Unit 2 – What is SEM?
Copyright
© 2010 by Sports Career Consulting, LLC
UNIT 2 OBJECTIVES
What is SEM?
1) Define sports marketing and
entertainment marketing
2) Explain the two primary types of sports
marketing
and entertainment
3) Compare and contrast sports marketing
marketing
and entertainment
4) Describe the seven functions of
marketing
Copyright © 2010 by Sports Career Consulting, LLC
UNIT 2 OBJECTIVES
What is SEM?
5) Understand what makes sports and entertainment products
unique
6) Explain the concept of competition for
dollars
7) Identify the five P’s of event
entertainment
marketing
8) Explain the event triangle
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Lesson 2.1
Sports & Entertainment
Marketing Defined
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
"I'm tired of hearing about
money, money, money, money,
money. I just want to play the
game, drink Pepsi, wear Reebok.”
- NBA Star, Shaquille O'Neal
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
What is Sports &
Entertainment Marketing?
To define Sports & Entertainment Marketing, you
must first understand the foundation of the term:

Marketing

Sports

Entertainment
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What is SEM?
UNIT 2
Marketing
Sports
The process of developing,
promoting, and distributing
products, or goods and services
to satisfy customers’ needs and
wants
A source of diversion or
physical activity engaged
in for pleasure
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Entertainment
Whatever people are
willing to spend their
money and spare time
viewing rather than
participating
What is SEM?
UNIT 2
Leisure Time
It is the goal of the sports and
entertainment marketer to provide a
product or service that can satisfy the
needs and wants of those individuals who
choose to be entertained during their
leisure time
Leisure time is the time available to
people when they are not working
or assuming responsibilities, often
times referred to as “free time”
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Lesson 2.2
The Fusion of Marketing
with Sports & Entertainment
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Sports Marketing is the act of using sports as a
platform to market products or services and
increase sales or the process the of marketing and
selling the sports property itself
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What is SEM?
UNIT 2
Fundamental Concept of SEM:
Marketing through Sports & Entertainment
vs.
Marketing of Sports & Entertainment
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What is SEM?
UNIT 2
Marketing through Sports & Entertainment
Companies use sports and entertainment as a vehicle to gain exposure for
their products
Kia Motors sponsoring the World Cup
VitaminWater affiliating its product with celebrities like Steve
Nash, Carrie Underwood, Jennifer Aniston, David Ortiz and
Steve Nash
HP serving as presenting sponsor of the Sundance Film
Festival
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What is SEM?
UNIT 2
Marketing through Sports & Entertainment
A CEO entertaining potential customers at a PGA Golf Event in the hospitality area
as a sales tool
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What is SEM?
UNIT 2
Marketing through
Sports & Entertainment
Product placement is a tactic companies use to
place their products within a particular form of
entertainment to gain visibility or exposure
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What is SEM?
UNIT 2
Marketing through
Sports & Entertainment
Audi being prominently featured in the new “Iron
Man 2” movie
Judges on the hit show American Idol drinking
Coke products during episodes
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What is SEM?
UNIT 2
Marketing of Sports & Entertainment
Marketing of Sports & Entertainment involves the promotion and sales of the
sports and entertainment products themselves
The Potomac Nationals baseball club selling special “Holiday” ticket
packages
Branding the 2010 Winter Games with the slogan “With Glowing
Hearts”
Paramount Pictures spending over $130 million in marketing and
promotion for the film “The Last Airbender”
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What is SEM?
UNIT 2
Marketing of Sports & Entertainment
Marketing of Sports & Entertainment involves the promotion and sales of the
sports and entertainment products themselves
Nike advertising the launch of a new sneaker or shoe line
Astro Turf selling and installing a synthetic grass football field to a
college
Artist Jay Sean attending the "Jersey Shore" soundtrack album
release party in New York City
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What is SEM?
UNIT 2
Discussion Topic
Let’s say Adidas invests in a luxury suite at the
Staples Center in Los Angeles. Is this an example of
the marketing of sports or an example of marketing
through sports?
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What is SEM?
UNIT 2
Discussion Topic
The Adidas investment in a luxury suite at the
Staples Center arena provides an example of
BOTH marketing of sports and marketing through
sports
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What is SEM?
UNIT 2
Discussion Topic
Marketing of Sports:
The marketing OF sports occurs as the Staples Center
marketing staff actively engages in the activity of
selling suites to corporations, thereby marketing their
products
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What is SEM?
