Collins, A,. Week 4

Greetings and Welcome Back!!

We had quite a week last week. We started our trips on Tuesday when we met with Tipping Point Communications in Rochester, NY and learned about the work their company does for their clients. They work to gather analytics to help their customer make strong business decisions. I enjoyed hearing about the software they use to get the metrics and how they analyze them. Although, not my favorite area of marketing, I still found it facinating.

Our next stop on that trip was to Buffalo to meet with Pegula Sports Entertainment. They are in charge of marketing for the Bills and Sabers which are two very big and exciting markets. We got to tour the Key Bank Center where the Sabers play. It was exciting to see all of the memorabilia around the stadium. It was incredible to hear about the traditions and the experience they sell on. We were honored to be able to check out the player's locker room and see the special seal in the middle which is considered holy. This was truly an amazing trip and a career path I would love to embark on.

On Friday, we ventured over to Watkins Glen to meet with some of the staff from the Watkins Glen International Race Track. We were fortunate enough to tour the facility and track before meeting with the Vice President who gave us a great presentation about their events and what they do to prepare for them. We learned about everything from the how the media tracks the event to the branding and sponsorships that go into promoting a race. One quote from the VP was "If you didn't know who was the primary sponsor of the event, we didn't do our jobs." Afterwards, we got to take our shuttle bus around the track which was one of the coolest parts of the whole trip.

This past Friday, we got to travel a mile down the road to meet with the crew at WETM television. We got to tour the facility and get a behind the scenes look at what goes into preparing a live newscast. We learned how the producers control the camera, who writes the scripts and the technology they use to produce what you see on your screen at home. We also got to stand in the studio and watch as they filmed the local news at noon. We also learned about the business end of the news such as selling advertisements and airing your favorite television shows. I never knew how much time and work goes in behind the scenes on television. This experience has changed my view on the television industry for the better

Check back next week for our final post! 

Photos: Ainsley Collins

Sponable, M., Week 4

A major theme of this week has been the importance of different industries with in the sports, media, and entertainment fields have had to evolve in order to remain relevant. For instance, representatives of Watkins Glen International (WGI) discussed how they use large screens at all of the grandstand areas so fans are able to see the portions of the race from different perspectives and, most importantly, what would be out of their view otherwise. Additionally, the track representatives discussed their strategically placed advertisement billboards around the tracks. Televising the races gives companies the opportunity to expand their advertisement viewers from people at the track to everyone at home as well. The track at WGI is a road course with frequent turns and elevation changes, as a result, their billboards cannot be avoided by photographers or TV cameras. Thus creating high demand for their advertising space. The gentlemen we spoke with at WGI were fantastic and gave us ample insight into the industry and how they appeal to an array of demographics across their yearly events.


The Buffalo Sabers also used technology to keep up in the sports industry. The representatives at Key Bank Center during our tour showed us the interior of their events, including their technological aspects. For instance, we say their control center for the jumbo tron, which controls instant replays, advertisements, and the classic kiss cam. We saw where the digital ribbon around either end of the stadium is programmed. Lastly, we observed the view of the press box. This area allows for a full view of the arena as well as equipped with everything they may need during the game. It is important in any industry to be available on several media platforms, such as an app, mobile website, desktop access,  and television.



Television, like all other entertainment industry must compete and evolve to stay relevant. To do so, they have expanded to using the internet to stay available to consumers. During our visit to WETM-TV, a local Elmira station, we learned the behind the scenes actions of TV stations. For instance, marketing in television is a dynamic, complex, and ever changing practice that I did not fully comprehend until our visit. While at WETM I learned that the station purchases certain shows and pays for their purchases through advertisement slots. Some companies purchase advertisements with in a show directly rather than from a station. As a result, all stations who purchase the show must play that commercial. As a means to stay relevant, TV is also utilizing the internet. The station we visited has its own website. Through the site they can track watcher's interests and get a larger understanding of their consumers' interests. It also provides another medium for advertising.  Another way that they differentiate themselves in order to stay relevant is that they cover local news rather than national news. Their consumers have an investment monetarily and emotionally in where they live, thus they care about what is going on in that area.

This week's facilitators major theme was how industries, such as books and movies, and making a shift toward self publishing, due to technology providing access to a digital market. As one of this weeks facilitators, I discussed how amazon has changed the game in terms of publishing and distribution of books, both hard over and electronic copies. Additionally, I talked about the trend of e-books leveling out. This could be due to book lovers still demanding physical copies and the experience of sitting down with a book, rather than a tablet, can provide.

Hughson, S. Week 4

Welcome to week 4!!

