{"id":297992,"date":"2025-07-17T18:34:30","date_gmt":"2025-07-17T16:34:30","guid":{"rendered":"https:\/\/rtrsports.com\/spor-pazarlamasinda-hizli-baslangic-pazarlama-teorisi\/"},"modified":"2025-07-17T18:39:02","modified_gmt":"2025-07-17T16:39:02","slug":"spor-pazarlamasinda-hizli-baslangic-pazarlama-teorisi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/spor-pazarlamasinda-hizli-baslangic-pazarlama-teorisi\/","title":{"rendered":"Spor Pazarlamas\u0131nda H\u0131zl\u0131 Ba\u015flang\u0131\u00e7 Pazarlama Teorisi"},"content":{"rendered":"

Spor pazarlamas\u0131n\u0131n son 30 y\u0131ldaki en \u00fcnl\u00fc yenilik\u00e7ilerinden ve yorumcular\u0131ndan biri olan Jon Spoelstra<\/strong>‘n\u0131n ad\u0131 spor pazarlamas\u0131 profesyonelleri i\u00e7in yeni olmayacakt\u0131r. Spoelstra<\/strong> , Veeck, Hagstrom, Levine<\/strong> ve 1980’ler ve 1990’lar\u0131n ba\u015f\u0131nda Amerikan profesyonel liglerinin di\u011fer \u00fcnl\u00fc pazarlamac\u0131lar\u0131yla birlikte, \u00e7\u0131lg\u0131n yarat\u0131c\u0131l\u0131klar\u0131 kadar her zaman iyi ve k\u00f6t\u00fc tat aras\u0131ndaki s\u0131n\u0131r \u00e7izgisinde olma konusundaki akrobatik yetenekleriyle de gelmi\u015f ge\u00e7mi\u015f en unutulmaz spor ileti\u015fim kampanyalar\u0131ndan<\/strong> baz\u0131lar\u0131n\u0131 yaratt\u0131. Bunlardan biri, muhtemelen, Spoelstra’n\u0131n sezonluk biletlerini hen\u00fcz yenilememi\u015f Sacramento Kings<\/strong> taraftarlar\u0131n\u0131n adreslerine kuryeyle binlerce lastik tavuk g\u00f6nderdi\u011fi ve “Don<\/strong> ‘t Fowl Out”<\/strong> (K\u00fcsmeyin) s\u00f6zlerinin e\u015flik etti\u011fi, daha sonra “lastik tavuk g\u00fcn\u00fc”<\/strong> olarak adland\u0131r\u0131lan kampanyayd\u0131.<\/p>\n

Jump Start Marketing nedir <\/strong><\/h2>\n

Spoelstra<\/strong> ‘n\u0131n spor pazarlamas\u0131 disiplinine yapt\u0131\u011f\u0131 en \u00f6nemli katk\u0131lardan biri de ‘Jump Start Marketing’<\/strong> teorisidir.<\/p>\n

\u00d6ncelikle, \u0130talyanca’da ak\u00fc tamamen bo\u015fald\u0131\u011f\u0131nda elektrik kablolar\u0131yla arabay\u0131 \u00e7al\u0131\u015ft\u0131rma eylemine kar\u015f\u0131l\u0131k gelen Jump-Start<\/strong> teorisinin yaln\u0131zca halihaz\u0131rda var olan<\/strong>, de\u011fi\u015ftirilemeyen ve ba\u015far\u0131 elde<\/strong> edemeyen spor \u00fcr\u00fcnleri<\/strong> s\u00f6z konusu oldu\u011funda uygulanmas\u0131 gerekti\u011fini belirtmek gerekir. \u00d6rne\u011fin, \u015fampiyonan\u0131n ba\u015flang\u0131c\u0131nda kendisini sahada rekabet\u00e7i olmayan ve taraftarlar i\u00e7in \u00e7ekici olmayan bir durumda bulan ve bunun sonucunda gi\u015fe geliri, ticari sat\u0131\u015flar vb. a\u00e7\u0131s\u0131ndan ekonomik bir kay\u0131p ya\u015fayan bir spor tak\u0131m\u0131n\u0131n durumu b\u00f6yledir.<\/p>\n

“E\u011fer insanlar \u00fcr\u00fcn\u00fcn\u00fcz\u00fc sat\u0131n alm\u0131yorsa,” diyor Spoelstra, “bunun bir nedeni vard\u0131r. Bu i\u015fler tesad\u00fcfen olmaz. H\u0131zl\u0131 pazarlama, kimsenin istemedi\u011fi bir \u00fcr\u00fcn\u00fc al\u0131p t\u00fcketicilerin bo\u011faz\u0131na t\u0131kmak de\u011fildir. Aksine, kimsenin istemedi\u011fi bir \u00fcr\u00fcn\u00fc al\u0131p yeniden konumland\u0131rmak ve art\u0131k onsuz yapamayaca\u011f\u0131n\u0131z bir \u015fey haline gelene kadar yeniden bi\u00e7imlendirmek anlam\u0131na gelir’.<\/em><\/p>\n

