Reasons a sports/entertainment property needs marketing

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Presentation transcript:

Reasons a sports/entertainment property needs marketing Sports Marketing Standard 1.2 Reasons a sports/entertainment property needs marketing

Objective Two Identify reasons a sports or entertainment property would utilize marketing

What IS Sports Marketing Sports Marketing is the application of marketing principles to sports/entertainment properties and to non-sports products using sports. Simply: Sports Marketing is the Marketing of Sports Sports Marketing is Marketing Through Sports 1

Marketing OF Sports Applying marketing Principles to the marketing of a “Sports Property” Sports Properties: Examples of “Property” League -Team Athlete -Stadium -Arena Program -Event -Meet Competition -Contest 10. 11

Marketing OF Sports Athletes Agents Ticket Sales Representative Ticket Collection Marketing Writers Sports Journalist Parking Merchandise Vendor Director of Marketing Sponsorship Sales Executive Director of Communications Security Maintenance Concessions Sports Announcer Agents #21

Impact of professional athletes and stars on marketing Allows consumers to form a “Personal Identity” that matches who they want to be. The human brain recognizes celebrities so we place additional “value” on products they endorse

Positive and Negative Celebrity Endorsements Using the Internet, find 2 celebrities that would be Positive (good) endorsements for your “Product” and 2 celebrities that would be Negative (bad) endorsements for your “Product”. Explain why

Team performance and Star Power https://www.nsga.org/globalassets/management-conference-archives/2013/karla-mccormick.pdf

Seasonal Interest High Season Peak vs. Off Season Adjusting your marketing campaigns to the ongoing events. Targeting important events and national or global holidays for your industry. Looking at a calendar, identifying appropriate opportunities and capitalizing on them. Peak vs. Off Season Peak: Highest volume in sales and customers. The busy time of year. Off Season: Lowest volume in sales and customers. The slow time of year. High Season Movie Industry high season is holidays & summer.

Activities to Promote a Property Sales and Advertising (print and electronic) Billboard Electronic Signage Newspaper Magazines Websites and online ads. World Premiere: The first public performance (as a theatrical production) anywhere in the world. If SUU needed to get more use out of their “big” buildings-how would they do it?

Activities to promote cont. Press Conferences An interview given to journalists by a prominent person in order to make an announcement or answer questions. Midnight Madness Events An annual event celebrating the upcoming college basketball season in which a team opens its first official practice to the public, often combining it with a pep rally and other fan friendly activities.