Lesson 3.4 – Tracking

Industry Trends

Copyright © 2014 by Sports Career Consulting, LLC

Shifts in industry trends could include:

Customer buying patterns

Consumer preferences / distastes

Effective marketing techniques (product placement for example)

Product or service modifications

New technology

Efficient communication tools

LESSON 3.4

Intro to Basic SEM Principles

Tracking Industry Trends

Copyright © 2014 by Sports Career Consulting, LLC

Copyright © 2014 by Sports Career Consulting, LLC

LESSON 3.4

Intro to Basic SEM Principles

Product Placement Tracking Industry Trends

Before adjusting, marketers must be aware of changes within the industry

How do sports and entertainment marketers effectively track industry trends?

Marketers Must Effectively Track Changing Trends

Monitor sports and entertainment news online

Read trade or business magazines, journals or newsletters

Consider the marketing efforts involved when attending competitor events

LESSON 3.4

Intro to Basic SEM Principles

Tracking Industry Trends

Copyright © 2014 by Sports Career Consulting, LLC

Marketers Must Effectively Track Changing Trends

Attend sport business conventions, exhibitions and events

Obtain research from sport marketing firms

Read local or national news publication

LESSON 3.4

Intro to Basic SEM Principles

Tracking Industry Trends

Copyright © 2014 by Sports Career Consulting, LLC

Marketers Must Effectively Track Changing Trends

Observe activity of competitors

Communicate with others within the industry

LESSON 3.4

Intro to Basic SEM Principles

Tracking Industry Trends

Copyright © 2014 by Sports Career Consulting, LLC

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

Marketers evaluate trends that fit their respective marketing plans and implement changes accordingly

Marketers Must Effectively Track Changing Trends

Tracking Industry Trends

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

In the sports and entertainment industry, the trend toward consuming video content online has industry executives developing strategies to capture fan interest

The Atlantic Coast Conference (ACC) launched a branded YouTube channel, marking the first and only official partnership between YouTube and a major collegiate sports conference

Tracking Industry Trends

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

The June 2013 U.S. Online Video Rankings from comScore showed that people in the United States watched more than 44 billion online content videos throughout the month. This translates to 183 million Americans going on the ‘net and watching entertaining and educational clips.

As more and more consumers shift focus to tablets and mobile devices, marketers will respond by creating content available for digital distribution

Tracking Industry Trends

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

Young males spend more time consuming media on XBOX than playing video games, according to Sean Bratches, ESPN Executive Vice President of Sales & Marketing, creating another platform for connecting with fans of the ESPN brand.

As a result, WatchESPN is now available in over 83 million homes, more than double its distribution from a year ago.

Tracking Industry Trends

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

1) Social TV and Second Screen2) Augmented reality3) Social broadcasting4) Female demographic5) Continued Twitter Growth6) Hi-tech stadiums7) Superfans/fan immersion8) Flashy uniforms9) Drones10) School athletics’ branded playing surfaces

The Top Sports Trends to Watch in 2014-15

Tracking Industry Trends

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

The Top Sports Trends to Watch in 2014-15

Tracking Industry Trends

According to lostremote.com, MLB fans with an LG smart TV have reason to be excited this season. OneTwoSee, an interactive TV application company with a sports focus, and Bloomberg Sports have created a connected TV application that will bring interactive stats and advanced analytics to owners of LG smart TVs for the 2014-15 MLB season.

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

The Top Sports Trends to Watch in 2014-15

Tracking Industry Trends

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

The Top Sports Trends to Watch in 2014-15

Tracking Industry Trends

According to contracostatimes.com, upon opening in 2014, Levi’s Stadium (home of the San Francisco 49ers) will feature a network that includes about 680 Wi-Fi access points -- one for every 100 seats in the stadium, a superfast Internet connection (allegedly 10,000 times faster than what federal regulators classify as broadband), and about 1,700 high-tech "beacons” (technology that connects a fan’s phone to a wireless headset, used to pinpoint consumers' locations inside the venue to provide them directions)

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

The Top Sports Trends to Watch in 2014-15

Tracking Industry Trends

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

The Top Sports Trends to Watch in 2014-15

Tracking Industry Trends

In 2014, San Diego Padres’ minor league affiliate (El Paso Chihuahuas) donned uniforms featuring wide eyed Chihuahua prints for their “Bark at the Park” theme night, then auctioned off the uniforms with proceeds going to the local humane society

LESSON 3.4

Intro to Basic SEM Principles

Copyright © 2014 by Sports Career Consulting, LLC

The Top Sports Trends to Watch in 2014-15

Tracking Industry Trends

Partnership Activation, one of the leading resources in the industry for recognizing emerging trends, noted in their Spring of 2014 newsletter: “As the sports marketplace continues to embrace new forms of technology, the use of drones for sports photography, videography, and security purposes will soon be hot on everyone’s radar.”

LESSON 3.4

Intro to Basic SEM Principles

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Intro to SEM Business Principles

LESSON 3.4 REVIEW (ANSWERS)LESSON 3.4 REVIEW (ANSWERS)

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1) Describe industry trends

Trends could include customer buying patterns, effective marketing techniques, product and/or service modifications or new technology (among other things)

Intro to SEM Business Principles

LESSON 3.4 REVIEW (ANSWERS)LESSON 3.4 REVIEW (ANSWERS)

Copyright © 2014 by Sports Career Consulting, LLC

2) Provide an example of how an organization may track shifts in industry trends

Monitor sports and entertainment news online, read trade or business magazines, journals or newsletters, consider the marketing efforts involved when attending competitor events, attend sport business conventions, exhibitions and events, obtain research from sport marketing firms and read local or national news publications