Sports and Entertainment Marketing © Thomson/South-Western ChapterChapter The Wide World of Sports and Entertainment 3.1 Industry Segments 3.2 Special Marketing Tools 3.3 Destinations: Travel and Tourism 3.4 Worldwide Sports and Entertainment Events 3

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 2 Winning Strategies while a high school student, began a broadcasting career at 19, she was the youngest person and the first African- American woman to anchor the news at Nashville’s WTVF-TV in 1986, The Oprah Winfrey show entered national syndication with the launching of Harpo studios, she became the third woman in U.S. history to own her own studio provides generous funding and leadership to educational support programs – both within the U.S. and in South Africa Oprah Winfrey

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 3 Lesson 3.1 Industry Segments Goals Define industry and give examples of subdivisions of an industry. Explain why marketing decisions are based on industry standards, norms, and trends.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 4 Terms industry industry standards

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 5 THE SPORTS AND ENTERTAINMENT INDUSTRY industry a group of organizations involved in producing or handling the same product or type of service industry subdivisions subsets of an industry

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 6 Industry Standards and Trends industry standards the guidelines and goals set for different entertainment industries industry norm the average expectation within an industry

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 7 What is an industry?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 8 MARKETING DECISIONS FOR AN INDUSTRY Marketing decisions are based on upon industry standards, norms, and trends.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 9 U.S. Sports Camps U.S. Sports Camps manages the marketing and administration of sports camps throughout the country. coaches hire their own staff website generated $1.4 million in online sales in one year Nike sponsors many camps provides apparel to staff and campers

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 10 College Sports ISP Sports a leader in collegiate sports marketing has over 500 radio and 100 television outlets the country’s largest and fastest growing multimedia company

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 11 The Television Industry perpetually seeks programming that will yield higher viewer ratings reality shows are less expensive to produce than traditional shows continually seeking new ways to reach viewers Internet video iPods on-demand cable

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 12 The Concert Industry The concert industry is undergoing a change. mass appeal artists are diminishing live concerts seem less important to the post baby boomer generation audiences will probably be smaller and more fragmented in the future

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 13 State and County Fairs State and county fairs have made many changes to stay competitive. increased use of technology online advertising ticket sales premium books news releases expanded schedules corporate sponsorships

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 14 List three different forms of sports or entertainment and a current industry trend for each one.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 15 Lesson 3.2 Special Marketing Tools Goals Explain how a sports figure can be successful in the motivational lecture circuit and the publishing industry. Explain the purpose of and promotion methods used for sports camps and clinics.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 16 Terms ghostwriter literary agent

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 17 MOTIVATIONAL SPEAKING AND WRITING Professional athletes cannot plan on a lifelong career. Many people enjoy listening to and reading what famous individuals have to say.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 18 Successful Speaking Successful speakers have a message that is interesting repeatedly well written speeches excellent communication skills strong promotional campaigns an agent

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 19 The Price of Motivation All American Speakers Bureau speakers receive between $5,000 and $50,000 for an individual speech

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 20 Writing Their Stories When an athlete’s story has a broad appeal, more people are likely to buy their book. ghostwriter a writer who takes someone’s experiences and ideas and commits them to paper on behalf of that person

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 21 a percent of the sale price of each book that is paid to the author literary agent plans the marketing and promotional campaign for an author compensation is a percent of book sales royalty

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 22 SPORTS CAMPS AND CLINICS Every year parents make sizable expenditures to send their children to sports camps and clinics.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 23 Sponsorships Generally, a sports camp sponsor can expect the following a positive public relations campaign visibility and recognition of sponsorship

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 24 sponsor marketing materials on display at camp potential product sales at camp advertising space in the camp’s publications

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 25 Camp Expectations Parents need to carefully read camp literature to ensure that what the camp provides meets the family’s expectations.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 26 The location of the camp should be considered to ensure it meets the needs of the family.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 27 Clinics clinics single skill focus shorter duration limited enrollment help capture a larger fan base for the sport

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 28 Good Marketing Equals Success local news coverage in a variety of media product giveaways interviews and photos a community appearance by a camp celebrity

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 29 parent surveys mailing list of prior attendees alumni incentives alumni networking for potential new campers follow-up materials are critical for future sessions of camp

