What's The Difference Between Reach And Frequency?
APSM 2310-001 Contemporary Issues in APSM –Spring 2014
Chapters 14-19 & 22 (omit 20-21) and in-class discussions, lectures, Class PowerPoints (PPT) handouts/articles
Chapter 14 & Sports Sales PPT
The majority of entry-level jobs in sport management sales Four (4) factors that influence purchasing decisions
Quality
Quantity
Time
Cost
The sales process (historically vs. today);sales strategies and methods
Certain myopias slowed the growth of the sports marketing profession.
One-size-fits-all packages, lack of foresight in marketing
Evolution of marketing happened through increased competition for the entertainment dollar and through professionally trained …show more content…
sport marketers.
Sales strategies and methods
Database marketing
Creation and management of database that includes consumer demographics
Ability to access, understand, and utilize information valuable to the maximization of sales efforts
Utilize database to generate sales through direct mail, telemarketing, and personal sales
Personal selling incorporates database into face-to-face, in person selling
Benefit selling
Promotion and creation of new benefits to offset existing perceptions of the sport product or service
Understand which objections customers have to your product or service, and why
Once benefits have been identified, they must be publicized and must be judged by the consumer to have worth or value
Ex. flex books
Aftermarketing
Process of retaining customers
Encourages organizations to view season ticket holder not as a one-time $8,000 customer but, as a potential $80,000 client over the span of 10 years.
Denver Broncos –Peyton Manning
Up selling
Escalator concept” (Examples)
Sport organizations strive to move customers up the escalator from purchasing single-game tickets to mini-ticket plans to season ticket packages
Sponsorship sales
Increase company’s involvement with your sport organization
Never be satisfied with simply renewing a customer at his or her current level of involvement
Eduselling
Evolutionary form of selling that combines needs assessment, relationship building, customer education, and aftermarketing
Monitoring consumer utilization and satisfaction through regular communication
Proactively assisting customers in developing ways to better utilize and leverage their investment with the organization
History of sport promotion?
Product orientated approach vs. consumer-orientated approach (Are there shifts/trends?)
Think of how advertising has shifted from product shots (focusing on features and benefits of a product) to selling a LIFESTYLE!
Long-term vs. short-term sales benefits/approaches
Fan Cost Index (FCI) What does this mean?
The cost of taking a family of 4 to a game for each of the major leagues
Average cost of tickets for a family of four to a MLB game
$107, $194 w/concessions
Sport sales vs. traditional consumer product sales emotion What is the “club sandwich” recipe for success?
Season tickets = 50%
Advanced tickets = 25%
Group sales = 20%
Day of game = 5%
Naming Rights (Review types of naming rights in sport sales/sports industry)
Opportunity to sell entitlement of arena or stadium, practice facility, or the team itself
“New” phenomenon resulting in a significant new revenue stream for sport organizations
Includes clauses designed to ensure that sport organizations get back for free their ability to sell their facility’s name if the purchasing company becomes insolvent
Chapter 15 & Sport Sponsorship PPT
Sport Sponsorship
What is sponsorship?
Cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property
One of most prolific forms of sport marketing
Sponsorship fees often exceed $10,000,000 per year and are structured as multiyear deals
Provides a company with association, value, exposure, and opportunities to leverage their affiliation to achieve marketing objectives
Evaluating sport sponsorship (text, pages 378-379)
Vital due to growing financial commitments necessary to effectively activate sport sponsorship programs
No one exact formula for measuring ROI
For ROI, companies use the following:
Internal feedback, sales/promotion bounceback measures, print media exposure, television media exposure, primary consumer research, dealer/trade response, and syndicated consumer research
Difficult to determine precisely how much incremental sales are directly attributable to a specific sponsorship program.
Many companies conduct periodic consumer surveys to determine ROI.
Companies often hire professional sport research firms* to perform media evaluation research that examines corporate sponsorship and brand exposure through television and print media coverage of sports events.(*strong research skills is valuable to possess!)
Reasons for the growth in sport sponsorship
Increased media interest in sports.
Companies can “break through the clutter” of traditional advertising.
Sponsorship can reach its target consumer through consumers’ lifestyles.
