Great example of sports marketing – Ethnic Heritage nights at NBA games
Posted by joe
Marketing students know that the key to good marketing is tailoring a marketing mix to the needs and interests of a specific target market. This article in the Wall Street Journal, “NBA Game Promises to be a Turkey? Call In the Turks — or the Filipinos,” (January 19, 2011 – non-subscribers may have to click here) shows how some National Basketball Association teams dentified niche markets and tailored their product to sell more tickets. For example, the Sacramento Kings, one of the worst teams in the league, are drawing big crowds on Jewish Heritage nights in Toronto, Washington, Atlanta, and Boston. Why? They have the league’s only Israeli, Omri Casspi. Teams have give away yarmulkes and provided kosher foods to further appeal to the Jewish fan.
What other organizations could offer similar special nights? How could they increase their appeal to such a target market?