Lesson 3.4 – Tracking Industry Trends 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 LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Marketers Must Effectively Track Changing Trends Marketers evaluate trends that fit their respective marketing plans and implement changes accordingly Copyright © 2015 by Sports Career Consulting, LLC

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends 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 LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends 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 LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends 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 augment/virtual reality offerings Social broadcasting Targeting Female demographic “Snackable” Content Hi-tech stadiums “Themed” Uniforms (and auctioning them off 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 The Top Sports Trends to Watch in 2016 Personalization tools for online and mobile are more prevalent and help direct specific content or program info to the right audiences. It 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 The Top Sports Trends to Watch in 2016 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 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 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 14

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends The Top Sports Trends to Watch in 2016 “Snackable” Content From Matt Ferrell of USA Swimming (via 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 15

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends The Top Sports Trends to Watch in 2016 Levi’s Stadium (home of the San Francisco 49ers) features a 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), and 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 16

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends The Top Sports Trends to Watch in 2016 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 Copyright © 2015 by Sports Career Consulting, LLC 17

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends The Top Sports Trends to Watch in 2016 One of the hottest promotions in sports in 2014-15 was the “Star Wars” theme night (teams ranging from the Phoenix Suns, St. Louis Blues and Philadelphia Phillies to the Memphis Redbirds, Fort Wayne TinCaps and Buffalo Bisons have all hosted Star Wars theme nights) Copyright © 2015 by Sports Career Consulting, LLC 18

Tracking Industry Trends LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends The Top Sports Trends to Watch in 2016 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 19

Blank Slide Available for Teacher Edits LESSON 3.4 Intro to Basic SEM Principles Blank Slide Available for Teacher Edits Copyright © 2015 by Sports Career Consulting, LLC

LESSON 3.4 REVIEW (ANSWERS) 1) Describe industry trends Trends could include customer buying patterns, effective marketing techniques, product and/or service modifications or new technology (among other things) Intro to SEM Business Principles Copyright © 2015 by Sports Career Consulting, LLC

LESSON 3.4 REVIEW (ANSWERS) 2) Provide an example of how an organization may track shifts in industry trends Intro to SEM Business Principles Monitor sports and entertainment news online, read trade or business magazines, journals or newsletters, consider the marketing efforts involved when attending competitor events, attend sport business conventions, exhibitions and events, obtain research from sport marketing firms and read local or national news publications Copyright © 2015 by Sports Career Consulting, LLC