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Lesson 3.2 PowerPoint Presentation

Lesson 3.2

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Lesson 3.2

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  1. Lesson 3.2

  2. Lesson 3.2-Goals • Explain how a sports figure can be successful in the motivational lecture circuit and the publishing industry • Explain the purpose of and promotion methods used for sports camps and clinics

  3. Motivational Speaking and Writing • Many athletes extend their association with sports through speaking engagements and writing • Public speakers need • Excellent speaking and communication skills • Well-written speeches • A message that the audience is interested in hearing time and time again

  4. Motivational Speaking and Writing • Speakers rely on • Strong marketing and promotional campaigns • An agent to book speaking engagements • Adequate training • May hire a speech writer • May hire coach to help them create a positive image • Charge anywhere from $5,000-over $50,000

  5. Motivational Speaking and Writing • A well-written biography of a sports hero or a rags-to-riches entertainer is likely to sell well • Books can set off a national publicity tour • Speaking and book writing can go hand in hand • Book may attract people who follow that particular sport OR may have a universal theme

  6. Motivational Speaking and Writing • Most celebrities don’t write their own books • Ghostwriter-Often a sports or entertainment writer, who commits a story to paper • Author receives a royalty, which is a payment of 10% or more of the price of every copy sold • Book prices are determined by demand • Promotion-book tours, tv appearances, radio • Literary agent -for a % plans the marketing

  7. Sports Camps and Clinics • Sponsorships • Money is needed to run a camp • Sponsors can help keep participants’ fees down by contributing products to the event, enabling more people to attend • They can also add interest to the event • In return, sponsors can promote their products and get to know their customers better

  8. Sports Camps and Clinics • Sponsorships • Target corporations to solicit sponsorships • Companies recognize the promotional value • Companies receive positive publicity and advertising • Producers of sporting equipment & sporting goods are good sponsors • Local businesses looking to promote goodwill in the community are good sponsors

  9. Sports Camps and Clinics • Sponsorships • Business needs to know what the camp/clinic expects and what it will receive in return • Sponsors can expect the following • Positive public relations campaign • Visibility and spoken recognition • Ad space in publications • Presences of sponsor logos • Potential sales of products at camp Nike Sports Camps

  10. Sports Camps and Clinics • Camp Expectations • What can families expect from celebrity sports camps? • Lodging, food, schedule • Parents should read the materials • Camp participants must determine whether the camp will meet their expectations • Location is an important consideration • Convenient location, or some may be willing to travel Dwight Howard Camp

  11. Sports Camps and Clinics • Clinics • A on or two day clinic may focus on only one skill while a camp may concentrate on a variety of skills • Sessions are generally more intense and concentrated, participants may be limited • May have one celebrity athlete in charge of the whole group • Lower overhead costs • Short clinics frequently introduce a sport to beginners Batting Clinic

  12. Sports Camps and Clinics • Good Marketing Equals Success • Promotion-Get the word out about the event • Brochures with information • Local newspaper, tv, radio • Contest or giveaways • Interviews and photos • A community appearance by the camp’s or clinic’s celebrity • Teammates Golf Tournament-would be an example of using a celebrity to raise money

  13. Sports Camps and Clinics • Ongoing Promotions • The marketing doesn’t end when the camp/clinic start • Articles, photos from camp, personal interest stories, all in newspaper • Weekly drawings for products/services • Follow-up materials to parents • Surveys, mailing list, incentives on future clinics • Referral program

  14. Sports Camps and Clinics • Advertising • Camps/Clinics can fail because they are insufficiently advertised • Marketers should do research in the area in which a camp or clinic is being held (pg. 71) • Marketers determine the best time to distribute the information by calculating the planning and prep time necessary for participants

  15. Sports Camps and Clinics • Newsprint-local newspapers • Advantage-require little lead time • Disadvantage-they do not target the clinic’s prospective attendees-thrown away quickly, non-traditional sports not given much attention • Magazines and E-Zines-Sports magazines/web • Advantages-read by dedicated athletes, greater success in reaching customers • Disadvantage-lead time is considerable, printed less often, more expensive

  16. Sports Camps and Clinics • Mailings and Brochures • Advantages-if sent to a well-researched group it can be the most effective method-uses a mailing list of people most likely to attend specific events, you must collect info from satisfied customers who have attended similar events or who subscribe to sports magazines to get a good mailing list • Disadvantages-direct mail is the most expensive