1. The Wide World of Sports and Entertainment3
The Wide World of Sports and Entertainment
3.1 Industry Segments
3.2 Special Marketing Tools
3.3 Destinations: Travel and Tourism
3.4 Worldwide Sports and Entertainment Events

2. Winning Strategies Oprah Winfrey
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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3. 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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4. THE SPORTS AND ENTERTAINMENT 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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5. Industry Subdivisions
Hotels
Full Service
Limited service
Economy
Extended stay
Sports Camps
What are some examples?
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6. Industry Standards and Trends
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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7. MARKETING DECISIONS FOR AN INDUSTRY
Marketing decisions are based on upon industry standards, norms, and trends.
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8. 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
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9. College Sports 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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10. The Television Industry
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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11. The Concert Industry 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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12. 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 U.S Cellular paid $1 Million for Wisconsin State Fair.
Why would they sponsor a fair?
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14. 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.
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15. 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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16. 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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17. The Price of Motivation
All American Speakers Bureau
speakers receive between $5,000 and $50,000 for an individual speech
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18. 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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19. royalty literary agent
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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20. SPORTS CAMPS AND CLINICS
Every year parents make sizable expenditures to send their children to sports camps and clinics.
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21. Sponsorships Generally, a sports camp sponsor can expect the following
a positive public relations campaign
visibility and recognition of sponsorship
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22. advertising space in the camp’s publications
sponsor marketing materials on display at camp
potential product sales at camp
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23. 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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24. The location of the camp should be considered to ensure it meets the needs of the family.
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25. Clinics clinics single skill focus shorter duration limited enrollment
help capture a larger fan base for the sport
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26. 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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27. follow-up materials are critical for future sessions of camp
parent surveys
mailing list of prior attendees
alumni incentives
alumni networking for potential new campers
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28. Advertising
Well researched and thoughtfully planned marketing will yield the most effective results.
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29. newspapers magazines and e-zines 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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30. mailings and brochures
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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32. 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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33. TRAVELING The travel industry is the world’s largest industry. tourism
traveling for pleasure
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34. Attracting Tourists travel trade direct economic impact
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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35. Tailor-Made Vacations
niche travel
travel planned around a special interest
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36. Ecotourism ecotourism
responsible travel to natural areas that conserves the environment and sustains the well being of the local people
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37. sustainable tourism
enjoying while simultaneously preserving natural environments so that they may also be enjoyed in the future
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38. 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.
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39. Some hall of fames offer a complete destination.
additional entertainment sources are located nearby
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40. RESORTS AND THEME PARKS
family-oriented destinations
resorts
aimed at adults
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41. 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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42. Why might a theme park add restaurants and lodging to the site?
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43. Lesson 3.4 Worldwide Sports and Entertainment Events
Goals
Describe the international role of sports and entertainment marketing.
Discuss the challenges of international marketing.
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44. Terms
joint venture
infrastructure
globalization
piracy
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45. GLOBAL SPORTS AND ENTERTAINMENT
Sports and entertainment is a worldwide industry.
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46. 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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47. 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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48. 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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49. Why is the number of theme parks growing in China and India?
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50. INTERNATIONAL MARKETING
globalization
international economic relationships
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51. Scoring With Fans Soccer is a dream event for international marketing.
The World Cup is held every four years.
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52. 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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53. 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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54. 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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55. piracy
theft of copyrighted material
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56. Why might cell phones be called “the heart” of the future of music?
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57. 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.
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58. Sell the promotional plan to the representative from Six Flags.
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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59. THINK CRITICALLY
Why is it difficult to attract visitors to amusement parks?
Why must an amusement park constantly update its attractions and rides?
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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