Chapter 03 The Wide World of Sports and Entertainment


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Chapter 03 The Wide World of Sports and Entertainment

  1. 1. The Wide World of Sports and Entertainment 3.1 Industry Segments 3.2 Special Marketing Tools 3.3 Destinations: Travel and Tourism 3.4 Worldwide Sports and Entertainment Events 3
  2. 2. Winning Strategies <ul><li>while a high school student, began a broadcasting career </li></ul><ul><li>at 19, she was the youngest person and the first African-American woman to anchor the news at Nashville’s WTVF-TV </li></ul><ul><li>in 1986, The Oprah Winfrey show entered national syndication </li></ul><ul><li>with the launching of Harpo studios, she became the third woman in U.S. history to own her own studio </li></ul><ul><li>provides generous funding and leadership to educational support programs – both within the U.S. and in South Africa </li></ul>Oprah Winfrey
  3. 3. Lesson 3.1 Industry Segments <ul><li>Goals </li></ul><ul><li>Define industry and give examples of subdivisions of an industry. </li></ul><ul><li>Explain why marketing decisions are based on industry standards, norms, and trends. </li></ul>
  4. 4. Terms <ul><li>industry </li></ul><ul><li>industry standards </li></ul>
  5. 5. THE SPORTS AND ENTERTAINMENT INDUSTRY <ul><li>industry </li></ul><ul><ul><li>a group of organizations involved in producing or handling the same product or type of service </li></ul></ul><ul><li>industry subdivisions </li></ul><ul><ul><li>subsets of an industry </li></ul></ul>
  6. 6. Industry Standards and Trends <ul><li>industry standards </li></ul><ul><ul><li>the guidelines and goals set for different entertainment industries </li></ul></ul><ul><li>industry norm </li></ul><ul><ul><li>the average expectation within an industry </li></ul></ul>
  7. 7. <ul><li>What is an industry? </li></ul>
  8. 8. MARKETING DECISIONS FOR AN INDUSTRY <ul><li>Marketing decisions are based on upon industry standards, norms, and trends. </li></ul>
  9. 9. U.S. Sports Camps <ul><li>U.S. Sports Camps manages the marketing and administration of sports camps throughout the country. </li></ul><ul><ul><li>coaches hire their own staff </li></ul></ul><ul><ul><li>website generated $1.4 million in online sales in one year </li></ul></ul><ul><ul><li>Nike sponsors many camps </li></ul></ul><ul><ul><ul><li>provides apparel to staff and campers </li></ul></ul></ul>
  10. 10. College Sports <ul><li>ISP Sports </li></ul><ul><ul><li>a leader in collegiate sports marketing </li></ul></ul><ul><ul><li>has over 500 radio and 100 television outlets </li></ul></ul><ul><ul><li>the country’s largest and fastest growing multimedia company </li></ul></ul>
  11. 11. The Television Industry <ul><li>perpetually seeks programming that will yield higher viewer ratings </li></ul><ul><li>reality shows are less expensive to produce than traditional shows </li></ul><ul><li>continually seeking new ways to reach viewers </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>video iPods </li></ul></ul><ul><ul><li>on-demand cable </li></ul></ul>
  12. 12. The Concert Industry <ul><li>The concert industry is undergoing a change. </li></ul><ul><ul><li>mass appeal artists are diminishing </li></ul></ul><ul><ul><li>live concerts seem less important to the post baby boomer generation </li></ul></ul><ul><ul><li>audiences will probably be smaller and more fragmented in the future </li></ul></ul>
  13. 13. State and County Fairs <ul><li>State and county fairs have made many changes to stay competitive. </li></ul><ul><ul><li>increased use of technology </li></ul></ul><ul><ul><ul><li>online advertising </li></ul></ul></ul><ul><ul><ul><li>ticket sales </li></ul></ul></ul><ul><ul><ul><li>premium books </li></ul></ul></ul><ul><ul><ul><li>news releases </li></ul></ul></ul><ul><ul><li>expanded schedules </li></ul></ul><ul><ul><li>corporate sponsorships </li></ul></ul>
