6
The Marketing Game
Plan
Sports and Entertainment Marketing
© Thomson/South-Western
Lesson 6.1
The Game Plan
Goals
 Explain the difference between
marketing tactics and strategies.
 Discuss the importance of planning to
stay ahead of the competition.
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Sports and Entertainment Marketing
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Terms
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tactic
strategies
marketing intelligence
trade shows
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Tactics First
 tactic
  the way a product or service is
differentiated in the minds of customers
from other competing products or services
 the most effective tactics are developed
by salespeople
  tactics can work their way from
salespeople to upper management
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BEATING THE COMPETITION
 “Winning the game” in business means
gaining market share over competitors
and making a profit.
  requires depth of competitive knowledge
 strategies
  the process by which tactics are
implemented
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What Information is Needed?
  marketing intelligence
  information gathered about competitors
 Pricing
  pricing is very important to customers
  the prices of competitors can influence
buying decision
 Distribution
  marketers need to make the product
purchase convenient for customers
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 Product/Service Management
  knowing the product and service offerings
of competitors can help a business
determine how to differentiate its products
 Promotional Efforts
  promotional competitive analysis reveals:
  the product characteristics emphasized by
competitors
  target customers
  promotional budgets
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Finding the Information
 Marketing information is critical to help
anticipate future moves of the
competition.
 Internet
  efficient searching leads to effective results
  company name
  keywords
 Observations
  combining the insights of a variety of
salespeople can provide valuable
competitive information
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 Trade Shows
  major events where people in a related
industry meet to
  show their products
  exchange ideas
  learn about the latest trends
  valuable source of competitive information
 Customers
  customer feedback is critical for fine tuning
marketing plans
  can provide competitive information
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Lesson 6.2
Entertainment and Sports Strategies
Goals
 Explain the importance of learning from
customers.
 Discuss sports marketing strategies.
 Discuss entertainment marketing
strategies.
 Terms,
  marketing plan, interpretation
applied research, touchpoints
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DATA-DRIVEN DECISIONS
 marketing plan
  a document that describes the tactics and
strategies that will be used to market the
product or service
 Raw Data
  the facts and recorded measures that have
been gathered
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Interpretation
 interpretation
  explaining the information so that it has
meaning
  drawing conclusions that relate to the
defined marketing research problem
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Applied Research
  applied research
  conducted to solve specific problems
  touchpoints
  the points at which the business makes contact
with the customers
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web site visits
e-mails
phone calls
advertisements
one-on-one sales pitches
Sports and Entertainment Marketing
© Thomson/South-Western
SPORTS MARKETING
STRATEGIES
 Fans are necessary for the longevity of
a team.
  Using research to form the right tactics to
attract fans is a challenge for teams.
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Fans Rule
  Competition for fans is fierce.
  Adidas and Nike have different tactics and
strategies to compete for soccer fans.
  Adidas provides soccer balls for the World Cup
and promotes customizable soccer cleats.
  Nike is filling a niche for street-ready soccer
merchandise and is sponsoring a number of major
international soccer teams.
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ENTERTAINMENT MARKETING
STRATEGIES
 The movie and music industries use
many of the same strategies used in
sports marketing to attract customers.
 Determining the new tactic first and
then figuring the strategies that will
drive sales is the key.
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Lesson 6.3
Mapping the Plan
Goals
 Explain how marketers determine
direction and focus for a marketing
plan.
 List and describe the components of a
marketing plan.
 Terms
  Mission Statement, Mass Market
  Product Portfolio, Test Marketing
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KNOW WHERE YOU ARE
HEADED
 mission statement
  identifies the nature of the business and
the reason it exists
 All tactics and strategies should be built
around the mission statement.
 mass market
  a broad group of customers
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 product portfolio
  all the products a company has available at
any one time
 test marketing
  where the sales potential for a new product is
tried in a small market prior to its final release
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THE PLAN
 The marketing plan is a detailed
document that further provides a
detailed description of how the tactics
and strategies will be implemented.
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Components of a Marketing
Plan
 A marketing plan should be guided by
the current and future needs of
customers.
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 Analysis
  The Mission Statement
  The marketing plan must be in agreement with
the mission statement.
  Marketing Information
  Information is gathered, analyzed, interpreted and
used to make business decisions.
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  The Tactic
  describes product or service differentiation
  should pinpoint a gap that is not be filled by
another product or service
  Strategy
  describes the marketing mix
  Product/Service
  the identified need is the basis for the development of
the product or service
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  The Distribution System
  describes how the product or service will be made
available to customers
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  Pricing
  The price must be set where revenues will be
maximized to cover all costs and provide a profit.
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  Promotional Strategies
  how the product will be positioned in the minds of
customers
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advertising
publicity
sales promotion
personal selling
Sports and Entertainment Marketing
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  Financing
  disclosure of all expected costs and revenues
  might indicate need for additional funding
  Risk Management
  outlines possible risks and strategies for
minimizing the risks
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 Implementation
  Timeline
  start with completion date and plan backwards
  specify event sequencing
  Assignments of Responsibility
  specify who is responsible for each component of
the plan
  Internal Communication System
  define how all key organizational members will be
kept informed of the plan
  provide a feedback mechanism
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  Selling
  defines how direct sales will be handled
  Review and Evaluation
  define mileposts for progress checks of the plan
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Look to the Future
 Organizations should have future
products planned while current
products are still experiencing strong
sales.
 Marketing plans require periodic
revisions.
Chapter 6
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Sports and Entertainment Marketing
© Thomson/South-Western