1. What is Sports and Entertainment Marketing?
Mr. Sherpinsky's SEM Class 1
What is Sports and Entertainment Marketing?
1.1 Marketing Basics
1.2 Sports Marketing
1.3 Entertainment Marketing
Sports Entertainment Marketing

2. Thinking Critically Read: Winning Strategies Page 3 Answer Questions
Explain the relationship between persistence and success indicted in article
An entrepreneur is someone who takes risks to start a new business.
How is Michelle Kwan’s father an entrepreneur?

3. Lesson 1.1 Marketing Basics
Goals
Describe the basic concepts of marketing.
Explain the marketing mix.
Define the six core standards of marketing.

4. Terms marketing marketing mix product distribution price promotion
discretionary income

5. Class Discussion
Name examples of goods and services consumers demand in the world of sports and entertainment

6. Opening Act Name your favorite commercial
Are any famous celebrities in the commercials cited?
Why do companies spend large sums of money to have famous people endorse their products?

7. What is Marketing? marketing
the creation and maintenance of satisfying exchange relationships

8. Video Moment:

9. Satisfying Customer Needs
identify your customer and the needs of your customer
develop superior products
operate your business profitably

10. What is Marketing? (Defined in Depth)
Creation suggests that marketing involves product development
Maintenance indicates that marketing must continue as long as a business operates
Satisfaction implies that marketing must meet the needs of both businesses and customers when exchanging products or services
Exchange relationship is when both give and receive something of value

11. Sports and Entertainment Marketing
Marketers of sports and entertainment marketing must assess and monitor
consumer demand
the competition
the financial valuation of the goods and services they offer

12. What is marketing?

13. THE MARKETING MIX marketing mix (4-Ps)
how a business blends the following four elements
product
place (distribution)
price
promotion

14. Mr. Sherpinsky's SEM Class
THE MARKETING MIX
product
what a business offers to satisfy needs
goods and services
the locations and methods used to make products available to customers
place (distribution)
Marketing is used 1st to find out if there is demand for the product.
Packaging is then considered to make the product appealing to the consumer.
They must answer the following questions:
Where to sell?
What kind of location to sell the product?
Where to place the product in the store?
Sports Entertainment Marketing

15. Mr. Sherpinsky's SEM Class
THE MARKETING MIX
price
amount customers pay for products
ways to make customers aware of products
encourages customers to buy
promotion
To determine the price of a product a marketer considers three questions:
How much are customers willing to pay?
Is the price competitive with other products?
Can the company make a profit?
Break-even point is the amount of money a company has to make on a product to pay for its cost.
Promotion’s focus is to make potential consumers aware of the product. The following are ways to increase consumer awareness:
Offer discounts
Coupons
Rebates
Sales
Bundeling
Public Relations (PR)
Media Events (ex. parties, award shows, charatiy events.
Sports Entertainment Marketing

16. Marketing Mix Considerations
discretionary income
the amount of money individuals have available to spend after paying for necessities

17. Marketing Mix Considerations
Striking the right balance between product, price, place (distribution), and promotion is important.

18. Partner Activity: Cyber Marketing
Think Critically:
Visit the home pages of at least three (3) movies that have related merchandise for sale
Determine what information is collected from customers
Question: How can the marketing information gathered could be used in the future to promote and sell other products.

19. Closer Look: Superbowl
Sports event of the year: Superbowl
Billion-dollar event results in large sums of money from sponsorships to ticket sales
Actual ticket prices range from $400 to $600
Individuals attending spend much more…
Lodging
Travel
Restaurants
Tourism
Shopping

20. A Marketing Mix Example in the Sports Industry
The product the Super Bowl offers is a game between the best teams of the AFC and NFC.
Consumer costs extend beyond ticket prices and include travel, food, and lodging expenses.
Place or distribution includes the location of the host city and arena ticket sales.
Promotion involves media outlets and related-product contests.

