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Economic Utility in Sports & Entertainment Marketing

Economic Utility in Sports & Entertainment Marketing. How do we add value?. Brett Dillin Flowery Branch Sports Marketing. Economic Utility. What is it?. Adding value to goods and services Increasing customer benefits from their purchases of goods and services

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Economic Utility in Sports & Entertainment Marketing

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  1. Economic Utility in Sports & Entertainment Marketing How do we add value? Brett Dillin Flowery Branch Sports Marketing

  2. Economic Utility What is it? • Adding value to goods and services • Increasing customer benefits from their purchases of goods and services • Making goods and services more useful

  3. Economic Utility and Sports & Entertainment Marketing • How do we add value to sports & entertainment marketing? • Make the event an “experience” • Do more than just play the game or put on the show - have contests, have activities for fans to be involved in, give them more than just the “show”

  4. Why Should We Add Value? • Increase Sales to Increase Profit • Why increase profit? The purpose of business is give the owners a profit. • How does adding value increase profit? • What is the motive to increase value? To increase profit. The profit motive is what drives our economy.

  5. Forms of Economic Utility • Form Utility (Production) • Place Utility (Marketing) • Time Utility (Marketing) • Information Utility (Marketing) • Possession Utility (Marketing)

  6. Form Utility in S&E Marketing • What is form utility in S&E Marketing? • The production • The sports event (the game) • The entertainment event (the show) • Production process of the memorabilia • Production process of the clothing lines (t-shirt, jersey, hat, costume, etc.) • Can you think of any other form utilities in S&E?

  7. Place Utility in S&E Marketing • What is place utility in S&E Marketing? • Having the event at a convenient location for customers to attend • Having the event at a “cool” location for customers to attend • Having the event in a location that is large enough • Having the event in a location that is comfortable • Can you think of any other place utilities in S&E?

  8. Time Utility in S&E Marketing • What is time utility in S&E Marketing? • Having the event available at a convenient time • Having the event at the right time of year for the type of event • Promoting the event during the right time of year for the event (ex. light display during the holidays, haunted house during October, baseball games during the spring & summer) • Can you think of any other time utilities in S&E?

  9. Information Utility in S&E Marketing • What is information utility in S&E Marketing? • Getting information to the customers about the product or service by advertising and promotions • During events give information about upcoming events • Make each event so much fun for the customers that they want to come back • Can you think of any other information utilities in S&E?

  10. Possession Utility in S&E Marketing What is possession utility in S&E marketing? • Adding value by making it easy for the customer to possess the product • Allowing the customer to pay with various types of payment (PayPal,Credit Cards, Debit Cards, etc.) • Running promotional packages that make it easier to purchase • Making tickets available a long time in advance so customers can raise the money • Can you think of any other possession utilities in S&E?

  11. Activity • Brainstorm 5 ways your favorite sports team or entertainer (entertainment venue) can or do use each of the utilities. Write 1 for each utility as well as the team or entertainer/venue on a piece of paper to turn in. • Add this on to the note sheet from this slide show next to the examples of each form of utility.

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