CHAPTER 1 What Is Sports and Entertainment Marketing? 08/28/16 CHAPTER 1 What Is Sports and Entertainment Marketing? 1.1 Management Basics 1.2 Sports Marketing 1.3 Entertainment Marketing 1.4 Recreation Marketing CHAPTER 1 CHAPTER 1

LESSON 1.1 Marketing Basics SPORTS AND ENTERTAINMENT MARKETING 08/28/16 LESSON 1.1 Marketing Basics GOALS Describe the basic concepts of marketing. Define the seven key marketing functions. CHAPTER 1 CHAPTER 1

SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Marketing Concepts What is marketing? Marketing mix Satisfying customer needs CHAPTER 1 CHAPTER 1

SPORTS AND ENTERTAINMENT MARKETING 08/28/16 What Is Marketing? Marketing—the creation and maintenance of satisfying exchange relationships CHAPTER 1 CHAPTER 1

SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Marketing Mix Marketing mix—describes how a business blends the four marketing elements Product—what a business offers customers to satisfy needs Distribution—the locations and methods used to make products available to customers Price—the amount that customers pay for products Promotion—ways to encourage customers to purchase products and increase customer satisfaction CHAPTER 1 CHAPTER 1

Satisfying Customer Needs SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Satisfying Customer Needs Primary focus Identify customer needs Develop products Operate a business profitably CHAPTER 1 CHAPTER 1

Key Marketing Functions SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Key Marketing Functions Product/service management Distribution Selling Marketing-information management Financing Pricing Promotion CHAPTER 1 CHAPTER 1

LESSON 1.2 Sports Marketing SPORTS AND ENTERTAINMENT MARKETING 08/28/16 LESSON 1.2 Sports Marketing GOALS Define sports marketing, and understand the importance of target markets. Identify sports marketing strategies. CHAPTER 1 CHAPTER 1

What Is Sports Marketing? SPORTS AND ENTERTAINMENT MARKETING 08/28/16 What Is Sports Marketing? Sports marketing—using sports to market products CHAPTER 1 CHAPTER 1

Determine the Target Market SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Determine the Target Market Target market—a specific group of people you want to reach CHAPTER 1 CHAPTER 1

How to Find a Target Market SPORTS AND ENTERTAINMENT MARKETING 08/28/16 How to Find a Target Market Disposable income—income that can be spent freely Demographics—specific customer information CHAPTER 1 CHAPTER 1

Spending Habits of Fans SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Spending Habits of Fans Tickets Clothing or equipment Food Travel CHAPTER 1 CHAPTER 1

SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Marketing Strategies Sports logos on clothing New sports, new opportunities Gross impression Timing CHAPTER 1 CHAPTER 1

Sports Logos on Clothing SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Sports Logos on Clothing Fan loyalty Increased value Feeling of success CHAPTER 1 CHAPTER 1

New Sports, New Opportunities SPORTS AND ENTERTAINMENT MARKETING 08/28/16 New Sports, New Opportunities Arena football Television broadcasts Sponsorships CHAPTER 1 CHAPTER 1

SPORTS AND ENTERTAINMENT MARKETING 08/28/16 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 CHAPTER 1 CHAPTER 1

LESSON 1.3 Entertainment Marketing SPORTS AND ENTERTAINMENT MARKETING 08/28/16 LESSON 1.3 Entertainment Marketing GOALS Understand why marketing must relate to the specific audience. Relate advances in entertainment technology to changes in distribution. Recognize the power of television and the Internet as marketing tools. Understand feedback from the customer. CHAPTER 1 CHAPTER 1

Entertainment for Sale SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Entertainment for Sale What exactly is entertainment? Entertainment—whatever people are willing to spend their money and spare time viewing rather than participating in Entertainment can include sports or the arts. Sports—games of athletic skill CHAPTER 1 CHAPTER 1

Sports or Entertainment? SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Sports or Entertainment? Is a distinction required for successful marketing? Marketing-information management Specific product promotions Knowing customer needs CHAPTER 1 CHAPTER 1

Modern Entertainment Marketing SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Modern Entertainment Marketing The beginning of change Change accelerated CHAPTER 1 CHAPTER 1

The Beginning of Change SPORTS AND ENTERTAINMENT MARKETING 08/28/16 The Beginning of Change Louis Le Prince—first moving pictures (1888) Lumiere brothers—first to present a projected movie to a paying audience (1895) The Jazz Singer—first movie with sound (1927) Mickey Mouse—animation arrived (1928) Disneyland—theme park a new approach to the marketing mix of entertainment (1955) CHAPTER 1 CHAPTER 1

SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Change Accelerated Improvement of technology Ease of distribution to the masses Evolution of entertainment media The Internet CHAPTER 1 CHAPTER 1

The Big Eye in Every Room SPORTS AND ENTERTAINMENT MARKETING 08/28/16 The Big Eye in Every Room The early days of television and marketing Television’s increasing influence Entertaining the customer CHAPTER 1 CHAPTER 1

The Early Days of Television and Marketing SPORTS AND ENTERTAINMENT MARKETING 08/28/16 The Early Days of Television and Marketing The first demonstration of TV in 1945 The American Association of Advertising Agencies encouraged start of television advertising NBC and the Gillette Company staged the first television sports spectacular in 1946 CHAPTER 1 CHAPTER 1

Television’s Increasing Influence SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Television’s Increasing Influence Major national corporations began to advertise Ad pricing tied to ratings or number of viewers Appeal to a mass audience CHAPTER 1 CHAPTER 1

Entertaining the Customer SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Entertaining the Customer Instant feedback from the customer Marketing mix of reality shows is unique Marketing mix fine-tuned based on customer input CHAPTER 1 CHAPTER 1

LESSON 1.4 Recreation Marketing SPORTS AND ENTERTAINMENT MARKETING 08/28/16 LESSON 1.4 Recreation Marketing GOALS Apply the marketing mix to recreation marketing. Describe marketing for the travel and tourism consumer. CHAPTER 1 CHAPTER 1

SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Recreational Sports Recreation—renewing or rejuvenating our body or mind with play or amusing activity Recreational activities—travel, tourism, and amateur sports that are not associated with education institutions CHAPTER 1 CHAPTER 1

Not for the Couch Potato SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Not for the Couch Potato Time and money Lessons Practice Equipment Travel CHAPTER 1 CHAPTER 1

SPORTS AND ENTERTAINMENT MARKETING 08/28/16 A Better Image Ladies Professional Golf Association (LPGA) Promotion of a strong image to draw sponsors and a broader audience CHAPTER 1 CHAPTER 1

SPORTS AND ENTERTAINMENT MARKETING 08/28/16 Travel and Tourism Tourism—traveling for pleasure Data mining Relax and smell the roses Niche travel—recreational travel or tours planned around a special interest Complete travel packages/tours CHAPTER 1 CHAPTER 1