Lesson 3.4 – Tracking Industry Trends Copyright © 2014 by Sports Career Consulting, LLC

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 LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Copyright © 2014 by Sports Career Consulting, LLC

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?

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 LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Copyright © 2014 by Sports Career Consulting, LLC

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 LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Copyright © 2014 by Sports Career Consulting, LLC

Marketers Must Effectively Track Changing Trends  Observe activity of competitors  Communicate with others within the industry LESSON 3.4 Intro to Basic SEM Principles Tracking Industry Trends Copyright © 2014 by Sports Career Consulting, LLC

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC Marketers evaluate trends that fit their respective marketing plans and implement changes accordingly Marketers Must Effectively Track Changing Trends Tracking Industry Trends

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC 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 Tracking Industry Trends

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC The June 2013 U.S. Online Video Rankings from comScore showed that people in the United States watched more than 44 billion online content videos throughout the month. This translates to 183 million Americans going on the ‘net and watching entertaining and educational clips. As more and more consumers shift focus to tablets and mobile devices, marketers will respond by creating content available for digital distribution Tracking Industry Trends

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC 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. Tracking Industry Trends

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC 1) Social TV and Second Screen 2) Augmented reality 3) Social broadcasting 4) Female demographic 5) Continued Twitter Growth 6) Hi-tech stadiums 7) Superfans/fan immersion 8) Flashy uniforms 9) Drones 10) School athletics’ branded playing surfaces The Top Sports Trends to Watch in Tracking Industry Trends

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC The Top Sports Trends to Watch in Tracking Industry Trends According to lostremote.com, MLB fans with an LG smart TV have reason to be excited this season. OneTwoSee, an interactive TV application company with a sports focus, and Bloomberg Sports have created a connected TV application that will bring interactive stats and advanced analytics to owners of LG smart TVs for the MLB season.

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC The Top Sports Trends to Watch in Tracking Industry Trends

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC The Top Sports Trends to Watch in Tracking Industry Trends According to contracostatimes.com, upon opening in 2014, Levi’s Stadium (home of the San Francisco 49ers) will feature 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)

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC The Top Sports Trends to Watch in Tracking Industry Trends

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC The Top Sports Trends to Watch in Tracking Industry Trends 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

LESSON 3.4 Intro to Basic SEM Principles Copyright © 2014 by Sports Career Consulting, LLC The Top Sports Trends to Watch in Tracking Industry Trends Partnership Activation, one of the leading resources in the industry for recognizing emerging trends, noted in their Spring of 2014 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.”

LESSON 3.4 Intro to Basic SEM Principles Blank Slide Available for Teacher Edits Copyright © 2014 by Sports Career Consulting, LLC

Intro to SEM Business Principles LESSON 3.4 REVIEW (ANSWERS) Copyright © 2014 by Sports Career Consulting, LLC 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 LESSON 3.4 REVIEW (ANSWERS) Copyright © 2014 by Sports Career Consulting, LLC 2) Provide an example of how an organization may track shifts in industry trends 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