SEM A - Marketing PE - Understand sport/event marketing’s role and function in business to facilitate economic exchanges with customers. PI - Explain the nature of sport marketing PI - Explain the nature of event marketing

Warm Up - Please write the question & your answer choice 1. A unique characteristic of the sport industry is that it seeks to attract markets that A. demand mostly tangible products B. have consumers with artistic talent C. include both spectators and participants D. are concerned with environmental issues 2. Professional sports teams benefit their surrounding community by A. endorsing local political candidates. B. Attracting tourist dollars C. hiring handlers to make sure athletes behave. D. making seat licenses available to season ticket holders.

Purpose of marketing The purpose of marketing is to satisfy the needs and wants of the consumer

Trio of Marketing Sports Marketing Sports Marketing: the involvement of sports to develop, promote and distribute goods and/or services Entertainment Marketing Entertainment Marketing: involves entertainment to develop, promote, and distribute goods and/or services Event Marketing Event Marketing: the designing or developing a “live” themed activity, occasion, display or exhibit

Identify categories of sport products The Sporting Event: Service Product – Intangible: an experience you can see, feel & participate in – Perishable experience: Once over, the product is gone – The athletes/participants: make the game happen – The spectators/fans: create excitement and enthusiasm for the product – The facility: Time Warner Arena, Lowes Motor Speedway – where the product is offered

Identify categories of sport products Sporting Goods: Goods Product – Tangible, manufactured products that make the game possible. – Equipment, clothing, licensed merchandise Personal Training: get ready to compete (good or service?) Sports Information: ESPN, Sports Illustrated, newspapers, internet (good or service?)

Describe categories of sport consumers 1. Unorganized participants: No rules walk in the woods, jogging 2. Organized participants: have rules – NCAA, MLB, MBA, MMA – Amateurs are not paid to play, regulated on local, state, national level – Professionals are paid but follow strict rules by their governing body – their occupation (income) is playing the game 3. Spectators/fans: observers of the sporting event – As important as the athletes due to the excitement they create 4. Sponsors: businesses or organizations that pay to associate their names or products with a sporting event

Sanctioning Bodies Sanctioning bodies establish rules and guidelines for all teams, participants and owners

Purpose of event marketing Event Marketing: Promoting and selling an intangible product that is immediately consumed and cannot be resold

Discuss benefits from the development of event marketing. Start a dialogue: face to face marketing (viral marketing) Personal connection: builds consumer trust for the product Immediate fulfillment: produce and consume the product at the same time Brand awareness: build awareness of your product by marketing the event - Examples: sales flyers, ads, promotion & PR – give example of this for a private event

Target Marketing in the SEM Industry The Sports and Entertainment/Event industry involves appealing to potential customers who have DISPOSABLE INCOME. Disposable Income is the amount of money people have to spend or dispose of AFTER they have paid their taxes.

SEM A - Professional Development PE - Acquire information about the Sport & Event Industry to aid in Career Choices PI – Explain career opportunities in sport/event marketing

Identify Types of Businesses that offer Careers in Sports/Event Marketing Teams (College, Professional, Amateur) Venues (Coordination & Sales) Sports Agencies Parks & Rec Departments Private Businesses Sporting Goods Industry (Retail, Sales, B2B) Technology (Websites, Apps, Research) Media (Radio, TV) News Industry Event Planning Fitness Industry Agents Marketing (Marketing Research, Sales) Public Relations Charities Convention and Visitors Hospitality Services And many, many more…. And many, many more….

Discuss Personal Traits needed for success in Sport/Event Marketing Competitiveness Positive attitude Problem Solving Detail Oriented Leadership Creativity Adaptability Negotiation Skills Flexibility Time Management Able to work under pressure Multitasking ability Initiative

Explain Training needed for careers in Sport/Event Marketing Firm educational background – Marketing – Business – Communications/Social Media – Liberal Arts Volunteer experiences & Internships

Describe the following Sport/Event Marketing Careers: Advertising – Print, broadcast & social media Sales promotion – In stadium, walk-in, season ticket holders & single ticket promotions Ticket sales – Direct and indirect Ticket management – Pricing, distribution and logistics Market research – Know your consumer Merchandising – responsibility for a sport organization's licensing activities Community relations – Public relations within the community to enhance image

Describe the following Sport/Event Marketing Careers Media relations – Press releases, press kits, answering consumer questions, Twitter, Facebook and You Tube Sponsorship manager – finding business partner’s with the same target market Event planner – Coordinates all event aspects Hospitality manager – Coordinates business clients and consumer hospitality Volunteer/vendor coordinator – Recruits volunteers to work events and works with vendors Marketing director – Manages all aspects of the marketing department including all social media, etc.