1. Lesson 3.4 – Tracking Industry Trends
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2. 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
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3. 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?
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4. 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 © 2016 by Sports Career Consulting, LLC

5. 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 © 2016 by Sports Career Consulting, LLC

6. 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 © 2016 by Sports Career Consulting, LLC

7. 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 © 2016 by Sports Career Consulting, LLC

8. 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 © 2016 by Sports Career Consulting, LLC

9. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The April 2016 U.S. Online Video Rankings from comScore showed that over 191 million people in the United States watched 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 © 2016 by Sports Career Consulting, LLC

10. 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.
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11. The Top Sports Trends to Watch in 2017
LESSON 3.4
Intro to Basic SEM Principles
The Top Sports Trends to Watch in 2017
Personalized content
Explosive growth of augment/virtual reality offerings
Creative approaches to footwear
Social broadcasting
Increased targeting of the female demographic
“Snackable” content
Hi-tech stadiums
Promotions celebrating franchise history & community
Pop Culture themed promotions
3D printed sporting equipment
Branded playing surfaces
High-tech interactive amusement park rides
“Alternate” uniforms
Shoe and apparel brands relying on non-athlete celebrities
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12. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
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
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13. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
Forbes reported that sales of retro shoes, from all major brands, were up over 25% in early In 2016, Nike released a special edition of the Nike SB Janoski in a pepperoni pizza print with red marinara lining. Nike also released shoes themed around "Chicken and Waffle", Krispy Kreme and Starbucks in 2016.
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14. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
Sports and entertainment marketing professionals all over the world will be keeping a close eye on potential applications for “ social broadcasting” platforms like Periscope that can help expand their brands and reach/engage fans.
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15. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
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.
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16. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
“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.”
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17. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
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).
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18. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
According to wired.com, the NBA’ s Sacramento Kings will open their new “ Golden 1 Center” in late 2016 and have suggested the arena will be the most technologically advanced arena ever built 1.The building will be powered strictly by solar energy, will enable wi-fi usage in every nook-and-cranny while allowing fans to control the temperature in their seating section by voting through an app, and will boast a scoreboard that is higher-resolution than the famous Dallas Cowboy jumbotron (32 million pixels vs 25 million).
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19. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
The Golden State Warriors are also due to open their new technology-savvy arena, the Chase Center, in According to cnet.com, the new facility will include floor tiles that generate electricity when people walk on them, streetlamps that transmit data to those nearby, and several virtual reality possibilities.
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20. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
A hot trend in minor league sports feature promotions with teams paying tribute to the community at large and/or the franchise’ s historic roots. In 2016, the Nashville Sounds paid homage to their inaugural 1978 season by wearing replica jerseys for all Thursday home games.
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21. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
The Lancaster JetHawks offered fans “ throwback” prices on tickets as well as t-shirt giveaways to celebrate their 20th season. To recognize their 30th season milestone, the Harrisburg Senators introduced life sized bobbleheads and brought back former players to help the team celebrate.
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22. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
To pay tribute to Philadelphia’ s most famous food dish, the Lehigh Valley IronPigs changed their team name to the Cheesesteaks for a game in 2016.
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23. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
Why are theme nights a hot trend? Because they WORK!
One of the hottest promotions in sports right now is to tie-in with pop culture. Many teams now offer “ Star Wars” theme nights (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).
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24. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
“ Superhero” themed promos have gained a lot of momentum as another means for teams to connect their brand to pop culture and attract more fans to the ballpark or stadium. In 2016, the Cedar Rapids Kernels hosted a Mommy-Son Superhero Night that included a cookie & punch party and photos with Batman, Superman and Spiderman.
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25. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
The Durham Bulls hosted a PokemonGOpromotion in 2016 to help raise funds for a local pet adoption agency.
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26. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
As the technology improves, athletes will have the ability to customize their equipment. In early 2016, Sport Techie reported that Zweikampf, an Austrian startup, created the thinnest and lightest shin guard on the market by utilizing 3D printing and XRD technologies.
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27. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
As part of the team’ s rebranding effort last season, the Milwaukee Bucks installed a new home floor with a number of branded elements.
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28. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
In early 2016, Legoland became the first to utilize motion detection technology and 3-D glasses to allow guests to dictate the outcome of the Ninjago ride with hand motions.
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29. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
The Arizona Diamondbacks released eight new uniforms for their 2016 season, including: the snakeskin, the pant cuffs, dark-gray road uniforms, the truncated pants piping, the Hispanic Heritage jerseys,the throwback and several renditions of their traditional home and away uniforms.
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30. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2017
Shoe and apparel brands relying on non-athlete celebrities to help drive awareness and move product. Nike: Kevin Hart, adidas: Kanye West, Puma: Kylie Jenner and Rihanna, Under Armour: Gisele Bundchen.
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31. Blank Slide Available for Teacher Edits
LESSON 3.4
Intro to Basic SEM Principles
Blank Slide Available for Teacher Edits
Copyright © 2016 by Sports Career Consulting, LLC

32. 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
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33. 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 © 2016 by Sports Career Consulting, LLC