Enable corporate marketers to reach specific segments, such as the following:
Heavy users, shareholders, and investors; or specific groups that have similar demographics, psychographics, or geographic commonalities
Today sport sponsorship has become a discipline involving serious research, large investments, and strategic planning
Types of sales promotion
In-Venue Promotion
Increase the amount of “value-added” benefits that teams provide their paying customers
Traditional giveaways: Sponsor underwrites the cost of a “premium” item in exchange for its logo on the item and advertising support that pre-promotes the event
Continuity promotions: Require fans to attend multiple games to obtain giveaways
Success of promotion varies widely based on time of season, teams’ win–loss record, day of promotion, opponent, and perceived quality of the item
Incremental increase in fans
In-Store Promotion
Companies often leverage sponsorships at retail level
Premiums Merchandise offered free or at a reduced price as an inducement to buy a different item or items
Contests/sweepstakes
Sampling One of the most effective sales promotion tools to induce consumers to try a product
Point-of-sale or point-of-purchase materials P.O.S. (point-of-sale) P.O.P. (point-of-purchase) Used by marketers to attract consumers’ attention to their product/service and their promotional campaign at the retail level
Coupons
Sport Sponsorship platforms
Governing body sponsorship: Entails securing “official sponsor” status
Team sponsorship: Appropriate platform for local/regional companies or companies with smaller marketing budgets
Athlete sponsorship: Involves some type of endorsement of the sponsor’s product or service
Media channel sponsorship- Companies that purchase advertising or programming during sport-related broadcasts
Facility sponsorship- Enables companies to tie directly to the event atmosphere
Event sponsorship- Tie directly to event atmosphere
Sport-specific sponsorship- Enables company to direct its sponsorship efforts to a specific sport “watershed” in the evolution of sport sponsorship?
1984 olympics
Peter Ueberroth and his significance to sport sponsorship
1984 olympics commissioner of MLB raised the bar in sponsorship
Activation
Sponsors commit financial resources in support of its sponsorship through promotion and advertising that thematically includes the sport property’s image
Which professional sports LEAGUE does the BEST job with in-stadium promotion?
MLB
Chapter 16 & Sport Communication PPT
Sports Public Relations (PR) “umbrella” (See PPT/ the components of Sports PR
Media relations, crisis management, employee communications, publicity, online communications, community relations, cause relate PR, Financial/investor relations, integrated rol with marketing, sales, and advertising objectives
Publicity vs. public relations
PR is internal and external
How is PR different from advertising?
Tools- Advertising works through mass media; public relations relies on a variety of tools.
Audience- Advertising addresses external audiences; public relations targets specialized audiences.
Scope- Advertising is a communications function; public relations is broader in scope.
Function- Advertising is a tool; public relations often supports advertising campaigns.
How is PR different from marketing?
Focus- Public relations is concerned with relationships; marketing is concerned with customers and selling products or services.
Language- Different words are used by each profession to express similar meanings.
Method- Public relations relies on two-way dialogue; marketing relies on persuasion.
How is PR different from journalism?
Scope- Public relations has many components; journalism has only two: journalistic writing and media relations.
Objectives - Journalists are objective observers; public relations personnel are advocates. However, discuss “objectivity” in the media landscape.
Audiences- Journalists focus on a mass audience; public relations professionals focus on defined publics.
Channels- Journalists use only one channel; public relations uses a variety of channels.
What’s the value of public relations (PR)?
The world doesn’t need more information, but sensitive communicators to interpret its relevancy for people.
PR practitioners explain the goals and objectives of clients and employees to the public and provide them with guidance.
What is a press release (also known as a media release or news release), and why is it used?
Basic interpretive mechanism to let people know what an organization is doing and are sent out to editors and reporters in hopes of stimulating favorable stories about the organizations
What are some negative terms for PR
Spin/Framing
Flack
Chapter 17 & Sport Broadcasting PPT
What’s the difference between reach and frequency?
Reach: How vast is your reach (territory/audience base)
Frequency: # of times you reach this designated audience
Significance of the Sports Broadcasting Act of 1961 was a result of antitrust litigation over Rozelle’s plan.
