Download Sports and Entertainment Marketing

Sports and Entertainment Marketing
The Marketing Game Plan
1. 6.1 The Game Plan
6.2 Entertainment and Sports Strategies
6.3 Mapping the Plan
2. Winning Strategies
 Anschutz _________________ Group (AEG) is a key player in movie exhibition
 AEG _________________ specific markets
 second largest promoter of live events in the U.S.
 AEG sells more than $500 million in _______________ annually
3. Lesson 6.1 The Game Plan
Goals
 Explain the ______________ between marketing tactics and strategies.
 Discuss the _________________ of planning to stay ahead of the competition.
4. Terms
tactic
strategies
marketing intelligence
trade shows
5. MARKETING TACTICS
Nike wants to be __________ one in their market.
Nike needs to ___________________ itself from Adidas, the market leader.
6. Tactics First
Tactic
 The way a product or service is ___________________ in the minds of customers from other competing
products or services the most effective tactics are developed by salespeople
 ______________ can work their way from salespeople to upper management
7. Strategies
Strategies
 the process by which ___________ are implemented
8. What is the difference between a tactic and a strategy?
Tactic is the way a product or service is _______________ in the minds of customers from other
competing products or services and strategies are the _________ by which tactics are implemented
9. BEATING THE COMPETITION
“Winning the game” in business means ____________ market share over competitors and making a profit.
 requires _____________ of competitive ______________
1
Sports and Entertainment Marketing
10. What Information is Needed?
Marketing intelligence
 ______________ gathered about __________________
11. Pricing
 pricing is very ____________ to customers
 the prices of competitors can _____________ buying decisions
12. Distribution
 marketers need to ________ the product _______________ convenient for customers
13. Product/Service Management
 knowing the product and service ____________ of competitors can help a business ____________ how
to differentiate its products
14. Promotional Efforts
 promotional __________________ analysis reveals:
 the product characteristics
emphasized by competitors
 ____________ customers
 promotional __________
15. Finding the Information
Marketing information is critical to help _____________ future moves of the competition.
16. Internet
 efficient searching leads to ___________ results
 ______________ name
 keywords
17. Observations
 combining the _________ of a variety of salespeople can ________ valuable competitive information
18. Trade Shows
 major events where people in a __________ industry meet to
 show their ___________
 exchange ideas
 valuable source of ___________ information
 learn about the latest trends
19. Customers
 customer ______________ is critical for fine tuning ________________ plans
 can provide ______________ information
20. Give three examples of marketing intelligence information that might be collected by a movie theater.
2
Sports and Entertainment Marketing
Lesson 6.2
Entertainment and Sports Strategies
1. Goals
 Explain the _____________ of learning from customers.
 Discuss sports marketing ________________.
 Discuss ____________________ marketing strategies.
2. Terms
marketing plan
interpretation
applied research
touchpoints
3. DATA-DRIVEN DECISIONS
Marketing plan
 a ___________ that describes the tactics and ___________ that will be used to market the product or
service
4. Raw Data
 the facts and ___________ measures that have been ___________
5. Interpretation
Interpretation
 explaining the _____________ so that it has meaning
 drawing ______________ that relate to the defined marketing research problem
6. Applied Research
Applied research
 ___________ to solve specific problems
Touchpoints
 the ___________ at which the business makes contact with the customers
 web site visits
 _______________
 phone calls
 _______________
 one-on-one sales pitches
7. Explain what Peter Drucker’s definition of marketing means.
"Because the purpose of ____________ is to create a customer, the business enterprise has two--and
only two--basic functions: marketing and ___________. Marketing and innovation produce results; all
the rest are costs. Marketing is the _________________, unique function of the business."
8. SPORTS MARKETING STRATEGIES
Fans are _______________ for the _____________ of a team.
 Using research to form the right tactics to attract fans is a ____________ for teams.
3
Sports and Entertainment Marketing
9. Fans Rule
Competition for fans is ____________.
