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Transcript of © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 5SLIDE 1 CHAPTER 5 CHAPTER 5...
CHAPTER 5 SLIDE 1 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTERCHAPTER 55Public Images
5.15.1 Public Relations
5.25.2 Fans
5.35.3 Publishing and Speaking Engagements
CHAPTER 5 SLIDE 2 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 5.1LESSON 5.1
Public Relations
GOALSGOALSDiscuss the importance of positive
public relations for sports.Explain how public relations firms assist
in creating favorable images.Evaluate how athletes can affect public
perceptions.
CHAPTER 5 SLIDE 3 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Image Is Everything
Public relations—the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization
CHAPTER 5 SLIDE 4 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
An Image Is Born
Famous athletes expected to be role models who portray a positive image
CHAPTER 5 SLIDE 5 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
An Action Plan
Which forms of media are most appropriate for promoting the event or tournament?
What will be used to create a favorable image for the player, team, or event?
How will the public relations firm promote the event and the cause?
CHAPTER 5 SLIDE 6 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Bigger Picture
Sporting event locations needs an attractive presentation
Businesses need to maintain a reputation for excellence
Athletes, events, and locations must maintain positive relationships with the community and with fans
CHAPTER 5 SLIDE 7 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Special Events
Goodwill—a general willingness to work with or assist a person or organization based on a positive reputation or relationship
Keeping the customer happyMaking public relations work
CHAPTER 5 SLIDE 8 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Keeping the Customer Happy
Problems must be solved to create an enjoyable experience for visiting fans
Transportation and trafficAccommodationsPolice protectionQuality attractions
CHAPTER 5 SLIDE 9 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Making Public Relations Work
Put customers firstPersonal service & relationships
CHAPTER 5 SLIDE 10 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Athletes and Public Goodwill
Sports heroesAthletes support or create their own
foundations and charitiesSpokespersonsRaising funds and awareness
Fans and imageFriendly locals create many benefits for
their communities
CHAPTER 5 SLIDE 11 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 5.2LESSON 5.2
Fans
GOALSGOALSList the advantages of fan clubs to both
fans and athletes.Discuss the importance of marketing
research before undertaking a licensing agreement.
CHAPTER 5 SLIDE 12 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Fan Clubs Fans give athletes loyalty, positive media
attention, and a following A fan club offers a perfect opportunity to build
a positive image Benefits of fan clubs
Products Special events Discounts Outings or seminars
CHAPTER 5 SLIDE 13 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Licensing and Merchandising
License—allows companies to produce, distribute, and sell official merchandise
Royalties—a negotiated percentage of all gross sales of the particular products
CHAPTER 5 SLIDE 14 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Licensing in Collegiate Sports
Increased demand for officially licensed university memorabilia
Many universities have initiated trademark licensing programs
Quality control measures
CHAPTER 5 SLIDE 15 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
“Evergreens”
Products that remain valuable from year to year
Sports trading cards
CHAPTER 5 SLIDE 16 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Success and New Features Equal Sales
New trendsNew athletesChanging positions of teamsConsumer demand
CHAPTER 5 SLIDE 17 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Predicting the Market
Licenses are expensive to obtainInvestment in designing, manufacturing,
shipping, and distributionMarketing and promotion merchandiseTracking inventory
CHAPTER 5 SLIDE 18 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Successes in the Market
Official sponsors of events of leagues
CHAPTER 5 SLIDE 19 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 5.3LESSON 5.3
Publishing and Speaking Engagements
GOALSGOALSExplain how a sports figure can be
successful in the lecture circuit.Describe the steps in the creation of
popular sports books.
CHAPTER 5 SLIDE 20 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Motivational Speaking
Many athletes extend their association with sports through speaking engagements
Aids to successThe price of motivationOngoing success
CHAPTER 5 SLIDE 21 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Writing Their Stories
Extend a sports career profitabilityBroadening the audience
Target audienceLarger audience because of universal
themes and concerns
CHAPTER 5 SLIDE 22 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
The Publishing Process
GhostwriterBook prices determined by public
demand and the extend of distributionAuthor receives a royaltyLiterary agent—an individual who, for a
percentage of the sales, will plan the marketing campaign and book appearances