The Wide World of Sports and Entertainment 3 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

Winning Strategies Oprah Winfrey 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 Chapter 3

Why is Oprah Winfrey such a successful celebrity talk show host? Why is it important for celebrities to become actively involved in worthwhile community service projects? Chapter 3

THE SPORTS AND ENTERTAINMENT INDUSTRY a group of organizations involved in producing or handling the same product or type of service industry subdivisions subsets of an industry Example Radio Stations Rock Country Top-40 Hip-Hop Chapter 3

Industry Subdivisions Hotels Full Service Limited service Economy Extended stay Sports Camps What are some examples? Chapter 3

Industry Standards and Trends the guidelines and goals set for different entertainment industries For examples the standards a customer expects from a 3-star hotel (room service, pool, clean, etc.) industry norm the average expectation within an industry Example could be the cost of the hotel Chapter 3

MARKETING DECISIONS FOR AN INDUSTRY Marketing decisions are based on upon industry standards, norms, and trends. Chapter 3

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 Chapter 3

College Sports ISP Sports Marketing a leader in collegiate sports marketing has over 500 radio and 100 television outlets the country’s largest and fastest growing multimedia company Work with 27 of the US leading universities Gives them opportunities for official university publications, radio, TV, Internet, game/event promotions, stadium/arena signage. Chapter 3

The Television Industry perpetually seeks programming that will yield higher viewer ratings reality shows are less expensive to produce than traditional shows Jay Leno Example continually seeking new ways to reach viewers Internet video iPods on-demand cable Chapter 3

The Concert Industry The concert industry is undergoing a change. mass appeal artists are diminishing Beatles, Rolling Stones, Bruce Springsteen, etc. Rolling Stones had the 2 largest concerts in the US between 2001 and 2004. Each grossing more than $100 million live concerts seem less important to the post baby boomer generation audiences will probably be smaller and more fragmented in the future Chapter 3

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 U.S Cellular paid $1 Million for Wisconsin State Fair. Why would they sponsor a fair? Chapter 3

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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. Chapter 3

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. Chapter 3

Successful Speaking Successful speakers have a message that is interesting repeatedly well written speeches excellent communication skills strong promotional campaigns an agent Chapter 3

The Price of Motivation All American Speakers Bureau speakers receive between $5,000 and $50,000 for an individual speech Chapter 3

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 Chapter 3

royalty literary agent 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 Chapter 3

SPORTS CAMPS AND CLINICS Every year parents make sizable expenditures to send their children to sports camps and clinics. Chapter 3

Sponsorships Generally, a sports camp sponsor can expect the following a positive public relations campaign visibility and recognition of sponsorship Chapter 3

advertising space in the camp’s publications sponsor marketing materials on display at camp potential product sales at camp Chapter 3

Camp Expectations Parents need to carefully read camp literature to ensure that what the camp provides meets the family’s expectations. Chapter 3

The location of the camp should be considered to ensure it meets the needs of the family. Chapter 3

Clinics clinics single skill focus shorter duration limited enrollment help capture a larger fan base for the sport Chapter 3

Good Marketing Equals Success local news coverage in a variety of media product giveaways interviews and photos a community appearance by a camp celebrity Chapter 3

follow-up materials are critical for future sessions of camp parent surveys mailing list of prior attendees alumni incentives alumni networking for potential new campers Chapter 3

Advertising Well researched and thoughtfully planned marketing will yield the most effective results. Chapter 3

newspapers magazines and e-zines short ad lead-times inexpensive large non-targeted audience magazines and e-zines longer ad lead-times higher ad rates targeted audience Chapter 3

mailings and brochures 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. Chapter 3

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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. Chapter 3

TRAVELING The travel industry is the world’s largest industry. tourism traveling for pleasure Chapter 3

Attracting Tourists travel trade direct economic impact 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 Chapter 3

Tailor-Made Vacations niche travel travel planned around a special interest Chapter 3

Ecotourism ecotourism responsible travel to natural areas that conserves the environment and sustains the well being of the local people Chapter 3

sustainable tourism enjoying while simultaneously preserving natural environments so that they may also be enjoyed in the future Chapter 3

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. Chapter 3

Some hall of fames offer a complete destination. additional entertainment sources are located nearby Chapter 3

RESORTS AND THEME PARKS family-oriented destinations resorts aimed at adults Chapter 3

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. Chapter 3

Why might a theme park add restaurants and lodging to the site? Chapter 3

Lesson 3.4 Worldwide Sports and Entertainment Events Goals Describe the international role of sports and entertainment marketing. Discuss the challenges of international marketing. Chapter 3

Terms joint venture infrastructure globalization piracy Chapter 3

GLOBAL SPORTS AND ENTERTAINMENT Sports and entertainment is a worldwide industry. Chapter 3

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. Chapter 3

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. Chapter 3

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 Chapter 3

Why is the number of theme parks growing in China and India? Chapter 3

INTERNATIONAL MARKETING globalization international economic relationships Chapter 3

Scoring With Fans Soccer is a dream event for international marketing. The World Cup is held every four years. Chapter 3

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 Chapter 3

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 Chapter 3

A Connected World The 2006 formation of Warner-SK Telecom dramatically changed the way consumers buy, store, and listen to music. Chapter 3

piracy theft of copyrighted material Chapter 3

Why might cell phones be called “the heart” of the future of music? Chapter 3

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. Chapter 3

Sell the promotional plan to the representative from Six Flags. Develop strategies to overcome Six Flags’ competition. Prepare appropriate strategies that are sensitive to the economic conditions. Demonstrate an understanding of marketing-information management. Chapter 3

THINK CRITICALLY Why is it difficult to attract visitors to amusement parks? Why must an amusement park constantly update its attractions and rides? 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. Chapter 3