Know-How Exchange : Student Questions

"How important is..." is not easily quantifiable, nor is it clear who's judging importance (by consumers selecting products, by companies developing products, by 3rd parties reviewing products, etc.)

Also, you might specify the region/target audience ("...marketing of sport and leisure in the US to consumers")

"I’ll be conducting my marketing dissertation next year and would appreciate any comments/thoughts/feedback on both the question and any possible avenues of investigation for the following research question:

“How important is technology in the marketing of sport and leisure?”

"Technology in the marketing of UK sport and leisure: Help or Hindrance?"

Zzzz! Whatsahat? Huh?

Sorry. Nodded off for a moment there. Where were we?
Oh yes, marketing question.

But seriously, your question (above) can be answered with a yes or no, from which you get no measurable information.

Likewise, “How important is technology in the marketing of sport and leisure?” It's either important or it's not. So again, your question lacks strength, which, in turn, begets "zip" in the information department.

Hmm? What to do?

To get better results, results that will literally hit people in the face like a bucketful of ice water, you need to ask questions that relate to the desired outcome.

In and of itself, technology and innovation are great. But it's the application of the technology that makes the difference to people's lives.

As a marketing student, the thing you must stop doing right now is thinking like a marketing student.

Your classroom theory is all very fine and good but you are only going to be valuable as a marketer (to other people and to yourself) if you stop thinking like a marketing person and begin think like a consumer.

Generally, people don't like marketing people. They think we're all snake oil sellers. And who can blame them?

The vast majority of so-called marketing messages are inane, patronizing, hyped-up smoke and mirrors shams devoid of value and benefit. Is it any wonder consumers are skeptical about the value of marketing people?

So let us reinvent ourselves. Not to deceive. No. Never to deceive. To instill confidence, trust, belief, and credibility through integrity. In short, to persuade. As one might be persuaded by a trusted friend.

Turn the question inside out and stand it on its head: what does the technology allow people to do? Who applies the technology? Where do they apply it? What results do the people applying the technology want, expect, demand, desire, and need?. What results are people looking for?

The technology is a tool, a means to an end, a thing. People don't buy things they buy results. As an example, take the P-90X system. People buying this system are not buying a set of DVDs, a manual, and a nutrition guide (the technology, the thing) they are buying the body they've always dreamed of, and it can be theirs for an hour a day if they can commit over a 90 day period.

Don't look at the drab, battered cardboard suitcase, look at the tropical island destination with its swaying palm trees and its pristine beaches.

NOTE: Were you paying for this answer you'd owe me three years' worth of college tuition!

Good luck to you.

Gary Bloomer
mr.garybloomer@yahoo.com
Wilmington DE, USA