Increasing ticket sales through efficient management of marketing plan: the sports tomorrow congress case_part 2

Abstract

We focus on determining the success factors and strategies for the organization of periodical sports business conferences. We use the Sports Tomorrow Congress organized by FC Barcelona as a case study and after characterizing the context we provide a marketing plan to incorporate our findings and recommendations, resulting from a 5-C analysis. We find that the key success factors for such events are understanding the target audience, a correct allocation of budget to marketing, setting up partnerships with key sponsors and investigate how they can be put in context given this particular event. Key recommendations from our analysis are a thorough study of the target audience, a promotion strategy in line with the expected number of participants, and cooperation with various sponsors of international stature.