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
Copyright © 2015 by Sports Career Consulting, LLC

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?
Copyright © 2015 by Sports Career Consulting, LLC

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 © 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
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

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 © 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
Marketers evaluate trends that fit their respective marketing plans and implement changes accordingly
Copyright © 2015 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 © 2015 by Sports Career Consulting, LLC

9. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
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
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.
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 augment/virtual reality offerings
Social broadcasting
Targeting Female demographic
“Snackable” Content
Hi-tech stadiums
“Themed” Uniforms (and auctioning them off 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
The Top Sports Trends to Watch in 2016
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 2016
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
Copyright © 2015 by Sports Career Consulting, LLC

14. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2016
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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15. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2016
“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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16. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2016
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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17. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2016
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
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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 2016
One of the hottest promotions in sports in was the “Star Wars” theme night (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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19. Tracking Industry Trends
LESSON 3.4
Intro to Basic SEM Principles
Tracking Industry Trends
The Top Sports Trends to Watch in 2016
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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20. Blank Slide Available for Teacher Edits
LESSON 3.4
Intro to Basic SEM Principles
Blank Slide Available for Teacher Edits
Copyright © 2015 by Sports Career Consulting, LLC

21. 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
Copyright © 2015 by Sports Career Consulting, LLC

22. 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 © 2015 by Sports Career Consulting, LLC