Transcript Wide World of Sports and Entertainment

WIDE WORLD OF SPORTS AND
ENTERTAINMENT
SECTIONS
Industry ___________
 Special Marketing Tools
 Destinations: ________ and Tourism
 Worldwide Sports and Entertainment Events
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SPORTS AND ENTERTAINMENT INDUSTRY
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__________- a group of organizations involved in
producing or handling the same product or type
of services
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Industry subdivisions-country, rock, rap, pop, hiphop, top 40
There is much competition for consumer ____
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Impt for businesses in related industries to
understand consumer behaviors and spending habits
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Enables better strategies to increase market share and
overcome competition
INDUSTRY STANDARDS AND TRENDS
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Industry _______ – guidelines and goals set for different
entertainment industries

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Ex: 3 star hotel standard: Clean, nicely furnished with
amenities like a pool, fitness center, room service, and
Internet
Research is conducted to determine an industry ______
Provide examples of what to expect for attendance, revenue,
length of events, etc.
 Ex: Average attendance at a state fair or game, average cost
for a 3-day sports camp or avg salary for player
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Industry _______show latest demand for and consumer
response to S/E events and their growth or decline over
time
Collected data over time can show an industry trend of
NASCAR attendance growing
 The professional and college sports are concerned with the
trend of young kids showing less interest in organized sports
 Marketing plans are often based on industry trends
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MARKETING DECISIONS FOR AN INDUSTRY
Marketing decisions are based on industry
________, ________, and ________
 Ex: Basketball Camp
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Standard: Determine what should be taught at the
camp, amount of liability insurance
 Norms: # of days, prince charged per student, max.
enrollment for one camp, avg revenue from related
sponsors
 Trends: the popularity of a particular camp, best time
of year for success, most effective advertising
methods for camp
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U.S. SPORT CAMPS (USSC)
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Most popular camps include tennis, swimming,
football, golf, basketball
USSC manages the _________ and ______________of
camps throughout the country
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Some on college campuses with college coaches
providing training and instruction
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Close ties with Nike; Nike sponsors many of the camps and
provides apparel to participants and staff
Coaches hire own staff
USSC website ($80,000)
$_____ million in online sales in one year
Attributes success to: Direct mail campaigns and
advertisements in sports magazines geared toward young
athletes-all ads lead to website
 Register and pay for camps through website
 See the website!
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COLLEGE SPORTS
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Industry trend: A continual increase in
__________ into the _________ to attract and hold
top coaches for football and basketball
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Expenses covered by expanding stadiums and
attracting sponsorships
ISP Sports
leader in __________ sports marketing
 Largest and fastest growing multimedia company
 See the new website!
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THE TELEVISION INDUSTRY
Goal-produce ________ viewer ratings
 Reality TV replacing older shows
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__________
Branching out to Internet, video iPods, ondemand services
 New high ______ promotions-TV screens in
various stores, groceries, malls, etc.
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THE CONCERT INDUSTRY
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Fewer stars with _________ appeal like Beatles
and Rolling Stones
Still draw large crowds (thousands of fans)
 No new stars can draw that crowd or charge that
much ($______-$______ per ticket)
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Paul McCartney Tour (2001-2004)
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Sold out, each concert grossed $_____ million
Concert industry in 2004
Avg ticket price $59, $1.96 billion in ticket sales
 Today’s youth are less interested in concerts
 Future: Smaller industry, more fragmented (more
artists, smaller fan bases)
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STATE AND COUNTY FAIRS
Had to make dramatic changes to remain a
viable _______________ option
 Last from 1-4 weeks
 ______________management group for fresher
marketing ideas
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Goal-attract _________ audiences of young people
_______ ticket sales and advertising
 Special topic news releases
 Better entertainment events
 Themes
 New children’s and teen programs, new sporting events
 Emphasis on the arts
 ______________
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MOTIVATIONAL SPEAKING AND WRITING
Successful speaking-excellent __________ and
_________________ skills
 Rely on a strong marketing and promotional
campaign and an agent to book speaking
engagements
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Public speaking is big business in the sports
industry
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Agents are paid percentage of fee charged for the
speech
Training to speak can be very difficult
Speakers may hire speech __________ and
____________ to help them create a positive public
image
PRICE OF MOTIVATION
Speakers charge up to $_________!
 Coaches give speeches and charge $10-30K
(Terry Bowden, Pat Summitt)
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WRITING THEIR STORIES
Extend _________ career
 People love ___________ experiences and good
stories
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Failures, triumphs, rags to riches, etc.
Broadening the audience-universal themes and
concerns
 The publishing process-__________writers, author
receives royalties, literary agent (plans
marketing)
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SPORTS CAMPS AND CLINICS
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Top ____________ heading camps are believed to
teach the best or help the kid get their foot in the
door
SPONSORSHIPS
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Sports camps cost money
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Sponsors keep costs ________ and therefore
participants ______ down and add interest to event
Target corporations to solicit them
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for professional heading it up
for leasing space
marketing costs
Nike, Champion
Company will expect the following:
Positive public ______
Visibility and spoken _____________
____________ space in publications
Presence of banners, posters, flyers, signs, _____ on all
materials
 Potential _______
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CAMP EXPECTATIONS
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Families can expect:
Lodging
 Food
 Schedule of activities
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Location is a consideration
CLINICS
Focus on ________ __________ unlike camp which
focuses on more
 One to two day vs. longer
 Very ________ on one area of needed
improvement
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MARKETING EQUALS SUCCESS
If you promise then __________ or failure
 Sports camps and clinics rely on reputable
___________ and organizers to help them succeed
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PROMOTION
1st, acquire location and sponsors
 2nd, get the word out! __________ the camp or
clinic
 ____________ should include details including
objectives, schedules, requirements (ages and
skill levels), housing, dates, location, and costs
 Media and methods should include:
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Local newspaper, television, and radio advertising
 _________ or giveaways offering a free week at camp,
t-shirt, item signed by the camp or clinic celebrity, etc
 Interviews and photos
 _____________ appearance by the camp’s celebrity
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ONGOING PROMOTIONS
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____________ need to work with PR professionals
to ensure info and photos make local newspapers
Personal success stories
 Sponsors may choose to hold weekly drawings for
their products
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Follow up materials to parents promote
___________ (Ex: Surveys to parents)
 Mailing list
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ADVERTISING
Could be well planned but if not marketed, fail
 Conduct market ___________ in area of camp
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What do citizens read? Participation in the sport?
Prepare ad copy
 Determine best ______________ time based on the
time participants need to prepare
 ____________-amateur athletes, little lead time
 ____________, E-Zines-dedicated athletes, specific
sports, lead time greater than newspaper
 ___________, brochures-marketing companies can
buy and create mailing lists, direct mail (most
expensive) can be most effective if list is
researched
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DESTINATIONS: TRAVEL AND TOURISM
_________ industry is world’s largest industry
 Employs over ____ million people (Expected over
____mill by 2013)
 _________-traveling for pleasure whether
independent or tour-based
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Includes vacations, family visits, attending
conventions or sports/ent. events
ATTRACTING TOURISTS
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Cities want to _____ events (Superbowl) to attract
out of town customers
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Airline tickets, hotel rooms, rent cars, local
attractions, restaurants
______________ impact