21. A Marketing Mix Example in the Entertainment Industry
State fairs need to
Product: Must appeal to rural and urban residents
Livestock shows, domestic and commercial exhibits, carnivals, and music
Price: Family-type event admission price is important
Charge enough to remain fiscally stable while still attracting attendance
Promotion: Advertise about the fair
Ads on radio, newspapers across state, TV may be too expensive
Place: Determine fair location and outlets for tickets
Central location, tickets available at gate or online or outlets

22. What are the elements of the marketing mix?

23. Understand the Growth of the Sports Industry
Sports are the 11th largest businesses of all U.S. industry groups
Nation’s output for sports goods and services is estimated at $ billion annually
Sports Managers measure growth in the sports industry by:
Team Operating Expenses ($22.9 Billion)
Attendance Figures ($26.7 Billion)
Media Coverage (Broad Cast rights $6.9 Billion)
Employment Figures (4.5 million jobs)
Global Markets (Advertising $27.4 Billion)
Sports Goods ($36.1 Billion)
Sports Information ($ 2.3 Billion)
Sponsorships ($6.5 Billion)

24. Growth of Sports Industry
Media Coverage is Increasing
200 million people watched NBC coverage of the Summer Olympic Games and 3.7 billion people watched worldwide
ESPN, the original sports-only network launched in 1979, reaches some 76 million homes with its 4900 hours of sports programming and, ESPN2 reaches 65 million viewers.
$2.3 billion to secure the broadcast and cable rights for the Olympic Games in 2004, 2006, and 2008 and additional $2.2 billion for 2010 and 2012.

25. Growth of Sports Industry
Media Coverage is Increasing
Overall for the week, NBC averaged 26.7 million viewers in primetime during the Olympic Games.
$2.64 billion paid by NBC and Turner Sports to televise NBA contests, $18 billion paid by the networks for the NFL, $2.5 billion for post season MLB
New sports networks, such as the College Sports Television, Tennis Channel, Blackbelt TV, and the Women’s Sports Network
Internet, satellite stations, and pay-per-view cable television are growing in popularity

26. Opportunities in the Sports Industry
There are 13 major career areas in sport: event suppliers, event management and marketing, sports media, sports sponsorship, athlete services, sports commissions, sports lawyers, manufacturers and distribution, facilities and facility suppliers, teams, leagues, college athletics, and finance
Marketing & Public Relations
Professional Sports
Intercollegiate Sports
Youth Sports
Olympic Sports Organizations
Sport Commissions
Amateur Sports
Corporate Sports Marketing
Sports Marketing Firms
Licensing Firms

27. Baseball World Series Brochure- SEM Omaha NE
Creative Moment:
Baseball World Series Brochure- SEM Omaha NE

28. CORE STANDARDS OF MARKETING

29. Distribution
Distribution involves determining the best way to get a company’s products and services to customers.

30. Marketing-Information Management
gathering and using information about customers to improve business decision making

31. Pricing
the process of establishing and communicating to customers the value or costs of goods and services

32. Product/Service Management
designing, developing, maintaining, improving and acquiring products or services to meet customer needs

33. Promotion
using a variety of communication forms, including advertising, to distribute information about products, services, images and ideas to achieve a desired outcome

34. Selling
any direct and personal communication with customers to assess and satisfy their needs

35. Financing
A company must budget for its own marketing activities and provide customers with assistance in paying for the company’s products and services.