Granted professional football, baseball, hockey, and basketball teams immunity from antitrust actions regarding the pooled sale of broadcast rights
Federal agency that regulates the communication industry
Federal communications commission
Sports audiences compared to other audiences? What generalization can be made about sport audiences (see PPT)
60-70% male, 18-34 age, loyal
1. An audience that is either large enough to attract advertisers who will pay the bills or
2. An audience eager enough to purchase information and entertainment in numbers great enough to cover cost of production
Largest television audience (which sporting event generates the largest audience) globally
World cup soccer
1960s The growth in sport broadcasting was dominated by which two men?
NFL commissioner Alvin “Pete” …show more content…
Rozelle
ABC executive Roone Arledge
Chapter 18 Sport and “New” Media Chapter & “How Social Media Has Transformed Sports PR” PPT
Who was the original target audience for Facebook?
How has Twitter influenced the culture of sport?
Athletes are managing their own identities online
Which professional team was the first to use mobile ticketing? (textbook)
Oakland athletics
What are some advantages of mobile ticketing in sports? (textbook)
Avoid printing costs
Avoid lines
Why do people engage in social media? (What are the main reasons?)
The platforms, tools, and applications that allow consumers to connect, communicate, and collaborate with others.
Which college conference engages most in social media with their fans? (textbook)
Big 10
Which NBA team owner met with resistance from the league because of his/her personal blog? (textbook) cuban Top U.S. Athlete on Twitter (measured by followers)
LeBron James
Two two athletes (globally, not just U.S.) on Twitter (measured by followers)
Christiano Rinaldo
Ricardo Kaka
Sport that accounts for 8 out of the top 10 global sports athletes ranked Top 10 on Twitter soccer How and in which ways has social media affected Sports PR?
Shift in power, shift in access
Media: new platforms for untold stories without pressure of dominant media conglomerates and ratings
Citizen journalism
Managing crisis communication
Athletes are managing their own identities
Shift in Power -inclusive versus exclusive
Empowerment of athletes to have their own “voice”
Opportunity to PR professionals to re-examine their “Best Practices” to help athletes help themselves in image management and crisis management prevention
Media and technology training to the masses (inclusive of all employees, not just the "talking heads”)
Immediacy -immediate opportunity to respond directly from the source (not via mainstream media) during a crisis.
Positive and negative outcomes due to immediacy of the medium
Connectedness of athlete-to-fan and (two-way engaged communication) fan-to-athlete
Opportunity to reach targeted audience /public
Increased exposure and access to non-traditional sports for publicity and fan access (not contingent on media ratings!)
What does transparency mean in relation to PR in sports? Is it on the rise or decline in the sports industry?
Media training –scope far beyond the appointed company spokesperson. All employees can become brand extensions.
Increased need for synergy –integration of multiple mediums and technologies.
Crisis Management (majority of PR crises are human-related)
How we communicate –medium and tactics
Possible social media trends in Sports PR (see PPT)
Nfl players inc., partnership with opendorse this summer
Shaq & Twitter mobilizing Twitter fans –> increased viewership-à increased
ratings
Chapter 19 Sporting Goods and Licensed Products & PPT
Which college was the first to enter a formal licensing agreement in 1973?
UCLA
History of Sporting Goods
1811: George Tryon, gunsmith, carved out niche with people interested in sports; expanded into fishing tackle business.
Tyron became major sporting good wholesaler east of the Mississippi River.
1840–1850s: Michael Phelan and John Brunswick established production of billiards equipment.
1888: Rawlings began operations in St. Louis.
A.J. Spalding
Created sporting goods manufacturing giant based on selling to expanding American middle class
Adopted technological advances for manufacturing
Created and fostered markets for products
Produced guides on how to play/exercise and promoted grassroots sport competitions
Gained credibility with consumers by claiming official supplier status with baseball’s National League
Created profitable distribution system:
Company sold directly to retailers at a set price with the guarantee that retailers would sell at a price that Spalding set
Created stable markets for Spalding goods and eliminated price cutting at the retail level
1906: Sporting Goods Manufacturers Association (SGMA) founded
1950s: After Korean War, spending on sporting goods increased
1960s: Imported products arrived in greater numbers in American market
1970s: Increased recognition of product liability and injuries associated with sports equipment
1980s–1990s: Growth as products and consumer demographics became more diverse
Began as an offshoot of Knight’s original company: Blue Ribbon Sports
Name originated from ….beer
Nike 20 billion dollar brand ($20B)
Competition trying to catch up
Adidas bought Reebok for $3.8 billion in 2005
What’s a Reebok?
