What Is Sports and Entertainment Marketing?

Sports and Entertainment Marketing© Thomson/South-Western

Chapter Chapter Chapter Chapter

What Is Sports and Entertainment Marketing?

1.1 Marketing Basics1.1 Marketing Basics

1.2 Sports Marketing1.2 Sports Marketing

1.3 Entertainment Marketing1.3 Entertainment Marketing

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Chapter 1Slide 2


Winning Strategies

A determined athlete A supportive family

From $50 to $4 Million

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Lesson 1.1

Marketing Basics

Goals Describe the basic concepts of

marketing. Explain the marketing mix. Define the six core standards of

marketing.

Chapter 1Slide 4


Terms marketing marketing mix product distribution price promotion discretionary income

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WHAT IS MARKETING? marketing

the creation and maintenance of satisfying exchange relationships

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Satisfying Customer Needs

identify your customer and the needs of your customer

develop superior products operate your business profitably

Chapter 1Slide 7


Sports and Entertainment Marketing Marketers of sports and entertainment

marketing must assess consumer demand the competition the financial valuation of the goods and

services they offer

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What is marketing?

Chapter 1Slide 9


THE MARKETING MIX

marketing mix how a business blends the following four

elements product distribution price promotion

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what a business offers to satisfy needs goods and services

distribution the locations and methods used to make

products available to customers

product

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amount customers pay for products

promotion ways to make customers aware of

products encourages customers to buy

price

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Marketing Mix Considerations

discretionary income the amount of money individuals have

available to spend after paying for necessities

Striking the right balance between price, distribution and promotion is important.

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A Marketing Mix Example in the Sports Industry The product the Super Bowl offers is a game

between the best teams of the AFC and NFC.

Consumer costs extend beyond ticket prices and include travel and lodging expenses.

Distribution includes the location of the host city and ticket sales.

Promotion involves media outlets and related-product contests.

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A Marketing Mix Example in the Entertainment Industry State fairs need to

appeal to rural and urban residents set reasonable ticket prices advertise about the fair determine fair location plan ticket sales

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What are the elements of the marketing mix?

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CORE STANDARDS OF MARKETING

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Distribution involves determining the best way to get a company’s products and services to customers.

Distribution

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gathering and using information about customers to improve business decision making

Marketing-Information Management

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the process of establishing and communicating to customers the value or costs of goods and services

Pricing

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designing, developing, maintaining, improving and acquiring products or services to meet customer needs

Product/Service Management

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using a variety of communication forms, including advertising, to distribute information about products, services, images and ideas to achieve a desired outcome

Promotion

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any direct and personal communication with customers to assess and satisfy their needs

Selling

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A company must budget for its own marketing activities and provide customers with assistance in paying for the company’s products and services.

Financing

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List and provide an example of each core standard of marketing.

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Lesson 1.2

Sports Marketing

Goals Define sports marketing. Explain the value of sports marketing to

the economy.

Chapter 1Slide 26


Terms demographics sports marketing gross impression

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WHY SPORTS MARKETING? demographics

common characteristics of a group age, marital status, income, education

sports marketing using sports to market products

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New Sports, New Opportunities

continual innovation provides new opportunities extreme sports arena football

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Gross Impression gross impression

the number of times per advertisement, game, or show that a product or service is associated with an athlete, team or entertainer

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Timing Fans want products and services that

identify them with winning teams and athletes.

Marketing efforts may need to be tweaked based on changes in winning trends.

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Why are gross impression and timing important in sports marketing?

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THE VALUE OF SPORTS MARKETING

Sports marketing is a multi-billion-dollar global industry that has a definite impact on the economy.

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Emotional Value

Emotional connections to teams motivate fans to buy tickets to games.

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So Many Channels

High profile sporting events generate strong promotional revenues for broadcasters.

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Name three ways that sporting events help boost the local economy and/or national economy.

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Lesson 1.3

Entertainment Marketing

Goals Define entertainment. Describe the impacts of advances in

entertainment technology on entertainment marketing.

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Terms entertainment marketing entertainment ratings

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ENTERTAINMENT FOR SALE

entertainment marketing influencing how people choose to spend

their time and money on entertainment

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What Exactly is Entertainment?

entertainment whatever people are willing to spend their

money and spare time viewing rather than participating in

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Chapter 1Slide 40


What are the two ways of looking at entertainment marketing?

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EVOLUTION OF ENTERTAINMENT AND ENTERTAINMENT MARKETING

At the beginning of the twentieth century, audiences needed to travel to the entertainment source.

Audience feedback was instantaneous and live.

Technology distanced entertainers from their audiences.

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The Beginning of Change

Disneyland represented a new approach to the marketing mix of entertainment.

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The Big Eye in Every Room

The Early Days of Television and Marketing TV changed the marketing of

entertainment in a profound way.

Television’s Increasing Influence ratings

the number of viewers the programming attracted

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Change Accelerated

Technology improvements, including the internet, have facilitated distribution of sports and entertainment to the masses.

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Technology and Customer Feedback Audiences can use a variety of

communication technologies to provide entertainment feedback.

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Name a few benefits of television to marketers and advertisers.

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PERFORMANCE INDICATORS EVALUATED Communicate an appropriate advertising

campaign through writing and speaking. Analyze relevant data to make recommendations

for an appropriate plan of action. Demonstrate critical thinking and problem-solving

skills when creating the advertising campaign.

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Demonstrate advertising budgeting skills.

Demonstrate teamwork to complete a group project.

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THINK CRITICALLY1. Why is an advertising campaign necessary to

overcome the city’s previous reputation?2. Give several examples of activities other than

sporting events to attract customers downtown.

3. What is the advantage of having new condominiums in the downtown area?

4. Does the light rail system present an advantage for your advertising campaign? Explain your answer.

What Is Sports and Entertainment Marketing?

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