Differences in Marketing Section 2.3 Differences in Marketing

Different Players, Different Games Three major areas where differences can be found Consumer loyalty Product Revenue Stream

Consumer Loyalty Occurs when consumers are happy with a company’s product and become repeat customers Always watching one team play on TV

Consumer Loyalty Sports teams want to attract more fans to games and work on maintaining team loyalty Entertainment consumers are motivated by the desire for satisfying entertainment.

Consumer Loyalty Job of Entertainment Marketer Job of Sports Marketer Find a winning formula Try to KNOW what consumers want and CREATE the product Job of Sports Marketer Find a winning team KNOW what consumers want and DELIVER that product

Differences in Product The consistency, or stability of the sports product and the variability, or changeability of the entertainment product Sports, core product stays the same Sports team, event or facility is constant Entertainment, changes to meet audience demand

Differences in Revenue Movies and entertainment product can allow for large amount of revenue One movie DVD Merchandise Sports events usually do not produce as large streams of revenue One sporting event

Sponsorship Differences Sponsorship is the promotion of a company in association with a property Company gives money to another person or company to fund a project NASCAR Corporate boxes in stadiums

Advertising and Broadcasting Rights New phenomenon is virtual advertising Companies pay to have their logos digitally overlaid onto a billboard during a televised game

Broadcasting TV networks make million dollar deals with sports leagues for exclusive rights to broadcast games Notre Dame’s football team and NBC