Transcription
(INTRODUCTION)Sports & EntertainmentMarketing
A Sports & Pat Williams, Sr. Exec.Pres.Entertainment Orlando Magic faced a dilemma:–In1985,OrlandowasaMarketingtourist’s dream w/ unlimitedStoryentertainment choicesavailable– The city is then awarded aNBA franchise, a team that heknew would NOT win manygames in the first couple ofyears– His job was to make the teamprofitable
Sports & Entertainment Marketing Every game night, a packedhouse of customers would spend2 ½ hours in your arena towatch 48 minutes of basketball.They were hungry forentertainment. They’ve paid topdollar. What should he havedone? They’re waiting!!! Was this a Challenge or anOpportunity?
Sports & Entertainment Marketing– WHAT WOULD YOUDO!!?
Sports & Entertainment Marketing– What did Mr. Williams do?– He made the franchise successfuland profitable.– How did he do it?
Sports & Entertainment Marketing– What did Mr. Williams do?– He made the franchise successfuland profitable.– How did he do it? Dazzling dance teams Amusing mascots An astounding “Sport Magic Team” Music, lighting, & pyrotechnics thatexcited Essentially, customers wereprovided nonstop, fun-filledentertainment for 2 ½ hours
Sports & Entertainment Marketing– Orlando now plays host to twoadditional sports teams:–Orlando Solar Bears & the–Orlando Miracle– All in the “O-rena”
Sports & Entertainment MarketingClearly, Orlandohas become asports town!
Sports & Entertainment MarketingCould you dothe same in thissports town?
Sports & Entertainment Marketing Reference Book:Sport Marketing, 2nd Edition, 2000Bernard Mullin of the NBA,Stephen Hardy, Univ. New HampshireWilliam Sutton, Univ. of Mass. & NBA,Publisher: HumanKinetics.comPremise:“This book emanates from our own fusion ofexperience and academics.”
Sports & Entertainment Marketing Reference Book: Sport MarketingBeliefs:– Competition for sport &entertainment (SEM) dollarsis intense as ever– SEM competition is heavyinvolving strategy, risk,discipline, & energy– SEM is in constant flux
Sports & Entertainment Marketing Reference Book: Sport MarketingChapters 1 - 2Chapters 3 - 6Chapters 7 – 15Chapters 16 – 18Overview ofSEMMarket Research& SegmentationThe 5 P’s ofa Marketing PlanControl andEvaluation of theMarketing Plan
Sports & Entertainment Marketing Reference Book: Sport MarketingChapter 1 - Special Nature of SEMChapter 2 - Marketing Mgt. in SportChapter 3 - Studies of Sport ConsumersChapter 4 - Sport Consumer BehaviorChapter 5 - Role of Research in SEMChapter 6 - Market SegmentationChapter 7 - The Sport ProductChapter 8 - Licensing & BrandsChapter 9 - Pricing Strategies
Sports & Entertainment Marketing Reference Book: Sport MarketingChapter 10 - PromotionsChapter 11 - Sales Mgt. & ApplicationsChapter 12 - Licensing & SponsorshipChapter 13 - Product DistributionChapter 14 - Electronic MediaChapter 15 - Public RelationsChapter 16 - Coordinating the Mkting MixChapter 17 - Legal Aspects of Sport Mkting.Chapter 18 - Shape of Things to Come
Sports & Entertainment Marketing Text Book:Sports & Entertainment MarketingLois Schneider FareseDavid GrossmanGordon NicholsonPublisher:McGraw Hill, GlencoeIn partnership with Business Week
Sports & Entertainment Marketing Text Book:Sports & Entertainment MarketingChapter 1 – World of MarketingChapter 2 – SERM: Connections/ ContrastsChapter 3 – The Sports MarketChapter 4 – Sports ProductsChapter 5 – Product/Price DecisionsChapter 6 – Market Research & Outlets
Sports & Entertainment Marketing Text Book:Sports & Entertainment MarketingChapter 7 - Branding & LicensingChapter 8 - Sport PromotionChapter 9 - Mkting. Plans & CareersChapter 10 - The Entertainment MarketChapter 11 - Entertainment ProductsChapter 12 - Entertainment Product/Price
Sports & Entertainment Marketing Text Book:Sports & Entertainment MarketingChapter 13Chapter 14Chapter 15Chapter 16- Entertainment Research- Images & Licensing- Entertainment Promotion- Entertainment Careers
A Sports & Entertainment Marketing Story Pat Williams, Sr. Exec.Pres. Orlando Magic faced a dilemma: -In 1985, Orlando was a tourist's dream w/ unlimited entertainment choices . Plans & Careers Chapter 10 - The Entertainment Market Chapter 11 - Entertainment Products
