1. Sports and Entertainment Marketing

2. Marketing Basics
Roughly half of every dollar you spend on a product goes to cover marketing costs.
Quick Review:
Marketing: Planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
Customer: Person who buys the product(s)/service
Consumer: Person who uses the product(s)/service

3. What is Marketing?
Customer
Sports Team
Business
Simplified: The creation and maintenance of satisfying exchange relationships.
Creation: Product development
Maintenance: Lasts as long as the business operates
Satisfaction: All needs must be met, both customer and businesses
Exchange Relationship: The giving and receiving of something of value for both parties

4. PRODUCT
PRICE
Marketing Mix
PROMOTION
PLACE

5. PRODUCT
What a business is offering customers to satisfy their particular wants and needs
Examples:
Athletic shoes
Clothing/Apparel
Videos/DVDs

6. PLACE
Locations and methods used to make products available to customers
Examples:
Stores/Retailers
Train
Plane/Ship
Auto
Wholesaler
Retailer

7. How much for a front row seat?
PRICE
The amount the customer will pay for the given product/service
How much for a front row seat?

8. PROMOTION
Ways in which customers are encouraged to purchase products and increase satisfaction
Examples:
Advertising
Publicity
Public Relations
Personal Selling

9. SPORTS MARKETING Using sports to market select products
Fans/Spectators at sporting events are potential consumers of a wide variety of products.

10. Two Types of Sports Marketing
Marketing of Sports and Entertainment
Marketing through sports and entertainment

11. TARGET MARKET
Target Market is the specific group of people you want to reach with your product or service.
In order to successfully sell products/services, companies must know the wants and needs of the target market

12. DEMOGRAPHICS
Specific information to include age, gender, income and race.
Essential in determining the buying habits of customers
The most important aspect is Income – Disposable income ( income that can be freely spent)
Spending habits – will determine what products and services to produce and what prices to charge

13. Sports Marketing Strategies
Sports logos on clothing
Creation of new sports
Gross Impression
Perfect Timing

14. Sports logos on clothing
People wear this type of clothing because it shows fan loyalty
Value of merchandise is increased in the eyes of the buyer
Some consumers feel more successful themselves
Colleges and pro teams have earned large sums of money from such endorsements

15. New Sports New Opportunities
New sports markets offer new opportunities for endorsement and marketing
WNBA, WUSA, Arena Football

16. Gross Impression
Number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer
Often they are subtle and continuous
You will see them in all fashions, cars, shoes, clothes, billboards, etc.

17. Timing Fans want products/services that identify them with a winner
Successful trends for athletes and teams must be monitored to determine when to change/adjust the marketing strategies.