Transcript Standard Four - Davis School District

Marketing The
Event
4.1 The Event
4.1 Event Marketing
Standard Four
Students will
assess the
importance of
event marketing
and
entertainment in
sports.
4.1 Event Marketing
Event Marketing Defined
• Applying marketing principles to the
marketing and promotion of an event.
– May or may not be team oriented
• Superbowl, NBA Finals, Stanley Cup Playoffs
– May or may not be “mainstream” sports
oriented
• X-Games, World Chess Championships
• Movie Premier, Back to School Night
4.1 Event Marketing
Event Marketing & Entertainment
• Sports Properties
– Types of Properties
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VENUE – Stadium, Arena, Track,
LEAGUE
TEAM or CONFERENCE
ATHLETE, SPECIAL EVENT
– Uses of Marketing range from
ticket sales to seat design
– Concert, Meeting, Conference…
4.1 Event Marketing
4.1 Event Marketing
EVENT MARKETING
• Marketing of the Event
– Entertainment Offerings
– Dates, Times, Location
– Special Offering:
Back Stage Passes…
– Advertising & Promotions
– Event Evaluations
– Other
4.1 Event Marketing
Event Components
• Concessions
• Merchandising
Opportunities
– For Event
– For Sponsors
• Seating
– Personal Seat Licenses*
– Luxury Boxes**
– Season Ticketing***
• Staffing & Training
• Other
4.1 Event Marketing
Branding
• Leagues, Teams, Merchandise, and Events are
often branded to aide in marketing efforts.
Branding:
– a company’s or event’s efforts to develop a personality
and make its products or services different from the
competition.
4.1 Event Marketing
Branding
• Event Branding
Opportunities
– Naming, Event Offerings
– Promotions and CoPromotions
– Sponsorship Opportunities
– Merchandising
Opportunities
4.1 Event Marketing
Merchandising Opportunities
• Licensed Products
– Licensing:
authorized use of a brand, brand
name, brand mark, trademark, or tradename with a
good or service.
• Contractual Agreement
• Company A uses Company B’s logo
• Company A pays a ROYALTY or Fee
– Booming area of sports with players, teams,
event names, and logos appearing on a huge
selection of products.
4.1 Event Marketing
LICENSOR (Company “A”)    
– Company with an “official” logo in demand
– EXAMPLE: Olympics
– BENEFITS:
• Expand into new markets
• Generate more awareness for company/team
– DISADVANTAGES:
• Lose some control* over product mix
4.1 Event Marketing
 LICENSEE (Company “B”)
– The company reproducing an official logo
– EXAMPLE: WILSON ATHLETICS
NCAA WEBSITE: Official Licensees
– BENEFITS
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Positive association of products with event
Create brand awareness
Increase distribution possibilities
Charge higher prices
– DISADVANTAGES
• Possible negative publicity with events / athletes
• Expensive
4.1 Event Marketing
Event Seating
• Personal Seat Licenses (PSL) –Next Slide
– Licenses purchased by ticket holder which
entitles that person to buy that seat’s tickets
– Payments vary by team/sport/venue
– Holds seats for that person
• Season Ticketing
– Tickets bought for a block of games for a season
– Typically better quality seats in venue
• Luxury Boxes
– Boxes typically purchases/leased by corporations
– Used for entertainment and business
meetings/games
4.1 Event Marketing
Personal Seat Licenses
• A personal seat license gives the holder the right to buy season
tickets for a certain seat in a stadium. This holder can sell the seat
license to someone else if he no longer wishes to purchase
season tickets. However, if the seat license holder chooses not to
sell the seat licenses and does not renew the season tickets, the
holder forfeits the license back to the team. Most seat licenses are
valid for as long as the team plays in the current venue.
• The primary reason sporting venues offer PSLs is that the
proceeds are used to help pay the debt incurred during the
construction of the stadium or arena. Also, many supporters feel
that such licenses essentially give fans ownership of the seat.
Opponents of PSLs see this as another way to extract money from
the sports fans.
4.1 Event Marketing
SPORTSCAPE
• Why is attending a game better than watching
on TV? THE EXPERIENCE!
• The use of the venue to make attendance to a
game “more than just a game”
– Atmosphere, Color, Music, Motion
– Sights & Smells, Tradition, Architecture
• All of these factors and many more shape the
Fan’s perception of the event and his or her role
in that event
4.1 Event Marketing
Elements of Sportscape
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Aesthetics
Music
Colors
Smells
Lighting
Motion
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Parking
Seat Comfort
Seat Access
Sponsor Marketing
In-Game Entertainment
Signage
Replay Screens
Identify WHAT these are and WHAT THEY MEAN
at an event
4.1 Event Marketing
Luxury Boxes
• Provides opportunities for the
venue to:
– Increase Sales
• High Dollar – Multi-Year Contracts
– Increase Attendance
• Boxes Offer additional seating
– Increase Entertainment Experience
• Offer more amenities for spectators
– Box sales can include other
opportunities
• Food, Meet & Greet, Pre/Post Game
Offerings…
4.1 Event Marketing
Event Evaluations
• Evaluations are on-going during an event
• Used to improve and manage offerings
• Typically conducted by management & staff
4.1 Event Marketing
SWOT Evaluations
• S = Strength
– Things that went well, positive results
• W = Weakness
– Things that went poorly, room for improvement
• O = Opportunities
– Things/areas that can be improved, capitalized
• T = Threat
– Things which could become a problem, area of concern
4.1 Event Marketing
Component Evaluations
• Sales Evaluations
– Ticketing, Season Ticketing, Packages
• Fan Enjoyment Evaluations
– Fan Reactions, Consumer Evaluations
• Return On Investment
– Repeat Purchases – Individuals & Corporate
– Sponsorship Evaluations
• Venue Evaluations
– Capacity, Perceived Crowding, Entry, Exit
4.1 Event Marketing