UNIT 2
Discussion Topic
Marketing through Sports:
Occurs as Adidas uses the suite for events (NBA’s Lakers or
Clippers basketball games, Disney on Ice, Rolling Stones
Concert, Barnum & Bailey Circus, Harlem Globetrotters,
NHL’s Kings, WNBA’s Sparks etc.) to entertain customers,
prospective customers and employees
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What is SEM?
UNIT 2
Sports Management vs. Sports Marketing
Sports management is the study and practice
of all people, activities, businesses or
organizations involved in producing,
facilitating, promoting or organizing any
sport-related business or product
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What is SEM?
UNIT 2
Sport management areas of
study might include:
 Sport law
 Facility management
 Human resources
 Sport governance
 Leadership
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What is SEM?
UNIT 2
Examples of Sports Marketing
 Tostitos sponsoring the Fiesta Bowl
 A NHL team offering payment plan options for
season ticket buyers
 NBC paying $5.7 billion for the TV rights in the U.S. to
the Olympics from 2000 to 2012
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What is SEM?
UNIT 2
Examples of Sports Marketing
 A corporation’s purchase of a courtside tickets in a NBA Arena
 A sign or banner displaying a company’s logo at a hockey rink
 Coca-Cola paying for “pour rights” at an event or facility
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What is SEM?
UNIT 2
Examples of Sports Marketing
 A local restaurant sponsoring the local high school
soccer team
 The Goodyear Blimp flying over sporting events
 Fans receiving free bobble
head dolls at a baseball game
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What is SEM?
UNIT 2
Examples of Sports Marketing
 Nike partnering with Apple to launch new technology
for runners
 Foot Locker stores offering special sales or coupons
to help increase sales
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What is SEM?
UNIT 2
Examples of Sports Marketing
 Former NBA star Charles Barkley
hosting Saturday Night Live
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What is SEM?
UNIT 2
Entertainment Marketing is the process of developing,
promoting, and distributing products, or goods and
services, to satisfy customer’s needs and wants through
entertainment, or any diversion, amusement, or method
of occupying time
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What is SEM?
UNIT 2
Examples of Entertainment
 Seeing the Houston Symphony perform at Jones Hall in downtown Houston
 Attending a LSU Tigers football game
 Reading Stephanie Meyer’s novel Twilight
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What is SEM?
UNIT 2
Examples of Entertainment
 Visiting the Seattle Aquarium
 Going to a Justin Timberlake or Jack Johnson concert
 Listening to the newest Lady GaGa song on your mp3
player
 Watching the Broadway musical “Lion King”
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What is SEM?
UNIT 2
Examples of Entertainment
 Going to the Ringling Bros. and Barnum & Bailey circus at the American Airlines Center in
Dallas
 Universal Studios announcing ‘Transformers’ as a new theme park ride
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What is SEM?
UNIT 2
Technology’s Impact on SEM
A podcast is a digital media file, or a series of
such files, that is distributed over the
Internet using syndication feeds for playback
on portable media players and personal
computers
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What is SEM?
UNIT 2
Technology’s Impact on SEM
The NHL’s league website (nhl.com) features a podcast
page which includes podcasts of its NHL radio show
(“This Week in the NHL”) and podcasts for individual
teams in both audio and video format (the Minnesota
Wild podcast show is referred to as the “pondcast”, St.
Louis Blues have a “BluesCast”, Washington Capitals
have a “Caps Report” etc.)
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Podcast technology opened the door for comedian Adam
Corolla to reinvent and revive his career after his network
show was cancelled.
Since launching his self-produced podcast show in February
of 2009, "The Carolla Podcast" has frequently been the most
popular podcast on iTunes, even edging out President
Obama’s weekly address and drawing over 3 million
downloads in a given week.
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Sticky marketing is the practice of creating online content
that encourages consumers to visit a specific Website
frequently with the goal of getting the visitor to explore
the site in greater detail while maximizing the amount of
time the user spends on the site
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Sports Illustrated’s Peter King is widely credited
with the development of one of the first true
“sticky” web marketing applications. His column,
“Monday Morning QB” gets more than three
million page views per week!
