Sec. 4.2 Powerpoint_Types of Utility in SEM.ppt

Types of Utility in SEM

1. Economic Utility in Sports &
Entertainment Marketing
How do we add value?
Brett Dillin
Flowery Branch Sports Marketing

2. Economic Utility
Adding value to goods and
services
Increasing customer benefits
from their purchases of goods
and services
Making goods and services
more useful
What is it?

3. Economic Utility and Sports &
Entertainment Marketing
How do we add value to sports & entertainment
marketing?
Make the event an “experience”
Do more than just play the game or put on the show - have
contests, have activities for fans to be involved in, give them
more than just the “show”

4. Why Should We Add Value?
Increase Sales to Increase Profit
Why increase profit? The purpose of business is give the
owners a profit.
How does adding value increase profit?
What is the motive to increase value? To increase profit.
The profit motive is what drives our economy.

5. Forms of Economic Utility
Form Utility (Production)
Place Utility (Marketing)
Time Utility (Marketing)
Information Utility
(Marketing)
Possession Utility
(Marketing)

6. Form Utility in S&E Marketing
What is form utility in S&E Marketing?
The production
The sports event (the game)
The entertainment event (the show)
Production process of the memorabilia
Production process of the clothing lines (t-shirt, jersey, hat,
costume, etc.)
Can you think of any other form utilities in S&E?

7. Place Utility in S&E Marketing
What is place utility in S&E Marketing?
Having the event at a convenient location for
customers to attend
Having the event at a “cool” location for
customers to attend
Having the event in a location that is large
enough
Having the event in a location that is
comfortable
Can you think of any other place utilities in
S&E?

8. Time Utility in S&E Marketing
What is time utility in S&E Marketing?
Having the event available at a convenient
time
Having the event at the right time of year
for the type of event
Promoting the event during the right time of
year for the event (ex. light display during
the holidays, haunted house during
October, baseball games during the spring
& summer)
Can you think of any other time utilities in
S&E?

9. Information Utility in S&E
Marketing
What is information utility in S&E Marketing?
Getting information to the customers about the product or service by advertising
and promotions
During events give information about upcoming events
Make each event so much fun for the customers that they want to come back
Can you think of any other information utilities in S&E?

10. Possession Utility in S&E
Marketing
What is possession utility in S&E marketing?
Adding value by making it easy for the customer to
possess the product
Allowing the customer to pay with various types of
payment (PayPal,Credit Cards, Debit Cards, etc.)
Running promotional packages that make it easier to
purchase
Making tickets available a long time in advance so
customers can raise the money
Can you think of any other possession utilities in S&E?

11. Activity
Brainstorm 5 ways your favorite sports team or entertainer (entertainment
venue) can or do use each of the utilities. Write 1 for each utility as well as
the team or entertainer/venue on a piece of paper to turn in.
Add this on to the note sheet from this slide show next to the examples of
each form of utility.