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 30 Advertising Well researched and thoughtfully planned marketing will yield the most effective results.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 31 short ad lead-times inexpensive large non-targeted audience magazines and e-zines longer ad lead-times higher ad rates targeted audience newspapers

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 32 Although direct mail is the most expensive advertising method, if it is sent to a well- researched group of consumers, it can be the most effective method. mailings and brochures

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 33 Explain the difference between a camp and a clinic.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 34 Lesson 3.3 Destinations: Travel and Tourism Goals Explain the role of travel and tourism in sports and entertainment. Discuss the roles of resorts and theme parks.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 35 Terms tourism direct economic impact indirect economic impact niche travel ecotourism

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 36 TRAVELING The travel industry is the world’s largest industry. tourism traveling for pleasure

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 37 Attracting Tourists travel trade companies and individuals who create and market tours direct economic impact total of new spending resulting from the event or attraction indirect economic impact multiplier effect the portion of the money spent locally by visitors that is in turn spent by local residents

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 38 Tailor-Made Vacations niche travel travel planned around a special interest

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 39 Ecotourism ecotourism responsible travel to natural areas that conserves the environment and sustains the well being of the local people

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 40 enjoying while simultaneously preserving natural environments so that they may also be enjoyed in the future sustainable tourism

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 41 Halls of Fame Attracting visitors is critical to keeping a hall of fame alive. Word of mouth is the most effective promotion for a hall of fame.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 42 additional entertainment sources are located nearby Some hall of fames offer a complete destination.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 43 What is the mission of the travel trade?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 44 RESORTS AND THEME PARKS theme parks family-oriented destinations resorts aimed at adults

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 45 Theme Park Central Orlando, Florida has 95 attractions and hosts about 50 million visitors annually. Disney tries to be a comprehensive provider of all the products and services a visitor may require during their stay.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 46 Why might a theme park add restaurants and lodging to the site?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 47 Lesson 3.4 Worldwide Sports and Entertainment Events Goals Describe the international role of sports and entertainment marketing. Discuss the challenges of international marketing.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 48 Terms joint venture infrastructure globalization piracy

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 49 GLOBAL SPORTS AND ENTERTAINMENT Sports and entertainment is a worldwide industry.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 50 An Expanding India India continues to transition from a third-world economy to one of the fastest growing economies in the world. Increased wealth of the population allows for greater consumption of sports and entertainment.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 51 An Expanding China China has: over one billion potential consumers an annual economic growth rate of more than 10 percent unsuccessful foreign-operated attractions a glut of amusement parks Many parks have failed due to poor marketing and planning and due to excess competition.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 52 A World Mouse Disney is the worldwide leader in the theme park industry. joint venture when two groups (including businesses and governments) share the costs and profits of a business infrastructure water, sewer, roadways, and all other underlying framework

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 53 Why is the number of theme parks growing in China and India?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 54 INTERNATIONAL MARKETING globalization international economic relationships

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 55 Scoring With Fans Soccer is a dream event for international marketing. The World Cup is held every four years.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 56 A Sponsor’s Dream The World Cup provides valuable promotional opportunities. $1.5 billion in sales for Nike and for Adidas- Salomon introducing the “Bud” brand name in Germany

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 57 International Sports Trends Current world sports has much to do with political history of the last 50 years. After World War II, the Japanese became quite interested in baseball. In 2006, the World Baseball Classic was held. $50 million to produce $15 million profit

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 58 A Connected World The 2006 formation of Warner-SK Telecom dramatically changed the way consumers buy, store, and listen to music.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 59 theft of copyrighted material piracy

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 60 Why might cell phones be called “the heart” of the future of music?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 61 PERFORMANCE INDICATORS EVALUATED Communicate an appropriate marketing plan for increasing family business at Six Flags. Develop appropriate promotions for all age groups. Demonstrate critical thinking and problem- solving skills.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 62 Develop strategies to overcome Six Flags’ competition. Prepare appropriate strategies that are sensitive to the economic conditions. Demonstrate an understanding of marketing-information management. Sell the promotional plan to the representative from Six Flags.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 63 THINK CRITICALLY 1.Why is it difficult to attract visitors to amusement parks? 2.Why must an amusement park constantly update its attractions and rides? 3.Give examples of special events that could take place at Six Flags for major holidays such as Fourth of July, Labor Day, Thanksgiving, and Christmas.