Competitive Edge - Sports & Entertainment Marketing News

Marketing enters its Taylor Swift era: Here’s what the numbers say

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Taylor Swift’s star has never shined brighter. From her blockbuster Eras Tour to her recent NFL appearances, the pop star has become a beacon of economic success.

Click here to read the story at marketingdive.com.

Discussion Questions:

  1. What is fandom?
  2. How might “Swifties” represent an example of fandom?
  3. Why has the fandom surrounding Taylor Swift impacted the NFL?
  4. According to information from this story, how has the fandom surrounding Taylor Swift impacted the NFL?
  5. What is publicity?
  6. How has Taylor Swift helped the NFL to generate publicity?
  7. Taylor Swift’s “Eras” film tour has already surpassed the $100 million mark in advance global ticket sales. How might the publicity from the recent NFL coverage help to sell more movie tickets?
  8. Is that an example of cross promotion? Why or why not?
  9. What is a brand?
  10. Is Taylor Swift a brand? Is Travis Kelce a brand?
  11. How has his relationship with Taylor Swift impacted Travis Kelce’s brand?
  12. If the relationship doesn’t last, do you think it could ulitmately end up having a negative impact on his brand? Why or why not?
  13. What is product endorsement?
  14. How has his relationship with Taylor Swift impacted the brands Travis Kelce endorses (notably Campbell Soup)?
  15. What are analytics?
  16. What are some ways a business or brand can evaluate the effectiveness of an ad or marketing campaign?
  17. What have the analytics suggested about Taylor Swift’s impact on the ad campaigns that feature Travis Kelce?
  18. Explain what the headline of this story suggests by saying “Marketing enters its Taylor Swift era: Here’s what the numbers say.”
  19. What do the numbers say?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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