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Lesson 3.2

Lesson 3.2. 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. Motivational Speaking and Writing.

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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

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