How can British Canoeing learn from the current literature on established best practice for promotion in their delivery of the 2015 Senior World Championships?
Cardiff Metropolitan University
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Marketing is ultimately communication and it is therefore vital for an organisation to understand how communication works (Toften and Hammervoll, 2012). Organisations must develop their communication in order to enhance their brand and increase its public awareness. If communication with the target audience is effective the customer base can potentially be increased. There are vast amounts of research around marketing, marketing communications, sports marketing and niche marketing. However there is less research around how national governing bodies and not for profit organisations promote their sport and sporting events. Therefore the purpose of this research is to explore and understand what promotion is and how it’s applied at a NGB level. British Canoeing is the NGB for canoeing and is delivering a home World Championships in September 2015. Any event can be of great importance to its community (Torkildsen, 2011). British Canoeing has an opportunity to deliver a major event while harnessing the local volume of people and excitement for sport, as demonstrated by the Olympics, to make the Canoe Slalom World Championships a success. Participants will be selected by their involvement in marketing communications for British Canoeing. Participants will complete a short questionnaire to understand their role in the marketing communications process and a follow up questioning process will be utilised for further data collection where necessary. Questions will be created to understand how British Canoeing communicates their message, brand and events using the World Championships as a case study. The research identified a model of best practice for integrated marketing communications and a model for British Canoeing’s marketing practice. The research found British Canoeing has most of the key factors to implement an IMC approach successfully however improvements could be made by developing the integration of the communication and integrating feedback channels; putting this into practice British Canoeing could develop sponsorship associations and refine their target markets. Further research into marketing communication effects of NGB associations with funding agencies and comparisons between marketing communications for different NGB’s would increase insight into this area.
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