Tracking Industry Trends Task 37 Tracking Industry Trends Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends What is a trend? a general direction in which something is developing or changing (tendency, movement, shift, progression) Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Shifts in industry trends could include: Customer buying patterns Consumer preferences / distastes Effective marketing techniques (product placement for example) Product or service modifications New technology Efficient communication tools Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Product Placement Tracking Industry Trends Before adjusting, marketers must be aware of changes within the industry. How do sports and entertainment marketers effectively track industry trends? Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Marketers Must Effectively Track Changing Trends Monitor sports and entertainment news online Read trade or business magazines, journals or newsletters Consider the marketing efforts involved when attending competitor events Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Marketers Must Effectively Track Changing Trends Attend sport business conventions, exhibitions and events Obtain research from sport marketing firms Read local or national news publication Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Marketers Must Effectively Track Changing Trends Observe activity of competitors Communicate with others within the industry Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends – Online Content LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends – Online Content In the sports and entertainment industry, the trend toward consuming video content online has industry executives developing strategies to capture fan interest. - - - - - - - - - - The Atlantic Coast Conference (ACC) launched a branded YouTube channel, marking the first and only official partnership between YouTube and a major collegiate sports conference. Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends – Going Mobile LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends – Going Mobile The June 2013 U.S. Online Video Rankings from comScore showed that people in the United States watched more than 191 million online content videos throughout the month. As more and more consumers shift focus to tablets and mobile devices, marketers will respond by creating content available for digital distribution. Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends - XBOX LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends - XBOX Young males spend more time consuming media on XBOX than playing video games, according to Sean Bratches, ESPN Executive Vice President of Sales & Marketing, creating another platform for connecting with fans of the ESPN brand. As a result, WatchESPN is now available in over 83 million homes, more than double its distribution from a year ago. Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends The Top Sports Trends to Watch in 2016 Personalized content Growth of augmented/virtual reality offerings Social broadcasting Targeting female demographic “Snackable” content Hi-tech stadiums “Themed” uniforms (and auctioning for charity) Drones School athletics’ branded playing surfaces “Big Data” analytics Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Personalized Content Personalization tools for online and mobile more prevalent help direct specific content or program info to the right audiences also helps direct people to the right programs with more social channels than ever, it’s become more important to deliver the right content to the right audience vs. the fire hose approach Copyright © 2015 by Sports Career Consulting, LLC 12

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Growth of Augmented/Virtual Reality Offerings AR on TV: line of scrimmage, first-down line puck tracking (hockey) VR Pokemon Go cameras on umpires/players VR to train athletes/teams/officials Copyright © 2015 by Sports Career Consulting, LLC 13

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Growth of Augmented/Virtual Reality Offerings Copyright © 2015 by Sports Career Consulting, LLC 14

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Social Broadcasting Sports and entertainment marketing professionals all over the world will be keeping a close eye on the growth of social broadcasting apps like Periscope and Meerkat (both are live video streaming) Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Female Demographic In 2015, Nike launched its biggest women’s marketing campaign ever with the “Better For It” campaign, including an extension of their website at nike.com/women Copyright © 2015 by Sports Career Consulting, LLC 16

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Snackable Content From Matt Ferrell of USA Swimming (sportsmarketinglab.com): “The concept is simple. Take one piece of content, such as a presentation and adapt it to different mediums. For example, a presentation before an audience in a conference room could be webcast live on Meerkat, then archived on YouTube, video highlights would then be shared on Facebook, text transcripts created for the web, sound bites will become text for Twitter, a short clip produced for Vine, pictures posted on Instagram and so on. That doesn’t include the infographic you produce to plug into some of the platforms. You get the idea.” Copyright © 2015 by Sports Career Consulting, LLC 17

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Hi-Tech Stadiums Levi’s Stadium (San Francisco 49ers) network that includes about 680 Wi-Fi access points -- one for every 100 seats in the stadium a superfast Internet connection (allegedly 10,000 times faster than what federal regulators classify as broadband) about 1,700 high-tech "beacons” (technology that connects a fan’s phone to a wireless headset, used to pinpoint consumers' locations inside the venue to provide them directions) Copyright © 2015 by Sports Career Consulting, LLC 18

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends “Themed” Uniforms In 2014, San Diego Padres’ minor league affiliate (El Paso Chihuahuas) donned uniforms featuring wide eyed Chihuahua prints for their “Bark at the Park” theme night, then auctioned off the uniforms with proceeds going to the local humane society Minor League Baseball promotions Copyright © 2015 by Sports Career Consulting, LLC 19

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends “Themed” Uniforms – Star Wars Night One of the hottest promotions in sports in 2014-15 Phoenix Suns, St. Louis Blues, Philadelphia Phillies, Memphis Redbirds, Fort Wayne TinCaps and Buffalo Bisons have all hosted this theme night Copyright © 2015 by Sports Career Consulting, LLC 20

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Drones Partnership Activation, one of the leading resources in the industry for recognizing emerging trends, noted in their newsletter: “As the sports marketplace continues to embrace new forms of technology, the use of drones for sports photography, videography, and security purposes will soon be hot on everyone’s radar.” Copyright © 2015 by Sports Career Consulting, LLC 21

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Branded Playing Surfaces Copyright © 2015 by Sports Career Consulting, LLC 22

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Big Data Analytics Use of data to get an edge (“Moneyball”) Defensive shifts, pitcher-hitter matchups Reducing of injuries (wearable sensors) Measuring of athlete hydration Use of analytics by sports scientists, nutritionists, medical personnel Copyright © 2015 by Sports Career Consulting, LLC 23