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What is Sports and Entertainment Marketing?


What is Sports and Entertainment Marketing? Chapter 1 1.1 Marketing Basics 1.2 Sports Marketing 1.3 Entertainment Marketing 1.4 Recreation Marketing – PowerPoint PPT presentation

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Title: What is Sports and Entertainment Marketing?

What is Sports and Entertainment Marketing?
  • Chapter 1
  • 1.1 Marketing Basics
  • 1.2 Sports Marketing
  • 1.3 Entertainment Marketing
  • 1.4 Recreation Marketing

Sports Entertainment Industries
  • Today, more than any other time in history, are
    the two most profitable industries in the U.S.
  • Fans spend billions of dollars each year on
  • Reaches around the globe as well
  • Entertainment is a main export of the U.S.

What is Marketing?
If you know
  • Nike
  • Just Do It
  • Wheaties
  • Breakfast of Champions
  • Under Armour
  • Protect this house
  • Lowes
  • Lets build something together
  • Butterfinger
  • Nobody better lay a finger on my butterfinger
  • Apple
  • Theres an app for that
  • You have been exposed to marketing.

Marketing Defined
  • The process of planning, pricing, promoting,
    selling, and distributing ideas, goods, or
    services to create exchanges that satisfy
  • To sum it up Marketing is the creation and
    maintenance of satisfying exchange relationships.
  • Marketing is an umbrella term
  • Current marketing practices focus on customers
    and maintaining a close relationship with them

Marketing Mix
  • Describes how a business blends the four
    marketing elements.
  • The 4 Ps
  • Product
  • Place (Distribution)
  • Price
  • Promotion

Marketing Mix
  • Productwhat a business offers customers to
    satisfy needs
  • (Place) Distributionthe locations and methods
    used to make products available to customers
  • Pricethe amount that customers pay for products
  • Promotionways to encourage customers to purchase
    products and increase customer satisfaction

  • Goods
  • Tangible items that have monetary value and
    satisfy your needs wants (can touch them)
  • Examples sports equipment, TV, clothing, candy.
  • Services
  • Intangible items that have monetary value and
    satisfy your needs wants (cant touch them)
  • Examples tickets, banks, dry cleaners,
    amusement parks.

Place (Distribution)
  • Involves the locations and methods used to make
    products available to customers.

Place (Distribution)
  • Where do you buy a pair of sneakers or a theater
  • Internet?
  • Retail Store?
  • Theater?
  • Telephone Solicitation?
  • Wholesaler?
  • Retailer?

  • Amount that customers pay for products/services.
  • Approximately 50 of an items price is for the
    marketing costs!
  • Did you know? On average, stores raise the
    price around 50 more than what they paid for it?

Buy 2, get 1 free!!
  • ways to encourage customers to purchase
  • increase customer satisfaction.
  • includes advertising, publicity, personal
    selling, and public relations

Our product will make you better at everything!
What are some forms of Promotion?
  • Newspaper
  • Magazine
  • Radio
  • Television
  • Direct Mail
  • Internet Advertising

Satisfying Customer Needs pg 5
  • MOST important aspect of marketing!
  • Must perform the following
  • Identify customer needs
  • Develop products/services that customers consider
    better than other choices
  • Operate business profitably

Functions of Marketing
  • Product/Service Management
  • Distribution
  • Selling
  • Marketing-Information Management
  • Financing
  • Pricing
  • Promotion
  • Every marketing activity can be classified into
    seven functions of marketing

Functions of Marketing
Key Marketing Functions
  • Product/Service Management
  • Designing, developing, maintaining, improving,
    and acquiring products/services so they meet
    customer needs.
  • Ex Focus groups
  • Distribution
  • Determining the best way to get a companys
    products/services to customers.
  • Ex Best Buy

Key Marketing Functions
  • Selling
  • Direct and personal communication with customers
    to assess and satisfy their needs.
  • satisfying customers
  • anticipating customers future needs
  • Marketing-Information Management
  • Gathering and using information about customers
    to improve business decision making.
  • Marketing research
  • Dominos pizza expanding to Japan

Survey Says.
  • TV Sports Survey Questionnaire

Survey Results
  • Why do you watch TV sports?
  • To relax (2)
  • For entertainment (19)
  • I do not watch TV sports (1)
  • Other Watch when Im bored (2)
  • Approximately how many hours do you spend
    watching sports during the week?
  • 1 or less (13)
  • 2-4 hours (6)
  • 5 or more hours (5)

Survey Results
  • How many tv sets do you have in your household?
  • 1-2 (3)
  • 3 or more (21)
  • Approximately how many live sports events do you
    attend during the week?
  • 0-1 (15)
  • 2-3 (9)
  • 1 student did not respond

Survey Results
  • Which of these tv sports do you watch?
  • Basketball (11)
  • Football (15)
  • Hockey (5)
  • Tennis (2)
  • Curling (2)
  • Swimming (1)
  • Otherbaseball (11)
  • Othersoccer (2)
  • Other racing (2)
  • Other wrestling (2)
  • Other golf (1)
  • Other boxing, UFC (1)