36. List and provide an example of each core standard of marketing for a movie operation.
Distribution?
Different chains? Frank’s, AMC, IMAX, etc

37. Examples of Cores with Movies
Distribution
MIM
Pricing
Product Management
Promotion
Selling
Financing
Movie Chains
Who and where?
Targets, Channels, Audience
No Passes
Genre, Series, Trilogy
When do we Advertise?
Early, sales, momentum
Testimony viewers/critics
Cost of marketing
Ads, posters, commercials

38. Lesson 1.2 Sports Marketing
Goals
Define sports marketing.
Explain the value of sports marketing to the economy.

39. Terms
demographics
sports marketing
gross impression

40. WHY SPORTS MARKETING?
Spectators of sporting events are consumers of a wide array of products
From apparel to athletic equipment to food items and automobiles
Common traits of spectators are important
demographics
common characteristics of a group
age, marital status, income, education
sports marketing
using sports to market products

41. New Sports, New Opportunities
continual innovation provides new opportunities
extreme sports
arena football

42. Gross Impression gross impression
the number of times per advertisement, game, or show that a product or service is associated with an athlete, team or entertainer
Question: How many times do you need to see a message to make it part of your memory?

43. Timing
Fans want products and services that identify them with winning teams and athletes.
Marketing efforts may need to be tweaked based on changes in winning trends.

44. Why are gross impression and timing important in sports marketing?
Both are important in cognitive processing to deepen memory

45. THE VALUE OF SPORTS MARKETING
Sports marketing is a multi-billion-dollar global industry that has a definite impact on the economy.
Name some ways that sports impact you and your family?

46. Emotional Value
Emotional connections to teams motivate fans to buy tickets to games.
Some fans live for the weekends
Emotions compel fans to spend or act
Purchase tickets or other sport-related merchandise
People spend discretionary income willingly if their heart is captured
Common for marketers to target emotions

47. So Many Channels
High profile sporting events generate strong promotional revenues for broadcasters.
100s of TV and Radio Stations and networks must capture the largest audience for the least amount of money
: Sitcoms
: Reality shows
2009-today: Sports events

48. Name three ways that sporting events help boost the local economy and/or national economy.

49. Lesson 1.3 Entertainment Marketing
Goals
Define entertainment.
Describe the impacts of advances in entertainment technology on entertainment marketing.

50. Terms
entertainment marketing
entertainment
ratings

51. ENTERTAINMENT FOR SALE
entertainment marketing
influencing how people choose to spend their time and money on entertainment

52. What Exactly is Entertainment?
whatever people are willing to spend their money and spare time doing rather than participating in ….

53. EVOLUTION OF ENTERTAINMENT AND ENTERTAINMENT MARKETING
At the beginning of the twentieth century, audiences needed to travel to the entertainment source.
Audience feedback was instantaneous and live.
Technology distanced entertainers from their audiences.
Internet Feedback (How)
Hits…

54. The Beginning of Change
Disneyland represented a new approach to the marketing mix of entertainment.

55. The Big Eye in Every Room
Early Days of Television and Marketing
TV changed the marketing of entertainment in a profound way.
In 1945, Only 9 TV stations and 7000 TVs existed
25,000 people came to Gimbel’s in Phila to see TV
In 1946, MBC and Gillette staged 1st Sporting Event (heavy-weight boxing)
Television’s Increasing Influence
All major corporations lined up to use TV
Charged by influence and ratings
ratings
the number of viewers the programming attracted

56. Early Days of Television and Marketing
In 1956, 82% of all TVs tuned into The Ed Sullivan Show, weekly Sunday-evening variety show.
Launched Big Name stars:
Elvis Presley
The Beatles
Set the standard for marketing
Talent displayed to millions by using technology for distribution

57. Change Accelerated
Technology improvements, including the internet, have facilitated distribution of sports and entertainment to the masses.

58. Technology and Customer Feedback
Audiences can use a variety of communication technologies to provide entertainment feedback.

59. Name a few benefits of television to marketers and advertisers.

60. Review Textbook Review pages 23, 24 Class Discussion, Pages 25 & 26
Student Project:
Core Marketing Analysis Project
6 Products (Group Activity)
Respond to the item listed
Will present analysis to the class

61. CORES Project For your product: Give 10 ways to Distribute
Set a local unit price
Identify 3 possible shortfalls of your product and list plans for improvement
Identify 5 forms of promotion for your product
Create a slogan/catch phrase to “sell” your product