{"id":2702,"date":"2015-05-18T13:28:46","date_gmt":"2015-05-18T11:28:46","guid":{"rendered":"https:\/\/blog.uchceu.es\/marketing\/?p=2702"},"modified":"2021-04-29T09:13:25","modified_gmt":"2021-04-29T07:13:25","slug":"levante-ud-que-grande-ser-pequeno","status":"publish","type":"post","link":"https:\/\/blog.uchceu.es\/marketing\/levante-ud-que-grande-ser-pequeno\/","title":{"rendered":"Levante UD: Qu\u00e9 Grande ser Peque\u00f1o"},"content":{"rendered":"<p>Extracto de la conferencia de marketing deportivo impartida por <strong>Alberto Gil<\/strong> Director de Comunicaci\u00f3n del Levante Uni\u00f3n Deportiva en los <strong>marketing days<\/strong> el\u00a0jueves 14 de mayo en la Universidad CEU Cardenal Herrera. <a href=\"https:\/\/www.facebook.com\/login\/?next=https%3A%2F%2Fwww.facebook.com%2FMarketingUCHCEU\" target=\"_blank\" rel=\"noopener\">Pinchando aqu\u00ed podr\u00e1s ver el v\u00eddeo<\/a> de la charla.<\/p>\n<figure id=\"attachment_2703\" aria-describedby=\"caption-attachment-2703\" style=\"width: 650px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/05\/2015-05-14-11.15.24.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-2703\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/05\/2015-05-14-11.15.24-650x488.jpg\" alt=\"Mar\u00eda L\u00f3pezTrigo presenta a Alberto Gil en los marketing days\" width=\"650\" height=\"488\" \/><\/a><figcaption id=\"caption-attachment-2703\" class=\"wp-caption-text\">Mar\u00eda L\u00f3pezTrigo presenta a Alberto Gil en los marketing days<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>La aplicaci\u00f3n del marketing y la comunicaci\u00f3n en el Levante Union Deportiva se basa en el orgullo y la sensibilidad.\u00a0Lo curioso es que son una sola marca, por lo que el consumidor pertenece a una sola marca, a un solo equipo. Se trabaja para los abonados, compitiendo para que el equipo contrario no gane.<\/p>\n<p>Por ello, el deporte ha pasado a ser un <strong>show business<\/strong>. Ejemplo de ello seria el mundial de f\u00fatbol o los juegos ol\u00edmpicos. El deporte como producto se consume internacionalmente, como pasa con la Liga Espa\u00f1ola, que se ve al rededor de todo el mundo.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"  wp-image-2705 alignleft\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/05\/2015-05-14-11.24.31-650x488.jpg\" alt=\"Qu\u00e9 es el marketing\" width=\"317\" height=\"238\" \/>Para el marketing deportivo, una de las 4P\u2019s adquiere un importante peso frente a las otras: <strong>Promoci\u00f3n<\/strong>. Es m\u00e1s, aparecen las <strong>Personas<\/strong> como una quinta P para el marketing deportivo. De ah\u00ed, el protagonismo de las personas a trav\u00e9s de las redes sociales. V\u00e9ase\u00a0Twitter, que gracias a su inmediatez es medio para las retransmisiones en directo, o RojaDirecta, que permite ver online y en vivo los partidos, o el canal levante que retransmite los partidos en directo.<\/p>\n<p>La <strong>fidelizaci\u00f3n<\/strong> es la base par que un club deportivo sobreviva, puesto que es dif\u00edcil conseguir que los seguidores se cambien de equipo por el mayor empe\u00f1o. Los recursos se deben invertir en fidelizar y lograr una mayor participaci\u00f3n de los seguidores en las actividades organizadas por el club. Por todo ello, hay una orientaci\u00f3n del servicio a los aficionados, para mejorar la experiencia, la rentabilidad y las ventas.<\/p>\n<p>Adem\u00e1s, los partners y patrocinadores son importantes.<\/p>\n<p>En Espa\u00f1a, el f\u00fatbol no solo se ve a trav\u00e9s de canales de televisi\u00f3n, sino tambi\u00e9n a trav\u00e9s de internet, lo que obliga a los equipos a tener varios escaparates tanto en la televisi\u00f3n como en las redes sociales.