1. Unit 1: Reviewing Marketing Basics
Intro to Sports and Entertainment

2. What is Sports and Entertainment Marketing?
It is the marketing of sports and entertainment products AND using sports/entertainment to market other products.
We can market sports and entertainment
We can market THROUGH sports and entertainment

3. The Marketing Mix
4 P’s
Product, Price, Place, Promotion
Product: what is sold to consumers—good/service
Price: monetary amount
Place: distribution of products
Promotion: communicating with consumers
In sports/entertainment the marketing mix must be looked at carefully
Considered to be “leisure” activities
Consumers are using “extra” income and must be reached carefully
Many options for consumers

4. The Marketing Concept Ways to view marketing:
Mass marketing: sending out one message with little regard to individuals
Sales oriented: selling products without regard for what people want
Effective in certain situations
Marketing Concept:
Focus on customer satisfaction.
Direct their resources toward offering the goods and services that people want.
Requires market research and understanding of competition!

5. Why use the Marketing Concept
Sports and Entertainment industry focuses on people’s free time and extra income
Lots of choices!
Limited time and money
Makes the Marketing Concept necessary!
Must focus on satisfaction and wants of consumers!

6. The Seven Functions in SEM
All seven functions of marketing are important when marketing sports and entertainment
Distribution
Marketing Information Management
Pricing
Product Service Management
Promotions
Selling
Financing

7. Functions Activity Each table will be assigned a function
Using your textbook, phone or computer complete the following for the function you have selected
Define the function
How is this function used in Sports and Entertainment?
Illustrate the function
May use an image associated with function
May be hand drawn or printed

8. Adapting the Marketing Mix

9. The Marketing Mix
Product, Price, Place, Promotion—Looks a little different in SEM
Products in Sports and Entertainment
DURABLE GOODS--Three years or longer
NONDURABLE GOODS---Cannot be re-used
SERVICES—Intangible
IDEAS--Can be sold and turned into a business
Tourism—Visit California
PEOPLE—professional/amateur athletes/celebrities

10. The Marketing Mix Price in Sports and Entertainment
The most SENSITIVE ELEMENT for sports and entertainment because of discretionary income
What will the market accept?
How much is too much?

11. The Marketing Mix Place (Distribution) in Sports and Entertainment
Locations and methods used to make products available
Host cities of sporting events
Venues
Movie distributors, theater companies
Ticket sales online

12. The Marketing Mix Promotions in Sports and Entertainment
Communicating with consumers
Informing and persuading become crucial!
Persuading through……
Endorsements
Celebrities

13. Target Marketing in SEM

14. Sports Marketers use sports to market other products
People
Organizations
Goods/Services
Match the product to the viewers
Utilizing gross impression
The number of times per advertisement, game or show that a product is associated with an athlete or team.
Goal is to maximize exposure and create an association
Nike—Oregon
Gatorade—NFL

15. Entertainment
Entertainment is all about products that people are willing to spend their time/money on during leisure time
Entertainment Marketing: all about influencing how consumers spend time/money on entertainment
What counts as entertainment?
It’s a blurred line and depends of the consumers
TV. Films, theatre, news, books, social media, internet

16. Keeping Up! Ratings Changes in industry Market where the ratings are
Ratings=viewership
Direct impact on cost
Changes in industry
Internet
Netflix, Hulu, On Demand, DVR—What challenges does this present?

17. Customer Profiles

18. Finding your Market
Market: all of those capable and willing to purchase
Target Market: Those MOST LIKELY TO BUY
To identify we often times need to segment our market

19. Views on Marketing Mass Marketing—one basic message sent to audience
Marketing Concept=Market Segmentation—focusing on the marketing concept
This is a common view in Sports/Entertainment

20. Segmentation
Grouping the market based on common characteristics to identify target markets
Rule of 80/20!
Segmentation variables
Demographics: surface level characteristics
Psychographics: lifestyle, personality
Geographics: location of consumers
Behaviors: spending and consumption

21. Looking Deeper Demographics Income Age groups
Discretionary Income: the money people have left over after paying expenses
Living expenses, taxes
This is the money they spend on entertainment
Age groups
Millennials
Baby Boomers
Tweens
Generation X
Generation Y

22. Building Customer Profiles
Creating an in-depth description of your targeted customer by examining segmentation
Should reveal ways to reach these consumers

24. Project Example Package A: The Average Joe
Demographics: Male, 30-50, Lower Middle Class, Average discretionary income of $8.000 with income of around $40,000, White
Psychographics: Sports fan
Behaviors: Spends 6-10 hours a week watching football, spends 10% of discretionary income on football related activities
Geographic: regional are of football team (EX. Dallas Cowboys—Southeast)

25. Project Details Each package should be for 4 people!
3 packages each targeted at 3 different segments (customer profile)