Many of my students enjoy sports — and examples of creative marketing by sports teams tends to capture their attention. 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 some classic target marketing efforts by the National Basketball Association — and they seem to be working. 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 leagues only Israeli, Omri Casspi. Teams have give away yarmulkes and provided kosher foods to further appeal to the Jewish fan.
You might want to show this video in class, and then ask your students what other organizations could offer similar special nights? How could they increase their appeal to such a target market? This was also posted over at Learn the 4 Ps.