What is Sports and Entertainment Marketing?
Objectives:
Describe the basic concepts of marketing
Explain the marketing mix
Define the six core standards
Warm-Up
Athletes and entertainers play a prominent role in marketing by endorsing products and services. Professional football player Brett Favre
endorses Snapper Riding Lawnmowers, and comedian David Spade is associated with Capital One’s “What’s in your Wallet?” campaign.
People like to be identified with celebrities and sports stars. Product endorsements by famous people are good marketing strategies.
Work with a partner- Identify four advertising campaigns that feature celebrities or athletes. Discuss how the campaigns have affected
your thinking about the products. If you were in the market for the products, would you buy the celebrity endorsed product? Why or
why not?
What is Marketing?
Marketing- the _________________ and ____________________ of satisfying exchange relationships.
Creation suggests that marketing involves ________________
Maintenance indicates that marketing _________________________ as long as business operates
Satisfaction-_____________ that marketing must meet the _______________ of both businesses and customers
________________ relationship occurs when the parties involved both give and receive something of value.
Marketing is a highly visible business activity
Satisfying __________________ Needs
Customer Needs should be the primary focus of marketing
To satisfy needs, three activities need to occur
Identify the needs
__________________ products that customers consider better than other choices
_________________ you business profitably
Before learning more about Sports and Entertainment marketing, you must learn about the __________ core standards of marketing
Otherwise known as the “4 P’s” or the Marketing Mix
Marketing Mix-describes how a business _________ the four marketing elements
Marketing Mix Consideration
Individuals have many entertainment options for their limited _______________________.
Discretionary Income- amount of money individuals have available to spend after paying for the necessities of life and other fixed
expenses.
Marketing Mix Example in the Sports Industry
SUPER BOWL
_____________: The game matching the best teams in the AFC and NFC (Super bowl is usually sold out before the season begins)
______________: $400-$600 (of course individuals spend much more in travel and hotel costs)
_____________ (Distribution): Selecting the host city that is easily accessible by fans. Also involves Ticket Sales, Television, and Radio
____________: Television Commercials, newspapers, sports magazines, and related products.
Marketing Mix Example in the Entertainment Industry
State Fairs
____________: Livestock shows, domestic and commercial exhibits, carnivals, musical and other entertainment
____________: must charge enough to remain financially sound while still making money
______________: Advertisements on radio, newspapers, and television across the state.
____________________): location of the fair and outlets where tickets can be purchased
Functions of Marketing
_____________________
Marketing Information Management
Pricing
Product Service Management
_______________
Selling
Financing
Distribution
Determining the best way to get a company’s ____________ or ____________________ to a customer
In Sports and Entertainment
Selecting the Right Location
Making Tickets available to consumers
Getting sports equipment to store where consumers can buy it
Marketing Information Management
______________ and ___________________ information about customers to improve business decision making.
Domino's in China
For Sporting Goods
Predict consumer demand and estimate the right number of quantities of merchandise to produce.
Pricing
The process of _________________ and ___________________ to customers the value or cost of goods and services.
Price related to sports and entertainment events are directly related to ________________ demand.
Price will be set ______________ if you know they will buy
Cost of producing event/goods must be covered in __________________ price
Product Service Management
Designing, ____________, maintaining, _________________, and acquiring products or services for the purpose of meeting
customer needs and wants.
Fischer Price tests toys with kids and parents to see how they will be perceived.
Events and goods are evaluated constantly to see how well they meet the customer need
Promotion
Using _____________ and other forms of ________________________ to distribute information about products, services, images,
and ideas to achieve a desired outcome.
Coupons on tickets
Selling
Any _________________ and _____________________ communication with customer to assess and satisfy their needs and wants
Financing
Requires a company to _______________ for its own marketing activities and to provide customers with __________ in paying for the
company’s products or services. A company or organization can obtain financing from sponsors and investors.
Customers receive different financing options in for of payment by cash, credit or installment payments.
Sports Marketing
Spectators of sporting events are the___________________ consumers of a wide array of products ranging from apparel and athletic
equipment to food items and automobiles.
Demographic
Common characteristics of a group such as ________________, marital status, _____________, ethnic background, income level,
and education level
Finding out a group of spectator’s interests and planning a product or service that the spectators will buy is a function of sports marketing
Why Sports Marketing?
Marketers research the ________________ habits of fans in order to maximize profits on the items fans purchase.
The price they will spend on a ticket depends on the interest of the ______________, national ______________ of the event, the
popularity of the athletes, and the ________________ associated with the event.
Why Sports Marketing?
Marketers must consider three factors to be successful
New Sports, New Opportunities
Must continually search for ______________ ways to appeal to customers.
New sports offer new opportunities for _________________ and _____________________. (relates to product/service
management)
Extreme Sports, Arena Football
Gross Impression
Number of times per __________________, game or show that a product or _______________ is associated with an athlete, team,
or entertainer. (relates to Marketing Information Management)
__________________ messages that Marketers hope you will keep in your mind
Brands shown in movies, TV shows, and televised sporting events
Logo’s on the back of shoes
Timing
Successful Teams and Sports Figures are the most _______________
Timing is important because fans want to be associated with events and products related to “__________________”
The Value of Sports Marketing
Sports marketing is a multi-billion-dollar _______________ industry that has a definite impact on the economy
Popularity of sports impacts most _____________________
Soccer tournament for the kids
A trip to the Orange Bowl
What jobs are created because of the sports industries?
Emotional Value
Sports fans have _______________ ties to their favorite high school, college, or professional team.
Individuals will spend a large sum of money on sporting events that capture their heart.
So Many Channels…
Sporting events attract the attention of large sports-minded audiences, which, in turn, attract high-paying _________________.
Television networks pay top dollars to obtain _________________________________ for high profile sporting events.
Homework
Watch a college or professional sporting event on TV. Select a sports brand represented in association with the event and keep track of
how many gross impressions are made during the telecast.
Entertainment Marketing
The purpose of entertainment marketing is to influence how people choose to spend their ____________ and _____________ on
entertainment.
What is Entertainment?
Whatever people are willing to spend their money and their free time viewing rather than participating in.
Is WWE sport or entertainment?
Evolution of Entertainment and Entertainment Marketing
Beginning of _________________, the performing arts represented a major form of entertainment.
Marketing limited to posters, newspapers, magazines, and word of mouth.
People had to ________________ to where the event was held.
Moving pictures initiated the ____________________ of technology and entertainment
The Beginning of Change
Louis Le Prince made the first moving pictures in _________________.
The Lumiere brothers were the first to present a projected movie to a paying audience in a café in Paris in ___________________.
The first movie with sound, __________________, opened in the US in 1927
Mickey Mouse arrived in 1928 in Walt Disney’s ___________________
Disneyland opened in Anaheim, California in July ___________________
Change Accelerated
Improvements in technology have dramatically changed the marketing of sports and entertainment by making ____________________
to the masses easier.
Radio, TV, video recorders, __________, DVD’s, and the ____________ have made sports and entertainment products available to
the world
VOCAB
Demographics
Discretionary income
Distribution
Entertainment
Entertainment marketing
Gross impression
Marketing mix
Price
Product
Promotion
Sports marketing