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Yahoo’s site featured dedicated coverage to the 2010 Winter Games in
Vancouver provides provides an excellent example of sticky marketing,
boasting an impressive total of 314 million total minutes spent by visitors
on the site, compared to the 218 million total minutes spent by visitors to
NBC's Olympics site (official broadcaster of the Games).
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Online video rentals (Netflix, Blockbuster
etc.)
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Streaming audio and video capabilities
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What is SEM?
UNIT 2
Streaming Live Events
In 2010, many major global
sporting events like the
British Open Golf Tournament
were streamed through the
Internet allowing fans to
watch online and/or on
mobile devices
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What is SEM?
UNIT 2
Technology’s Impact on SEM
To celebrate the band’s reunion, Blink 182 staged plans to offer one a new twist on
traditional touring by streaming an interactive 3D concert online. The concert, sponsored
by Doritos required only that fans purchase a bag of chips (Doritos brand of course) and
place the bag in front of their computers webcam for admission to the show.
Throughout the concert, fans were able to move and shake their bag of chips to activate
certain interactive actions such as, zooming in and out and other features and noise picked
up from computer microphones would influence the band’s encore.
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What is SEM?
UNIT 2
Technology’s Impact on SEM
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Consumer’s ability to purchase entertainment on
the Internet
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Advertising: Signage and Displays
American Airlines Arena unveiled new technology
capable of delivering “live and dynamic billboard
advertising”, making the NBA’s Miami Heat the
first U.S. sports franchise to tap into the next
generation of outdoor media systems designed to
drive revenue
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Advertising: Signage and Displays
The Kansas City Royals teamed up with Cisco
Systems and AT&T Inc. to launch a new video
platform that offers customized advertising,
capable of delivering live game video,
concessions menus and customized fan content
Technology enables us to enrich the
experience for our fans, who are
celebrating 40 years of Royals baseball
this year,” said Kevin Uhlich, Royals
senior vice president of business
operations
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Advertising: Virtual Ads
Advertising firm “Instadium.com” sells promotional materials and “touchpoints” to
advertisers at venues such as Coors field in Denver. They have ads positioned in
hundreds of locations around the stadium, from rotational signage around the field
perimeter to ads in the restrooms, concessions areas, and concourses. Fans can’t help
but be exposed to their messages.
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Technology’s Impact on SEM
Advertising: Virtual Ads
During the 2009 playoffs, the NHL provided an opportunity for a sponsor to preview the
potential impact of virtual advertising when, during the third period of MSG Network’s
telecast of two playoff games, Subway logos were superimposed on the glass areas
behind each goal and at center ice. The results were impressive, as sponsors averaged
nearly 20 minutes of quality on-screen time per game from the high-tech broadcast
enhancement.
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Advertising: Interactive Shopping
An upcoming Blu-ray film will reportedly feature an ecommerce application that will allow viewers to shop for
products in the movie and purchase them through the
Internet with BD Live (BD-Live is a newly developed Blu-ray
feature that allows users to access additional content with
any internet-connected Blu-ray player)
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Audio / Visual Enhancement
In a sentiment shared by sports consumers everywhere, ESPN writer Bill Simmons
discusses how HD television has revolutionized the fan (viewer’s) experience: “It's
a new world for sports fans: an intimacy that can't be found otherwise, unless
you're paying through the nose for great seats. I thought I'd like sports less when I
got older. Actually, I like them more. And it's partly because of HD. I'm constantly
saying to myself, I can't get over how great that looks!”
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Audio / Visual Enhancement
Over 1,000 FM radio stations are now broadcasting in high definition (special HD-ready
receivers are required to hear the high quality signal)
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Audio / Visual Enhancement
A 2010 estimate suggests that global sales
of Blu-Ray players will reach 62.5 million
units by 2011
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Audio / Visual Enhancement
According to a report by Variety, 2.7 million Blu-Ray copies
of Avatar were sold in the first four days of its retail
release. Perhaps a testament to the growing demand for
Blu-ray content, Blu-ray accounted for 40% of sales for the
movie in that four-day window.