_______ EI-total of new spending resulting from an
event/attraction
Visitors-$375 per day
 Costs to city-OT for police, fire, security forces, facilities
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________EI-determined by the multiplier effect-the
portion of the money spent by visitors on lcoal goods
and services that is in turn spent locally by
employees and –ers.
TAILOR-MADE VACATIONS
Travel marketers can plan a vacation to suit your
____________
 _________ travel-recreational travel or tours
planned around a special interest
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ECOTOURISM
_______________-responsible travel to natural
areas that conserves the environment and
sustains the well being of the local people
 Attempt to _____________ the __________ impact
of visitors to unique and sensitive environments
and cultures
 _________ people of host country (Financially)
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HALLS OF FAME
They are travel destinations and can serve as a
basis for _____________ tourism
 ______________ keeps these alive
 Complete destination-single building vs. part of a
complete destination (World Golf Village)
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Can entertain whole family, packages for sale
RESORT AND THEME PARKS
Theme parks-_________ oriented (activities, rides,
movies, cartoons, etc.)
 _______-adult focused (golf, relaxing activites)
 Theme Park Central-__________ Florida
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7 major theme parks
 95 attractions
 50 million visitors
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(47 million are domestic)
WORLDWIDE SPORTS AND
ENTERTAINMENT EVENTS
____________ Role
 Challenges in international marketing
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GLOBAL S/E
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World _____________ grows (India, China)=S/E marketers
are looking overseas for new places to distribute their
products and services
__________
Was poor, third world; one of the fastest growing economies in
the world
 When basic needs are met, people seek S/E
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__________
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Tremendous potential growth
Population is over 1 billion consumers
Working to increase travel and tourism there
World Mouse
Disney continues to lead in them park industry
 Tokyo, Paris, Hong Kong Disney worlds/lands
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Joint venture-2 organizations share the cost and profit of a business
Hong Kong SAR Government and Disney operate on a join venture
SAR was responsible for much of infrastructure (water, sewer,
roadways, etc)
INTERNATIONAL MARKETING
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____________-international economic relationships
Scoring with fans-Soccer (football) started in 300 or 200 BC
in Asia and Europe
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FIFA (Federation International de Football Association)
governing body for the game-has marketed well
A ___________’s dream-Adidas (German) vs. Nike
(American) to be world leader in sporting good sales
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Adidas sponsors the world cup
Anheuser-Busch sponsor (exclusive rights to sell their beer at
the world cup games until German beer Bit)
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Germany was selected to host games in 2006 and didn’t like AB Beer
International sports trends-___________ spreading around
the world
A connected world-Consumer behavior for buying, using
and selling music changed when Warner Music Group
Corporation merged with SK Telecom Company
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Piracy-theft of copyrighted material