The sports industry is a prime example of merchandising success. Cricket Australia, AFL, NRL, and so many branches of sports have logoed promotional items and marketing campaigns that have provided recognition among audiences worldwide. Getting your team in front of crowds, creating an enthusiasm, and appreciation of the industry or team is successful marketing. Among the different sports, the best example of merchandising success in the sports industry is likely that of the AFL. The Australian Football League is now one of the most played and watched sports in Australia among all ages and genders. The AFL has created success in many advertising forms, including digital, TV, and traditional marketing, particularly regarding merchandise and giveaways. Custom Gear provides the following examples of merchandising success of the AFL.
Merchandising is never “simple success.” It takes strategic planning that is well-organised and implemented for merchandising success. Results may come from a combination of advertising channels. As for the AFL, they have tapped into the success of effective merchandising.
Firstly, they have engaged in offline and online marketing.
- Created ideal buyer personas
- Understand the needs of different customers
- Use the right techniques for the best shopping journey
- Engage in effective advertising channels
- Deliver products that their consumers want
- Earn loyalty
The AFL has applied to merchandise skills to fit their customer wants. They have a voice offline, in social media, blogs, their webpage, and print, TV, and promotional campaigns. They have created world-class advertising with world-class merchandise.
Their online site is informative; and easy to use. Once consumers land on the page, there are many interesting articles to read; a store to shop, a page for stats and tickets, and more. It’s easy to jump from one page to another and get right back to what you are more interested in accomplishing on the site. Promotions are highlighted, and merchandise is categorized in the shop. The site itself is exciting and colourful and offers a team spirit.
What’s more, their online site is not the only place to obtain information. Consumers and fans have many different options to read, learn, and stay in touch with the teams. The AFL has taken advantage of social media platforms- a great place for consumer and fan interactions. They have also taken advantage of offline marketing. What’s more, they haven’t shortchanged their fans and consumers by neglecting promotional product giveaways, likely one of the most cherished advertising measures among fans.
Their key to successful merchandising in the sports industry is to engage in successful merchandising, using various channels and providing fans and consumers with what they want.
Custom Gear is a leading promotional products supplier in Australia. We provide advertisers with over 20K high-quality promotional products. Advertisers have the advantage of in house account reps and graphic designers to ensure the most outstanding promotional products campaign. For more information on our products, please contact Custom Gear.