1. CHAPTER 1 What Is Sports and Entertainment Marketing?
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CHAPTER 1 What Is Sports and Entertainment Marketing?
1.1 Management Basics
1.2 Sports Marketing
1.3 Entertainment Marketing
1.4 Recreation Marketing
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2. LESSON 1.1 Marketing Basics
SPORTS AND ENTERTAINMENT MARKETING
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LESSON 1.1 Marketing Basics
GOALS
Describe the basic concepts of marketing.
Define the seven key marketing functions.
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3. SPORTS AND ENTERTAINMENT MARKETING
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Marketing Concepts
What is marketing?
Marketing mix
Satisfying customer needs
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4. SPORTS AND ENTERTAINMENT MARKETING
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What Is Marketing?
Marketing—the creation and maintenance of satisfying exchange relationships
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5. SPORTS AND ENTERTAINMENT MARKETING
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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
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6. Satisfying Customer Needs
SPORTS AND ENTERTAINMENT MARKETING
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Satisfying Customer Needs
Primary focus
Identify customer needs
Develop products
Operate a business profitably
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7. Key Marketing Functions
SPORTS AND ENTERTAINMENT MARKETING
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Key Marketing Functions
Product/service management
Distribution
Selling
Marketing-information management
Financing
Pricing
Promotion
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8. LESSON 1.2 Sports Marketing
SPORTS AND ENTERTAINMENT MARKETING
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LESSON 1.2 Sports Marketing
GOALS
Define sports marketing, and understand the importance of target markets.
Identify sports marketing strategies.
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9. What Is Sports Marketing?
SPORTS AND ENTERTAINMENT MARKETING
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What Is Sports Marketing?
Sports marketing—using sports to market products
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10. Determine the Target Market
SPORTS AND ENTERTAINMENT MARKETING
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Determine the Target Market
Target market—a specific group of people you want to reach
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11. How to Find a Target Market
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How to Find a Target Market
Disposable income—income that can be spent freely
Demographics—specific customer information
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12. Spending Habits of Fans
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Spending Habits of Fans
Tickets
Clothing or equipment
Food
Travel
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13. SPORTS AND ENTERTAINMENT MARKETING
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Marketing Strategies
Sports logos on clothing
New sports, new opportunities
Gross impression
Timing
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14. Sports Logos on Clothing
SPORTS AND ENTERTAINMENT MARKETING
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Sports Logos on Clothing
Fan loyalty
Increased value
Feeling of success
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15. New Sports, New Opportunities
SPORTS AND ENTERTAINMENT MARKETING
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New Sports, New Opportunities
Arena football
Television broadcasts
Sponsorships
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16. SPORTS AND ENTERTAINMENT MARKETING
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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
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17. LESSON 1.3 Entertainment Marketing
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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.
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18. Entertainment for Sale
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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
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19. Sports or Entertainment?
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Sports or Entertainment?
Is a distinction required for successful marketing?
Marketing-information management
Specific product promotions
Knowing customer needs
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20. Modern Entertainment Marketing
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Modern Entertainment Marketing
The beginning of change
Change accelerated
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21. The Beginning of Change
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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)
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22. SPORTS AND ENTERTAINMENT MARKETING
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Change Accelerated
Improvement of technology
Ease of distribution to the masses
Evolution of entertainment media
The Internet
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23. The Big Eye in Every Room
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The Big Eye in Every Room
The early days of television and marketing
Television’s increasing influence
Entertaining the customer
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24. The Early Days of Television and Marketing
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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
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25. Television’s Increasing Influence
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Television’s Increasing Influence
Major national corporations began to advertise
Ad pricing tied to ratings or number of viewers
Appeal to a mass audience
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26. Entertaining the Customer
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Entertaining the Customer
Instant feedback from the customer
Marketing mix of reality shows is unique
Marketing mix fine-tuned based on customer input
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27. LESSON 1.4 Recreation Marketing
SPORTS AND ENTERTAINMENT MARKETING
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LESSON 1.4 Recreation Marketing
GOALS
Apply the marketing mix to recreation marketing.
Describe marketing for the travel and tourism consumer.
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28. SPORTS AND ENTERTAINMENT MARKETING
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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
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29. Not for the Couch Potato
SPORTS AND ENTERTAINMENT MARKETING
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Not for the Couch Potato
Time and money
Lessons
Practice
Equipment
Travel
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30. SPORTS AND ENTERTAINMENT MARKETING
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A Better Image
Ladies Professional Golf Association (LPGA)
Promotion of a strong image to draw sponsors and a broader audience
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31. SPORTS AND ENTERTAINMENT MARKETING
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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
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