Sports and Entertainment Connections and Contrasts Chapter 2

Sports Marketing Using sports to market products

Development of Sports and Entertainment Marketing William “Bill” Veeck first to develop sports marketing in the 1940’s Adolph Zukor, founder of Paramount Pictures

Consumers People who use products

Discretionary Income Money left to spend after necessary expenses are paid; and a desire for recreation

Marketing Today Vendors – sellers of products Product – good or service that any for-profit industry sells to its consumers

The 5 th P in the Marketing Mix Some marketers consider People to be the 5 th P in the marketing mix

Promotion Is any form of communication used to persuade people to buy products through advertising, publicity, personal selling or sales New technologies have broadened the scope and reach of marketing messages, and they can be entertainment products themselves.

Product Core Product – main product, include the sports event, movie, stage show, or book. Ancillary Product – is a product related to or created from the core product.

Place Ecommerce Successful sports and entertainment marketing strategies have always appealed to the desire to go out to a special event Price Ticket Scalpers – unauthorized ticket sellers Piracy – is the unauthorized use of an owner’s or creator’s music, movies, or other copyrighted material

Promotion Product tie-in – is the use of an ancillary product such as merchandise as promotional tools. (McDonalds happy meal toy relates to a new movie) Cross-promotion – is any form of communication through which one industry relies on another industry to promote its products. TV interviews and websites are important cross promotional tools