Sem chap 03
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Sem chap 03

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Sem chap 03 Sem chap 03 Presentation Transcript

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