 <\/p>\n

Jon Spoelstra’n\u0131n 19 spor pazarlama kural\u0131<\/strong><\/h2>\n

19<\/strong>, spor pazarlamas\u0131nda bir Jump-Start<\/strong> kampanyas\u0131n\u0131n kurallar\u0131<\/strong> ya da en iyi uygulamalar\u0131d\u0131r. Bu kurallar o kadar somutla\u015ft\u0131r\u0131lm\u0131\u015ft\u0131r ki Spoelstra, NBA<\/strong> ‘de New Jersey Nets<\/strong> ‘i \u00e7al\u0131\u015ft\u0131rd\u0131\u011f\u0131 d\u00f6nemde, pazarlama departman\u0131ndaki t\u00fcm personele 19 maddenin tamam\u0131n\u0131 i\u00e7eren k\u00fc\u00e7\u00fck bir el kitab\u0131 vererek bu kurallara titizlikle uyulmas\u0131n\u0131 sa\u011flam\u0131\u015ft\u0131r. \u0130\u015fte onlar.<\/p>\n

    \n
  1. Sonu\u00e7 elde etmek istiyorsan\u0131z, siz ve t\u00fcm ekip<\/strong>, \u00fcr\u00fcn\u00fc h\u0131zl\u0131 bir \u015fekilde yeniden konumland\u0131rmak i\u00e7in yeni yakla\u015f\u0131mlar ve al\u0131\u015f\u0131lmad\u0131k modeller denemek konusunda son derece motive olmal<\/strong> \u0131s\u0131n\u0131z.<\/li>\n
  2. Asla oldu\u011funuzdan ba\u015fka bir \u015fey oldu\u011funuza inanmay\u0131n<\/strong>. Elinizdeki \u00fcr\u00fcn\u00fcn ger\u00e7ek\u00e7i s\u0131n\u0131rlamalar\u0131n\u0131 kabul edin ve oradan devam edin.<\/li>\n
  3. M\u00fc\u015fterilerinizin sat\u0131n alma s\u0131kl\u0131\u011f\u0131n\u0131 art\u0131r\u0131n<\/strong>. \u00dcr\u00fcn\u00fcn\u00fcz veya hizmetiniz ne kadar k\u00f6t\u00fc olursa olsun, emin olman\u0131z gereken ilk \u015fey m\u00fc\u015fterilere sahip olmakt\u0131r. Stratejik olarak, bu m\u00fc\u015fterilere sat\u0131\u015f hacminizi art\u0131rmak ve \u00fcr\u00fcn\u00fcn\u00fcz\u00fc \u00f6ncelikle bu m\u00fc\u015fterilerin g\u00f6z\u00fcnde yeniden konumland\u0131rmak \u00e7ok \u00f6nemlidir.<\/li>\n
  4. Her zaman m\u00fc\u015fterilerinizin veya abonelerinizin ad\u0131n\u0131, soyad\u0131n\u0131, adresini ve telefon numaras\u0131n\u0131 alman\u0131n bir yolunu bulun<\/strong>. Bir distrib\u00fct\u00f6r arac\u0131l\u0131\u011f\u0131yla sat\u0131\u015f yaparsan\u0131z, bu f\u0131rsat\u0131 kaybedersiniz. Ancak bu bilgilere sahipseniz, onlara sonsuza kadar sat\u0131\u015f yapabilirsiniz.<\/li>\n
  5. Harekete ge\u00e7ecek olan temizlik g\u00f6revlisi de\u011fildir. En etkili d\u00fcrt\u00fc her zaman yukar\u0131dan ba\u015flar<\/strong>.<\/li>\n
  6. K\u00fc\u00e7\u00fck deneylerle b\u00fcy\u00fck de\u011fi\u015fimleri ortaya<\/strong> \u00e7\u0131kar\u0131n. K\u00fc\u00e7\u00fck ama s\u00fcrekli fikirler kullan\u0131n, devasa, pakidermik kampanyalara odaklanmadan, \u00e7ok fazla zaman ya da paraya mal olmayan ama b\u00fcy\u00fck sonu\u00e7lar getirebilecek k\u00fc\u00e7\u00fck de\u011fi\u015fiklikler yap\u0131n. Bu nedenle Spoelstra, \u00e7al\u0131\u015ft\u0131\u011f\u0131 ekipler i\u00e7inde, y\u0131k\u0131c\u0131 pazarlama eylemleri tasarlamaktan sorumlu bir t\u00fcr k\u00fc\u00e7\u00fck gerilla pazarlama ekibi olan‘inovasyon i\u00e7in pazarlama ter\u00f6rist grubu<\/strong>‘ olu\u015fturulmas\u0131n\u0131 her zaman te\u015fvik etmi\u015ftir.<\/li>\n
  7. Yeni yakla\u015f\u0131mlar denemek i\u00e7in krize girmeyi beklemeyin<\/strong>. Her zaman yenilik yapmaya devam edin.<\/li>\n
  8. Planlad\u0131\u011f\u0131n\u0131z her pazarlama eylemi i\u00e7in, patronlar\u0131n\u0131za onaylatman\u0131n iyi bir yolunu buldu\u011funuzdan<\/strong> emin olun. Fikrinizin savunmas\u0131n\u0131, Y\u00fcksek Mahkeme \u00f6n\u00fcne \u00e7\u0131kmak zorunda olan bir avukat gibi ayn\u0131 \u00f6zen ve tutkuyla haz\u0131rlay\u0131n.<\/li>\n
  9. Yaln\u0131zca m\u00fc\u015fterilerin sat\u0131n almak istedi\u011fi \u00fcr\u00fcn ve hizmetleri<\/strong> satmak (bkz. madde XV)<\/li>\n
