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MOHAMED MARKETING
BIRMINGHAM BOWL
CAMPAIGN PLAN 2017
11
OTHER BOWL
GAMES
LIVE BROADCAST
Competitive Analysis
an attractive tourist destination for
bowl games. They also have higher
populations than Birmingham so they
have more locals to fill the stands. Like
the Birmingham Bowl, the Liberty Bowl
and the Music City Bowl both feature
a team from the SEC, which is most
often considered the best conference in
college football.
Weaknesses:
The Camellia Bowl and
Godaddy Bowl t yp i ca l l y ge t l owe r
ranked teams placed in their games,
making them not as appealing as the
Birmingham Bowl. The other bowl games
that take place in Alabama do not have
the luxury of occurring in the state’s
largest city, Birmingham.
Live Broadcast
Increasing access to smartphones and
tablets give consumers more options for
watching games. 94% of the population
owns a cellphone or smartphone, and
tablet ownership rates quadrupled from
2012 to 2015. A lot of people would
rather watch from the comfort of their
own home because of the convenience
it provides. Though people seek comfort
while watching football, the home- or bar-
viewing experience does not deliver an
experience equivalent to attending the
actual game. Though sports broadcasting
and the Internet can simply redisplay
moments that occur during the game,
they do not possess the ability to recreate
the sensory details that only the mind
can formulate. By attending the game,
consumers have the ability to immerse
themselves into a cultural opportunity
that will become something greater than
they could have ever experienced from
their couch.
Strengths:
Live broadcast allows sports
fans to watch the game live from the
comfort of their own home (or wherever
they choose to watch the game). Quicker
access to Internet and phone service is
available at locations outside the stadium
for live tweeting and updates. High
definition television also makes viewers
feel as if they are almost getting the live
experience. Fans also have the ability
to watch multiple games at once when
they choose to watch the game on TV.
In addition, it can be less costly because
consumers don’t have to purchase a
ticket to the game in order to watch
it on television.
Weaknes ses :
One th i ng tha t l i ve
broadcast will never be able to provide is
the authentic, traditional live experience.
I n te rms o f the B i rmi ngham Bowl
specifically, live broadcast doesn’t allow
the consumer to grow as a member of
the Birmingham community because it
prevents the viewer from celebrating with
thousands of other Birminghamites at
the game. Live broadcast also contributes
to the laziness that has become one of
society’s major downfalls.