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What Is Sports and Entertainment Marketing?

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Presentation on theme: "What Is Sports and Entertainment Marketing?"— Presentation transcript:

1 What Is Sports and Entertainment Marketing?
1 What Is Sports and Entertainment Marketing? 1.1 Marketing Basics 1.2 Sports Marketing 1.3 Entertainment Marketing

2 Winning Strategies From $50 to $4 Million A determined athlete
A supportive family Chapter 1

3 Lesson 1.1 Marketing Basics
Goals Describe the basic concepts of marketing. Explain the marketing mix. Define the six core standards of marketing. Chapter 1

4 Terms marketing marketing mix product distribution price promotion
discretionary income Chapter 1

5 WHAT IS MARKETING? marketing
the creation and maintenance of satisfying exchange relationships Chapter 1

6 Satisfying Customer Needs
identify your customer and the needs of your customer develop superior products operate your business profitably Chapter 1

7 Sports and Entertainment Marketing
Marketers of sports and entertainment marketing must assess consumer demand the competition the financial valuation of the goods and services they offer Chapter 1

8 What is marketing? Chapter 1

9 THE MARKETING MIX marketing mix
how a business blends the following four elements product distribution price promotion Chapter 1

10 product distribution what a business offers to satisfy needs
goods and services distribution the locations and methods used to make products available to customers Chapter 1

11 price promotion amount customers pay for products
ways to make customers aware of products encourages customers to buy Chapter 1

12 Marketing Mix Considerations
discretionary income the amount of money individuals have available to spend after paying for necessities Striking the right balance between price, distribution and promotion is important. Chapter 1

13 A Marketing Mix Example in the Sports Industry
The product the Super Bowl offers is a game between the best teams of the AFC and NFC. Consumer costs extend beyond ticket prices and include travel and lodging expenses. Distribution includes the location of the host city and ticket sales. Promotion involves media outlets and related-product contests. Chapter 1

14 A Marketing Mix Example in the Entertainment Industry
State fairs need to appeal to rural and urban residents set reasonable ticket prices advertise about the fair determine fair location plan ticket sales Chapter 1

15 What are the elements of the marketing mix?
Chapter 1

Chapter 1

17 Distribution Distribution involves determining the best way to get a company’s products and services to customers. Chapter 1

18 Marketing-Information Management
gathering and using information about customers to improve business decision making Chapter 1

19 Pricing the process of establishing and communicating to customers the value or costs of goods and services Chapter 1

20 Product/Service Management
designing, developing, maintaining, improving and acquiring products or services to meet customer needs Chapter 1

21 Promotion using a variety of communication forms, including advertising, to distribute information about products, services, images and ideas to achieve a desired outcome Chapter 1

22 Selling any direct and personal communication with customers to assess and satisfy their needs Chapter 1

23 Financing A company must budget for its own marketing activities and provide customers with assistance in paying for the company’s products and services. Chapter 1

24 List and provide an example of each core standard of marketing.
Chapter 1

25 Lesson 1.2 Sports Marketing
Goals Define sports marketing. Explain the value of sports marketing to the economy. Chapter 1

26 Terms demographics sports marketing gross impression Chapter 1

27 WHY SPORTS MARKETING? demographics sports marketing
common characteristics of a group age, marital status, income, education sports marketing using sports to market products Chapter 1

28 New Sports, New Opportunities
continual innovation provides new opportunities extreme sports arena football Chapter 1

29 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 Chapter 1

30 Timing Fans want products and services that identify them with winning teams and athletes. Marketing efforts may need to be tweaked based on changes in winning trends. Chapter 1

31 Why are gross impression and timing important in sports marketing?
Chapter 1

Sports marketing is a multi-billion-dollar global industry that has a definite impact on the economy. Chapter 1

33 Emotional Value Emotional connections to teams motivate fans to buy tickets to games. Chapter 1

34 So Many Channels High profile sporting events generate strong promotional revenues for broadcasters. Chapter 1

35 Name three ways that sporting events help boost the local economy and/or national economy.
Chapter 1

36 Lesson 1.3 Entertainment Marketing
Goals Define entertainment. Describe the impacts of advances in entertainment technology on entertainment marketing. Chapter 1

37 Terms entertainment marketing entertainment ratings Chapter 1

entertainment marketing influencing how people choose to spend their time and money on entertainment Chapter 1

39 What Exactly is Entertainment?
whatever people are willing to spend their money and spare time viewing rather than participating in Chapter 1

40 What are the two ways of looking at entertainment marketing?
Chapter 1

At the beginning of the twentieth century, audiences needed to travel to the entertainment source. Audience feedback was instantaneous and live. Technology distanced entertainers from their audiences. Chapter 1

42 The Beginning of Change
Disneyland represented a new approach to the marketing mix of entertainment. Chapter 1

43 The Big Eye in Every Room
The Early Days of Television and Marketing TV changed the marketing of entertainment in a profound way. Television’s Increasing Influence ratings the number of viewers the programming attracted Chapter 1

44 Change Accelerated Technology improvements, including the internet, have facilitated distribution of sports and entertainment to the masses. Chapter 1

45 Technology and Customer Feedback
Audiences can use a variety of communication technologies to provide entertainment feedback. Chapter 1

46 Name a few benefits of television to marketers and advertisers.
Chapter 1

Communicate an appropriate advertising campaign through writing and speaking. Analyze relevant data to make recommendations for an appropriate plan of action. Demonstrate critical thinking and problem-solving skills when creating the advertising campaign. Chapter 1

48 Demonstrate teamwork to complete a group project.
Demonstrate advertising budgeting skills. Chapter 1

49 THINK CRITICALLY Why is an advertising campaign necessary to overcome the city’s previous reputation? Give several examples of activities other than sporting events to attract customers downtown. What is the advantage of having new condominiums in the downtown area? Does the light rail system present an advantage for your advertising campaign? Explain your answer. Chapter 1

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