3.1 Industry Segments 3.1 Industry Segments 3.2 Special Marketing Tools 3.2 Special Marketing Tools 3.3 Destinations: Travel and 3.3 Destinations: Travel and

TourismTourism3.4 Worldwide Sports and 3.4 Worldwide Sports and

Entertainment EventsEntertainment Events

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while a high school student, began a broadcasting career

at 19, she was the youngest person and the first African-American woman to anchor the news at Nashville’s WTVF-TV

in 1986, The Oprah Winfrey show entered national syndication

with the launching of Harpo studios, she became the third woman in U.S. history to own her own studio

provides generous funding and leadership to educational support programs – both within the U.S. and in South Africa

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Oprah Winfrey

Why is Oprah Winfrey such a successful celebrity talk show host?

Why is it important for celebrities to become actively involved in worthwhile community service projects?

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industry• a group of organizations involved in

producing or handling the same product or type of service

industry subdivisions• subsets of an industry

Example Radio Stations Rock Country Top-40 Hip-Hop

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Hotels• Full Service• Limited service• Economy• Extended stay

Sports Camps• What are some examples?

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industry standards• the guidelines and goals set for different entertainment

industries• For examples the standards a customer expects from a 3-

star hotel (room service, pool, clean, etc.) industry norm

• the average expectation within an industry• Example could be the cost of the hotel

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Marketing decisions are based on upon industry standards, norms, and trends.

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U.S. Sports Camps manages the marketing and administration of sports camps throughout the country.• coaches hire their own staff• website generated $1.4 million in online

sales in one year• Nike sponsors many camps

provides apparel to staff and campers

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ISP Sports Marketing• a leader in collegiate sports marketing• has over 500 radio and 100 television outlets• the country’s largest and fastest growing

multimedia company• Work with 27 of the US leading universities• Gives them opportunities for official

university publications, radio, TV, Internet, game/event promotions, stadium/arena signage.

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perpetually seeks programming that will yield higher viewer ratings

reality shows are less expensive to produce than traditional shows• Jay Leno Example

continually seeking new ways to reach viewers• Internet• video iPods• on-demand cable

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The concert industry is undergoing a change.• mass appeal artists are diminishing

Beatles, Rolling Stones, Bruce Springsteen, etc.• Rolling Stones had the 2 largest concerts in

the US between 2001 and 2004. Each grossing more than $100 million

• live concerts seem less important to the post baby boomer generation

• audiences will probably be smaller and more fragmented in the future

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State and county fairs have made many changes to stay competitive.• increased use of technology

online advertising ticket sales premium books news releases

• expanded schedules• corporate sponsorships U.S Cellular paid

$1 Million for Wisconsin State Fair. Why would they sponsor a fair?

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Goals Explain how a sports figure can be

successful in the motivational lecture circuit and the publishing industry.

Explain the purpose of and promotion methods used for sports camps and clinics.

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Professional athletes cannot plan on a lifelong career.

Many people enjoy listening to and reading what famous individuals have to say.

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Successful speakers have• a message that is interesting repeatedly• well written speeches• excellent communication skills• strong promotional campaigns• an agent

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All American Speakers Bureau• speakers receive between $5,000 and

$50,000 for an individual speech

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When an athlete’s story has a broad appeal, more people are likely to buy their book.

ghostwriter• a writer who takes someone’s experiences

and ideas and commits them to paper on behalf of that person

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• a percent of the sale price of each book that is paid to the author

literary agent• plans the marketing and promotional

campaign for an author• compensation is a percent of book sales

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royalty

Every year parents make sizable expenditures to send their children to sports camps and clinics.

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Generally, a sports camp sponsor can expect the following• a positive public relations campaign• visibility and recognition of sponsorship

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sponsor marketing materials on display at camp

potential product sales at camp

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advertising space in the camp’s publications

Parents need to carefully read camp literature to ensure that what the camp provides meets the family’s expectations.

