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What Is Sports And Entertainment Marketing ?


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Title: What Is Sports And Entertainment Marketing ?

What Is Sports And Entertainment Marketing ?
  • Chapter 1

1.1 Marketing BasicsObjectives
  • You will be able to describe the basic concepts
    of marketing.
  • You will be able to describe the seven key
    marketing functions.

What Is Marketing?
  • Marketing is planning and executing the
    conception, pricing, promotion, and distribution
    of ideas, goods, and services to create exchanges
    that satisfy individual and organizational
  • The American Marketing Association
  • Marketing is the creation and management of
    satisfying exchange relationships.

Marketing Mix
  • The Marketing Mix describes how a business blends
    the four marketing elements of Product,
    Distribution, Price, and Promotion.

The Marketing Mix
  • Product What a business offers a customer to
    satisfy needs.
  • Distribution Involves the location and methods
    used to make products available to customers.
  • Price The amount that customers pay for
  • Promotion This describes ways to encourage
    customers to purchase products and increase
    customer satisfaction.

Satisfying Customer Needs
  • The most important aspect of marketing is
    satisfying the customer. Customer needs should
    be the primary focus during the planning,
    production, distribution, and promotion of a
    product or service.
  • 1. Identify customer needs
  • 2. Develop products that customers consider
  • better than other choices
  • 3. You must be able to operate a business

Marketing Functions The Basis of All Marketing
  • Please Dont Forget My Pizza Party Saturday
  • Please-Promotion
  • Dont-Distribution
  • Forget-Finance
  • My-Marketing Information Management
  • Pizza-Product/Service Management
  • Party-Pricing
  • Saturday-Selling

Product / Service Management
  • The designing, developing, maintaining,
    improving, and acquiring products or services so
    they meet customer needs.
  • Fisher Price tests new toy ideas with both
    children and parents to make sure children will
    play with them and parents will buy them.

  • Determining the best way to get a a companys
    products or services to the customer.
  • Television manufacturers like Sony sell their
    products through electronic retailers like
    Circuit City.

  • Direct and personal communication with customers
    to asses and satisfy their needs. Selling also
    includes anticipating the customers future
  • Today selling also includes items purchased
    over the internet with no personal
  • Loretta Lynn and her husband traveling to sell
    radio stations on her single Honky Tonk Girl

Marketing Information Management
  • Gathering and using information about customers
    to improve business decision making.
  • Dominos used marketing research to adapt to a
    new market in Japan.
  • Smaller pizzas to be eaten as snacks
  • Non traditional toppings corn / tuna

  • This requires a company to not only
  • a.) budget for their own marketing activities
  • b.) but to provide the customer with assistance
    in paying for the product.
  • General Motors offers loans to customers through
    its GMAC Division.

  • The process of establishing and communicating the
    value or cost of goods and services to customers.
  • Prices to professional sports events and
    concerts are often very expensive because the
    demand for them is very high.

  • The use of advertising to communicate a products,
    services, or images to the customer to achieve a
    desired outcome.
  • Coupons on the back of tickets promote products
    or services and entice fans into trying the
    products or services shown.

  • Think Critically
  • Think of 3 recent sports or entertainment
    purchases you have made. Identify how each
    purchase involved the seven marketing functions.

1.2 Sports MarketingObjectives
  • Define sports marketing.
  • Understand the importance of target markets.
  • Identify sports marketing strategies.

What Is Sports Marketing?
  • Sports Marketing is using SPORTS to market
    products or services.
  • Spectators of sporting events are the potential
    consumers of a wide array of products.
  • EX. Apparel, Athletic Equipment Food

Variety of Sports
  • Young amateur sports
  • Recreational sports
  • High school sports
  • College and University sports
  • Professional sports
  • Olympic sports

Target Market
  • A target market is a specific group of people you
    want reach.
  • To promote sell products, a company must know
    the needs wants of the target market.