  14. 14. <ul><li>List three different forms of sports or entertainment and a current industry trend for each one. </li></ul>
  15. 15. Lesson 3.2 Special Marketing Tools <ul><li>Goals </li></ul><ul><li>Explain how a sports figure can be successful in the motivational lecture circuit and the publishing industry. </li></ul><ul><li>Explain the purpose of and promotion methods used for sports camps and clinics. </li></ul>
  16. 16. Terms <ul><li>ghostwriter </li></ul><ul><li>literary agent </li></ul>
  17. 17. MOTIVATIONAL SPEAKING AND WRITING <ul><li>Professional athletes cannot plan on a lifelong career. </li></ul><ul><li>Many people enjoy listening to and reading what famous individuals have to say. </li></ul>
  18. 18. Successful Speaking <ul><li>Successful speakers have </li></ul><ul><ul><li>a message that is interesting repeatedly </li></ul></ul><ul><ul><li>well written speeches </li></ul></ul><ul><ul><li>excellent communication skills </li></ul></ul><ul><ul><li>strong promotional campaigns </li></ul></ul><ul><ul><li>an agent </li></ul></ul>
  19. 19. The Price of Motivation <ul><li>All American Speakers Bureau </li></ul><ul><ul><li>speakers receive between $5,000 and $50,000 for an individual speech </li></ul></ul>
  20. 20. Writing Their Stories <ul><li>When an athlete’s story has a broad appeal, more people are likely to buy their book. </li></ul><ul><li>ghostwriter </li></ul><ul><ul><li>a writer who takes someone’s experiences and ideas and commits them to paper on behalf of that person </li></ul></ul>
  21. 21. <ul><ul><li>a percent of the sale price of each book that is paid to the author </li></ul></ul><ul><li>literary agent </li></ul><ul><ul><li>plans the marketing and promotional campaign for an author </li></ul></ul><ul><ul><li>compensation is a percent of book sales </li></ul></ul><ul><li>royalty </li></ul>
  22. 22. SPORTS CAMPS AND CLINICS <ul><li>Every year parents make sizable expenditures to send their children to sports camps and clinics. </li></ul>
  23. 23. Sponsorships <ul><li>Generally, a sports camp sponsor can expect the following </li></ul><ul><ul><li>a positive public relations campaign </li></ul></ul><ul><ul><li>visibility and recognition of sponsorship </li></ul></ul>
  24. 24. <ul><li>sponsor marketing materials on display at camp </li></ul><ul><li>potential product sales at camp </li></ul><ul><li>advertising space in the camp’s publications </li></ul>
  25. 25. Camp Expectations <ul><li>Parents need to carefully read camp literature to ensure that what the camp provides meets the family’s expectations. </li></ul>
  26. 26. <ul><li>The location of the camp should be considered to ensure it meets the needs of the family. </li></ul>
  27. 27. Clinics <ul><li>clinics </li></ul><ul><ul><li>single skill focus </li></ul></ul><ul><ul><li>shorter duration </li></ul></ul><ul><ul><li>limited enrollment </li></ul></ul><ul><ul><li>help capture a larger fan base for the sport </li></ul></ul>
  28. 28. Good Marketing Equals Success <ul><li>local news coverage in a variety of media </li></ul><ul><li>product giveaways </li></ul><ul><li>interviews and photos </li></ul><ul><li>a community appearance by a camp celebrity </li></ul>
  29. 29. <ul><ul><li>parent surveys </li></ul></ul><ul><ul><li>mailing list of prior attendees </li></ul></ul><ul><ul><li>alumni incentives </li></ul></ul><ul><ul><li>alumni networking for potential new campers </li></ul></ul><ul><li>follow-up materials are critical for future sessions of camp </li></ul>