Licensee vs. Licensor
Licensee(s) –manufacturer of the products
Reebok, Nike, etc.
Licensors-(teams and leagues)
NFL, Cowboys, Mavericks, etc.
Which athletic footwear company was the first to design a running shoe?
Nike began as an offshoot of which company?
Began as an offshoot of Knight’s original company: Blue Ribbon Sports
First company to design a women’s athletic shoe (first lasted women’s tennis shoe)
What’s Super Show? What’s a Reebok?
Super Show is the biggest footwear industry trade show event.
Reebok= gazelle
Reebok vs. Nike’s NFL licensed partnership deal
Nike’s NFL licensed apparel partnership : $1.1 billion (32 teams) 2012
Reebok ( in 2000) signed 10-year $250 million deal with NFL (32 teams)
The main objective of a Niketown in major cities throughout the U.S. (class discussion)
NOTE: No questions from Chapter 20 & 21
Chapter 22 & Career Preparation and Careers in Sport PPT & Branding of YOU PPT
Informational interviews
Expands your understanding of an industry, an organization, or a particular job or department by speaking to someone who is already there.
Serves as a foundation for your career while building a strong network base.
Have your questions prepared before you call in the event the person you are trying to reach is available immediately.
Ask for suggestions on who else to contact in the industry of interest.
Tips on Interviewing and general information about what matters most in interviewing (see PowerPoint and handout)
Preparation
The more time you spend in preparation, the more comfortable you will be in the interview; consequently, the greater your opportunity for a successful interaction.
Take time to assess yourself. Evaluate your strengths and weaknesses. Evaluate the person you are, not the person you would like to be.
Know the organization.
The Interview
Interviewers are looking not just for particular skills, but also for personal attributes of a successful professional.
Interviews are limited in time; therefore, it is important to begin appropriately.
Become familiar with behavioral-type interviewing questions.
Best predictor of future performance is past performance in a similar situation.
Follow-up
Assess the interview.
Write a thank-you note.
(email immediately and then a handwritten or typed thank you –explain differences here)
Call the interviewer if you have something to add.
Call the organization if it hasn’t gotten back to you in the designated time. résumés and cover letters
Present yourself as a colleague, not “just” a student
Use industry language (in-person versus computer screening for job applicants)
Present experience as a lens toward career goal
Convey learning (Strategic thinking!!)
Quantify whenever appropriate (How much money did you raise? How many people attended your event?)
Assemble a portfolio (Example: Sports PR writing portfolio –hard copy – also, online portfolios are very common these days)
Heading
Provide a phone number where you will get messages if you are not home and a professional email address (examples) you regularly check, and that your social media presents an image you want employers to see
Objective
Optional (review pros and cons of this!)
Education
Include all colleges attended; GPA if greater than 3.0 honors and awards; international/national exchange experience (don’t include high school unless exceptional achievements)
Experience
Think in terms of your accomplishments, what you brought to the organization, and any positive changes resulting from your work there.
Accomplishments
Include major accomplishments demonstrating the qualities an employer looks for in a potential employee.
Skills/Activities
List all appropriate and/or relevant skills and activities.
Cover letter
Use the cover letter to enhance the résumé, not restate it.
Each letter should address the specific concerns of the organization to which you are applying.
Thoroughly research each organization and, after careful analysis, write a letter that demonstrates your value to the prospective employer.
Adapt your letter for each situation and always be able to offer specific examples to confirm the main points of your experiences.
Importance of internships
Increased experience = Increased marketability. Take advantage of internship opportunities available and gain experience in the industry. Create your own volunteer opportunities.
General rule of thumb for putting GPA on résumés if greater than 3.0 honors and awards; international/national exchange experience
General rule of listing high school on your résumés don’t include high school unless exceptional achievements
Importance of thank you letters (email/snail mail?)
What’s the purpose of a professional portfolio?
What’s the average amount of time a HR (Human Resources) person spends reviewing a résumé?
6 seconds?
Leading sport management employment websites
SBJ, WorkinSports, Teamwork online, malayke.com,
As noted above on this study sheet, some general questions from any articles/handouts distributed in class could be included in the final exam (only articles/handouts after Test # 2 –not cumulative throughout semester).
