General Discussion Triathlon Talk » Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list). Rss Feed  
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2012-03-03 6:22 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

andy potts

macca

 craig alexander

chris lieto

hunter kemper



2012-03-03 6:25 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).
ATLrunr - 2012-03-02 9:37 PM
Tom Demerly. - 2012-02-29 6:05 PM

As you guys can likely tell I'm trying to flush out some metric or insight into the value of sponsorsing athletes.

My employer does that, and it is the topic of debate in marketing meetings.

One thing I'm growing increasingly adverse to is any response that starts with phrases like, "Well... you can't really measure the response..."

I'd like to do one of the following:

1. Find out a way to measure the response to sponsored athletes, and do it. I have a notion that NASCAR, sponsorship of Michael Phelps, etc.- very high level sponsorships do have some quantifiable element to them. I'd like to impliment that.

2. Gather insights on what works: What do consumers want? What drives a buying decision? Do athlete sponsorships contribute to a buying decision?

3. If athlete sponsorships do work, what about them drives a consumer to the cash register? And, the $64 dollar question: How do we tailor that control to provide a better, more exciting, more enjoyable buying experience.

Big questions. There is a ton of literature on this and a few dissenting opinions. Not too much consensus.

Hmmmph.

Emotionally I think everyone wants to say, "Well... you can't meaure that", "It's good will", etc. Pragmatically I think the bar needs to sit higher.

I feel like in order for it to be effective, they have to do MORE than just wear it. For instance, I don't think twice about what wetsuit Lance wears unless he were to tweet, facebook, or especially blog about it (doesn't feel as much like straight up product pushing as the others)

If someone much faster and more talented than I is making a credible case about how it makes them better and how, in turn it can make ME faster, then I might actually buy it. 

I think it's a little different than something like.. Michael Jordan and Nike (old school, I know.. can't think of who shills anything right now) People are mostly buying MJ nike stuff because they think it looks cool, not bc they have some delusion that it will turn them into MJ. I don't care about looking cool in triathon, but I will pay for speed or the perception/possibility of speed! Somebody's gotta convince me it can make me FAST!!

the last picture I saw of him was a tyr freak of nature, $1200 wetsuit, I happened to see one at a trade show not long ago or I wouldnt have known what it was.

Edited by ajusf16 2012-03-03 6:26 PM
2012-03-03 6:27 PM
in reply to: #4071368

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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).
Crowie, Macca, Raelerts, Henning, Armstrong, Lietto, Al Sutan
2012-03-03 6:32 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Chris McCormack

Scott Tinley

Mike Pigg

Coach Troy Jacobson

Conrad Stoltz

2012-03-03 6:46 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Craig Alexander
Jordan Rapp
Rasmus Henning
Simon Whitfield
Alistair Brownlee
 

2012-03-03 10:14 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Chris McCormack

Farris Al Sultan

Michael Raelert 

Andreas Raelert

Craig Alexander

 



2012-03-04 12:20 AM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Macca

Michael Lavato

Norman Stadler

Andy Potts

Chris Liato

2012-03-04 5:48 AM
in reply to: #4071368


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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).
Raelert Brothers. (2)

Lance Armstrong. (assming that he is now a "tri pro")

Chris McCormack

Pete Jacobs.

2012-03-04 7:52 AM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Simon Whitfield (as a Canadian he has to be on my list )

Allistar Brownlee

Chris McCormak

Craig Alexander

Jasper Blake - another Canadian - though I think he just retired.

2012-03-04 12:21 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Terrenzo Bozzone

Craig Alexander

Jeff Symonds

Chris Lieto

Jordan Rapp

2012-03-04 2:25 PM
in reply to: #4071368

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Seattle, WA
Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Craig Alexander

Jordan Rapp

Chris Lieto

Marino Vanhoenacker

Rasmus Henning



2012-03-04 9:16 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).
Michael Weiss, Brandon Rakita, Haven Barnes, Joe Fogarty, Hunter Kemper. These guys have all raced locally. Some have done pretty well on the big stage.
2012-03-05 8:45 AM
in reply to: #4071368

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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Chris Lieto
Macca (Chris? McCormack)
Alistair Brownlee
Crowie (forget his real name.  In fact, I'm not entirely sure he's a different person from Macca)
Jordan Rapp

2012-03-05 10:54 AM
in reply to: #4073856

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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Tom:

IMHO.  Not sure that the list of which names we remember is a good metric of whether TriSports benefits from sponsoring.  Two years ago I couldn't name any of these people- but when I saw a local shop sponsoring local tri events, and then met some local racers who were sponsored by your store, it puts a positive sheen on the operation. A company that sees the big picture, wants to support the sport overall and the community.  That means something!  We need companies such as yours... and vice versa.

oh- you didn't have us list females.   you sponsor Leanda Cave. 

