Transcript Chapter 5 Public Images

SPORTS AND ENTERTAINMENT MARKETING
CHAPTER
5
Public Images
5.1 Public Relations
5.2 Fans
5.3 Publishing and Speaking Engagements
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LESSON 5.1
Public Relations
GOALS
Discuss 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.
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Image Is Everything
Public relations—the arm of marketing
that concerns itself with creating a
favorable public opinion for an individual
or organization
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An Image Is Born
Famous athletes expected to be role
models who portray a positive image
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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?
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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
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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 happy
Making public relations work
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Keeping the
Customer Happy
Problems must be solved to create an
enjoyable experience for visiting fans
Transportation and traffic
Accommodations
Police protection
Quality attractions
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Making Public
Relations Work
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Put customers first
Personal service & relationships
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Athletes and
Public Goodwill
Sports heroes
Athletes support or create their own
foundations and charities
Spokespersons
Raising funds and awareness
Fans and image
Friendly locals create many benefits for
their communities
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LESSON 5.2
Fans
GOALS
List the advantages of fan clubs to both
fans and athletes.
Discuss the importance of marketing
research before undertaking a licensing
agreement.
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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
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Licensing and
Merchandising
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License—allows companies to
produce, distribute, and sell official
merchandise
Royalties—a negotiated percentage of
all gross sales of the particular products
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Licensing in
Collegiate Sports
Increased demand for officially licensed
university memorabilia
Many universities have initiated
trademark licensing programs
Quality control measures
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“Evergreens”
Products that remain valuable from
year to year
Sports trading cards
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Success and New
Features Equal Sales
New trends
New athletes
Changing positions of teams
Consumer demand
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Predicting the Market
Licenses are expensive to obtain
Investment in designing, manufacturing,
shipping, and distribution
Marketing and promotion merchandise
Tracking inventory
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Successes in the Market
Official sponsors of events of leagues
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LESSON 5.3
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Publishing and
Speaking Engagements
GOALS
Explain how a sports figure can be
successful in the lecture circuit.
Describe the steps in the creation of
popular sports books.
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Motivational Speaking
Many athletes extend their association
with sports through speaking
engagements
Aids to success
The price of motivation
Ongoing success
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Writing Their Stories
Extend a sports career profitability
Broadening the audience
Target audience
Larger audience because of universal
themes and concerns
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The Publishing Process
Ghostwriter
Book prices determined by public
demand and the extend of distribution
Author receives a royalty
Literary agent—an individual who, for a
percentage of the sales, will plan the
marketing campaign and book
appearances
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