WF SEM II OBJECTIVE 1 09 Identify SportEvent
WF SEM II OBJECTIVE 1. 09 Identify Sport/Event Trends
IDENTIFY CURRENT TRENDS IN SEM Top 5 Tech Trends in 2014 � i. Beacon – allows marketers/businesses to send messages directly to a fan’s smart phone (MLB 2014) � Teams/Organizations becoming News Station ACC Network � Smaller App Communities within Social Media (Fancred, Over. Dogg) � Wearable Technology (Google Glass) � Content Marketing - “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. ”
IDENTIFY CURRENT TRENDS IN SEM Increased use of social media (Twitter, Instagram, Facebook, etc) � � Increased use of Celebrities � � Involvement in local community by teams & athletes Carolina Junior Hurricanes Hockey sponsored by Carolina Hurricanes (showcase at certain NHL games, increases tickets sales) Gamification � Multi-million dollar endorsement contracts Non-sports related products Increased Social Responsibility � � Market/promote Live updates during events News articles Fan interaction Fun/Interactive Fan Loyalty Reward Programs Increase in Female Fans
IDENTIFY CURRENT TRENDS IN SEM Sports venues becoming Entertainment venues Kenny Chesney Stadium Tours � PNC Arena � Carolina Hurricanes Hockey NC State Basketball Disney on Ice Concerts Club seating with personal TVs PSL/LTR – Permanent Seat License & Lifetime Ticket Rights Increased revenue source for teams/organizations � Fans buy the “right” the buy tickets � More expensive than regular tickets � Makes seat a “premium” seat, not just for regular fans �
IMPACT OF CURRENT TRENDS INCREASED FAN INVOLVEMENT & EXCITEMENT � Especially with use of social media Increased revenue for teams/organizations Increased exposure & brand awareness for teams/organizations Ability to reach new markets (Ex: female fans) Increased exposure & brand awareness for sponsors
IMPORTANCE OF IDENTIFYING TRENDS Stay on top of current changes in market Maintain competitive advantage with other teams/organizations Increase revenue Increase brand awareness & exposure Build relationships with fans
SOURCES OF S/E TREND INFO FANS, Athletes, Sponsors Internet Professional Organizations � NACMA – National Association of Collegiate Marketing Administrators � IAVM – International Association of Venue Managers Marketing Organizations SMA – Sports Marketing Association AMA – American Marketing Association SPORTSIG – AMA Sports & Special Event Marketing Special Interest Group
- Slides: 7