There are several different experiences that we went on these past few days that I will share with you! This includes our visits to Tipping Point Communications, the Key Banks Center, Watkins Glen International, and WETM-TV.

Tipping Point Communications is an advertising agency that works with other companies, large and small, with their own media and advertising strategies including media buying, public relations, digital marketing, content marketing, social media marketing, and focus groups. I found this visit to be extremely informative and exciting. They spoke to us as if we were on the same level as them and inspired us to go into whatever field we want to and to be passionate about it. They were very easy to listen to and made us hope that we enjoy our jobs as much as they do in the future. One key aspect I took from this trip was how important their core values are such as integrity, trust, likeability, teamwork and others. Along with this they really showed us the steps they take towards making and capitalizing on marketing leads and lead generation.


On the same day we traveled to Buffalo to talk to some of Pegula Sports and Entertainment's marketers. This trip was not only very cool because we were able to tour the entire Buffalo Sabres arena from the entrance to the Lexus suite to the media room and finally the actual Sabres locker room! As a hockey player who has been to the Key Banks Center to watch the Sabres play a few times it was a completely new experience to see it from different levels and a new perspective besides as a customer or as a hockey player who has played in an arena like it.

As a marketer you really see all the sponsorships and companies that advertise strategically throughout the arena and everything that you can do with a facility as large and versatile as the Key Bank center. When we sat down after our tour we really were able to see what they both do for advertising the arena and the teams that they hold. We were taught how their are different markets you can target but you have to be careful how you do so.





The next was Watkins Glen International which is the famous race track in Watkins Glen. We were first given a tour of the PR and media facility which was an amazing center full of resources and everything one would need. This included photography rooms, the press conference room, and upstairs media rooms along with a dining hall for meals. It was a fairly new center and I cannot imagine how crazy and packed it gets on big race or event days.

When we sat down and were able to get an idea of how the company runs from the marketing, sales, and PR perspectives it was amazing to me at how many markets the track reaches. The only thing I knew about the track before visiting was that it sometimes holds NASCAR events but it was interesting to find out that they actually have several different events such as the Wine festival and concerts that require them to target and market to almost every different segment out there. 

They have to be able to understand how to market to women, men, teenagers, children, as well as people of a vast range of incomes from billionaires who come to drive their million dollar cars on the track to those who come for NASCAR on a family get away weekend. I loved learning at how they are able to successfully reach all these groups and use their facility to as many events as they can. To end the trip we were even able to take our TERPS bus for two laps around the track!


Lastly, we visited WETM-TV down the street from campus in the city of Elmira. This was a new trip for us as we visited a well known television station where the focus was on TV marketing. We learned from our books that television marketing is still a huge market for companies to invest in because of its ability to reach a vast amount of viewers and potential consumers. At WETM-TV we were able to learn how they reach other companies to sell ad space and this is what helps them as a company as well as other companies for their own advertising. The best part about this trip was that we were able to watch the news being streamed live not only from inside the studio but from the producing room as well which was a completely new view on the daily news.

A very exciting and eventful week full of experiences and trips! 

Isaacs, M., Week 4

Week 4 was full of excitement and plenty of trips!

To begin with we headed out to Rochester, New York to go to Tipping Point Communications. This is a company that does the marketing and media buying for other businesses. This company seemed like a company that any individual would be lucky to work for. The reason I believe this is because when sharing their core values, they stressed the term likability. This is something that is often forgot about in the work place, so the fact that they build themselves on the idea respecting not only clients, but coworkers as well is amazing. At Tipping Point Communications, we also learned how they built lead generation through an online company to track their clients potential costumers activities, something I had not really had the chance to see in action prior.

In that same trip we took a stop in Buffalo, New York at KeyBank arena to meet with Pegula Sports and Entertainment. KeyBank Arena is well known for being the arena where the Buffalo Sabres play and we got to tour it. While touring could see how much such places really on sponsors and marketing. From the Lexus VIP lounge to the Mercedes suite to the major sponsors around the jumbo scene, this is a major part in the business. We then met with two individuals from Pegula Sports and Entertainment to see what goes into these marketing aspects. They explained how for each sports team they market for there is a different fan group they must appeal to. Each year their method of how they reach them changes. One thing I found extremely interesting was for the Sabres they could not reach their female fans through the typical "women want to be taught sports" for they are already so knowledge that they reached out to them by making an event night out of it, even including alumni.

