WIDE WORLD OF SPORTS AND ENTERTAINMENT

SECTIONS

Industry ___________ Special Marketing Tools Destinations: ________ and Tourism Worldwide Sports and Entertainment Events

SPORTS AND ENTERTAINMENT INDUSTRY

__________- a group of organizations involved in producing or handling the same product or type of services Industry subdivisions-country, rock, rap, pop, hip-

hop, top 40 There is much competition for consumer ____

Impt for businesses in related industries to understand consumer behaviors and spending habits Enables better strategies to increase market share and

overcome competition

INDUSTRY STANDARDS AND TRENDS Industry _______ – guidelines and goals set for different

entertainment industries 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

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

MARKETING DECISIONS FOR AN INDUSTRY

Marketing decisions are based on industry ________, ________, and ________

Ex: Basketball Camp 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

U.S. SPORT CAMPS (USSC) Most popular camps include tennis, swimming, football,

golf, basketball USSC manages the _________ and ______________of

camps throughout the country Close ties with Nike; Nike sponsors many of the camps and

provides apparel to participants and staff Some on college campuses with college coaches

providing training and instruction 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!

COLLEGE SPORTS Industry trend: A continual increase in

__________ into the _________ to attract and hold top coaches for football and basketball Expenses covered by expanding stadiums and

attracting sponsorships ISP Sports

leader in __________ sports marketing Largest and fastest growing multimedia company See the new website!

THE TELEVISION INDUSTRY

Goal-produce ________ viewer ratings Reality TV replacing older shows

__________ Branching out to Internet, video iPods, on-

demand services New high ______ promotions-TV screens in

various stores, groceries, malls, etc.

THE CONCERT INDUSTRY

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) Paul McCartney Tour (2001-2004)

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)

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 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 ______________

MOTIVATIONAL SPEAKING AND WRITING

Successful speaking-excellent __________ and _________________ skills

Rely on a strong marketing and promotional campaign and an agent to book speaking engagements Agents are paid percentage of fee charged for

the speech Public speaking is big business in the sports

industry 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)

WRITING THEIR STORIES

Extend _________ career People love ___________ experiences and good

stories Failures, triumphs, rags to riches, etc.

Broadening the audience-universal themes and concerns

The publishing process-__________writers, author receives royalties, literary agent (plans marketing)

SPORTS CAMPS AND CLINICS

Top ____________ heading camps are believed to teach the best or help the kid get their foot in the door

SPONSORSHIPS Sports camps cost money

for professional heading it up for leasing space marketing costs

Sponsors keep costs ________ and therefore participants ______ down and add interest to event

Target corporations to solicit them 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 _______

CAMP EXPECTATIONS

Families can expect: Lodging Food Schedule of activities

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

MARKETING EQUALS SUCCESS

If you promise then __________ or failure Sports camps and clinics rely on reputable

___________ and organizers to help them succeed

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: 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

ONGOING PROMOTIONS

____________ 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 Follow up materials to parents promote

___________ (Ex: Surveys to parents) Mailing list

ADVERTISING

Could be well planned but if not marketed, fail Conduct market ___________ in area of camp

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

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 Includes vacations, family visits, attending

conventions or sports/ent. events

ATTRACTING TOURISTS

Cities want to _____ events (Superbowl) to attract out of town customers 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 ________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

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)

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) 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

7 major theme parks 95 attractions 50 million visitors

(47 million are domestic)

WORLDWIDE SPORTS AND ENTERTAINMENT EVENTS

____________ Role Challenges in international marketing

GLOBAL S/E 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

__________ 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

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 ____________-international economic relationships Scoring with fans-Soccer (football) started in 300 or 200 BC

in Asia and Europe 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 Adidas sponsors the world cup Anheuser-Busch sponsor (exclusive rights to sell their beer at the

world cup games until German beer Bit) 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 Piracy-theft of copyrighted material