Chapters 14-19 & 22 (omit 20-21) and in-class discussions, lectures, Class PowerPoints (PPT) handouts/articles
Chapter 14 & Sports Sales PPT
The majority of entry-level jobs in sport management sales Four (4) factors that influence purchasing decisions
Quality
Quantity
Time
Cost
The sales process (historically vs. today);sales strategies and methods
Certain myopias slowed the growth of the sports marketing profession.
One-size-fits-all packages, lack of foresight in marketing
Evolution of marketing happened through increased competition for the entertainment dollar and through professionally trained …show more content…
sport marketers.
Sales strategies and methods
Database marketing
Creation and management of database that includes consumer demographics
Ability to access, understand, and utilize information valuable to the maximization of sales efforts
Utilize database to generate sales through direct mail, telemarketing, and personal sales
Personal selling incorporates database into face-to-face, in person selling
Benefit selling
Promotion and creation of new benefits to offset existing perceptions of the sport product or service
Understand which objections customers have to your product or service, and why
Once benefits have been identified, they must be publicized and must be judged by the consumer to have worth or value
Ex. flex books
Aftermarketing
Process of retaining customers
Encourages organizations to view season ticket holder not as a one-time $8,000 customer but, as a potential $80,000 client over the span of 10 years.
Denver Broncos –Peyton Manning
Up selling
Escalator concept” (Examples)
Sport organizations strive to move customers up the escalator from purchasing single-game tickets to mini-ticket plans to season ticket packages
Sponsorship sales
Increase company’s involvement with your sport organization
Never be satisfied with simply renewing a customer at his or her current level of involvement
Eduselling
Evolutionary form of selling that combines needs assessment, relationship building, customer education, and aftermarketing
Monitoring consumer utilization and satisfaction through regular communication
Proactively assisting customers in developing ways to better utilize and leverage their investment with the organization
History of sport promotion?
Product orientated approach vs. consumer-orientated approach (Are there shifts/trends?)
Think of how advertising has shifted from product shots (focusing on features and benefits of a product) to selling a LIFESTYLE!
Long-term vs. short-term sales benefits/approaches
Fan Cost Index (FCI) What does this mean?
The cost of taking a family of 4 to a game for each of the major leagues
Average cost of tickets for a family of four to a MLB game
$107, $194 w/concessions
Sport sales vs. traditional consumer product sales emotion What is the “club sandwich” recipe for success?
Season tickets = 50%
Advanced tickets = 25%
Group sales = 20%
Day of game = 5%
Naming Rights (Review types of naming rights in sport sales/sports industry)
Opportunity to sell entitlement of arena or stadium, practice facility, or the team itself
“New” phenomenon resulting in a significant new revenue stream for sport organizations
Includes clauses designed to ensure that sport organizations get back for free their ability to sell their facility’s name if the purchasing company becomes insolvent
Chapter 15 & Sport Sponsorship PPT
Sport Sponsorship
What is sponsorship?
Cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property
One of most prolific forms of sport marketing
Sponsorship fees often exceed $10,000,000 per year and are structured as multiyear deals
Provides a company with association, value, exposure, and opportunities to leverage their affiliation to achieve marketing objectives
Evaluating sport sponsorship (text, pages 378-379)
Vital due to growing financial commitments necessary to effectively activate sport sponsorship programs
No one exact formula for measuring ROI
For ROI, companies use the following:
Internal feedback, sales/promotion bounceback measures, print media exposure, television media exposure, primary consumer research, dealer/trade response, and syndicated consumer research
Difficult to determine precisely how much incremental sales are directly attributable to a specific sponsorship program.
Many companies conduct periodic consumer surveys to determine ROI.
Companies often hire professional sport research firms* to perform media evaluation research that examines corporate sponsorship and brand exposure through television and print media coverage of sports events.(*strong research skills is valuable to possess!)
Reasons for the growth in sport sponsorship
Increased media interest in sports.
Companies can “break through the clutter” of traditional advertising.
Sponsorship can reach its target consumer through consumers’ lifestyles.
