Sem chap 03

Sports and Entertainment Marketing© Thomson/South-Western

Chapter Chapter Chapter Chapter

The Wide World of Sports and Entertainment

3.1 Industry Segments 3.1 Industry Segments

3.2 Special Marketing Tools 3.2 Special Marketing Tools

3.3 Destinations: Travel and Tourism3.3 Destinations: Travel and Tourism

3.4 Worldwide Sports and 3.4 Worldwide Sports and Entertainment EventsEntertainment Events

3

Chapter 3Slide 2


Winning Strategies

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

Oprah Winfrey

Chapter 3Slide 3


Lesson 3.1

Industry Segments

Goals Define industry and give examples of

subdivisions of an industry. Explain why marketing decisions are

based on industry standards, norms, and trends.

Chapter 3Slide 4


Terms industry industry standards

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THE SPORTS AND ENTERTAINMENT INDUSTRY industry

a group of organizations involved in producing or handling the same product or type of service

industry subdivisions subsets of an industry

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Industry Standards and Trends industry standards

the guidelines and goals set for different entertainment industries

industry norm the average expectation within an industry

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What is an industry?

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MARKETING DECISIONS FOR AN INDUSTRY Marketing decisions are based on upon

industry standards, norms, and trends.

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Chapter 3Slide 9


U.S. Sports Camps 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

Chapter 3Slide 10


College Sports

ISP Sports a leader in collegiate sports marketing has over 500 radio and 100 television

outlets the country’s largest and fastest growing

multimedia company

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The Television Industry perpetually seeks programming that will

yield higher viewer ratings reality shows are less expensive to

produce than traditional shows continually seeking new ways to reach

viewers Internet video iPods on-demand cable

Chapter 3Slide 12


The Concert Industry

The concert industry is undergoing a change. mass appeal artists are diminishing live concerts seem less important to the

post baby boomer generation audiences will probably be smaller and

more fragmented in the future

Chapter 3Slide 13


State and County Fairs 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

Chapter 3Slide 14


List three different forms of sports or entertainment and a current industry trend for each one.

Chapter 3Slide 15


Lesson 3.2

Special Marketing Tools

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.

Chapter 3Slide 16


Terms ghostwriter literary agent

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MOTIVATIONAL SPEAKING AND WRITING 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 Speaking

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

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The Price of Motivation

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

$50,000 for an individual speech

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Writing Their Stories

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

royalty

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SPORTS CAMPS AND CLINICS

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

Chapter 3Slide 23


Sponsorships

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

advertising space in the camp’s publications

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Camp Expectations

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.

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Clinics clinics

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

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Good Marketing Equals Success 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

follow-up materials are critical for future sessions of camp

Chapter 3Slide 30


Advertising 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

newspapers

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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.

mailings and brochures

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Explain the difference between a camp and a clinic.

Chapter 3Slide 34


Lesson 3.3

Destinations: Travel and Tourism Goals Explain the role of travel and tourism in

sports and entertainment. Discuss the roles of resorts and theme

parks.

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Terms tourism direct economic impact indirect economic impact niche travel ecotourism

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TRAVELING

The travel industry is the world’s largest industry.

tourism traveling for pleasure

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Attracting Tourists 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

Chapter 3Slide 38


Tailor-Made Vacations

niche travel travel planned around a special interest

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Ecotourism

ecotourism responsible travel to natural areas that

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

Chapter 3Slide 40


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

sustainable tourism

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Halls of Fame

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

promotion for a hall of fame.

Chapter 3Slide 42


additional entertainment sources are located nearby

Some hall of fames offer a complete destination.

Chapter 3Slide 43


What is the mission of the travel trade?

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RESORTS AND THEME PARKS

theme parks family-oriented destinations

resorts aimed at adults

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Theme Park Central

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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Lesson 3.4

Worldwide Sports and Entertainment Events

Goals Describe the international role of sports

and entertainment marketing. Discuss the challenges of international

marketing.

Chapter 3Slide 48


Terms joint venture infrastructure globalization piracy

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GLOBAL SPORTS AND ENTERTAINMENT Sports and entertainment is a

worldwide industry.

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An Expanding India

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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An Expanding China

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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A World Mouse

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?

Chapter 3Slide 54


INTERNATIONAL MARKETING

globalization international economic relationships

Chapter 3Slide 55


Scoring With Fans

Soccer is a dream event for international marketing.

The World Cup is held every four years.

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A Sponsor’s Dream 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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International Sports Trends

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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A Connected World

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

piracy

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

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PERFORMANCE INDICATORS EVALUATED 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.

Chapter 3Slide 62


Develop strategies to overcome Six Flags’ competition.

Prepare appropriate strategies that are sensitive to the economic conditions.

Demonstrate an understanding of marketing-information management.

Sell the promotional plan to the representative from Six Flags.

Chapter 3Slide 63


THINK CRITICALLY1. 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.

Sem chap 03

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