Survey Results
  • Would you be interested in a cable channel that
    showed classic sports events?
  • Yes (6)
  • No (5)
  • Maybe (13)

Key Marketing Functions
  • Financing
  • Requires a company not only to budget for its own
    marketing activities, but also provides customers
    with assistance in paying for the companys
  • Ex General Motors

Key Marketing Functions
  • Pricing
  • Process of establishing and communicating the
    value or cost of goods/services to customers.
  • Ex Concert tickets. Consumers like, price high
  • Promotion
  • Used in advertising other forms of
    communicating information about
    products/services, images, and ideas to achieve a
    desired income.
  • Ex coupons on back of tickets

Chapter 1.2 Page 9What is Sports
  • Spectators of sporting events are the potential
    consumers of a wide array of products/services.
  • Sports marketing
  • Using sports to market products

Sports Marketing
  • Target Market
  • A specific group of people you want to reach.
  • Ex Reebok Nike have a large market for
    athletic shoes, but smaller, homogenous (similar)
    group for tennis, golf, running, walking, and so
  • Demographics
  • Specific info. such as the age ranges in the
    group, marital status, gender, educational level,
    attitudes and beliefs, and income.

Sports Marketing
  • Disposable Income
  • Income that can be freely spent.
  • Spending Habits of Fans
  • Important to research spending habits of fans
  • Maximize profits on items they purchase at
    sporting events

Marketing Strategies
  • Sports Logos on clothing
  • Shows team loyalty, value of merchandise is
    increased in the eyes of the buyer, consumers
    feel more successful.
  • Royalties - ( of sales)
  • New Sports, New Opportunities
  • Arena Football League (AFL) was one of the
    fastest growing sports in the country.

Ambush (or Stealth) Marketing (page 11 Marketing
  • When organizations participate in events to some
    degree rather than sponsor the event.
  • Why would companies want to do this?

Marketing Strategies
  • Gross Impressions
  • Number of times per advertisement, game, or show
    that a product or service is associated with an
    athlete, team, or entertainment.
  • Product Placement
  • Timing
  • The popularity of teams and sports figures is
    based almost completely on continued winning.

Entertainment MarketingLesson 1.3 pg 14
  • Entertainment Marketing-Influencing how people
    choose to use their time and money
  • First, Entertainment is looked at as a product to
    be marketed.
  • Second, use EM to attract attention to other
  • Ex hiring celebs to endorse related mdse. or

Entertainment Marketing
  • Entertainment
  • Whatever people are willing to spend their money
    and spare time viewing rather than participating
  • Any examples?
  • Ex movies, theatre, circus, or even athletic

Modern Entertainment Marketing
  • Beginning of 20th Century
  • Performing arts were the major form of
  • Live theater, ballet, opera and concerts
  • Marketing was limited
  • Posters, newspapers, magazines and word-of-mouth
  • People had to travel to the show
  • Show wasnt brought to the consumers as it is

The beginning of change
  • Louis Le Prince
  • Made the first moving pictures (movies) first
    made in Britain in 1888

The big eye in every room
  • 1950s- TV began to arrive in great numbers in
    American homes
  • Sports and Entertainment marketers found a
    wide-open distribution channel into the homes of

Early days of TV and Marketing
  • Early 1940s - Nine TV stations and fewer than
    7,000 working TV sets existed in the US
  • October 1945 Gimbels Department Store in
    Philly had over 25,000 people come to watch the
    first demonstration of TV
  • Soon after, advertising on TV was encouraged

Televisions increasing influence
  • Ratings the number of viewers the programming
  • Elvis 1 September 1956
  • Elvis 2 October 1956 Forrest Gump!
  • Beatles

Recreational SportsLesson 1.4 pg 20
  • Recreation
  • Renewing or rejuvenating your body or mind with
    play or amusing activity.
  • Recreational Activities
  • Activities involved in travel, tourism, and
    amateur sports that are NOT associated with
    educational institutions.

Recreational Sports
  • No Couch Potatoes
  • Participation requires purchase of a combo. of
  • A Better Image
  • LPGA
  • Annika Sorenstam first woman in over 50 years
    to play in mens PGA tournamnet
  • Michelle Wie first LPGA tournament at 13!

Travel and Tourism
  • Worlds largest industry
  • Tourism
  • Traveling for pleasure
  • Vacations, honeymoons, conventions, and family
  • Data Mining
  • Collecting data about which people travel, where,
    and when.

Travel and Tourism
  • Niche Travel
  • Recreational travel or tours planned around a
    special interest.
  • Ex Caribbean Cruise for Singles or Vacation
    package for college spring breakers
  • Disney now offers travel packages that include
    hotel, airfare, rental car and park tickets
  • Thomas Cook first to introduce package tours to
    seaside resorts
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