Enable corporate marketers to reach specific segments, such as the following:
Heavy users, shareholders, and investors; or specific groups that have similar demographics, psychographics, or geographic commonalities
Today sport sponsorship has become a discipline involving serious research, large investments, and strategic planning
Types of sales promotion
In-Venue Promotion
Increase the amount of “value-added” benefits that teams provide their paying customers
Traditional giveaways: Sponsor underwrites the cost of a “premium” item in exchange for its logo on the item and advertising support that pre-promotes the event
Continuity promotions: Require fans to attend multiple games to obtain giveaways
Success of promotion varies widely based on time of season, teams’ win–loss record, day of promotion, opponent, and perceived quality of the item
Incremental increase in fans
In-Store Promotion
Companies often leverage sponsorships at retail level
Premiums Merchandise offered free or at a reduced price as an inducement to buy a different item or items
Contests/sweepstakes
Sampling One of the most effective sales promotion tools to induce consumers to try a product
Point-of-sale or point-of-purchase materials P.O.S. (point-of-sale) P.O.P. (point-of-purchase) Used by marketers to attract consumers’ attention to their product/service and their promotional campaign at the retail level
Coupons
Sport Sponsorship platforms
Governing body sponsorship: Entails securing “official sponsor” status
Team sponsorship: Appropriate platform for local/regional companies or companies with smaller marketing budgets
Athlete sponsorship: Involves some type of endorsement of the sponsor’s product or service
Media channel sponsorship- Companies that purchase advertising or programming during sport-related broadcasts
Facility sponsorship- Enables companies to tie directly to the event atmosphere
Event sponsorship- Tie directly to event atmosphere
Sport-specific sponsorship- Enables company to direct its sponsorship efforts to a specific sport “watershed” in the evolution of sport sponsorship?
1984 olympics
Peter Ueberroth and his significance to sport sponsorship
1984 olympics commissioner of MLB raised the bar in sponsorship
Activation
Sponsors commit financial resources in support of its sponsorship through promotion and advertising that thematically includes the sport property’s image
Which professional sports LEAGUE does the BEST job with in-stadium promotion?
MLB
Chapter 16 & Sport Communication PPT
Sports Public Relations (PR) “umbrella” (See PPT/ the components of Sports PR
Media relations, crisis management, employee communications, publicity, online communications, community relations, cause relate PR, Financial/investor relations, integrated rol with marketing, sales, and advertising objectives
Publicity vs. public relations
PR is internal and external
How is PR different from advertising?
Tools- Advertising works through mass media; public relations relies on a variety of tools.
Audience- Advertising addresses external audiences; public relations targets specialized audiences.
Scope- Advertising is a communications function; public relations is broader in scope.
Function- Advertising is a tool; public relations often supports advertising campaigns.
How is PR different from marketing?
Focus- Public relations is concerned with relationships; marketing is concerned with customers and selling products or services.
Language- Different words are used by each profession to express similar meanings.
Method- Public relations relies on two-way dialogue; marketing relies on persuasion.
How is PR different from journalism?
Scope- Public relations has many components; journalism has only two: journalistic writing and media relations.
Objectives - Journalists are objective observers; public relations personnel are advocates. However, discuss “objectivity” in the media landscape.
Audiences- Journalists focus on a mass audience; public relations professionals focus on defined publics.
Channels- Journalists use only one channel; public relations uses a variety of channels.
What’s the value of public relations (PR)?
The world doesn’t need more information, but sensitive communicators to interpret its relevancy for people.
PR practitioners explain the goals and objectives of clients and employees to the public and provide them with guidance.
What is a press release (also known as a media release or news release), and why is it used?
Basic interpretive mechanism to let people know what an organization is doing and are sent out to editors and reporters in hopes of stimulating favorable stories about the organizations
What are some negative terms for PR
Spin/Framing
Flack
Chapter 17 & Sport Broadcasting PPT
What’s the difference between reach and frequency?
Reach: How vast is your reach (territory/audience base)
Frequency: # of times you reach this designated audience
Significance of the Sports Broadcasting Act of 1961 was a result of antitrust litigation over Rozelle’s plan.