Adidas and Nike have different tactics and strategies to compete for soccer fans.
 Adidas provides soccer balls for the World Cup and promotes ______________ soccer cleats.
 Nike is __________ a niche for street-ready soccer _____________ and is sponsoring a number of major
international soccer teams.
10. What drives ______________ sports teams’ marketing plans? Explain why.
Fans are __________ for the ______________ of a team
11. ENTERTAINMENT MARKETING STRATEGIES
 The movie and music ____________ use many of the same ___________ used in sports marketing to
attract customers.
 Determining the _______ tactic first and then __________ the strategies that will drive sales is the key.
12. Capitalizing on Controversy
___________ carefully developed a ______________ and a strategy for promoting The DaVinci Code.
 __________ a website for religious dialogue
 avoided _____________ prior to the movie’s release
13. Concert Pricing Strategies
______________ concerts are more _____________ to produce than outdoor concerts.
 A smaller ___________ concert may be more _____________ than a larger outdoor concert.
14. Industry _______________ has lead to decreased competition
 _____________ profits are prompting concert ______________ to re-evaluate pricing strategies.
15. A Little Music with Your Coffee?
o ______________ Entertainment
 connects _______________ brand with entertainment
o By 2005, _____________ sold 3.5 million CDs.
16. Why would a coffee shop add entertainment items to its menu?
4
Sports and Entertainment Marketing
Lesson 6.3
Mapping the Plan
1. Goals
 Explain how marketers _____________ direction and focus for a marketing plan.
 List and describe the _______________ of a marketing plan.
2. Terms
mission statement
mass market
product portfolio
test marketing
3. KNOW WHERE YOU ARE HEADED
 mission statement
o __________ the nature of the business and the reason it exists
 All __________ and strategies should be built around the _______________ statement.
4. A Sense of Direction
mass market
 a ___________ group of customers
5. Product Portfolio
 all the ___________ a company has ___________ at any one time
Test marketing
 where the sales ___________ for a new product is tried in a ________ market prior to its final release
6. Explain the importance of a company’s mission statement to the marketing plan.
It _____________ the nature of the business and the reason it exists. All tactics and strategies should be
built around the ____________ statement.
7. THE PLAN
 The _____________ plan is a detailed document that further provides a detailed description of how the
tactics and strategies will be ____________________.
8. Components of a Marketing Plan
A marketing plan should be _____________ by the current and ___________ needs of customers.
9. Analysis
 The Mission Statement`
 The marketing plan must be in ______________ with the mission statement.
 Marketing Information
 Information is ___________, analyzed, interpreted and used to make business decisions.
10. The Tactic
 describes product or service __________________
 should ______________ a gap that is not be filled by another product or service
5
Sports and Entertainment Marketing
11. Strategy
 _______________ the marketing mix
 Product/Service
 the ______________ need is the basis for the development of the product or service
12. The Distribution System
 describes how the product or service will be __________ available to ______________
13. Pricing
 The price must be _____ where revenues will be maximized to _______ all costs and provide a profit.
14. Promotional Strategies
 how the product will be ______________ in the minds of customers
 advertising
 ______________
 sales promotion
 personal selling
15. Financing
 ___________ of all expected costs and revenues
 might ______________ need for additional funding
Risk Management
 _______________ possible risks and strategies for minimizing the risks
16. Implementation
 Timeline
 start with ___________ date and plan backwards
 specify event _________________
 Assignments of Responsibility
 specify who is responsible for each _________________ of the plan
 Internal Communication System
 define how all key ________________ members will be kept informed of the plan
 provide a _________________ mechanism
17. Selling
 defines how _____________ sales will be handled
Review and Evaluation
 define ________________ for progress checks of the plan
18. Look to the Future
 Organizations should have future products _______________ while current products are still
experiencing _____________ sales.
 Marketing plans require _____________ revisions.
19. Why must the marketing plan include intervals for review and evaluation?
6