What is Sports and Entertainment Marketing? Chapter 1

Warm-Up Write down at least 3 athletes or entertainers that you know of who endorse a product or represent a company. Write down at least 3 athletes or entertainers that you know of who endorse a product or represent a company. Example Example Tiger Woods  Buick Tiger Woods  Buick

Marketing Concepts About half of every dollar you spend goes towards marketing costs. About half of every dollar you spend goes towards marketing costs. Marketing costs include product development, packaging, advertising, and sales expenses. Marketing costs include product development, packaging, advertising, and sales expenses. It covers a wide variety of business functions It covers a wide variety of business functions

Satisfying Customer Needs The most important part of marketing. The most important part of marketing. Identify consumer needs Identify consumer needs Develop products that are better then others Develop products that are better then others Operate a profitable business Operate a profitable business

What is Marketing? Creation and maintenance of satisfying exchange relationships Creation and maintenance of satisfying exchange relationships The Marketing Mix The Marketing Mix  Product- What are you selling?  Place/Distribution- Where can people buy the product or service? What methods are available to buy the product?  Price- How much is it going to cost?  Promotion-How are you going to communicate to customers to buy the product?

Considerations Discretionary Income- amount of money individuals have after paying fixed costs. Discretionary Income- amount of money individuals have after paying fixed costs. Marketers must consider discretionary income and quantities. Marketers must consider discretionary income and quantities. Price is a direct influence Price is a direct influence Championship Teams Championship Teams

The Super Bowl Product- Game Product- Game Distribution- Selecting a Host City Distribution- Selecting a Host City Promotion- Companies that perform sweepstakes Promotion- Companies that perform sweepstakes Prices- Tickets and all costs of travel Prices- Tickets and all costs of travel

State Fair Product- Rides, Livestock, music Product- Rides, Livestock, music Prices- Admission, challenges Prices- Admission, challenges Promotion- TV, Radio, Billboards Promotion- TV, Radio, Billboards Distribution- Centralized location Distribution- Centralized location

A product marketing mix Price Price Distribution Distribution Product Product Promotion Promotion

Chapter 1.1 Continued Core Standards/Functions of Marketing

Warm-up Describe the elements of the marketing mix Describe the elements of the marketing mix

Key Marketing Functions

Distribution Best way to get a companies products or services across to customers. Best way to get a companies products or services across to customers.

Marketing-Information Management Gathering and using information about customers. Deciding on the right quantities. Gathering and using information about customers. Deciding on the right quantities.

Pricing Process of communicating to the customers about the cost. Process of communicating to the customers about the cost. A direct relationship to supply and demand A direct relationship to supply and demand eBay eBay

Product/Service Management Designing, developing, maintaining, improving, and acquiring products or services for the purpose of meeting customers needs and wants. Designing, developing, maintaining, improving, and acquiring products or services for the purpose of meeting customers needs and wants.

Promotion Using Advertising and other forms of communication to distribute information about products and services. Using Advertising and other forms of communication to distribute information about products and services.

New Release Take a moment to write down ways in which you find out about new products, upcoming concerts, sporting events. Take a moment to write down ways in which you find out about new products, upcoming concerts, sporting events.

Selling Direct personal communication with customers to satisfy their wants. Direct personal communication with customers to satisfy their wants. Evolution of selling Evolution of selling

Financing How a company budgets for its marketing How a company budgets for its marketing Sponsors and Investors Sponsors and Investors Sponsors want to be seen Sponsors want to be seen

Wrap-Up Activity Go to Mr. Hanlon’s teacher page and complete THE BIZ: THE PSL "PROBLEM“ Go to Mr. Hanlon’s teacher page and complete THE BIZ: THE PSL "PROBLEM“ Print out and hand in once complete Print out and hand in once complete Assignment is worth 10 points. Assignment is worth 10 points. Answers must be in your own words. Answers must be in your own words.

Section 1.2- Sports Marketing What is Sports Marketing? What is Sports Marketing? Using sports as an avenue to advertise a product Using sports as an avenue to advertise a product

Warm-Up Successful college teams bring in large amounts of revenue for their school. What investments do a university or college need to make to have a strong athletic program? Successful college teams bring in large amounts of revenue for their school. What investments do a university or college need to make to have a strong athletic program?

NCAA Football NCAA Football The only NCAA sponsored sport without an organized playoff system. The only NCAA sponsored sport without an organized playoff system. Football Championship Sub-Division Football Championship Sub-Division Football Bowl Sub-Division Football Bowl Sub-Division BCS BCS

What is sports marketing? What is sports marketing? How do marketers maximize profits on the items fans purchase in association with sporting events? How do marketers maximize profits on the items fans purchase in association with sporting events?

New Sports New Opportunities continual innovation provides new opportunities continual innovation provides new opportunities extreme sports extreme sports arena football arena football

Major League Lacrosse

Demographics Sports spectators will most likely have more in common the just a sport. Sports spectators will most likely have more in common the just a sport. Common characteristics include age range, marital status, gender, ethnic background, income level, education level. Common characteristics include age range, marital status, gender, ethnic background, income level, education level. Advertisers want to do research to find spectators interests to effectively market products Advertisers want to do research to find spectators interests to effectively market products

Gross Impression the number of times per advertisement, game, or show that a product or service is associated with an athlete, team or entertainer What are some examples

Timing Timing is important Timing is important Companies want to associate themselves with winners and “do-gooders” Companies want to associate themselves with winners and “do-gooders” Important contracts Important contracts

