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 the term sport 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. Identify categories of sport products • The Sporting Event: Service Product • Intangible: an experience you can see, feel & participate in • Perishable experience: Once over, the product is gone • The athletes/participants: make the game happen • The spectators/fans: create excitement and enthusiasm for the product • The facility: Time Warner Arena, Lowes Motor Speedway – where the product is offered

4. Identify categories of sport products • Sporting Goods: Goods Product • Tangible, manufactured products that make the game possible. • Equipment, clothing, licensed merchandise • Personal Training: get ready to compete (good or service?) • Sports Information: ESPN, Sports Illustrated, newspapers, internet (good or service?)

5. SEM1 1.02 ActivityGoods & Services • Remember the segments we learned about in 1.01? NOTE: Check your unit notes!! • Select three of those segments and list 3 goods and services from each segment • After we have completed the activity you will share with two other students. All must agree the goods and services are correct • Several groups of 3 students will present to the class

6. Describe categories of sport consumers • 1. Unorganizedparticipants: walk in the woods, jogging • 2. Organized participants: have rules – NCAA, MLB, MBA, MMA • Amateurs are not paid to play, regulated on local, state, national level • Professionals are paid but follow strict rules by their governing body – their occupation (income) is playing the game • 3. Spectators/fans: observers of the sporting event • As important as the athletes due to the excitement they create • 4. Sponsors: businesses or organizations that pay to associate their names or products with a sporting event for recognition and affiliation benefits Example: NASCAR has many sponsors

7. Describe the relationship between the growth and marketing of the sport industry. • A sports product (good or service) becomes more popular because of marketing – Explain and give examples • Sanctioning bodies like NASCAR, NFL and MLB establish rules and guidelines for all teams, participants and owners – allows national ads, etc • Marketing opportunities increase as the product grows resulting in increased sales and profits

8. Discuss benefits from the development of sports marketing • 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 • Good for Society • Generates billions of dollars of revenue each year • More jobs • Multiplier effect

9. SEM 1 1.02 Activity“Players” • Students remain at seats and provide examples of the following categories on same paper of other 2 activities • NOTE: you may not use the PPT examples • Unorganized – provide 2 examples & a characteristic • Organized – provide 2 examples & a characteristic • Sanctioned bodies – provide 2 examples & a characteristic • Spectators/fans – provide 2 examples & a characteristic • Sponsors – provide 2 examples & a characteristic • Students once again share with 2 other students

10. Define the terms event marketing • Event Marketing: designing and developing a live themed activity, occasion, display or exhibit, such as a sports, music festival or concert to promote a product, cause, or organization. The event is produced and consumed at the same time and is normally an unique experience for the participant or spectator

11. Identify types and categories of events • Corporate Events • Conferences, seminars, trade shows, team building, theme parties, VIP events, incentive travel • Private Events • weddings, birthdays, family events, anniversaries • Public Events • professional and/or amateur participants with spectators/fans – Concerts, NFL games, college or high school or recreational events

12. Discuss benefits from the development of event marketing. • Start a dialogue: face to face marketing (viral 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 – give example of this for a private event

13. Target Marketing in the SEM Industry • IMPORTANT part of target marketing in the Sports and Entertainment/Event industry involves appealing to potential customers who have DISPOSABLE INCOME – WHY? • Disposable Income is the amount of money people have to spend or dispose of AFTER they have paid their taxes. • Appealing to consumers with disposable income is VERY important in the SEM Industry because the products associated are not necessary to live. Wants • SEM goods and services are products people buy AFTER they buy their necessities (example: bills, groceries).

14. SEM 1 1.02 Activity • Read the Olympic articles and view the Ortega ad and respond to these questions • http://www.youtube.com/watch?v=ADCxstTLFsw – Ortega ad • Why is Usian Bolt an ideal candidate for product endorsement? • Provide 3 names that were the most marketable names for sponsorship & promotional deals from the summer 2012 Olympics • Why would amateur athletes want to endorse products? • Why is Wheaties listed under the good section? What is Wheatie’s slogan? • Who is Mary Lou Retton? What event did Bruce Jenner participate in? • Who is Carl Lewis • Why is Puma listed under the good section? • Who sponsors the entire Jamaican track team? • Puma’s sponsorship of Bolt has helped position the brand how? • Why is Subway and Michael Phelps listed with the bad? • What does it mean Phelps has overexposure? What is over-saturation? • Why is the message & execution wrong of Phelps and Subway? • Why did the article say Ortega is a confusing ad? Is it?