  10. Spor pazarlamas\u0131 masa ba\u015f\u0131nda ve telefonun arkas\u0131nda yap\u0131lmaz<\/strong>. Halk aras\u0131nda, seyirciler aras\u0131nda, saha \u00e7izgilerinde yap\u0131l\u0131r. Bir oyun ya da etkinlik oldu\u011funda, y\u00f6netim ilk giren ve son \u00e7\u0131kan olmal\u0131d\u0131r<\/li>\n
  11. Herkesi m\u00fc\u015fteriniz yapmaya \u00e7al\u0131\u015fmay\u0131n. Bunun yerine, hedef kitlenizi dikkatle se\u00e7in<\/strong> ve yaln\u0131zca onlar i\u00e7in zaman ve kaynak harcay\u0131n. Bu nedenle onlar hakk\u0131nda m\u00fcmk\u00fcn olan her t\u00fcrl\u00fc veri ve bilgiye sahip olmal\u0131s\u0131n\u0131z.<\/li>\n
  12. Ba\u015fkas\u0131n\u0131n yapt\u0131\u011f\u0131 ara\u015ft\u0131rmaya<\/strong>, ba\u015fkas\u0131ndan sat\u0131n ald\u0131\u011f\u0131n\u0131z verilere ve ba\u015fkas\u0131n\u0131n size getirdi\u011fi bilgilere g\u00fcvenmezsiniz<\/strong>. M\u00fc\u015fterileriniz hakk\u0131nda bir \u015feyler \u00f6\u011frenmek istiyorsan\u0131z, m\u00fc\u015fterilerinizle konu\u015fun. Neredeyse t\u00fcm pazarlama sorunlar\u0131, abonelerinizden biriyle kahve i\u00e7erek ge\u00e7irece\u011finiz 10 dakika ile 100.000 dolarl\u0131k bir ara\u015ft\u0131rmadan daha etkili bir \u015fekilde \u00e7\u00f6z\u00fclebilir.<\/li>\n
  13. M\u00fc\u015fterilerinizi kahraman yap\u0131n<\/strong>, onlara her zaman sat\u0131n al\u0131mlar\u0131n\u0131n sonu\u00e7lar\u0131n\u0131 ve bunlar\u0131n iyi nedenlerini sunun. \u00d6zellikle kurumsal m\u00fc\u015fteriler i\u00e7in, \u00fcstlerine ekibinizle harcanan her dolar\u0131n iyi harcanm\u0131\u015f bir para oldu\u011funu g\u00f6stermek i\u00e7in faydal\u0131 raporlar ve belgeler \u00fcretin.<\/li>\n
  14. Yarat\u0131c\u0131l\u0131k<\/strong>, tutku ve yenilik\u00e7ilik i\u00e7in te\u015fvikler olu\u015fturun<\/strong><\/li>\n
  15. Her f\u0131rsat\u0131 ka\u00e7\u0131r\u0131lmayacak kadar iyi hale getirin<\/strong>. O kadar cazip paketler, \u00fcr\u00fcnler, paketler ve etkinlikler yarat\u0131n ki, bunu yapmak i\u00e7in \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn ana faaliyet alan\u0131ndan uzakla\u015fman\u0131z gerekse bile, g\u00f6z ard\u0131 edilemesinler. Spoelstra bu kriteri, ma\u00e7a bilet sat\u0131\u015flar\u0131n\u0131 art\u0131rmak i\u00e7in, ma\u00e7a d\u00f6rt bilet, t\u00fcm \u00fcyeler i\u00e7in stadyum i\u00e7i bir ak\u015fam yeme\u011fi ve etkinlik boyunca \u00fccretsiz i\u00e7ecekler i\u00e7eren bir ‘aile’ paketi yaratt\u0131\u011f\u0131nda kulland\u0131, hepsi de geleneksel bir biletle ayn\u0131 fiyata. A\u00e7\u0131k\u00e7as\u0131, b\u00f6yle bir paketten tak\u0131m her biletten \u00e7ok az kazand\u0131, ancak etkinlik kapal\u0131 gi\u015fe oynand\u0131 ve sezonun geri kalan\u0131nda zincirleme bir etki yaratt\u0131.<\/li>\n
  16. Organizasyondaki di\u011fer departmanlar\u0131 da dahil edin ve kullan\u0131n<\/strong>. Pazarlama yaln\u0131zca tek bir ofise hapsedilip kilitlenemez; sat\u0131\u015f, idare, y\u00f6netim ve ekibin ya da etkinli\u011fin her alan\u0131yla payla\u015f\u0131lmal\u0131d\u0131r.<\/li>\n
  17. K\u00fc\u00e7\u00fck ve b\u00fcy\u00fck m\u00fc\u015fteriler aras\u0131nda ayr\u0131m yap\u0131n<\/strong>. Spoelstra’ya g\u00f6re m\u00fc\u015fterilerin hepsi ayn\u0131 de\u011fildir. Pareto ilkesine g\u00f6re, m\u00fc\u015fterilerinizin y\u00fczde 20’si gelirlerinizin y\u00fczde 80’inden sorumludur. En b\u00fcy\u00fck \u00e7aba ve dikkat bu en g\u00fc\u00e7l\u00fc ve en \u00f6nemli \u00e7ekirde\u011fe y\u00f6nlendirilmelidir.<\/li>\n
  18. Kurulu\u015f ekonomisinin zor zamanlar\u0131nda, personel \u00e7\u0131karmak yerine, komisyonla \u00e7al\u0131\u015fmaya istekli daha fazla ki\u015fiyi i\u015fe al\u0131n<\/strong> ve yaln\u0131zca getirdikleri sonu\u00e7lardan kazan\u0131n.<\/li>\n
  19. Kendinize iddial\u0131 hedefler belirleyin<\/strong> ve bunlara ula\u015fman\u0131n en keyifli yolunu bulun.<\/li>\n<\/ol>\n

