Download SEM MKTG PLAN 11/13 thru 11/16 – 2012 (TEST ON 11/16)

SEM MKTG PLAN 11/13 thru 11/16 – 2012 (TEST ON 11/16)
Plans 11/13 and 11/14
EQ: What do sports and entertainment have in common? ”
WARM-UP: List recent college hoops games that were scheduled to be played on ships – what were the
results. Name the location and name the teams scheduled to play.
Activity 1: View Connections and Contrasts PPT (on class website) to fill in the blanks below
SECTION 2.1 HISTORY OF SPORTS AND ENTERTAINMENT
QUESTION: What do sports and entertainment have in common?
A BRIEF HISTORY OF LEISURE
Marketers ___________ participation in sports and entertainment events to consumers.
o consumers people who use __________________
The growth of the sports and entertainment industries has relied on consumers with free time, discretionary
income, and a desire for recreation.
o discretionary income money left to spend _______ necessary expenses are
paid
ENTERTAINMENT FOR EVERYONE
In the late 1890s, Thomas Edison invented the ___________________.
o kinetoscope a ___________ used to view a sequence of moving pictures
DEVELOPMENT OF SPORTS AND ENTERTAINMENT MARKETING
William “Bill” __________ was a key figure in the development of ________ marketing.
Adolph Zukor, founder of Paramount Pictures, was one of the first film producers to
draw big box-office crowds and own a chain of theaters.
MARKETING TODAY
Sports and entertainment vendors compete for a share of the money people spend on recreation.
o vendors ____________________ of products
Sports and entertainment marketing directs consumers toward sports and entertainment products.
o product a ___________________ that any for-profit industry ____________ = Decrease in consumer spending;
decreased attendance of events, and purchasing of related merchandise.
_________ = Drastic decrease in production of products; lowest point of attendance and few related items are bought.
__________ = Moderate business expansion; gradual increase in _______ _______ activities and ________ og related
merchandise.
1
ANSWER REVIEW QUESTIONS:
A. Name two inventions that helped to enable more equal access to entertainment for the wealthy and the
working classes in the 1890s.
B.
Who was a key figure in the development of sports marketing?
C. How did Adolph Zukor help the entertainment market grow?
D. What is celebrity endorsement?
E. What is the difference between core and ancillary products?
F. Give an example of synergy.
G. List two differences in consumer loyalty between sports and entertainment.
H. What are differences between marketing sports product and entertainment product?
I.
In what one way does the stream of revenue in sports differ from the stream of revenue in entertainment?
DISCUSSION:
ACTIVITY 2: Match the terms below (google if necessary):
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Brand awareness
Basis for licensing process
Sports industry attracts markets that include
Radio broadcast of baseball game
You win some, you lose some
Team related factors affecting brand equity
Sports event products are classified as
Wrigley is one of the best MLB parks
Distribution of this helps create brand awareness
Sports marketers advantage
_____ trademarked property
_____sports are universally appealing
_____licensed sportswear
_____both spectators and participants
_____inconsistent team performance
_____brand image
_____sports media
_____combo of goods and services
_____elements are team name, mascot and logo
_____performance, coaches and star athletes
ACTIVITY 3: Language arts -- the best play of all time. The Fox Sports broadcast team has identified
ten"Signature Moments in Super Bowl History": Google on fox sports to find the top 10 super bowl plays of all
times. Provide a very brief recap of each play below. Once students have reviewed the signature moments,
have them write a brief essay (2 paragraphs) that tells which of the plays they choose as the "best of all." In their
essays, they must provide a solid explanation/support of their choice.
10. Picking Peyton Manning’s Pocket XLIV
9.
XXV the broken play
8. XVIII Marcus Allen’s Cutbackw
7. XVII Fourth and destinyVIII –
2
6. Super Bowl X – Super Bowl Ballet V
5. Super Bowls XXXVI and XXXVIII - Mr. Clutch
4. Super Bowl XXXIV - The Tackle
3. Super Bowl XXIII - Montana to Taylor
2. Super Bowl XLIII - Nice catch, Holmes!
1. Super Bowl XLII - The Helmet Catch
Activity 4:REVIEW OF TERMS/CONCEPTS: Use terms at the bottom
1. How to determine if the customer’s complaint is justified? _____________________________________
2.NCAA is a ________________________ body (makes rules and enforces rules).
