Internet Marketing
Published March 07th, 2017 by

How to Sustainably Market Your Sports Products

Selling sports merchandise is very profitable in the US. In 2015 for instance, the sports products market raked in more than 65 billion U.S. dollars. And this amount increases each year; the trend can be traced back to the start of the 2000s.

This figure includes earnings from the sale of sports footwear for athletes and equipment, as well as professional sports apparel.

However, it doesn’t include profits from the sale of recreational transportation items such as mountain bikes and boats.

Sports Marketing Statistics

Here are more useful statistics on sports marketing:

  • Approximately 1/4 of sports equipment sales belong to company giants such as Dick’s Sporting Goods, Cabela’s and Bass Pro Shop.
  • Walmart is currently the largest retailer of sports products in the United States. The Annual profits of Walmart for 2014 amounted to 9.6 billion U.S. dollars. About 15% of the retailer’s products are sold through Internet-based platforms.
  • In 2015, Americans spent about 21 billion U.S. dollars on athletic shoes. Nike is the market leader in this segment with an annual profit of about 30.6 billion U.S. dollars. Adidas, Puma and New Balance also present strong competition in the sports products market.

Incredible figures, aren’t they?

Now that we’ve convinced you sports products have a huge market, let’s see how you can replicate the success of global brands.

Sustainable Brand Marketing

So, what can you do to market your products sustainably? Below are a few tips to help you in this important endeavor:

  1. Make the life of your clients easier. 

You should provide your customers with complete comfort. The buying process should be simple, which is why you should provide different payment methods – such as through cash and bank cards.

Appreciate customers who make massive purchases. Give them appealing offers that would be difficult to turn down.

Yes, your competitors might also be doing that, but considering your customer needs are too high nowadays, you should not concede.

Consider giving them attractive discount programs.

  1. Cooperate with local schools, universities and sports clubs. 

Look for physical education teachers and work with them.

Since countless schools experience finance problems, they will be very happy to get help even if it is in the form of sports products. For you, this is an excellent opportunity to advertise your brand.

Young people will learn about your company and become loyal (brand) customers later.

Make discount offers for the parents of schoolchildren. When they need to buy a new pair of footwear for their children, they will remember you and visit your stores.

  1. Collaborate with local bloggers and media personalities. 

Before contacting a blogger, ensure your Facebook page is relevant and productive. Write relevant posts more than once a week.

Cooperate with the blogger to see how they can help you reach your target audience.

Considering nowadays online marketing is extremely effective, spend enough time to position your products on the Internet correctly.

Another important tool of social media promotion is Facebook Targeting Ads. It involves making your own advertisements that are targeted to demographical and personal attributes.

Another method of SBM is Instagram. Make sure all the photos posted are appealing and high-quality.

  1. SEO is everything! 

While Facebook and Instagram pages work and your potential customers discuss your new collection, let your website work for you as well by employing effective SEO strategies. This will allow your store to be visible in search engines. This is how your potential customers will find you.

Next, create a Google AdWords Campaign. It works just like Facebook Ads. Be careful with the keywords choice.

If you are not comfortable with Internet advertisements, hire an AdWords expert. Your potential Customers will see you everywhere.

  1. Start an e-mail campaign. 

Email marketing is a very useful resource for communicating with your customers. You can find online solutions to help you create compelling email samples, so you don’t necessarily have to hire a designer.

Share news, stories and exciting offers with your customers. Write interesting ideas that provide helpful advice for your clients, such as what to wear to paintball or how to create their home-made economical shots.  As long as it’s practical, free or actually helpful, your clients will appreciate your RSS subscription.

  1. Get more information from various online resources.

Business blogs and other online resources containing plenty invaluable information about how to successfully launch and sustain your market initiative.

You can find numerous online sources for how to plan your marketing strategy. Forbes, Search Engine Watch, Nathan Gotch, Neil Patel, Brian Dean, and many others, offer useful and practical information about how to make people come to you rather than your competitors.

Inspiring Examples

Jorge Viki Gomez, who is a professional cyclist took part in a marketing campaign by BMX. Gomez traveled around the world and demonstrated acrobatic stunts on his BMX.

The theme of this marketing campaign was ‘you can ride your BMX everywhere’ and demonstrated the biking lifestyle.

You don’t necessarily have to hire stars for your advertising initiatives. Nowadays there are many influential people ranging from bloggers to media personalities.

Bob Litwin who is a renowned tennis world champion mentioned in one of his interviews said that that baby-boomers make up one of the most active generations. They are fond of physical activity and fitness.

Litwin said it would be great if sports corporations such as “Nike’ or ‘Adidas’ made an advertising campaign based on that fact.

Famous athletes and sportsmen could take part in it and tell their success story.

Jackie Joyner-Kersee is a professional Heptathlon sportswoman and a three-time gold medalist. She advocates drinking water instead of unhealthy sugar drinks.

She also claims that she would love to cooperate with sports brands to promote her idea.

Just imagine how successful a marketing campaign could be with this sports legend. If your budget isn’t so big, you should cooperate with local sportsmen and athletes.

The main takeaway here is to think sustainable, market digitally and cheaply and combine your brand with practical and environmental-friendly resources and ambassadors. And for the sake of your revenue growth, convince your stakeholders, sustainability is the future!

Image Source: Pixabay

Amanda Wilks

Amanda Wilks is a Boston University graduate and a dedicated Contributor. She’s been digging up information on how to answer some of the heftiest queries. Her range of interests start with self-knowledge and development and extend to everything related to the past, present and future of our culture and society. You are kindly invited to follow Amanda @AmandaWilks01.

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