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Developing a short-term marketing strategy to increase stadium attendance for fc Viktoria Berlin women - strategic target development
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Resumo(s)
This thesis delineates a cohesive short-term marketing strategy for increasing stadium
attendance for the women’s football team FC Viktoria Berlin. Utilizing a synthesis of
qualitative expert interviews and quantitative survey data, tailored initiatives appealing to the
most promising segments are developed. The research underscores the potential of targeted
initiatives, providing FC Viktoria Berlin with actionable pathways to expand their
spectatorship. Due to the absence of local marketing initiatives, the strategy revitalizes
traditional marketing techniques to enhance local effectiveness. It emphasizes the importance
of inclusivity and community engagement in sports marketing, aiming to promote matchdays
as an experiential product.
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Palavras-chave
Women´s football Stadium attendance Marketing strategy Germany Local marketing Short-term strategy Fc Viktoria Berlin Mixed-method approach