1. Tracking Industry Trends
Task 37
Tracking Industry Trends
Copyright © 2015 by Sports Career Consulting, LLC

2. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
What is a trend?
a general direction in which something is developing or changing
(tendency, movement, shift, progression)
Copyright © 2015 by Sports Career Consulting, LLC

3. 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
Copyright © 2015 by Sports Career Consulting, LLC

4. 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?
Copyright © 2015 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
Monitor sports and entertainment news online
Read trade or business magazines, journals or newsletters
Consider the marketing efforts involved when attending competitor events
Copyright © 2015 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
Attend sport business conventions, exhibitions and events
Obtain research from sport marketing firms
Read local or national news publication
Copyright © 2015 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
Observe activity of competitors
Communicate with others within the industry
Copyright © 2015 by Sports Career Consulting, LLC

8. Tracking Industry Trends – Online Content
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends – Online Content
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 © 2015 by Sports Career Consulting, LLC

9. Tracking Industry Trends – Going Mobile
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends – Going Mobile
The June 2013 U.S. Online Video Rankings from comScore showed that people in the United States watched more than 191 million 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 © 2015 by Sports Career Consulting, LLC

10. Tracking Industry Trends - XBOX
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends - XBOX
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.
Copyright © 2015 by Sports Career Consulting, LLC

11. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2016
Personalized content
Growth of augmented/virtual reality offerings
Social broadcasting
Targeting female demographic
“Snackable” content
Hi-tech stadiums
“Themed” uniforms (and auctioning for charity)
Drones
School athletics’ branded playing surfaces
“Big Data” analytics
Copyright © 2015 by Sports Career Consulting, LLC

12. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
Personalized Content
Personalization tools for online and mobile
more prevalent
help direct specific content or program info to the right audiences
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
Growth of Augmented/Virtual Reality Offerings
AR on TV:
line of scrimmage, first-down line
puck tracking (hockey) VR
Pokemon Go
cameras on umpires/players
VR to train athletes/teams/officials
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14. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
Growth of Augmented/Virtual Reality Offerings
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15. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
Social Broadcasting
Sports and entertainment marketing professionals all over the world will be keeping a close eye on the growth of social broadcasting apps like Periscope and Meerkat (both are live video streaming)
Copyright © 2015 by Sports Career Consulting, LLC

16. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
Female Demographic
In 2015, 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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17. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
Snackable Content
From Matt Ferrell of USA Swimming (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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18. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
Hi-Tech Stadiums
Levi’s Stadium (San Francisco 49ers)
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)
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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19. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
“Themed” Uniforms
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
Minor League Baseball promotions
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20. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
“Themed” Uniforms – Star Wars Night
One of the hottest promotions in sports in
Phoenix Suns, St. Louis Blues, Philadelphia Phillies, Memphis Redbirds, Fort Wayne TinCaps and Buffalo Bisons have all hosted this theme night
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21. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
Drones
Partnership Activation, one of the leading resources in the industry for recognizing emerging trends, noted in their 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.”
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22. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
Branded Playing Surfaces
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23. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
Big Data Analytics
Use of data to get an edge (“Moneyball”)
Defensive shifts, pitcher-hitter matchups
Reducing of injuries (wearable sensors)
Measuring of athlete hydration
Use of analytics by sports scientists, nutritionists, medical personnel
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