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SEM II Objective 1.09

Explore the top 5 tech trends in 2014, such as iBeacon and wearable technology, impacting sports and event marketing. Discover the importance of identifying current trends, like social media use and increased fan involvement, and their impact on revenue and brand awareness. Stay ahead in the market by leveraging sources like fans, athletes, and professional organizations for trend information.

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SEM II Objective 1.09

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  1. SEM II Objective 1.09 Identify Sport/Event Trends

  2. Identify Current Trends in SEM • Top 5 Tech Trends in 2014 • iBeacon – allows marketers/businesses to send messages directly to a fan’s smart phone (MLB 2014) • Teams/Organizations becoming News Station • ACC Network • Smaller App Communities within Social Media (Fancred, OverDogg) • Wearable Technology (Google Glass) • Content Marketing - “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

  3. Identify Current Trends in SEM • Increased use of social media (Twitter, Instagram, Facebook, etc) • Market/promote • Live updates during events • News articles • Fan interaction • Increased use of Celebrities • Multi-million dollar endorsement contracts • Non-sports related products • Increased Social Responsibility • Involvement in local community by teams & athletes • Carolina Junior Hurricanes Hockey sponsored by Carolina Hurricanes (showcase at certain NHL games, increases tickets sales) • Gamification • Fun/Interactive Fan Loyalty Reward Programs • Increase in Female Fans

  4. Identify Current Trends in SEM • Sports venues becoming Entertainment venues • Kenny Chesney Stadium Tours • PNC Arena • Carolina Hurricanes Hockey • NC State Basketball • Disney on Ice • Concerts • Club seating with personal TVs • PSL/LTR – Permanent Seat License & Lifetime Ticket Rights • Increased revenue source for teams/organizations • Fans buy the “right” the buy tickets • More expensive than regular tickets • Makes seat a “premium” seat, not just for regular fans

  5. Impact of Current Trends • INCREASED FAN INVOLVEMENT & EXCITEMENT • Especially with use of social media • Increased revenue for teams/organizations • Increased exposure & brand awareness for teams/organizations • Ability to reach new markets (Ex: female fans) • Increased exposure & brand awareness for sponsors

  6. Importance of Identifying Trends • Stay on top of current changes in market • Maintain competitive advantage with other teams/organizations • Increase revenue • Increase brand awareness & exposure • Build relationships with fans

  7. Sources of S/E Trend Info • FANS, Athletes, Sponsors • Internet • Professional Organizations • NACMA – National Association of Collegiate Marketing Administrators • IAVM – International Association of Venue Managers • Marketing Organizations • SMA – Sports Marketing Association • AMA – American Marketing Association • SPORTSIG – AMA Sports & Special Event Marketing Special Interest Group

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