Granted professional football, baseball, hockey, and basketball teams immunity from antitrust actions regarding the pooled sale of broadcast rights
Federal agency that regulates the communication industry
Federal communications commission
Sports audiences compared to other audiences? What generalization can be made about sport audiences (see PPT)
60-70% male, 18-34 age, loyal
1. An audience that is either large enough to attract advertisers who will pay the bills or
2. An audience eager enough to purchase information and entertainment in numbers great enough to cover cost of production
Largest television audience (which sporting event generates the largest audience) globally
World cup soccer
1960s The growth in sport broadcasting was dominated by which two men?
NFL commissioner Alvin “Pete” …show more content…
Rozelle
ABC executive Roone Arledge
Chapter 18 Sport and “New” Media Chapter & “How Social Media Has Transformed Sports PR” PPT
Who was the original target audience for Facebook?
How has Twitter influenced the culture of sport?
Athletes are managing their own identities online
Which professional team was the first to use mobile ticketing? (textbook)
Oakland athletics
What are some advantages of mobile ticketing in sports? (textbook)
Avoid printing costs
Avoid lines
Why do people engage in social media? (What are the main reasons?)
The platforms, tools, and applications that allow consumers to connect, communicate, and collaborate with others.
Which college conference engages most in social media with their fans? (textbook)
Big 10
Which NBA team owner met with resistance from the league because of his/her personal blog? (textbook) cuban Top U.S. Athlete on Twitter (measured by followers)
LeBron James
Two two athletes (globally, not just U.S.) on Twitter (measured by followers)
Christiano Rinaldo
Ricardo Kaka
Sport that accounts for 8 out of the top 10 global sports athletes ranked Top 10 on Twitter soccer How and in which ways has social media affected Sports PR?
Shift in power, shift in access
Media: new platforms for untold stories without pressure of dominant media conglomerates and ratings
Citizen journalism
Managing crisis communication
Athletes are managing their own identities
Shift in Power -inclusive versus exclusive
Empowerment of athletes to have their own “voice”
Opportunity to PR professionals to re-examine their “Best Practices” to help athletes help themselves in image management and crisis management prevention
Media and technology training to the masses (inclusive of all employees, not just the "talking heads”)
Immediacy -immediate opportunity to respond directly from the source (not via mainstream media) during a crisis.
Positive and negative outcomes due to immediacy of the medium
Connectedness of athlete-to-fan and (two-way engaged communication) fan-to-athlete
Opportunity to reach targeted audience /public
Increased exposure and access to non-traditional sports for publicity and fan access (not contingent on media ratings!)
What does transparency mean in relation to PR in sports? Is it on the rise or decline in the sports industry?
Media training –scope far beyond the appointed company spokesperson. All employees can become brand extensions.
Increased need for synergy –integration of multiple mediums and technologies.
Crisis Management (majority of PR crises are human-related)
How we communicate –medium and tactics
Possible social media trends in Sports PR (see PPT)
Nfl players inc., partnership with opendorse this summer
Shaq & Twitter mobilizing Twitter fans –> increased viewership-à increased
ratings
Chapter 19 Sporting Goods and Licensed Products & PPT
Which college was the first to enter a formal licensing agreement in 1973?
UCLA
History of Sporting Goods
1811: George Tryon, gunsmith, carved out niche with people interested in sports; expanded into fishing tackle business.
Tyron became major sporting good wholesaler east of the Mississippi River.
1840–1850s: Michael Phelan and John Brunswick established production of billiards equipment.
1888: Rawlings began operations in St. Louis.
A.J. Spalding
Created sporting goods manufacturing giant based on selling to expanding American middle class
Adopted technological advances for manufacturing
Created and fostered markets for products
Produced guides on how to play/exercise and promoted grassroots sport competitions
Gained credibility with consumers by claiming official supplier status with baseball’s National League
Created profitable distribution system:
Company sold directly to retailers at a set price with the guarantee that retailers would sell at a price that Spalding set
Created stable markets for Spalding goods and eliminated price cutting at the retail level
1906: Sporting Goods Manufacturers Association (SGMA) founded
1950s: After Korean War, spending on sporting goods increased
1960s: Imported products arrived in greater numbers in American market
1970s: Increased recognition of product liability and injuries associated with sports equipment
1980s–1990s: Growth as products and consumer demographics became more diverse
Began as an offshoot of Knight’s original company: Blue Ribbon Sports
Name originated from ….beer
Nike 20 billion dollar brand ($20B)
Competition trying to catch up
Adidas bought Reebok for $3.8 billion in 2005
What’s a Reebok?
