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SEM II Objective 1.09

SEM II Objective 1.09. Identify Sport/Event Trends. 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

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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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