Alejandra Ayala

Image by Alena Darmel from Pexels. Throughout the development of Ayala Marketing Strategy , I find that sports marketing is a lot more than just big campaigns. Sometimes the smallest changes make the biggest difference on how fans react. Topics like perception, brand loyalty, brand evolution and customer journey really helped me understand why. In sports, fans are constantly reacting to what they see, hear and experience. Understanding is the process of finding, structuring and interpreting...

Image by sugar jet from Pexels. As I continue designing Ayala Marketing Strategy and learning how marketing works in the sports sector, I am now seeing that this is something very simple but very profound. Fans don’t always buy things because they need them. In many cases, people buy based on what they feel most strongly about at that moment. I’ve felt this before as well. When I am watching a game in person and I feel the energy of the crowd, it makes me want to go and buy merchandise. I...

In the sports industry, buying behavior typically isn´t just about needs and needs only but environment, emotions, and identity. What looks in many situations like spontaneous decision is in reality the results of well-targeted experiences and the way the fans who make decisions can become sold.  In Shopology: Selling It, by Paco Underhill , a retail anthropologist, one of the most interesting concepts in retail space is the "decompression zone" which is the moment where consumers adjust...