But- I see TriSports as a local shop, and I realize that most of the business is as an on-line retailer, so what you do in the Tucson area is perhaps a small segment of your national marketing plan. 

2012-03-05 11:13 AM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

javier gomez noya

Jan Frodeno

Tim Don

Manny Huerta

anything that ends in "Brownlee"

2012-03-05 12:10 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Alexander

Lieto

These are the only two I can name....



2012-03-05 4:19 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).
Tom Demerly. - 2012-02-29 6:05 PM

As you guys can likely tell I'm trying to flush out some metric or insight into the value of sponsorsing athletes.

My employer does that, and it is the topic of debate in marketing meetings.

One thing I'm growing increasingly adverse to is any response that starts with phrases like, "Well... you can't really measure the response..."

I'd like to do one of the following:

1. Find out a way to measure the response to sponsored athletes, and do it. I have a notion that NASCAR, sponsorship of Michael Phelps, etc.- very high level sponsorships do have some quantifiable element to them. I'd like to impliment that.

2. Gather insights on what works: What do consumers want? What drives a buying decision? Do athlete sponsorships contribute to a buying decision?

3. If athlete sponsorships do work, what about them drives a consumer to the cash register? And, the $64 dollar question: How do we tailor that control to provide a better, more exciting, more enjoyable buying experience.

Big questions. There is a ton of literature on this and a few dissenting opinions. Not too much consensus.

Hmmmph.

Emotionally I think everyone wants to say, "Well... you can't meaure that", "It's good will", etc. Pragmatically I think the bar needs to sit higher.

Tom you need to go talk with an experienced commercial banker. What you are looking for and the term(s) they use are 'goodwill' or 'blue sky' and they work to put a value on that on many business sales or business financing. In the bank world, a company that has mostly goodwill to it will be valued less. For instance, you have a consultant or real estate company in which the vast majority of the sales are because of the owner or a key man and few other assets. If the keyman dissapears then the sales do too. Compare that to a factory or big box retail, where there is still lots of goodwill because there is a strong book of businness and sales are built in (along with actual assets), but it is not hinged on the presence of a single person. If you look at valuations of companies in those categories you might see that a company with goodwill based on a person is something like 1 X revenue or a year of sales, where a company that doesn't rely on a single keyman may be 3-10 times that value (or more).  In your case, the opposite is true. You're looking at the keyman value being a greater asset. I would start breaking it down like this based on the responses.

btw, just throwing numbers out there. ymmv

Ironman athletes are mentioned say 15 to 1 in this survey

So Ironman is 15 times more valuable than not.

Men racing get 1.7 times more television/magazine coverage, so men get 1.5 greater value

X factor would be a particular name that pulls a product. Certainly Stadler put his bike on the map, and crowie seems to be hitting a home run for Specialized. I would imagine there are companies on the web that can reference the number of searches (google adwords perhaps) or articles (lexus nexus) that could give you figures.

I'm sure there are lots of other good matrixes out there to use as well, because Nike didn't just pick XX million dollars for XX Athlete out of the air.

2012-03-05 4:41 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

jesse thomas

matt lieto

tim odonnell

andy potts

jordan rapp

2012-03-07 9:18 AM
in reply to: #4071368


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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Chris Lieto

Craig Alexander

Faris Al Sultan

Andreas Raelaert

Luke McKenzie (sp?)

2012-03-07 10:01 AM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Whitfield

Gomez

Brownlee

Macca

Crowie

Raelert

Lieto

Armstrong

 

2012-03-07 10:51 AM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).

Simon Whitfield

Alexander "the great"

Javier Gomez (Noya)  Only reason I know him is he's from the same region in spain as my wife's family!

Kyle Jones

Lance Armstrong

 



2012-03-07 11:58 AM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).
Craig Alexander, Chis Leito, Beven Docherty, Andy Potts, Craig McCormack
2012-03-07 12:13 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).
Chris McCormick, Craig Alexander, Chris Lieto, the Raalert brothers, Lance Armstrong, Mattie Reed
2012-03-07 5:12 PM
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Subject: RE: Market Survey: Name Five Male Pro Triathletes (without looking at the other peoples' list).
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