SPORTS and ENTERTAINMENT MARKETING 1 Today’s Objectives 34 – Explain the importance & impact of SER industries. 36 – Explain hospitality as it relates to the SER industries. Next Class  Evolution & Trends in SER Industries Daily Agenda 1)Bell Ringer 2)Importance of SERM PowerPoint & Notes 3)SERM in the Real World 4)Team Pennants ProjectHomework Bring magazines Supplies due Wednesday! DECA dues!!

Bell Ringer Question Answer on the top of page 1 Identify two benefits for students that join DECA, and one benefit as an adult.

Sports, Entertainment & Recreation Marketing IMPORTANCE AND IMPACT OF SER INDUSTRIES

Define ‘Industry’ A group of organizations involved in the production or handling of the same product or service. Industries can be further defined by subdivisions, or smaller categories.

Examples of Industries MUSICMUSIC Country Rock Hip-Hop Alternative Rhythm & Blues HOTELHOTEL Full Service (Resort) Limited Service Economy Extended Stay

Examples of Industries TELEVISIONTELEVISION Reality TV Daytime Talk Show Drama Situational Comedy (Sitcom) SPORTS CAMP Football Cheerleading Dance Basketball High School Middle School

Importance & Impact 34 – EXPLAIN THE IMPORTANCE AND IMPACT OF THE SER INDUSTRIES.

What is Sports? A sport is a physical activity that participants engage in for pleasure or as a source of diversion. Examples: ◦ Watching Professional Games ◦ Playing in Local Leagues ◦ Coaching at Local Schools

Sports Products & Services Types of Sports Products ◦ Sporting Events games, events, competitions ◦ Sports Information news, statistics, schedules, stories ◦ Sports Training fitness centers, sport camps, individual lessons ◦ Sporting Goods equipment, licensed merchandise, collectibles, apparel

Careers in Sports Marketing Sales ◦ Season Tickets ◦ Corporate / Group ◦ Sponsorship Marketing ◦ Marketing Coordinator ◦ Director of Marketing ◦ Director of Communications Venue ◦ Security ◦ Maintenance ◦ Concessions / Vendors

The term entertainment includes any activity that provides a diversion, amusement or is used as a method of occupying time. Examples: ◦ Watching TV ◦ Attending live shows, such as concerts ◦ Going to the movies ◦ Listening to music ◦ Reading books or magazines ◦ Playing video games What is Entertainment?

Entertainment Products & Services Types of Entertainment Products ◦ DVD rentals and Sales ◦ Music Sales & Distribution ◦ Video & Electronic Games ◦ Books & Magazines ◦ Location-Based Entertainment (LBE):theme or water parks ◦ Edutainment – museums, zoos, theaters

Careers in Entertainment Public Relations Advertising Merchandising Brand Development Facility Design Sponsorship & Endorsement Contract Negotiations Event Planning Talent Management

What is Recreation? The term recreation refers to any activity done for enjoyment in leisure time or that provides an escape from the daily routine. Examples: ◦ Tourism & Travel ◦ Theme Parks ◦ Casinos & Online Gambling ◦ Outdoor Activities

Recreation Products & Services Recreation products and services focus on selling the customer experience, particularly with regard to hospitality, travel and tourism. Recreation Products ◦ Adventure Experiences - white water rafting trips, safari rides ◦ Themed Cruises (Disney) ◦ Leisure Activities – camping, hunting, going to the beach

Careers in Recreation Concierge Hotel Management Gaming Supervisor Travel Agent Event Planner Golf or Country Club Director Resort Activities Coordinator

Hospitality 36 – EXPLAIN HOSPITALITY AS IT RELATES TO THE SER INDUSTRIES.

What is Hospitality? Hospitality: The friendly and generous reception and entertainment of guests, visitors, or strangers The hospitality industry is a broad category of fields within the service industry that includes lodging, event planning, theme parks, transportation, cruise line, and additional fields within the tourism industry.

Hospitality in Sports & Entertainment Suites Box Seats Sponsored Tents VIP Areas Banquets The goal of hospitality is to elevate the customer experience at any given event.

Why? Think about it Hospitality in the sports and entertainment industries ◦ Improves customers experience ◦ Increases brand/team loyalty ◦ Increases overall sales (add-ons, additional merchandise, repeat visits, etc.)

Importance & Impact 34 – EXPLAIN THE IMPORTANCE AND IMPACT OF THE SER INDUSTRIES.

Importance to Consumers The SER industries provide common benefits to consumers who choose to participate in activities: ◦ Escape ◦ Fun ◦ Bonding with others – individual, community ◦ Health ◦ Education ◦ Social involvement

Importance to the Economy The SER industries provide common benefits to the economy as a whole, including: ◦ Providing jobs ◦ Benefitting other businesses ◦ Adding to tax revenue ◦ Enhancing the quality of life

Consider the SER Industries. WHAT ARE SOME SIMILARITIES? DIFFERENCES?

What is SER Marketing?

First: How Are They Different? SPORTS Spontaneous/not planned Unpredictable outcome Involves competition Fans support one team ENTERTAINMENT Usually planned with a script or program Consumers are not motivated by brand or team Consumers do not remain loyal to a brand

What is SER Marketing? SER marketing sells participation. Our target market is consumers with 1.Free time 2.Discretionary income

What is Sports Marketing? Applying marketing principles and processes to promote sports products Sports equipment, sports apparel, sports drinks ADIDAS NIKE

What is Sports Marketing? The marketing of non-sports products through association with sports or sports figures Papa John's and the NFL Hanes - Sports and Entertainment Head and Shoulders

What is Entertainment Marketing? Marketing of entertainment products or using entertainment to attract customers BK AD

Dr. Pepper/ Iron Man

Bell Ringer Activity 1.What is an industry? 2.What two things must sports and entertainment industry marketers remember about their specific target market? 3.List 2 ways sports and entertainment differ. 4.Give an example of sports marketing. 5.Give an example of entertainment marketing.

As Seen On TV! SPORTS, ENTERTAINMENT & RECREATION MARKETING

Under Armour 1.What types of products or services does UA sell? 2.List five words to describe the Under Armour image (brand) and/or target market. 3.Identify any celebrities, sports or entertainment, that you know have UA endorsements. Or, identify the type of person you would imagine to represent the UA brand.

Under Armour Misty Copeland Gisele Bundchen What is unusual about these endorsements? Why do you think UA marketers would choose this marketing campaign? How does this impact UA’s image, if at all?

ACTIVITY With a partner, think of another brand that is forced to compete with a mega-brand like NIKE. How could this brand reimage themselves to set themselves apart from the competition? BE CREATIVE!! YOU WILL BE SHARING YOUR ANSWER

CLOSURE One common benefit of the SER industries is that they can bring people together by offering an opportunity for bonding. Write down one example of a sports, entertainment or recreation event that brings participants together on a global scale. Explain your answer.