Our next stop later in the week was to Watkins Glen International. On this trip we saw the media and writers room where they are constantly working in to post on event weekends and I was shocked to see how big they are! This showed me how much media comes to such events on big weekends. After seeing the Gatorade victory lane, we learned a little bit more about the company. One major idea that stuck out to me was that they have no set target market. For each event the market changes so they much change how they go about reaching such individuals. An interesting change that Watkins Glen International is trying to implement is changing their target market for Nascar. Instead of wanting to continue to reach older individuals, they are attempting to reach out to millennials. They are doing so by implementing a new bundle package to try to get them interested.



The following week got to take a trip to WETM-TV. Here we learned that despite what many people think, television is still very relevant and popular. One of the goals of companies like this is to sell more advertisements than what they are paying to air the shows. After seeing a practice presentation for a company to invest into advertising through WETM, I understood the purpose of doing so and how successful it can be. They pitch their sales to different companies to show how they can reach their target market through specified plans. My favorite part of this experience was we got to see live news in action. It was interesting to not only see the anchors filming, but also the behind the scenes. I was amazed to see how calm and collected they were for if it was me live I would have been stressed!

Make sure to come back next week for my last blog post!

Cunningham, L., Week 4

Another week. Another round of exciting field trips!
This week includes: an agency, a sports arena, a international racetrack, and a television station.

Our first trip was highly anticipated for many in the class, as we were visiting Rochester and Buffalo. Having never been to Rochester, I was quite excited to see whether it lived up to the hype, and did it ever! What a beautiful city, it’s no wonder people love it so much.

At Tipping Point Communications we were given the history of how the company was built from the ground up. It was very interesting to listen to Michelle discuss her experiences as a young entrepreneur and how she handles her staff and her clients. We were then walked through a current case study involving one of their clients. This entire experience was very light-hearted and pleasant, while still serving the purpose of being incredibly informative. They did a great job of making us want to work there or do business with them.

After a short drive and a, slightly sloppy, picnic on the bus, we arrived at KeyBank Center and took a tour of the massive facility. Our hosts went into a lot of depth and went out of their way to show us hidden facets of the building and make the tour a truly deluxe experience. We ended the day with Pegula Sports and Entertainment sitting us down to show us how they market their multitude of brands throughout the year. It was very interesting to see how they choose to segment their markets and what tactics they use to best reach them.

Next we found ourselves speeding around the international speedway at Watkins Glen International, in a TERPS bus. It was a once in a lifetime opportunity that I look forward to bragging about for years to come. Our hosts were most gracious and offered an exclusive insight into their lives on the track and in the office. Their season has only just begun and it was clear that the anticipation was rising for a very busy summer of events.

And finally, we visited WETM-TV, a short walk from campus. Our hosts welcomed us into their well air conditioned studio and show us how television is still a huge market for reaching potential consumers; something we've discussed in class. They told us their process for procuring and retaining people and companies that fill their advertising space; a tricky job that they make look easy.

However the most unique part of this trip was watching the news being broadcasted live, from both the studio as well as the production room. There were some spots where if you were to move an inch to your right, you might appear on camera. Thankfully, we were all quite professional and did not attempt such theatrics during the live broadcast. But we certainly had a lot of fun when "viewers like you" were not tuned in!

Chivers, K., Week 4

Welcome Back!

This week was extremely exciting and the excursions and experiential learning trips were both educational and exciting. First, the class took a trip to Key Bank Center in Buffalo, New York to meet with members from Pegula Sports and Entertainment. This experience was unforgettable because I have a passion for the sport of hockey, and we were able to tour and learn more about the marketing efforts and jobs for an NHL hockey team, the Buffalo Sabres! Another experiential learning was to WETM-TV.



Pegula Sports and Entertainment




































First, we toured the arena from the private suites and media boxes high in the stadium, to the interview room and players locker rooms. This was extremely interesting because the the locker room for a professional sports team is one of the most wanted things to see by fans. It was additionally intriguing to tour the building not from a sports point of view, but from a business point of view. The venue was different from others that I have personally seen, but it had its own assets that give Buffalo a name for itself. For instance, the marketing campaign "One Buffalo" is seen heavily throughout the entire arena. This trip made me realize that the sports industry is one that I would like to be in the future because of the feeling that I received from being in that arena and spending time in it.

Watkins Glen International

Our next adventure of the week was to Watkins Glen International in Watkins Glen, New York. Not only was this excursion in close proximity to school, but I didn't know that such a large sporting venue was so close to Elmira College. In a nutshell, I learned that Watkins Glen International is a large and one of the oldest car racing tracks, and races every kind of well-known cars, including one NASCAR race. Car racing is a marketers dream because everything from the cars to the edge of the track can be labeled with sponsorships. One humorous aspect that we learned was that even trash cans can be sponsored and slapped with a brand logo or label. Practically anything in the car racing industry can help a company get "hits", or name recognition. The many different demographics of car racing was also mentioned and was interesting to me the difficulty of marketing such events to the several demographics of viewers. Finally, the cap on the entertaining trip was driving the bus around the race track, which was an unforgettable experience. 