How To Find A Target MarketA Company Must First.
  • Identify the customer.
  • Learn specific information (Demographics) about
    the customer such as
  • Age ranges in the group
  • Marital status
  • Gender
  • Educational level
  • Attitudes and beliefs
  • Income (especially disposable income)

Market Segmentation
  • Is a way of analyzing a market by specific
    characteristics to create a target market.
  • These characteristics include geographics,
    demographics, psychographics and product benefits.

  • Consideration is given to where the consumer
  • Examples include
  • Beach related items are marketed to beach towns
    and cities on the coast
  • Sweet tea traditionally was marketed in South
    because it orginated there

  • Include characteristics such as attitudes,
    opinions lifestyles.
  • Examples include
  • Marketing new sports or recreational equipment to
    those who believe exercise is important to their
    life style

Product Benefits
  • This means the marketer studies consumers
    behaviors, needs and wants regarding specific
    product benefits to consumers.
  • Examples include..
  • Hearing aide to the elderly

Discretionary Income
  • DEFINITION Income that can be freely spent.
  • Income left over after all obligations have been

Spending Habits of Fans
  • Important to research spending habits of fans to
    maximize profits on items that are purchased at
    sporting events.
  • The price that fans are willing to pay for a
    ticket depends upon
  • Interest of the target market
  • The national importance of the event
  • The popularity of the participating athletes
  • The rivalry associated with the contest
  • Fans also pay for
  • team clothing or equipment
  • food
  • travel expenses to and from a game

Did You Know
  • In 1998, a family of 4 could expect to pay
    115.00 on average to attend a major league
    baseball game.
  • This price included tickets, parking, hot dogs
    and drinks, programs, and souvenir caps.
  • The highest cost was for the New York Yankees
  • The lowest cost was for the Cincinnati Reds

4 Marketing Strategies Used in Sports Marketing
Marketing Strategies1. Sports Logos on Clothing
  • Show fan loyalty
  • Increase the value of the clothing in the eyes of
    the fan
  • Some Consumers feel more successful themselves if
    they can purchase and wear clothing with logos
  • Endorsements make money for professional athletes
    and professional and college teams.

Marketing Strategies2. New Sports Produce New
  • Offer new opportunities for endorsements and
  • Arena football founded in 1989
  • WNBA (Womens National Basketball Association)

Marketing Strategies3. Gross Impression
  • Gross Impression is the number of times per
    advertisement, game, or show that a product or
    service is associated with an athlete, team, or
  • Often the message is is a very subtle one.
  • Advertisers hope you will remember when it is
    time to make a purchase.

Marketing Strategies 4. Timing
  • Popularity based on continued winning.
  • Loosing streaks can cost more than points in a
  • Timing is extremely important when marketing
    sporting goods.
  • Fans want to identify with winners.
  • Trends need to be monitored for time to change.
  • Success sparks rivalry

Think Critically
  • Design a new logo for a major sporting goods
    manufacturer. Explain what the logo represents
    and why it will be successful. This logo cannot
    resemble current logos.
  • Watch a college or professional sporting event on
    television. Select a sports brand represented
    and keep track of how many gross impressions were
    made during the telecast.

1.3 Entertainment Marketing Objectives
  • Understand why marketing must relate to the
    specific audience.
  • Relate advances in entertainment technology to
    changes in distribution.
  • Recognize the power of television as a marketing

Entertainment Marketing
  • There are two ways to look at Entertainment
  • Entertainment must be looked at as a product to
    be marketed.
  • Marketing should be looked at in light of the way
    it uses entertainment to attract attention to
    other products

What Is Entertainment
  • Entertainment is whatever people are willing to
    spend their money and spare time viewing rather
    than participating in. This includes
  • Sports and the Arts, and can be viewed in person
    or in broadcast or recorded form.
  • Sports are games of athletic skill.
  • Entertainment can be movies, the theater, the
    circus, or even traditional athletic contests.

