Transcript Lesson 3.4 - Tracking Industry Trends

Lesson 3.4 – Tracking
Industry Trends
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
Shifts in industry trends could include:
 Customer buying patterns
 Consumer preferences / distastes
 Effective marketing techniques
(product placement for example)
 Product or service modifications
 New technology
 Efficient communication tools
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Product Placement
Tracking Industry Trends
Before adjusting, marketers must be
aware of changes within the industry
How do sports and entertainment
marketers effectively track industry
trends?
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
Marketers Must Effectively Track Changing Trends

Monitor sports and entertainment news
online

Read trade or business magazines,
journals or newsletters

Consider the marketing efforts involved
when attending competitor events
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
Marketers Must Effectively Track Changing Trends

Attend sport business conventions,
exhibitions and events

Obtain research from sport marketing
firms

Read local or national news publication
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
Marketers Must Effectively Track Changing Trends

Observe activity of competitors

Communicate with others within the
industry
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
Marketers Must Effectively Track Changing Trends
Marketers evaluate trends that fit their
respective marketing plans and implement
changes accordingly
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
In the sports and entertainment
industry, the trend toward
consuming video content online has
industry executives developing
strategies to capture fan interest
The Atlantic Coast Conference
(ACC) launched a branded YouTube
channel, marking the first and only
official partnership between
YouTube and a major collegiate
sports conference
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
The June 2013 U.S. Online Video Rankings from
comScore showed that people in the United States
watched more than 44 billion online content videos
throughout the month. This translates to 183 million
Americans going on the ‘net and watching
entertaining and educational clips.
As more and more consumers shift focus to tablets
and mobile devices, marketers will respond by
creating content available for digital distribution
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
Young males spend more time consuming media on
XBOX than playing video games, according to Sean
Bratches, ESPN Executive Vice President of Sales &
Marketing, creating another platform for connecting
with fans of the ESPN brand.
As a result, WatchESPN is now available in over 83
million homes, more than double its distribution from
a year ago.
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
The Top Sports Trends to Watch in 2014-15
1) Social TV and Second Screen
2) Augmented reality
3) Social broadcasting
4) Female demographic
5) Continued Twitter Growth
6) Hi-tech stadiums
7) Superfans/fan immersion
8) Flashy uniforms
9) Drones
10) School athletics’ branded playing surfaces
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
The Top Sports Trends to Watch in 2014-15
According to lostremote.com, MLB
fans with an LG smart TV have reason
to be excited this season. OneTwoSee,
an interactive TV application company
with a sports focus, and Bloomberg
Sports have created a connected TV
application that will bring interactive
stats and advanced analytics to
owners of LG smart TVs for the 201415 MLB season.
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
The Top Sports Trends to Watch in 2014-15
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
The Top Sports Trends to Watch in 2014-15
According to contracostatimes.com, upon
opening in 2014, Levi’s Stadium (home of
the San Francisco 49ers) will feature a
network that includes about 680 Wi-Fi access
points -- one for every 100 seats in the
stadium, a superfast Internet connection
(allegedly 10,000 times faster than what
federal regulators classify as broadband),
and about 1,700 high-tech "beacons”
(technology that connects a fan’s phone to a
wireless headset, used to pinpoint
consumers' locations inside the venue to
provide them directions)
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
The Top Sports Trends to Watch in 2014-15
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
The Top Sports Trends to Watch in 2014-15
In 2014, San Diego Padres’ minor league
affiliate (El Paso Chihuahuas) donned uniforms
featuring wide eyed Chihuahua prints for their
“Bark at the Park” theme night, then auctioned
off the uniforms with proceeds going to the
local humane society
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
Tracking Industry Trends
The Top Sports Trends to Watch in 2014-15
Partnership Activation, one of the leading resources in the
industry for recognizing emerging trends, noted in their Spring
of 2014 newsletter: “As the sports marketplace continues to
embrace new forms of technology, the use of drones for
sports photography, videography, and security purposes will
soon be hot on everyone’s radar.”
Copyright
© 2014 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
LESSON 3.4
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© 2014 by Sports Career Consulting, LLC
LESSON 3.4 REVIEW (ANSWERS)
Intro to SEM
Business
Principles
1)
Describe industry trends
Trends could include customer buying
patterns, effective marketing
techniques, product and/or service
modifications or new technology
(among other things)
Copyright
© 2014 by Sports Career Consulting, LLC
LESSON 3.4 REVIEW (ANSWERS)
Intro to SEM
Business
Principles
2)
Provide an example of how an
organization may track shifts in
industry trends
Monitor sports and entertainment news
online, read trade or business magazines,
journals or newsletters, consider the
marketing efforts involved when attending
competitor events, attend sport business
conventions, exhibitions and events, obtain
research from sport marketing firms and
read local or national news publications
Copyright
© 2014 by Sports Career Consulting, LLC