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The Marketing Mix
Product
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Objectives
• Discuss what separates Sport & Entertainment Marketing from Traditional Product Marketing
• Differentiate Sport from Entertainment Marketing
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What Makes Sports and Entertainment Marketing Unique?
1. The marketing of the sport or event itself
2. The marketing of other products through sports
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Marketing the Event
• Ticket Sales & Prices
• The Venue/Stadium
• Parking/Transportation
• Seating
• Concessions
• The Game/Event/Entertainment itself
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Marketing the Event
When putting on an event you are marketing more than the sport or the
concert itself,
you are marketing the experience of being there.
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What’s the difference between sport and Entertainment Marketing?
• Consumer Loyalty
• Product
• Revenue Stream
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Differences in Consumer Loyalty
Consumer Loyalty:
When consumers are happy with a company’s product and become repeat customers.
Therefore
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Differences in Consumer Loyalty
Job of the Sports Marketer:
Find a winning Team. Know what consumers want. Try to Deliver that product.
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Differences in Consumer Loyalty
Job of the Entertainment Marketer:
Find a winning Formula. Try to know what consumers want. Create that product.
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Differences in Product
• Consistency/Stability of sports products
• Variability/Changeability of the entertainment product
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Difference in Revenue Stream
• Entertainment products have a greater potential to generate revenue from ancillary (related) products.– Products that make use of the original
creative idea or characters make a profit for the owner through sales, royalties, and licensing fees.
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Difference in Revenue Stream
Promotional tie-ins Merchandise
Movie Rentals
TV Series
Books
Entertainment
Theater Sales
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Difference in Revenue Stream
Sponsorships:– The promotion of a company in
association with a property (team, league)
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Nascar Sponsorships
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Difference in Revenue Stream
Endorsement:– The approval, use or support of a product
or idea, usually by a celebrity lending his or her name or image to a product.
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Difference in Revenue Stream
Sponsors
Merchandise
Broadcast Rights
Sports
Tickets