1. Sports and Entertainment Marketing © Thomson/South-Western ChapterChapter What Is Sports and Entertainment Marketing? 1.1 Marketing Basics 1.2 Sports Marketing 1.3 Entertainment Marketing 1

2. Sports and Entertainment Marketing © Thomson/South-Western Winning Strategies From $50 to $4 Million A determined athlete A supportive family

3. Sports and Entertainment Marketing © Thomson/South-Western Lesson 1.1 Marketing Basics Goals Describe the basic concepts of marketing. Explain the marketing mix. Define the six core standards of marketing.

4. Sports and Entertainment Marketing © Thomson/South-Western Terms Marketing Marketing Mix Product Distribution Price Promotion Discretionary Income

5. Sports and Entertainment Marketing © Thomson/South-Western WHAT IS MARKETING? Marketing the creation and maintenance of satisfying exchange relationships

6. Sports and Entertainment Marketing © Thomson/South-Western Satisfying Customer Needs Identify your customer and the needs of your customer Develop superior products Operate your business profitably

7. Sports and Entertainment Marketing © Thomson/South-Western 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

8. Sports and Entertainment Marketing © Thomson/South-Western What is marketing?

9. Sports and Entertainment Marketing © Thomson/South-Western THE MARKETING MIX Marketing mix how a business blends the following four elements product distribution price promotion

10. Sports and Entertainment Marketing © Thomson/South-Western Marketing Mix (cont’d) Product what a business offers to satisfy needs goods and services Distribution the locations and methods used to make products available to customers

11. Sports and Entertainment Marketing © Thomson/South-Western Marketing Mix (cont’d) Price amount customers pay for products Promotion ways to make customers aware of products encourages customers to buy

12. Sports and Entertainment Marketing © Thomson/South-Western 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.

13. Sports and Entertainment Marketing © Thomson/South-Western 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.

14. Sports and Entertainment Marketing © Thomson/South-Western 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

15. Sports and Entertainment Marketing © Thomson/South-Western What are the elements of the marketing mix?

16. Sports and Entertainment Marketing © Thomson/South-Western CORE STANDARDS OF MARKETING

17. Sports and Entertainment Marketing © Thomson/South-Western Core Standards (cont’d) Distribution Distribution involves determining the best way to get a company’s products and services to customers.

18. Sports and Entertainment Marketing © Thomson/South-Western Core Standards (cont’d) Marketing-Information Management gathering and using information about customers to improve business decision making

19. Sports and Entertainment Marketing © Thomson/South-Western Core Standards (cont’d) Pricing the process of establishing and communicating to customers the value or costs of goods and services

20. Sports and Entertainment Marketing © Thomson/South-Western Core Standards (cont’d) Product/Service Management designing, developing, maintaining, improving and acquiring products or services to meet customer needs

21. Sports and Entertainment Marketing © Thomson/South-Western Core Standards (cont’d) Promotion using a variety of communication forms, including advertising, to distribute information about products, services, images and ideas to achieve a desired outcome

22. Sports and Entertainment Marketing © Thomson/South-Western Core Standards (cont’d) Selling any direct and personal communication with customers to assess and satisfy their needs

23. Sports and Entertainment Marketing © Thomson/South-Western Core Standards (cont’d) Financing A company must budget for its own marketing activities and provide customers with assistance in paying for the company’s products and services

24. Sports and Entertainment Marketing © Thomson/South-Western List and provide an example of each core standard of marketing.

25. Sports and Entertainment Marketing © Thomson/South-Western Lesson 1.2 Sports Marketing Goals Define sports marketing. Explain the value of sports marketing to the economy.

26. Sports and Entertainment Marketing © Thomson/South-Western Terms Demographics Sports Marketing Gross Impression

27. Sports and Entertainment Marketing © Thomson/South-Western WHY SPORTS MARKETING? Demographics common characteristics of a group age, marital status, income, education Sports Marketing using sports to market products

28. Sports and Entertainment Marketing © Thomson/South-Western New Sports, New Opportunities Continual innovation provides new opportunities extreme sports arena football

29. Sports and Entertainment Marketing © Thomson/South-Western Gross Impression the number of times per advertisement, game, or show that a product or service is associated with an athlete, team or entertainer

30. Sports and Entertainment Marketing © Thomson/South-Western 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.

31. Sports and Entertainment Marketing © Thomson/South-Western Why are gross impression and timing important in sports marketing?

32. Sports and Entertainment Marketing © Thomson/South-Western THE VALUE OF SPORTS MARKETING Sports marketing is a multi-billion-dollar global industry that has a definite impact on the economy.

33. Sports and Entertainment Marketing © Thomson/South-Western Emotional Value Emotional connections to teams motivate fans to buy tickets to games.

34. Sports and Entertainment Marketing © Thomson/South-Western So Many Channels High profile sporting events generate strong promotional revenues for broadcasters.

35. Sports and Entertainment Marketing © Thomson/South-Western Name three ways that sporting events help boost the local economy and/or national economy.

36. Sports and Entertainment Marketing © Thomson/South-Western Lesson 1.3 Entertainment Marketing Goals Define entertainment. Describe the impacts of advances in entertainment technology on entertainment marketing.

37. Sports and Entertainment Marketing © Thomson/South-Western Terms Entertainment Marketing Entertainment Ratings

38. Sports and Entertainment Marketing © Thomson/South-Western ENTERTAINMENT FOR SALE Entertainment Marketing influencing how people choose to spend their time and money on entertainment

39. Sports and Entertainment Marketing © Thomson/South-Western What Exactly is Entertainment? Entertainment whatever people are willing to spend their money and spare time viewing rather than participating in

40. Sports and Entertainment Marketing © Thomson/South-Western What are the two ways of looking at entertainment marketing?

41. Sports and Entertainment Marketing © Thomson/South-Western EVOLUTION OF ENTERTAINMENT AND ENTERTAINMENT MARKETING 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.

42. Sports and Entertainment Marketing © Thomson/South-Western The Beginning of Change Disneyland represented a new approach to the marketing mix of entertainment.

43. Sports and Entertainment Marketing © Thomson/South-Western 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

44. Sports and Entertainment Marketing © Thomson/South-Western Change Accelerated Technology improvements, including the internet, have facilitated distribution of sports and entertainment to the masses.

45. Sports and Entertainment Marketing © Thomson/South-Western Technology and Customer Feedback Audiences can use a variety of communication technologies to provide entertainment feedback.

46. Sports and Entertainment Marketing © Thomson/South-Western Name a few benefits of television to marketers and advertisers.

47. Sports and Entertainment Marketing © Thomson/South-Western PERFORMANCE INDICATORS EVALUATED 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.

48. Sports and Entertainment Marketing © Thomson/South-Western PERFORMANCE INDICATORS EVALUATED (cont’d) Demonstrate teamwork to complete a group project. Demonstrate advertising budgeting skills.

49. Sports and Entertainment Marketing © Thomson/South-Western 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.