertising and marketing sport is a technique that appeals to people by triggering memories of happy times from their past. People who are considered to be nostalgia-prone are those who constantly use these memories as a reference point in their enjoyment of experiences or products. Sport marketers also acknowledge the use of memories, both personal and collective, as a way of attracting sport consumers to keep coming back.

Click here^[8] to read a study by Summers et al. (2001) that specifically focuses on the relevance of nostalgia-proneness to sport consumption.

As the above video^[9] explains, user-generated content has revolutionised the way that sports organisations create fan experiences and sell them! In the past, sports teams would rely just on their own marketing efforts, such as advertisements and promotional events, to create a positive experience for fans. But with the rise of social media and online platforms, fans are now able to share their own experiences and opinions about their favourite teams.

This has changed the game for sports organisations as they now have access to a wealth of information about what their fans like and dislike about the team, its games and events, as well as what they would like to see improved.

This type of user-generated content can be a valuable source of information for Sydney FC as they can track the reach and engagement of different types of posts to see what resonates most with fans. In this way, sports organisations can make data-driven decisions about how to improve the fan experience and ensure that they are meeting the needs and expectations of their fans.

The BETTER model for experience marketing

As we have discussed experience marketing is a way for companies to connect with their customers by creating memorable and meaningful experiences that engage their senses, emotions, and intellect. The BETTER model^[10] developed by Shirra Smilansky in their 2017 book Experiential Marketing: A Practical Guide to Interactive Brand Experiences sets up for us a framework for better understanding the best way sport teams can engage and understanding their consumers. Below you will find this model broken down.

^[11]

By using the BETTER model, sport organisation’s can design experiences that are not only enjoyable, but also leave a lasting impact on customers. This can lead to increased brand loyalty, positive word-of-mouth, and the potential for repeat business. In short, experience marketing is a valuable approach for companies looking to create memorable and impactful interactions with their customers.