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Technology’s Impact on SEM
Video Games
Games now feature enhanced graphics, creating a more realistic user experience
Game players now enjoy greater accessibility and interactive capabilities through the
Internet
Through Nintendo’s Wii system, video game enthusiasts can now enjoy motion sensor
technology, allowing for users to simulate various activities
(such as golf or
tennis) using a video game controller
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Video Games
In 2010, Microsoft plans to up the ante in the
motion sensor technology arena with the
launch of their “Kinect” accessory that allows
users of the Xbox 360 console to interact with
games without a controller by simply using
gestures and spoken commands
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Apparel/Footwear/Sporting Goods
Just prior to the 2008 Summer Olympics, Speedo
introduced the LZR Racer swimsuit, a technologically
advanced piece of swimwear that features a finely
woven water-repellent microfiber that cuts down on
drag and features localized compression, which Speedo
officials say reduces swimmers' energy loss
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Apparel/Footwear/Sporting Goods
The technology was so effective that, in 2010, swimming's governing body
adopted new rules to limit the role of high-tech suits after seeing more than 100
world records fall after the suit’s introduction just one year earlier
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Apparel/Footwear/Sporting Goods
In 2008, Nike teamed up with Apple
to launch the Nike+iPod Sports Kit, a
device which allows users to measure
and record the distance and pace of a
walk or run
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Apparel/Footwear/Sporting Goods
In 2010, Adidas introduced similar
technology with MiCoach, a system the
company’s website calls “the
interactive personal coaching and
training system” which relies on a
mobile phone’s GPS systems allowing
the app to track distance, pace, and
calories, all while coaching athletes
based on their pace and training
regimen
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Broadcasting / Viewer Experience
In 2009, golf fans were able to view multiple video feeds of the Masters on their TV
screens to keep up with action at different points on the course
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Broadcasting / Viewer Experience
With the re-emergence of 3D
technology (3D has been around since
silent films in the early 20th century),
the viewing experience has been taken
to a whole new level
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Lesson 2.3
Sports ARE Entertainment
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© 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Sports ARE Entertainment!
 Watching a Broadway
show
Sports are a form of
entertainment
 Listening to music on an
mp3 player
Entertainment may be presented
in the form of sports
 Watching a movie
 Watching a football game
 Playing a game of soccer
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What is SEM?
UNIT 2
Technology’s Impact on SEM
Sports ARE Entertainment
“I believe sports is entertainment. I know there’s athletic excellence. But when I watch a gamelet’s say I’m watching Charles (Barkley’s) show on (TNT)-it’s not just for the athletic excellence.
Every piece of information is available in that telecast: scores, highlights, standings, analysis-0right? I watch it because it’s entertaining. It’s about being entertained. It’s about being
consumed. You’re a consumer, and you’re consumed by the entertainment, you’re engaged by
the entertainment.”
- PETER GUBER
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What is SEM?
UNIT 2
Differentiating Between
Sports & Entertainment
Sports are
“unscripted”
Unscripted:
Consumers of sports do not know the
outcome of the event in which they are
participating
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What is SEM?
UNIT 2
Differentiating Between
Sports & Entertainment
Sports entertainment
relies heavily on
emotion
Consumers of sports
products have an
emotional investment
or interest in the
outcome of the event
(winning vs. losing,
close games vs.
“blow outs”)
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What is SEM?
UNIT 2
Differentiating Between
Sports & Entertainment
Sports expose
differences
in customer loyalty
Customer Loyalty:
A customer decision to become a repeat
consumer of a particular product or
brand
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What is SEM?
UNIT 2
Integrating Sports with Entertainment
Super Bowl Half-Time Shows
ESPN’s ESPY Awards
Cross Promotion:
Universal Studios partnering with the
Dodgers to promote the park's new King
Kong attraction
TNT tapping pop stars Jamie Foxx and
Justin Timberlake to lead a marketing
campaign for the 2010 NBA playoffs
The convergence of two
entertainment properties working
together to market products or
services
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What is SEM?
UNIT 2
Integrating Sports with Entertainment
Cross promotion can be an effective sales and
branding tool for all parties involved
Variety.com reports that a significant factor in ESPN’s successful launch of its
Chicago-based website on all things Windy City was cross promotion, suggesting
the cable company used “plenty of cross-promotion as a way to attract listeners to
the site”
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Integrating Sports with Entertainment
By July of 2010, ESPNChicago has become the city’s top sports site, attracting about
590,000 unique visitors in the month of June alone while the city’s historic newspaper
company’s (Chicago Tribune) online sports section drew just 455,000 unique visitors
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What is SEM?