Just A Little History
  • At the beginning of the 20th century the
    performing arts represented a major form of
    entertainment. This included the live theater,
    the ballet, the opera, and concerts.
  • Marketing was limited to posters and word of
  • In order to enjoy professional entertainment
    people had to travel and travel was sometimes
    slow and tedious.
  • In 1888 Louis LePrince made the first moving
    pictures in Britain.

  • In 1895 the Lumiere brothers were the first to
    present a projected movie to paying customers in
    a café in Paris.
  • The first movie with sound was The Jazz Singer
    which opened in the United States in 1927.
  • Mickey Mouse arrived in 1928 in Walt Disneys
    Steamboat Willie
  • 10 years later Snow White and the Seven Dwarfs
    became the first full length animated film.

  • July 1955 Disney opened Disneyland in Anaheim
  • With the opening of Disneyland a totally new form
    of entertainment was born the theme park!
  • Once started technologies of all sorts changed
    marketing, advertising, and distribution forever.
  • A current trend is to name sports arenas for
    corporate sponsors.

  • The marketing of entertainment is evolving faster
    and faster with daily changes in technology.
  • Products that were innovative yesterday are
    out-of-date today.
  • Information managers and promoters must be
    creative and forward thinking in order to
    anticipate the wants of the buying public.

Television and Marketing
  • Television provided sports and entertainment
    marketers with a wide-open distribution channel
    into the billfolds of consumers. The market grew
    quickly and continues to advance throughout much
    of the world.
  • In October 1945, more than 25,000 people came to
    Gimbles Department Store to see the first
    demonstration of TV.
  • Nine television stations and fewer than 7,000
    working TV sets existed in the United States at
    the end of World War II.

Televisions Increasing Influence
  • The pricing of television commercial time is tied
    to the number of viewers the programming
  • 9 TV stations in 1945 grew to 98 stations by
  • In 1996 there were more than 223 million TV sets
    with many homes having at least 2.
  • Advertisers spent almost 42.5 billion in 1996.

  • In 1945 The American Association of Advertising
    encouraged the start of television advertising.
  • Television changed the marketing of entertainment
    in a profound way. TV advertising hooked the
    imagination of the consumer.
  • In 1946 the Gillette Company staged the first
    television sports spectacular a heavy weight
    boxing match. There was an estimated audience of
    150,000 on 5,000 sets!

1.4 Recreation MarketingObjectives
  • Apply the marketing mix to recreation marketing
  • Describe marketing for the travel and tourism

Recreational Sports
  • Recreational sports marketers entice people away
    from home-based entertainment. Golf, tennis,
    bowling, hiking, snow skiing, snow boarding, and
    biking are a few of the more popular recreational
    sports activities.

  • Recreation can be defined as renewing or
    rejuvenating your body or mind with play or
    amusing activity.
  • Recreational Activities are those activities
    involved in travel, tourism, and amateur sports
    that are not associated with educational
  • Participation in recreational activities usually
    requires the purchase of a combination of
    products and services.
  • Participation also requires a time commitment.

  • Marketing costs must be included in the financing
    of a recreational sports facility.
  • Professional sports marketers work to increase
    interest in related recreational sports.
  • Exciting professional sports figures can increase
    interest in recreational sports and can also help
    increase sales of related merchandise. For
    example Tiger Woods and his success in golf.

Travel and Tourism
  • World wide the travel industry employs 130
    million people and is the worlds largest
  • Tourism is generally considered traveling for
    pleasure whether the travel is independent or
  • Tourism includes vacations, honeymoons,
    conventions, and family visits.
  • A major function of the travel industry is data
    mining- this function is the collection of data
    about which people travel, where they travel, and
    when they travel.

Niche Travel
  • Recreational travel or tours planned around a
    special interest.
  • Niche travel can be designed for a group of music
    enthusiasts traveling through Europe.
  • The marketing mix in niche travel is critical to
    the success of the business. Planning the right
    tour, promoting and distributing it to the right
    customer, pricing it to attract the customer, and
    making a profit, all require marketing
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