  30. 30. Advertising <ul><li>Well researched and thoughtfully planned marketing will yield the most effective results. </li></ul>
  31. 31. <ul><ul><li>short ad lead-times </li></ul></ul><ul><ul><li>inexpensive </li></ul></ul><ul><ul><li>large non-targeted audience </li></ul></ul><ul><li>magazines and e-zines </li></ul><ul><ul><li>longer ad lead-times </li></ul></ul><ul><ul><li>higher ad rates </li></ul></ul><ul><ul><li>targeted audience </li></ul></ul><ul><li>newspapers </li></ul>
  32. 32. <ul><ul><li>Although direct mail is the most expensive advertising method, if it is sent to a well-researched group of consumers, it can be the most effective method. </li></ul></ul><ul><li>mailings and brochures </li></ul>
  33. 33. <ul><li>Explain the difference between a camp and a clinic. </li></ul>
  34. 34. Lesson 3.3 Destinations: Travel and Tourism <ul><li>Goals </li></ul><ul><li>Explain the role of travel and tourism in sports and entertainment. </li></ul><ul><li>Discuss the roles of resorts and theme parks. </li></ul>
  35. 35. Terms <ul><li>tourism </li></ul><ul><li>direct economic impact </li></ul><ul><li>indirect economic impact </li></ul><ul><li>niche travel </li></ul><ul><li>ecotourism </li></ul>
  36. 36. TRAVELING <ul><li>The travel industry is the world’s largest industry. </li></ul><ul><li>tourism </li></ul><ul><ul><li>traveling for pleasure </li></ul></ul>
  37. 37. Attracting Tourists <ul><li>travel trade </li></ul><ul><ul><li>companies and individuals who create and market tours </li></ul></ul><ul><li>direct economic impact </li></ul><ul><ul><li>total of new spending resulting from the event or attraction </li></ul></ul><ul><li>indirect economic impact </li></ul><ul><ul><li>multiplier effect </li></ul></ul><ul><ul><ul><li>the portion of the money spent locally by visitors that is in turn spent by local residents </li></ul></ul></ul>
  38. 38. Tailor-Made Vacations <ul><li>niche travel </li></ul><ul><ul><li>travel planned around a special interest </li></ul></ul>
  39. 39. Ecotourism <ul><li>ecotourism </li></ul><ul><ul><li>responsible travel to natural areas that conserves the environment and sustains the well being of the local people </li></ul></ul>
  40. 40. <ul><ul><li>enjoying while simultaneously preserving natural environments so that they may also be enjoyed in the future </li></ul></ul><ul><li>sustainable tourism </li></ul>
  41. 41. Halls of Fame <ul><li>Attracting visitors is critical to keeping a hall of fame alive. </li></ul><ul><ul><li>Word of mouth is the most effective promotion for a hall of fame. </li></ul></ul>
  42. 42. <ul><ul><li>additional entertainment sources are located nearby </li></ul></ul><ul><li>Some hall of fames offer a complete destination. </li></ul>
  43. 43. <ul><li>What is the mission of the travel trade? </li></ul>
  44. 44. RESORTS AND THEME PARKS <ul><li>theme parks </li></ul><ul><ul><li>family-oriented destinations </li></ul></ul><ul><li>resorts </li></ul><ul><ul><li>aimed at adults </li></ul></ul>
  45. 45. Theme Park Central <ul><li>Orlando, Florida has 95 attractions and hosts about 50 million visitors annually. </li></ul><ul><li>Disney tries to be a comprehensive provider of all the products and services a visitor may require during their stay. </li></ul>
  46. 46. <ul><li>Why might a theme park add restaurants and lodging to the site? </li></ul>
  47. 47. Lesson 3.4 Worldwide Sports and Entertainment Events <ul><li>Goals </li></ul><ul><li>Describe the international role of sports and entertainment marketing. </li></ul><ul><li>Discuss the challenges of international marketing. </li></ul>
