1. SPORTS AND ENTERTAINMENT MARKETING
4/17/2017
CHAPTER 5 Public Images
5.1 Public Relations
5.2 Fans
5.3 Publishing and Speaking Engagements
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2. 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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3. 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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4. An Image Is Born
Famous athletes expected to be role models who portray a positive image
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5. 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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6. 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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7. 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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8. 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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9. Making Public Relations Work
Put customers first
Personal service & relationships
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10. 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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11. GOALS List the advantages of fan clubs to both fans and athletes.
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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12. 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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13. 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
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14. 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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15. “Evergreens” Products that remain valuable from year to year
Sports trading cards
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16. Success and New Features Equal Sales
New trends
New athletes
Changing positions of teams
Consumer demand
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17. 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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18. Successes in the Market
Official sponsors of events of leagues
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19. LESSON 5.3 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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20. 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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21. 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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22. 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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