SEM1 1.02 A - Marketing

1. SEM1 1.02A - Marketing • PE - Understand sport/event marketing’s role and function in business to facilitate economic exchanges with customers. • PI - Explain the nature of sport marketing • PI - Explain the nature of event marketing

2. Define: sports marketing • Sports Marketing: • the process of planning and executing the conception, pricing, promotion, and distribution of sports ideas, goods and services to create exchanges that satisfy individual and organizational objectives – • Satisfy the needs and wants of the consumer

3. Sports Products • Goods and Services • Goods: tangible, physical product • Service: intangible, performed for a customer, for a price or a fee. Often a unique experience. • Also considered a product • Events are considered service-product

4. Categories of Sports Products • Personal Training • Sporting Goods • Sporting Event • Sports information

5. Categories of Sport Products • Sporting Goods: • Goods-Product • Tangible • manufactured products • make the game possible • equipment, clothing, licensed merchandise

6. Categories of Sport Products • Personal Training: • Service-Product • Sports Information: • Good AND Service? • Radio, TV, Magazines, Newspapers, Internet

7. Categories of Sport Products • The Sporting Event: • Service-Product • Intangible: an experience you can see, hear, feel, and participate in • Perishable: Once over, the product is gone • Athletes/participants: partakes or competes in the event • Spectators/fans: observe, but do not participate • Venue: facility where the product is offered

8. Categories of sport consumers • 1. Unorganizedparticipants: • No rules or guidelines • walk in the woods, jogging

9. Categories of Sport Consumers • 2. Organized participants: • Follow regulations and rules for participation • Amateurs: not paid to play • regulated on local, state, national level • Professionals: paid to play • occupation (income) is playing the game • Sanctioning Bodies: • Organizations that establish rules for the games • Control advertising and promotionto promote growth

10. Categories of Sport Consumers • 3. Spectators/fans: • observers of the sporting event • create excitement • 4. Sponsors: • businesses or organizations • pay to associate their names or products with a sporting event, team, • or athlete • recognition/affiliation/publicity

11. Growth and Marketing of the Sports Industry • A product (good or service) becomes more popular because of marketing • http://www.youtube.com/watch?v=zMT6koOncLs • Marketing opportunities increase as the product grows • resulting in increased sales and profits

12. Benefits from Sports • Good for You • Increases opportunity for employment • Benefit those who participate either by playing or watching • Recreation • Entertainment • Good for the Local Community • Economic effect of a major event • Improve city’s image • Generates billions of dollars of revenue each year • More jobs • Multiplier effect

13. Define: Entertainment Marketing • The use of entertainment to develop, promote, price and distribute goods and services to satisfy the wants and needs of customers.

14. Define: Event Marketing • designing and developing a live-themed activity, occasion, display or exhibit • a sports game, music festival, or concert • promote a product, cause, or organization. • Produced and consumed at the same time • Unique experience: for each participant or spectator

15. Types of Events • Corporate Events • Conferences, seminars, trade shows, team building, theme parties, VIP events, incentive travel • Private Events • Invitation only • weddings, birthdays, family events, anniversaries • Public Events • Anyone can attend – Concerts, games, shows, festivals

16. Benefits of Event Marketing. • Start a dialogue: face to face marketing • Personal connection: builds consumer trust for the product • Immediate fulfillment: produce and consume the product at the same time • Brand awareness: build awareness of your product by marketing the event- Examples: sales flyers, ads, promotion & PR