UNIT 2
Integrating Sports with Entertainment
Ratings for the 2010 Tour de France increased 83% on the Versus network through the first
nine days of competition. Versus President Jamie Davis credited part of the ratings jump on
cross-promotion during its coverage of the NHL Stanley Cup Playoffs.
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Integrating Sports with Entertainment
In the summer of 2009, MLB partnered with Walt Disney Pictures and Jerry
Bruckheimer Films to cross promote the 3-D comedy G-Force, this time determined to
push the promotion cautiously. Five years earlier the league badly botched a SpiderMan 2 promotion in which MLB had planned to feature the Spider-Man logo on each
base during the All-Star Game. The league received such opposition from fans and
baseball purists that the promo was eventually pulled.
+
=
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Lesson 2.4
Primary Marketing Functions
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© 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Primary Functions of Marketing
 Pricing
 Distribution
 Promotion
 Financing
 Selling
 Information-Management
 Product and Service Management
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What is SEM?
UNIT 2
Primary Functions of Marketing
Pricing: Assigning a value to products and services
Price is determined on the basis of supply and demand
Tickets to the Super Bowl are very expensive because demand is high
In July of 2009, the NFL’s New York Giants announced a reduction in ticket prices on seats in
several sections of their new stadium that had not yet been sold
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What is SEM?
UNIT 2
Primary Functions of Marketing
Supply and demand is a major factor
influencing pricing strategies, so much so
that many teams are evaluating the
possibility of moving toward a “dynamic
pricing” structure for tickets in which games
in higher demand cost more than the same
ticket for a game with lower demand
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What is SEM?
UNIT 2
Primary Functions of Marketing
Red Box created a price
point of $1 in an effort to
capture a piece of the
lucrative movie rental
business
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What is SEM?
UNIT 2
Primary Functions of Marketing
Distribution: Determining how best to get products and services to consumers
EA Sports sells their video games in Target and Best Buy
stores, knowing that consumers shop at those stores for
video games and entertainment
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What is SEM?
UNIT 2
Primary Functions of Marketing
In 2009, TiVo announced plans to provide “on-demand”
access to Blockbuster’s film catalog to TiVo subscribers
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What is SEM?
UNIT 2
Primary Functions of Marketing
Google announcing plans to open a
digital music store online to challenge
iTunes
Hotel chains offering movie rental
opportunities from the comfort of a
hotel room
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What is SEM?
UNIT 2
Primary Functions of Marketing
The top selling on demand theatrical movie titles in hotel guest rooms in 2009
1.
The Hangover
6.
Gran Torino
2. Taken
7.
Inglourious Basterds
3. Paul Blart: Mall Cop
8.
Quantum of Solace
4. Angels & Demons
9.
X-Men Origins
5. The Proposal
10. The Ugly Truth
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What is SEM?
UNIT 2
Primary Functions of Marketing
Promotion: Communicating information about products and services to consumers
Prior to the start of the 2010 NFL training camp, Nike announced that former college QB Tim
Tebow would have his own Nike shoe through a combined EA Sports/Nike cross promotion
that coincided with the rollout of the NCAA Football 2011 video game
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What is SEM?
UNIT 2
Primary Functions of Marketing
The Sacramento Kings initiated a ticket sales promotion shortly after the
2010 NBA draft to capitalize on the excitement surrounding first-round
draft pick DeMarcus Cousins in which the franchise extended new offers
every hour between noon and 8 p.m. on their website. The special offers
included season ticket deals for less than $17 per game, access to a VIP
reception with the team’s new draft picks and $150 merchandise vouchers.
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What is SEM?
UNIT 2
Primary Functions of Marketing
In 2009, Sony Pictures Home Entertainment launched a promotion encouraging consumers
to stay home for vacation with “Movie Staycations” where Sony movies were being offered
at retail stores for less than $10. Consumers also had the opportunity to visit the “Movie
Staycation” Web page online to download coupons for an additional $2 off DVDs and $3 off
Blu-ray Discs.
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What is SEM?
UNIT 2
Primary Functions of Marketing
Financing activities could include:
 Creating a budget for a company’s marketing plan
 Analyzing the cost effectiveness of existing or past marketing efforts
 Providing customers with flexibility in purchasing company products or services
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Primary Functions of Marketing
In NHL Commissioner Gary Bettman’s 2009 mid-season “state-of-the-league address”,
revenue projections were updated by dropping its initial growth expectations. Mr. Bettman
suggested the league expected to generate $2.63 billion to $2.64 billion in hockey-related
revenue for the 2008-09 season.