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The location of the camp should be considered to ensure it meets the needs of the family.

clinics• single skill focus• shorter duration• limited enrollment• help capture a larger fan base for the sport

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local news coverage in a variety of media product giveaways interviews and photos a community appearance by a camp

celebrity

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• parent surveys• mailing list of prior attendees• alumni incentives• alumni networking for potential new

campers

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follow-up materials are critical for future sessions of camp

Well researched and thoughtfully planned marketing will yield the most effective results.

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• short ad lead-times• inexpensive• large non-targeted audience

magazines and e-zines• longer ad lead-times• higher ad rates• targeted audience

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newspapers

• Although direct mail is the most expensive advertising method, if it is sent to a well-researched group of consumers, it can be the most effective method.

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mailings and brochures

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Goals Explain the role of travel and tourism

in sports and entertainment. Discuss the roles of resorts and

theme parks.

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The travel industry is the world’s largest industry.

tourism• traveling for pleasure

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travel trade• companies and individuals who create and

market tours direct economic impact

• total of new spending resulting from the event or attraction

indirect economic impact• multiplier effect

the portion of the money spent locally by visitors that is in turn spent by local residents

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niche travel• travel planned around a special interest

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ecotourism• responsible travel to natural areas that

conserves the environment and sustains the well being of the local people

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• enjoying while simultaneously preserving natural environments so that they may also be enjoyed in the future

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sustainable tourism

Attracting visitors is critical to keeping a hall of fame alive.• Word of mouth is the most effective

promotion for a hall of fame.

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• additional entertainment sources are located nearby

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Some hall of fames offer a complete destination.

theme parks• family-oriented destinations

resorts• aimed at adults

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Orlando, Florida has 95 attractions and hosts about 50 million visitors annually.

Disney tries to be a comprehensive provider of all the products and services a visitor may require during their stay.

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Why might a theme park add restaurants and lodging to the site?

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Goals Describe the international role of

sports and entertainment marketing.

Discuss the challenges of international marketing.

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joint venture infrastructure globalization piracy

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Sports and entertainment is a worldwide industry.

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India continues to transition from a third-world economy to one of the fastest growing economies in the world.

Increased wealth of the population allows for greater consumption of sports and entertainment.

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China has:• over one billion potential consumers• an annual economic growth rate of more than

10 percent• unsuccessful foreign-operated attractions• a glut of amusement parks

Many parks have failed due to poor marketing and planning and due to excess competition.

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Disney is the worldwide leader in the theme park industry.

joint venture• when two groups (including businesses and

governments) share the costs and profits of a business

infrastructure• water, sewer, roadways, and all other

underlying framework

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Why is the number of theme parks growing in China and India?

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globalization• international economic relationships

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Soccer is a dream event for international marketing.

The World Cup is held every four years.

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The World Cup provides valuable promotional opportunities.• $1.5 billion in sales for Nike and for Adidas-

Salomon• introducing the “Bud” brand name in Germany

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Current world sports has much to do with political history of the last 50 years.

After World War II, the Japanese became quite interested in baseball.

In 2006, the World Baseball Classic was held.• $50 million to produce• $15 million profit

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The 2006 formation of Warner-SK Telecom dramatically changed the way consumers buy, store, and listen to music.

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• theft of copyrighted material

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piracy

Why might cell phones be called “the heart” of the future of music?

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Communicate an appropriate marketing plan for increasing family business at Six Flags.

Develop appropriate promotions for all age groups.

Demonstrate critical thinking and problem-solving skills.

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Develop strategies to overcome Six Flags’ competition.

Prepare appropriate strategies that are sensitive to the economic conditions.

Demonstrate an understanding of marketing-information management.

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Sell the promotional plan to the representative from Six Flags.

1. Why is it difficult to attract visitors to amusement parks?

2. Why must an amusement park constantly update its attractions and rides?

3. Give examples of special events that could take place at Six Flags for major holidays such as Fourth of July, Labor Day, Thanksgiving, and Christmas.

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