View
219
Download
2
Category
Tags:
Preview:
Citation preview
The Marketing Mix
Product
• Discuss what separates Sport & Entertainment Marketing from Traditional Product Marketing
• Differentiate Sport from Entertainment Marketing
Primary Learning Objectives
What Makes Sports and Entertainment Marketing like
Product Marketing? 1. The marketing of the sport or event
itself.
A. Getting fans to buy tickets
What Makes Sports and Entertainment Marketing Different
Product Marketing?
• Promoting products through sports
Marketing the Event
• Ticket Sales & Prices
• The Venue/Stadium
• Parking/Transportation
• Seating
• Concessions
• The Game/Event/Entertainment itself
Marketing the Event
When putting on an event you are marketing more than the sport or the
concert itself,
you are marketing the experience of being there.
What’s the difference between sport and Entertainment Marketing?
• Consumer Loyalty
• Product
• Revenue Stream
Differences in Consumer Loyalty
Consumer Loyalty:
When consumers are happy with a company’s product and become repeat customers.
Therefore
Differences in Consumer Loyalty
Job of the Sports Marketer:
Find a winning Team. Know what consumers want. Try to Deliver that product.
Differences in Consumer Loyalty
Job of the Entertainment Marketer:
Find a winning Formula. Try to know what consumers want. Create that product.
Differences in Product
• Consistency/Stability of sports products
• Variability/Changeability of the entertainment product
Difference in Revenue Stream
• Entertainment products have a greater potential to generate revenue from ancillary (related) products.– Products that make use of the original
creative idea or characters make a profit for the owner through sales, royalties, and licensing fees.
Difference in Revenue Stream
Promotional tie-ins Merchandise
Movie Rentals
TV Series
Books
Entertainment
Theater Sales
Difference in Revenue Stream
Sponsorships:– The promotion of a company in
association with a property (team, league)
Nascar Sponsorships
Difference in Revenue Stream
Endorsement:– The approval, use or support of a product
or idea, usually by a celebrity lending his or her name or image to a product.
Difference in Revenue Stream
Sponsors
Merchandise
Broadcast Rights
Sports
Tickets
Recommended