3. Something UNIQUE about an event is that it is _________ and __________________ at the same time.
4. An important part of targeting marketing is to appeal to potential customers who have ________ _________.
5. In SEM licensing applies to ______________________.
6. SEM industry provides products that are ___________ for each consumer.
7. Core benefits for people who purchase sports products: entertainment, good health and sense of ________
8. Possible result of a city landing an NFL expansion team. ___________
9, Collection of sales tax, parking fees, food tax represent what type of impact on a community? _________
Investigation
Different
merchandising
disposable
consumed
Fiscal
achievement produced
increased consumer spending and new jobs
3
sanctioning
SEM Plan 11-15-12 (Test tomorrow)
WARM-UP:
Match the following terms below:
1Professional sports teams attract
2Baseball game broadcast on the radio
3Sports/event products are classified as
4, Wrigley Field is a great place to watch MLB
5. Team name, mascot, and logo help create
6. Creates brand awareness
7. licensed product
8. % of actual sales
9. Celebrity endorsed an event
10. Celebrity is paid to use a product and glorify it on TV
NASCAR earrings _____
image _______________
tourist dollars ___________
brand awareness _________
distribution of sports apparel _____
sports media _________________
royalties ____________________
combination of goods and services _____
Testimonial ________________
Attended a grand opening _______
ACTIVITY 1: Use the internet to find out about safety regulations for public entertainment complexes such as
theaters and sports arenas. What government agencies are responsible to ensure regulations are enforced? Do
you think enough is being done to ensure public safety? Are there any recommendations you would make?
WRITE TWO PARAGRAPHS TO ANSWER THIS QUESTION.
ACTIVITY 2: Marketing math:
A local band with five members has the following expenses:
Renting a recording studio $2,400
Duplicating and packaging 20,000 copies of a DVD $50,000
Creating a promotional web site $5,000
Advertising and distribution costs $62,000
Agent and songwriter fees 10% of revenues
If the DVD sells for $15.00 per copy, how many copies will need to be sold in order to earn $10,000 for each
band member?
NECESSARY TO SHOW YOUR MATH NOT JUST A NUMBER
Play quia games for test #7 to prepare for test tomorrow
SEM Plan 11-16-12
TEST FIRST – then complete today’s lesson plan
WARM-UP:
Name that team! Which NFL team is represented below?
1. Pope’s Men ___________________________________________________________
2. Range Riders __________________________________________________________
3. Winged Patriots ________________________________________________________
4. The Moving Crew
______________________________________________________
4
5. Winter Sleepers ________________________________________________________
6. Heaven’s League _______________________________________________________
7. Seven Squared
8. Debits
________________________________________________________
_______________________________________________________________
9. Iron Workers __________________________________________________________
10. Visa Experts
_________________________________________________________
11. Third Letter Bird of Prey ________________________________________________
Activity 1: View Connections and Contrasts PPT (on class website) to fill in the blanks below
SECTION 2.2 SIMILARITIES IN MARKETING
CHANGES IN MARKETING
______________________ through promotion is more important than ever.
o promotion any form of communication used to _______________ people to buy products
MARKETING SIMILARTIES
The marketing of sports and entertainment products differs from marketing traditional products in the
following ________________
AREAS:
1. Product
a. __________________ - approval or support of a product or idea, usually by a celebrity
b. Core product - the ____________ product, such as sports event, movie, stage show, or book
c. _________________ product - a product related to or created from the core product
d. Revenue - gross ________________
2. Place How or where the product is sold
3. Price
Piracy - the _____________________ use of another’s music, movies, or copyrighted material
Royalty - a _______________ for material that has been copyrighted, or legally declared as
belonging to the creator
4. Promotion
Product tie-in - use of __________________ products such as merchandise as promotional tools
_____________________ - any form of communication through which one industry relies on another
industry to promote its product
convergence the __________________________ of product promotion
_______________________ a combined action that occurs when products owned by one source promote
the growth of related products
5
RISKS AND RISK MANAGEMENT
Successful sports and entertainment marketers develop risk management strategies.
o risk management a strategy to offset business risks
DISCUSSION
ACTIVITY 2:
Psychographics marketing
Psychographics marketing may be a concept that you are not fully aware of, but it
is an essential part of marketing. Psychographics marketing involves dividing
potential customers into groups, according to their psychological characteristics.
This sounds incredibly complicated, but it is actually a relatively simple concept
once you understand it.
What is psychographics marketing?
Most marketing involves certain demographics, which refers to factors such as the age, location, marital status,
ethnicity and religion of the person in question. Psychographics goes beyond this to ask questions of the lifestyles,
behavior and attitude of the person in question to build up a more detailed picture of who they are. These tend to be
directly related to consumerism, and the type of products that people prefer to buy based on their lifestyle choices.
Why is psychographics marketing important?
Surveys that ask these types of questions are vital to market researchers, who often use them to gain information on
people who have bought their products in the past, or may be tempted to do so in the future. Psychographics
marketing can work alongside demographic marketing to allow advertisers to promote their products effectively, in
order to sell their products in the long term. As many advertisers concentrate predominantly on demographics, using
psychographics marketing as well can leave advertisers one-step ahead of their competition. Match the terms in
the table below that you think would make sense. Put the number in front of the correct term:
1
Sailboats
The belonger
2
Gray headed man in convertible
Purchases "Made in America"
3
Spending time with family/friends
Prefers brief ads - in a hurry
4
Investment banker
Wannabe
5
The belonger
Recycles - ride bicycles
6
The achiever
Feels inadequate - sucker for TV shopping
7
Fake Rolexes
Mid-life crisis
8
Socially Conscious
Leather jackets - tattoos - beards
9
Needs Driven
The achiever
10
Harley Davidson Rider
Loves the sea
6