1. Differences in Marketing
Section 2.3
Differences in Marketing

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

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

4. 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.

5. 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

6. 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

7. 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

8. 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

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

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