Licensee vs. Licensor
Licensee(s) –manufacturer of the products
Reebok, Nike, etc.
Licensors-(teams and leagues)
NFL, Cowboys, Mavericks, etc.
Which athletic footwear company was the first to design a running shoe?
Nike began as an offshoot of which company?
Began as an offshoot of Knight’s original company: Blue Ribbon Sports
First company to design a women’s athletic shoe (first lasted women’s tennis shoe)
What’s Super Show? What’s a Reebok?
Super Show is the biggest footwear industry trade show event.
Reebok= gazelle
Reebok vs. Nike’s NFL licensed partnership deal
Nike’s NFL licensed apparel partnership : $1.1 billion (32 teams) 2012
Reebok ( in 2000) signed 10-year $250 million deal with NFL (32 teams)
The main objective of a Niketown in major cities throughout the U.S. (class discussion)
NOTE: No questions from Chapter 20 & 21
Chapter 22 & Career Preparation and Careers in Sport PPT & Branding of YOU PPT
Informational interviews
Expands your understanding of an industry, an organization, or a particular job or department by speaking to someone who is already there.
Serves as a foundation for your career while building a strong network base.
Have your questions prepared before you call in the event the person you are trying to reach is available immediately.
Ask for suggestions on who else to contact in the industry of interest.
Tips on Interviewing and general information about what matters most in interviewing (see PowerPoint and handout)
Preparation
The more time you spend in preparation, the more comfortable you will be in the interview; consequently, the greater your opportunity for a successful interaction.
Take time to assess yourself. Evaluate your strengths and weaknesses. Evaluate the person you are, not the person you would like to be.
Know the organization.
The Interview
Interviewers are looking not just for particular skills, but also for personal attributes of a successful professional.
Interviews are limited in time; therefore, it is important to begin appropriately.
Become familiar with behavioral-type interviewing questions.
Best predictor of future performance is past performance in a similar situation.
Follow-up
Assess the interview.
Write a thank-you note.
(email immediately and then a handwritten or typed thank you –explain differences here)
Call the interviewer if you have something to add.
Call the organization if it hasn’t gotten back to you in the designated time. résumés and cover letters
Present yourself as a colleague, not “just” a student
Use industry language (in-person versus computer screening for job applicants)
Present experience as a lens toward career goal
Convey learning (Strategic thinking!!)
Quantify whenever appropriate (How much money did you raise? How many people attended your event?)
Assemble a portfolio (Example: Sports PR writing portfolio –hard copy – also, online portfolios are very common these days)
Heading
Provide a phone number where you will get messages if you are not home and a professional email address (examples) you regularly check, and that your social media presents an image you want employers to see
Objective
Optional (review pros and cons of this!)
Education
Include all colleges attended; GPA if greater than 3.0 honors and awards; international/national exchange experience (don’t include high school unless exceptional achievements)
Experience
Think in terms of your accomplishments, what you brought to the organization, and any positive changes resulting from your work there.
Accomplishments
Include major accomplishments demonstrating the qualities an employer looks for in a potential employee.
Skills/Activities
List all appropriate and/or relevant skills and activities.
Cover letter
Use the cover letter to enhance the résumé, not restate it.
Each letter should address the specific concerns of the organization to which you are applying.
Thoroughly research each organization and, after careful analysis, write a letter that demonstrates your value to the prospective employer.
Adapt your letter for each situation and always be able to offer specific examples to confirm the main points of your experiences.
Importance of internships
Increased experience = Increased marketability. Take advantage of internship opportunities available and gain experience in the industry. Create your own volunteer opportunities.
General rule of thumb for putting GPA on résumés if greater than 3.0 honors and awards; international/national exchange experience
General rule of listing high school on your résumés don’t include high school unless exceptional achievements
Importance of thank you letters (email/snail mail?)
What’s the purpose of a professional portfolio?
What’s the average amount of time a HR (Human Resources) person spends reviewing a résumé?
6 seconds?
Leading sport management employment websites
SBJ, WorkinSports, Teamwork online, malayke.com,
As noted above on this study sheet, some general questions from any articles/handouts distributed in class could be included in the final exam (only articles/handouts after Test # 2 –not cumulative throughout semester).