     <\/p>\n

    ‘Eskimolara Buz’<\/h2>\n

    Kolayca anla\u015f\u0131labilece\u011fi gibi, Spoelstra’n\u0131n Jump Start Marketing ilkeleri, a\u00e7\u0131k\u00e7a spor pazarlamas\u0131n\u0131n ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lamak i\u00e7in olu\u015fturulmu\u015f olsa da, spor pazarlamas\u0131 alan\u0131 d\u0131\u015f\u0131nda da a\u015fa\u011f\u0131 yukar\u0131 herhangi bir sekt\u00f6r veya kurulu\u015fta kullan\u0131labilir.<\/p>\n

    Spoelstra’n\u0131n teorilerini \u00f6zetledi\u011fi kitab\u0131n ad\u0131n\u0131n ‘Eskimolara Buz’, yani bizim ‘Kutupta Dondurma Satmak’ versiyonumuz olmas\u0131 tesad\u00fcf de\u011fil…<\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Spor pazarlamas\u0131n\u0131n son 30 y\u0131ldaki en \u00fcnl\u00fc yenilik\u00e7ilerinden ve yorumcular\u0131ndan biri olan Jon Spoelstra‘n\u0131n ad\u0131 spor pazarlamas\u0131 profesyonelleri i\u00e7in yeni olmayacakt\u0131r. Spoelstra , Veeck, Hagstrom, Levine ve 1980’ler ve 1990’lar\u0131n ba\u015f\u0131nda Amerikan profesyonel liglerinin di\u011fer \u00fcnl\u00fc pazarlamac\u0131lar\u0131yla birlikte, \u00e7\u0131lg\u0131n yarat\u0131c\u0131l\u0131klar\u0131 kadar her zaman iyi ve k\u00f6t\u00fc tat aras\u0131ndaki s\u0131n\u0131r \u00e7izgisinde olma konusundaki akrobatik yetenekleriyle de […]<\/p>\n","protected":false},"author":2,"featured_media":177474,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20207],"tags":[],"class_list":["post-297992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi-tr"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSpor Pazarlamas\u0131nda H\u0131zl\u0131 Ba\u015flang\u0131\u00e7 Pazarlama Teorisi<\/title>\n<meta name=\"description\" content=\"19, Spoelstra taraf\u0131ndan 'Ice to the Eskimos' kitab\u0131nda tan\u0131mlanan spor pazarlamas\u0131nda bir Jump-Start kampanyas\u0131n\u0131n kurallar\u0131d\u0131r. 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