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Sports and Entertainment Marketing© Thomson/South-Western

Chapter Chapter Chapter Chapter Bell Work

Please write down your favorite team/show/form of entertainment. List reasons why you like them.

What does it cost?

How do you get to it?

Does it come to you or do you go to it?

What are some types of promotional events to attract you?


Chapter Chapter Chapter Chapter

What Is Sports and Entertainment Marketing?

1.1 Marketing Basics1.1 Marketing Basics

1.2 Sports Marketing1.2 Sports Marketing

1.3 Entertainment Marketing1.3 Entertainment Marketing

1


Chapter 1Slide 3

Winning Strategies

A determined athlete A supportive family

From $50 to $4 Million


Chapter 1Slide 4

Lesson 1.1

Marketing Basics

Objectives Describe the basic concepts of

marketing. Explain the marketing mix. Define the six core standards of

marketing.


Chapter 1Slide 5

Terms marketing marketing mix product distribution price promotion discretionary income


Chapter 1Slide 6

WHAT IS MARKETING? Marketing

the creation and maintenance of satisfying exchange relationships


Chapter 1Slide 7

WHAT IS MARKETING?

Simplified The development of a product that lasts

and meets the needs of a consumer who is willing to pay for it.


Chapter 1Slide 8

Satisfying Customer Needs

identify your customer and the needs of your customer

develop superior products operate your business profitably

Name some companies that have done this well.


Chapter 1Slide 9

Sports and Entertainment Marketing Marketers of sports and entertainment

marketing must assess consumer demand the competition the financial valuation of the goods and

services they offer


Chapter 1Slide 10

THE MARKETING MIX

marketing mix how a business blends the following four

elements product distribution price promotion


Chapter 1Slide 11

what a business offers to satisfy needs goods and services

distribution the locations and methods used to make

products available to customers

product


Chapter 1Slide 12

amount customers pay for products

promotion ways to make customers aware of

products encourages customers to buy

price


Chapter 1Slide 13

Marketing Mix Considerations

discretionary income the amount of money individuals have

available to spend after paying for necessities

Striking the right balance between price, distribution and promotion is important.


Chapter 1Slide 14

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 and lodging expenses.

Distribution includes the location of the host city and ticket sales.

Promotion involves media outlets and related-product contests.


Chapter 1Slide 15

One of my favorite products


Chapter 1Slide 16

Mets Product

Baseball Team (tickets) Advertising Space Merchandise Championships

1986 World Champions


Chapter 1Slide 17

Mets Price

• Tickets

• Range from $27 to $695• Bundle Pricing-Season Tickets

• Advertising Space• $400 million for naming rights


Chapter 1Slide 18

Mets Placement

• Field: Citi Field

• T.V.: Sports New York (SNY)

• Radio: WFAN 660 AM


Chapter 1Slide 19

Mets Promotion

• Special Nightso Dollar Dog Night “Oh Yeah!”o Bobble Head Night

• Community Work

• Winning Team

• Advertising


Chapter 1Slide 20

What are the elements of the marketing mix?

Take your products from the beginning of class and discuss what the P’s are of your product.


Chapter 1Slide 21

CORE STANDARDS OF MARKETING


Chapter 1Slide 22

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

Distribution


Chapter 1Slide 23

gathering and using information about customers to improve business decision making

Marketing-Information Management

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Chapter 1Slide 24

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

Pricing


Chapter 1Slide 25

designing, developing, maintaining, improving and acquiring products or services to meet customer needs

Product/Service Management


Chapter 1Slide 26

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

Promotion


Chapter 1Slide 27

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

Selling


Chapter 1Slide 28

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

Financing


Chapter 1Slide 29

List and provide an example of each core standard of marketing.


Chapter 1Slide 30

Lesson 1.2

Sports Marketing

Objectives Define sports marketing. Explain the value of sports marketing to

the economy. Define and calculate gross impression.


Chapter 1Slide 31

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What do you believe a typical NFL fan looks like? Consider age, gender, wealth (low/middle/high class), race, education, and marital status.


Chapter 1Slide 32

Terms demographics sports marketing gross impression


Chapter 1Slide 33

WHY SPORTS MARKETING? demographics

common characteristics of a group age, marital status, income, education

sports marketing using sports to market products

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Chapter 1Slide 34

New Sports, New Opportunities

continual innovation provides new opportunities extreme sports new football league Any others?


Chapter 1Slide 35

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

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Chapter 1Slide 36

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.


Chapter 1Slide 37

Why are gross impression and timing important in sports marketing?


Chapter 1Slide 38

THE VALUE OF SPORTS MARKETING

Sports marketing is a multi-billion-dollar global industry that has a definite impact on the economy.


Chapter 1Slide 39

Emotional Value

Emotional connections to teams motivate fans to buy tickets to games.


Chapter 1Slide 40

So Many Channels

High profile sporting events generate strong promotional revenues for broadcasters.


Chapter 1Slide 41

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


Chapter 1Slide 42

Lesson 1.3

Entertainment Marketing

Goals Define entertainment. Describe the impacts of advances in

entertainment technology on entertainment marketing.


Chapter 1Slide 43

Terms entertainment marketing entertainment ratings


Chapter 1Slide 44

ENTERTAINMENT FOR SALE

entertainment marketing influencing how people choose to spend

their time and money on entertainment


Chapter 1Slide 45

What Exactly is Entertainment?

entertainment whatever people are willing to spend their

money and spare time viewing rather than participating in

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Chapter 1Slide 46

What are the two ways of looking at entertainment marketing?


Chapter 1Slide 47

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.


Chapter 1Slide 48

The Beginning of Change

Disneyland represented a new approach to the marketing mix of entertainment.


Chapter 1Slide 49

The Big Eye in Every Room

The Early Days of Television and Marketing TV changed the marketing of

entertainment in a profound way.

Television’s Increasing Influence ratings

the number of viewers the programming attracted


Chapter 1Slide 50

Change Accelerated

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


Chapter 1Slide 51

Technology and Customer Feedback Audiences can use a variety of

communication technologies to provide entertainment feedback.

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Chapter 1Slide 52

Name a few benefits of television to marketers and advertisers.

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