1. Sports & Entertainment Marketing
Marketing Plan
Sports & Entertainment Marketing

2. Discussion Topic
What is a marketing plan and why are they important to sports and/or entertainment organizations?

3. What is the Marketing Plan?
A written document that provides direction for the marketing activities for a specific period of time
It is a critical planning tool for any business, regardless of industry
Defines goals and strategies
Serves as the “game plan”
Communicates the goals, objectives, and strategies of a company to its employees

4. Marketing Plan Examples
LPGA needs to boost sponsorships
Movie theater needs to increase matinee
ticket sales
NHL needs to manage negative publicity due to lockout/labor dispute

5. Key components of an effective marketing plan:
Mission Statement
Executive Summary
Situation or S.W.O.T. Analysis
Marketing Goals / Objectives
Market Research / Marketing Strategies
Implementation
Evaluation and Control

6. The Mission Statement
A written statement that captures an organization’s purpose, customer orientation and business philosophy
The majority of marketing strategies are founded on the basis of the mission statement content

7. International Olympic Committee marketing commission
“Olympic marketing helps perpetuate the work of the Olympic Movement, by providing resources, programs and financial support. All programs and actions of a partner should be designed to enhance and protect the Olympic image and Olympic values.”

8. Lance Armstrong Foundation
“The Lance Armstrong Foundation (LAF) inspires and empowers people affected by cancer. We help people with cancer focus on living; we believe that unity is strength, knowledge is power and attitude is everything. From the moment of diagnosis, the LAF provides the practical information and tools people with cancer need to live life on their own terms.”

9. The Situation (S.W.O.T.) Analysis
Strengths W
Weaknesses O
Opportunities T
Threats

10. Strengths S Strengths Patents Strong brand names
Positive reputation among customers S
Strengths
Resources and capabilities that can be used
as a basis for developing a competitive advantage

11. Weaknesses W Weaknesses Lack of patent protection Weak brand name
Poor reputation among customers
Lack of resources
Inadequate distribution channels W
Weaknesses
Qualities that give a business a competitive disadvantage

12. Opportunities O Opportunities An unfulfilled customer need
Arrival of new technologies
A niche that has not yet been exploited
Mergers
Entry into new markets O
Opportunities
Events that could facilitate company profit and growth

13. Threats T Threats Shifts in consumer tastes away from company products
Emergence of new substitute products
Government regulation T
Threats
Events that could have a negative impact on the company

14. Hypothetical SWOT Example
An apparel and footwear company competing with companies like Nike, Adidas and Under Armour for market share

15. Strengths Steady and consistent growth in profits
Innovative new technology (lightweight, stretchable fabric) that increases consumer performance
Products tied to effective endorsement campaign (Serena Williams wears your new technology during games)

16. Weaknesses
Too much reliance on sales of products online and not enough in retail environments (your products are not available at Dick’s or Foot Locker)
Low brand awareness (not enough consumers are familiar with your brand)
Dependency on sales of apparel products with a track record of limited growth in footwear (75% of total sales come from the apparel category)

17. Opportunities
Well defined objectives with company-wide support (everyone in the company is behind the goal of increasing footwear sales in the next fiscal year)
Positive industry outlook (forecasts call for substantial growth in the footwear and apparel markets for the next three to five years)
Positive association with endorsers (Serena Williams’ popularity is extremely high and he uses your product and will be featured in an upcoming campaign promoting the brand)

18. Threats
Competitors launching new, similar product (Puma is launching a similar lightweight, stretchable fabric apparel line in the upcoming year)
Rising raw material prices (the cost of producing products will rise)
Poor economic conditions (consumers are spending less)

19. Project Time Work Individually Create a Personal Mission Statement
Create a Personal SWOT analysis
Strengths
Weaknesses
Opportunities
Threats
Strengths
Weaknesses
Opportunities
Threats