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What is SEM?
UNIT 2
Primary Functions of Marketing
In Hollywood, a decrease in sales of DVDs and significant increase in
production and marketing expenses has prompted industrywide reforms
that include a crackdown on budgets
In production of the fourth installment in the Pirates of the Caribbean,
super producer Jerry Bruckheimer has been working with a budget at least
a third less than the last "Pirates" movie and will include far fewer shooting
days and visual effects shots
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What is SEM?
UNIT 2
Primary Functions of Marketing
Like many professional sports franchises, MLB’s
Washington Nationals offer payment plans for customers
purchasing ticket packages. According to the team’s
website, the Nats’ “Grand Slam E-Z Payment Plan allows
season ticket holders to pay a fraction of the total cost of
their tickets in easy monthly payments. This is available for
either Full, Half, or Partial Season Ticket Plans.”
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What is SEM?
UNIT 2
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Primary Functions of Marketing
Selling: Communicating with consumers to assess and
fill their needs, as well as anticipating future needs

Cultivating prospective buyers (or leads) in a
market segment

Conveying the features, advantages and benefits
of a product or service to the prospective buyer

Closing the sale
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Primary Functions of Marketing

Many professional sports teams utilize a call center
ticket sales
to revenue generated by
 A call center is a physical location where calls are
placed, or received, in high volume
for the purpose
of sales, marketing, customer service; typically through the use of
telemarketers

Call centers employ a staff to perform telemarketing activity with the goal of selling
ticket packages over the telephone
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Primary Functions of Marketing
In 2009, Georgia Tech outsourced the portion of their ticket sales operation to a company
(Aspire Group) to manage ticket sales for football and men’s basketball. Aspire has a full-time
sales staff of 15 to 20 people who work from Georgia Tech’s downtown Atlanta campus.
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Primary Functions of Marketing
Marketing Information-Management: Gathering and using information about customers to
improve business decision making
Professional sports teams began offering smaller ticket packages (half-season,
quarter-season, five-game packages) after determining through customer
research that full season ticket plans were often too costly and/or time
consuming for many fans to purchase
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
We Have a Seat for You!
PAC-10 Power Pack (Men's):
Cal * USC * UCLA * Arizona *
Arizona State
Best of the West (Women's):
Washington · Cal * UCLA *
USC * Arizona
Fun for Five Family Plan
The best deal in town! The
Fun-for-Five Family Plan allows
you and four friends general
admission tickets to over 10
home games, men's or
women's, at Maples Pavilion at
the remarkable cost of only $2
per person!
Stanford basketball season tickets guarantee your seat
for an entire schedule of college hoops excitement!
Follow both teams as they march towards March
Madness and guarantee yourself the opportunity to buy
post-season tickets when they get there.
Mini Power-Packages
Designed especially for the first time buyer and reserve
power player, this five-pack of our most popular games
offers big-time college hoops access to the PAC-10
season for only $59. As a mini-pack subscriber, you'll
receive reserved seats and guarantee yourself the
opportunity to purchase post-season tickets.
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Primary Functions of Marketing
As visitors pass through the turnstiles at Disneyland in California, guests are randomly
selected to answer interview questions from friendly staff members equipped with hand
held data recording devices. This provides Disney management with up to date
information about park guests, such as where they are from, how many are in their group,
and how many times they have visited the theme park in the past.
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Primary Functions of Marketing
Product/Service Management:
Designing, developing, maintaining, improving,
and acquiring products or services so they meet
customer needs
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Primary Functions of Marketing
One of Nike’s product management efforts includes the “Nike Kids Field Tester
Program” in which selected applicants will wear Nike shoes for typically 4-8 weeks.
Testers keep a daily written account of information relating to the product. Also,
testers are required log the number of hours the shoes were worn each day, the
surfaces shoes were worn on, observations regarding the shoe’s fit, performance and
durability.
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Nike’s field tester
program requires a
thorough and
detailed application
process
Copyright © 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Primary Functions of Marketing
Sketchers recently unveiled the Shape Up shoe, endorsed by football
legend Joe Montana. The shoes are a new innovation in sport shoe
technology and claim to improve posture, “tone” leg muscles and promote
weight loss.
Copyright © 2010 by Sports Career Consulting, LLC