Timing Get it while it is hot Get it while it is hot

Timing Marketers monitor winning and losing trend of teams. Marketers monitor winning and losing trend of teams. Jersey Sales Jersey Sales San Diego Chargers running back LaDainian Tomlinson, New Orleans Saints running back Reggie Bush, Chicago Bears linebacker Brian Urlacher, Manning, Favre, Brady, Pittsburgh Steelers safety Troy Polamalu, Tennessee Titans quarterback Vince Young, Minnesota Vikings running back Adrian Peterson and Patriots receiver Randy Moss San Diego Chargers running back LaDainian Tomlinson, New Orleans Saints running back Reggie Bush, Chicago Bears linebacker Brian Urlacher, Manning, Favre, Brady, Pittsburgh Steelers safety Troy Polamalu, Tennessee Titans quarterback Vince Young, Minnesota Vikings running back Adrian Peterson and Patriots receiver Randy Moss Timing is important to have the product when it is in high demand. Timing is important to have the product when it is in high demand. Timing often needs to be evaluated because it can change over time. Timing often needs to be evaluated because it can change over time.

Competition What is the result of increased competition? What is the result of increased competition?

The Value of Sports Marketing Sports marketing is a multi-billion-dollar industry that has a definite impact on the economy. Sports marketing is a multi-billion-dollar industry that has a definite impact on the economy.

Story Take a moment to write about a sports story that gets you “choked up” otherwise known as a feel good story in sports. Take a moment to write about a sports story that gets you “choked up” otherwise known as a feel good story in sports.

Emotional Ties Sports fans have emotional ties to their favorite high school, college, and professional teams. Sports fans have emotional ties to their favorite high school, college, and professional teams. Marketers try to appeal to the emotions of fans. Marketers try to appeal to the emotions of fans. The feel good story The feel good story

An Emotional Purchase An Emotional Purchase Individuals freely spend discretionary income if they have emotional ties to an event. Individuals freely spend discretionary income if they have emotional ties to an event.

Hotels/Restaurants

Other Industries Automobile Automobile Travel Travel

Parking Lots Parking Lots

Channels Goal- Capture highest percentage of viewing audience for the least amount of money. Goal- Capture highest percentage of viewing audience for the least amount of money. Trends have shifted Trends have shifted Sitcom to Reality Sitcom to Reality

Professional

Other Types Dating Dating Sports Sports Self Improvement/Make over Self Improvement/Make over Hybrids Hybrids

Valuable Sports Programming Networks are willing to pay top dollar for very high profile sporting events to reap the financial benefits. Networks are willing to pay top dollar for very high profile sporting events to reap the financial benefits.

Encore pg. 16 Please Complete Questions 1-3. Please Complete Questions 1-3. Write both the question and the answer Write both the question and the answer Also do the intermission question on page 15. Write both question and answer. Also do the intermission question on page 15. Write both question and answer.

Section 1.3 What do you consider entertainment? What do you consider entertainment?

Entertainment Marketing What is the purpose of entertainment marketing? What is the purpose of entertainment marketing? To influence how people use their time and money on entertainment. To influence how people use their time and money on entertainment.

Entertainment Marketing Entertainment Marketing We will look at entertainment as a product. We will look at entertainment as a product. And using entertainment to market a product And using entertainment to market a product

Distinction Sports is generally applied to games of athletic skill. Sports is generally applied to games of athletic skill. Watching sports can be entertaining, but the term entertainment is more commonly referred to movies, concerts, theater, and so forth. Watching sports can be entertaining, but the term entertainment is more commonly referred to movies, concerts, theater, and so forth. It is all a matter of opinion It is all a matter of opinion

Successful Marketing The distinction is not required for successful marketing. The distinction is not required for successful marketing. Goal is still to gather as much information as possible about the audience. Wants-Needs Goal is still to gather as much information as possible about the audience. Wants-Needs

What exactly is entertainment? Anything people are willing to spend money on your spend their free time viewing Anything people are willing to spend money on your spend their free time viewing It can be sports, music, art, etc. It can be sports, music, art, etc. It can be seen through television, internet, pre- recorded, etc. It can be seen through television, internet, pre- recorded, etc.

The Beginning of Change The Beginning of Change What are some of the all time classic movies? What are some of the all time classic movies? What are your favorites? What are your favorites? First Movie ever with sound was the Jazz Singer First Movie ever with sound was the Jazz Singer

The Beginning of Change 1938 Snow White and the Seven Dwarfs became the first full length animated film Snow White and the Seven Dwarfs became the first full length animated film. Disneyland changed the way marketing and entertainment mixed. Disneyland changed the way marketing and entertainment mixed.

Early TV Early TV The first demonstration of TV in 1945 The first demonstration of TV in 1945 The American Association of Advertising Agencies encouraged start of television advertising The American Association of Advertising Agencies encouraged start of television advertising NBC and the Gillette Company staged the first television sports spectacular in Boxing NBC and the Gillette Company staged the first television sports spectacular in Boxing

Influence The Early Days of Television and Marketing The Early Days of Television and Marketing TV changed the marketing of entertainment in a profound way. TV changed the marketing of entertainment in a profound way. Television’s Increasing Influence Television’s Increasing Influence ratings ratings the number of viewers the programming attracted the number of viewers the programming attracted

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

Feedback Audiences can use a variety of communication technologies to provide entertainment feedback. Audiences can use a variety of communication technologies to provide entertainment feedback.

Nielson Ratings What exactly are they? What exactly are they? Why are they important? Why are they important?

Appealing to a diverse group. The Mall of America The Mall of America has something for everyone. It appeals to a diverse group through a wide variety of stores, events, and other attractions. Please visit browse through their site. In your note book list three different ways in which they market to different demographics and different types of peoplewww.mallofamerica.com

Encore pg. 22 Please Complete Questions 1-4. Please Complete Questions 1-4. Type both the question and the answer Type both the question and the answer