  48. 48. Terms <ul><li>joint venture </li></ul><ul><li>infrastructure </li></ul><ul><li>globalization </li></ul><ul><li>piracy </li></ul>
  49. 49. GLOBAL SPORTS AND ENTERTAINMENT <ul><li>Sports and entertainment is a worldwide industry. </li></ul>
  50. 50. An Expanding India <ul><li>India continues to transition from a third-world economy to one of the fastest growing economies in the world. </li></ul><ul><li>Increased wealth of the population allows for greater consumption of sports and entertainment. </li></ul>
  51. 51. An Expanding China <ul><li>China has: </li></ul><ul><ul><li>over one billion potential consumers </li></ul></ul><ul><ul><li>an annual economic growth rate of more than 10 percent </li></ul></ul><ul><ul><li>unsuccessful foreign-operated attractions </li></ul></ul><ul><ul><li>a glut of amusement parks </li></ul></ul><ul><li>Many parks have failed due to poor marketing and planning and due to excess competition. </li></ul>
  52. 52. A World Mouse <ul><li>Disney is the worldwide leader in the theme park industry. </li></ul><ul><li>joint venture </li></ul><ul><ul><li>when two groups (including businesses and governments) share the costs and profits of a business </li></ul></ul><ul><li>infrastructure </li></ul><ul><ul><li>water, sewer, roadways, and all other underlying framework </li></ul></ul>
  53. 53. <ul><li>Why is the number of theme parks growing in China and India? </li></ul>
  54. 54. INTERNATIONAL MARKETING <ul><li>globalization </li></ul><ul><ul><li>international economic relationships </li></ul></ul>
  55. 55. Scoring With Fans <ul><li>Soccer is a dream event for international marketing. </li></ul><ul><li>The World Cup is held every four years. </li></ul>
  56. 56. A Sponsor’s Dream <ul><li>The World Cup provides valuable promotional opportunities. </li></ul><ul><ul><li>$1.5 billion in sales for Nike and for Adidas-Salomon </li></ul></ul><ul><ul><li>introducing the “Bud” brand name in Germany </li></ul></ul>
  57. 57. International Sports Trends <ul><li>Current world sports has much to do with political history of the last 50 years. </li></ul><ul><li>After World War II, the Japanese became quite interested in baseball. </li></ul><ul><li>In 2006, the World Baseball Classic was held. </li></ul><ul><ul><li>$50 million to produce </li></ul></ul><ul><ul><li>$15 million profit </li></ul></ul>
  58. 58. A Connected World <ul><li>The 2006 formation of Warner-SK Telecom dramatically changed the way consumers buy, store, and listen to music. </li></ul>
  59. 59. <ul><ul><li>theft of copyrighted material </li></ul></ul><ul><li>piracy </li></ul>
  60. 60. <ul><li>Why might cell phones be called “the heart” of the future of music? </li></ul>
  61. 61. PERFORMANCE INDICATORS EVALUATED <ul><li>Communicate an appropriate marketing plan for increasing family business at Six Flags. </li></ul><ul><li>Develop appropriate promotions for all age groups. </li></ul><ul><li>Demonstrate critical thinking and problem-solving skills. </li></ul>
  62. 62. <ul><li>Develop strategies to overcome Six Flags’ competition. </li></ul><ul><li>Prepare appropriate strategies that are sensitive to the economic conditions. </li></ul><ul><li>Demonstrate an understanding of marketing-information management. </li></ul><ul><li>Sell the promotional plan to the representative from Six Flags. </li></ul>
  63. 63. THINK CRITICALLY <ul><li>Why is it difficult to attract visitors to amusement parks? </li></ul><ul><li>Why must an amusement park constantly update its attractions and rides? </li></ul><ul><li>Give examples of special events that could take place at Six Flags for major holidays such as Fourth of July, Labor Day, Thanksgiving, and Christmas. </li></ul>