Sports and Entertainment Marketing Chapter 1 What is Sports and Entertainment Marketing?
EVENT DISTRIBUTION Sports Entertainment and Recreation Marketing.
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Transcript of EVENT DISTRIBUTION Sports Entertainment and Recreation Marketing.
EVENT DISTRIBUTIONSports Entertainment and Recreation Marketing
2
Review – The 5 P’s
involve the goods, services, or ideas used to satisfy consumer needs.
Product
involve the exchange process between the customer and the seller.
Price
involve making the product available to the customer.
Place
involve how the goods or services are communicated to the consumer.
Promotion
involves the target market that the manufacturer is trying to reach
People
3
Place Decisions
Involves getting the product into the hands of your customer
First step is determining the type of customer you have
(or the TARGET MARKET)
4
Channels of Distribution
The path a product takes from the producer to the consumer
Companies will use either direct or indirect channels of distribution
Manufacturers
Wholesalers Retailers Consumer
s
Agents
What is the difference?
5
Examples of Channel Distribution
NIKE products can be purchased - (or distributed)
1. Website
Direct or Indirect?
2. Retail Store
Direct or Indirect?
3. Factory Outlet
Direct or Indirect?
6
Examples of Channel Distribution
Movie and event tickets can be purchased - (or distributed)
1. Box Office
2. Online
3. Ticket Brokers
7
Place Distribution
Sports are produced and consumed at the same time
The Stadium, Arena, or Venue serves as both the location and the method of distribution for the event
The media also provides for distribution of sports events News, TV, PPV, Radio,
Internet…
8
Fan Involvement in Events
There are many ways that fans shape and effect games and events: “Home Court Advantage” Noise meters Attendance records Ticket Prices & “Scalping” Media Input & Purchasing
DirecTV, Satellite Pay-Per-View
9
New Stadium
New venues incorporate luxury boxes Increase revenue for
team
Incorporate new technology with “old style” atmosphere”
Example New Yankee Stadium
10
Venue Videos
10 New Super Stadiums
Yankee Stadium
Cowboys Stadium
11
Stadiums Funding
80% of funding is TAX DOLLARS
Luxury Boxes Add $10-$40
Million annually Increases in
salary and payroll
Signing top players
12
Ticket Distribution
Team & Venue Sales Sale Price: face value of tickets Luxury seats are more expensive
Ticket Brokers Sales Price + Service Charge
Game Marketing Advertising Tech Support Customer Service Sales Force Customer Complaint: Service Fees Too High
13
Goal of Stadium
Create value in time spent at park (better than watching from home)
Attract more spectators
Make “Experience” Bigger & Better In stadium technology Seat side concession
ordering, instant replay, player statistics . . .
14 Yankee Stadium Food Choice
15
Media Distribution
Delivering sports and entertainment events with media Television Internet Radio Satellite
16
How does American Idol help with the
distribution of new artists’ music?
17
Rights to Distribution
Networks Buy “Rights” to Broadcast Advertisers buy advertising time during
broadcast Sponsors pay for exposure from Broadcast NBC – Olympic Games FOX– Super Bowl
Media Revenue goes to Team or League
18
Benefits of Media Rights
Guaranteed Mass Audiences Specifically Young Male Target Market
Networks can use sports and entertainment events to create & maintain their IMAGE
19
Cable and Satellite
Cable & Satellite Services DirecTV, PrimeStar, Dish Network, Digital
Cable
Offer Specialty Broadcasting Provide specialty target markets for advertising Provide statistical data (Pay-per-View)