WETM-TV
 



The class visited WETM-TV on Wednesday, May 17th, located in Elmira, New York. The television station is an affiliate of the NBC Network, therefore show both local news as well as national programming. We learned about the controls and how each program and live show is put on air, and how each program can be adjusted through the control room (pictured right). We were even given the chance to sit-in on the live news at noon, which was extremely interesting to hear such fabulous speakers perform in their profession. It became clear to me that people are very invested in the news in this day in age, even though there is a rise in digital and obtaining news from that medium. Personally, I enjoy watching the local news and it was very interesting to see the process as a whole, and the how different television stations establish their competitive advantage.

Tune in next week to learn about next weeks experiential learning adventures!

Gardner, W., Week 3

As we have made it over half-way through the term, we have taken looks into a variety of industries that fall under the entertainment, media, and sports categories. With each trip and learning experience, I find myself becoming more sure that this is an industry I want to get into after college. The trips during Week 3 were both experiences that I will never forget and am looking forward to our remaining trips.
Last Friday, we visited the Clemens Center in Elmira, which hosts a variety of events in the arts. The variety of plays, musicals, and dance performances this venue holds allows for market segmentation based on the target audiences for each performance. I really enjoyed this trip and hearing about the role market research plays in reaching potential ticket-buyers for the events held in the Clemens Center each year. This was also my first time at the Clemens Center, so getting to finally see the inside of this historic building was great.

This week's speaker, Professor John Kelly, did a great job of diving into deeper details regarding marketing the entertainment arts such as theatre and musicals.

This Tuesday, we traveled to Rochester, NY and visited with Tipping Point Communications, a marketing agency that primarily works with companies in the greater-Buffalo and Rochester areas. This was a great experience, not just because of the free Red Bull, but because this was one of my first looks inside a real marketing agency and how they utilize technology to record and analyze metrics. Everyone we spoke with was very knowledgable and informative, which made the experience that much better.

Later that day, we traveled further West to Buffalo, NY to the KeyBank Center, where we met with Pegula Sports & Entertainment. This has easily been my favorite trip thus far because as a Western New Yorker, I have been a fan of Buffalo sports teams for as long as I can remember. While I have been to this arena many times in my life under the many names it has had over the years, this was my first time getting the exclusive behind-the-scenes look at the venue. It was breathtaking to be able to go into the locker rooms as well as down where the team benches would be on the ice. Everyone was very informative and I will never forget this experience. This experience reminded me that I might not have to move across the country to get into the sports and entertainment industry like I have been thinking in recent years and that I might just have to move an hour North from my hometown.

Martin, M., Week 3

Hello again,

I am once excited again to reflect on all the amazing things we did as a class this past week. Every week is another enticing learning experience, but this past week was most definitely my favorite so far, and I think it will be hard to top it moving forward. We started off the week with a Celebrate Your Knowledge Day and two book club presentations that were very well done. On Tuesday we were able to go to Tipping Point Communications in Rochester and then the KeyBank Center in Buffalo. At Tipping Point, we were greeted by their wonderful team of people and one of their owners and executives gave us an impressive presentation on what it takes to start and maintain a successful marketing firm. I was very impressed with how the owner put such a huge emphasis on the firm's core foundation of values and ethics. Every person in Tipping Point was personable and seemed like they loved what they do and that was very impressive to see.

Being a hockey player, our trip to the KeyBank Center was extremely special for me because we were able to meet with Buffalo Sabres executives and operation managers. It was a surreal experience for me seeing every aspect of an NHL rink as I just stepped away from the game of hockey for good, and so it was a wide range of emotions that I was trying to control. It was a trip that I will never forget. The Sabres personnel were extremely generous with their time and information that they provided us. Every aspect of what the marketing director and manager do on an every day basis is very similar to what I want to end up doing for a living when I move out to California. 

We ended our week with a trip to Watkins Glen International, and this trip was by far a close second to the KeyBank Center. The people there were extraordinary. They have all the amenities to show off and impress people, but it is the personnel there that make the race track what it is. The Watkins Glen team was enriched with work ethic, likability, and passion. These are qualities that I try to live by each day and I saw that in their team and I kept thinking to myself how much I would like to work in an environment like that. Their presentation was very impressive, showing data and all their ideology behind how they market the race track.

Looking forward to another exciting week!

Best,

Michael