<\/p>\n<p><strong>El negocio de puede desarrollar mediante:<\/strong><\/p>\n<p>&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <strong>Sponsoring<\/strong>: existe una necesidad de tener patrocinadores, ya sea para producto textiles como no textiles. Ejemplo: las acciones RSC, que van \u00a0dirigidas a ni\u00f1os y desfavorecidos, se presentan como un club \u00e9tico y comprometido con la sociedad.<\/p>\n<p>&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <strong>Ticketing<\/strong>: \u00a0es la venta de abonos y entradas. Hay una necesidad de rejuvenecer los aficionados del club Levante. Se intenta un enfoque familiar de f\u00e1cil acceso por el p\u00fablico y una pol\u00edtica agresiva de precios.<\/p>\n<p>&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <strong>Concesiones<\/strong>: tienen derechos de televisi\u00f3n, que es la principal fuente de liquidez del club,, publicidad est\u00e1tica, restauraci\u00f3n del estadio, merchandising&#8230;<\/p>\n<p>&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 B\u00fasqueda de <strong>nuevos negocios:<\/strong> se intenta recuperar la masa social y a los socios perdidos. Debemos tener en cuenta que un club de f\u00fatbol no deja de ser una empresa, lo que no implica que es muy importante que el aficionado se sienta orgulloso del equipo.<\/p>\n<p>La crisis en los medios de comunicaci\u00f3n ha llevado a que los clubs de futbol tengan que hacer ellos mismos los contenidos, a lo que llamamos brand content. Para ello, han tenido que desarrollar\u00a0medios propios para poder tener una presencia en los medios de comunicaci\u00f3n.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"  wp-image-2704 alignleft\" src=\"https:\/\/blog.uchceu.es\/marketing\/wp-content\/uploads\/sites\/29\/2015\/05\/2015-05-14-12.33.19-650x488.jpg\" alt=\"2015-05-14 12.33.19\" width=\"404\" height=\"303\" \/><\/p>\n<p>Proceso de recuperaci\u00f3n del Levante Uni\u00f3n Deportiva:<\/p>\n<p>1)\u00a0\u00a0\u00a0 Valores<\/p>\n<p>2)\u00a0\u00a0\u00a0 Se\u00f1ales de identidad<\/p>\n<p>3)\u00a0\u00a0\u00a0 Imagen innovadora mediante una campa\u00f1a de branding<\/p>\n<p>4)\u00a0\u00a0\u00a0 Afici\u00f3n<\/p>\n<p>5)\u00a0\u00a0\u00a0 Medios de comunicaci\u00f3n<\/p>\n<p>6)\u00a0\u00a0\u00a0 Patrocinadores<\/p>\n<p>&nbsp;<\/p>\n<p>Art\u00edculo redactado por <strong>Susana Fern\u00e1ndez.\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Extracto de la conferencia de marketing deportivo impartida por Alberto Gil Director de Comunicaci\u00f3n del Levante Uni\u00f3n Deportiva en los marketing days el\u00a0jueves 14 de mayo en la Universidad CEU Cardenal Herrera. Pinchando aqu\u00ed podr\u00e1s ver el v\u00eddeo de la charla. &nbsp; La aplicaci\u00f3n del marketing y la comunicaci\u00f3n en el Levante Union Deportiva se [&hellip;]<\/p>\n","protected":false},"author":212,"featured_media":2703,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[426,224,225,296],"class_list":{"0":"post-2702","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-formacion","8":"tag-levante-ud","9":"tag-marketing-days","10":"tag-marketing-deportivo","11":"tag-promocion"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Levante UD: Qu\u00e9 Grande ser Peque\u00f1o<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.uchceu.es\/marketing\/levante-ud-que-grande-ser-pequeno\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Levante UD: Qu\u00e9 Grande ser Peque\u00f1o\" \/>\n<meta property=\"og:description\" content=\"Extracto de la conferencia de marketing deportivo impartida por Alberto Gil Director de Comunicaci\u00f3n del Levante Uni\u00f3n Deportiva en los marketing days el\u00a0jueves 14 de mayo en la Universidad CEU Cardenal Herrera. 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