How can sport/event marketers establish positive relationships with their customers/clients

Presentation on theme: "2.05 Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome."— Presentation transcript:

1 2.05 Understands the concepts and strategies needed to communicate information about products, services, images, and/or ideas to achieve a desired outcome

2 Select strategies for maintaining/building fan support
OBJECTIVE 1. What are the reasons for maintaining/building fan support. 2. Identify bases of the sport/event product that can be used to maintain/build fan support. 3. Describe techniques that can be used to maintain/build fan support. 4. Demonstrate procedures for selecting strategies to maintain/build fan support

3 Publicity in the sport/event industry:
A local newspaper prints a human-interest story about a college volleyball player. Publicity is any non-personal presentation of ideas, goods, or services that is not paid for by the individual or organization that benefits from or is harmed by it. Since a newspaper article is a message that is not paid for by the individual featured in the article, it is an example of publicity. Unless a message is communicated (e.g., election of an official), it is not considered publicity. A business owner who purchases baseball uniforms and equipment for a Little League baseball team is a sponsor. Advertising is form of paid communication.

4 Public-relations strategies
Specific images. Public-relations strategies are developed to create and maintain a specific image or impression about an individual, team, or organization with the various publics they encounter. A low profile, suitable illusion, or indifferent attitude might be considered a desired or specific type of image.

5 Primary objective of developing sport/event public-relations strategies
Establish a feeling of goodwill with all of the organization's fan bases. Public relations is defined as a function of business designed to establish and maintain positive relationships between a business and its various publics. Creating goodwill is a part of establishing positive relationships. Developing positive relationships with sponsors and advertisers is often a function of public relations; however, it is not always the primary consideration. Some sport/event businesses do not have corporate sponsors or advertisers. The way to build positive relationships with local businesses and media is to establish goodwill rather than boost sales and encourage publicity. Publicity is one way that public-relations people communicate a message.

6 The importance of fan support to sport/event activities
Without ongoing fan support, a performer's popularity or an organization's profitability decreases. Fans purchase tickets, memorabilia, and sponsorships and support tax initiatives. These actions contribute to the level of popularity or profitability. Although spectators make up a very important fan base, it cannot be assumed that all sport/event marketers consider it the most important fan base. Public-relations strategies are designed to maintain a certain image by creating a feeling of goodwill. Small sport/event venues are often successful in building and maintaining fan support

7 The importance of building positive relationships with the media
The means to spread news to the masses. Television, radio, newspapers, magazines, and the Internet are media tools that can distribute information very quickly to a lot of people. By maintaining positive, trusting relationships with members of the media, sport/event marketers can often influence the media to distribute positive publicity and encourage them to be fair when unfavorable news breaks. The media (e.g., broadcast) are often subject to government regulation. Advertising is a paid form of promotion. Members of the media have a lot of control over the content of their publications or broadcasts.

8 Answer the following questions

9 #1 Which of the following is an example of publicity in the sport/event industry:
A. The national soccer league secures advertising spots on network television stations. B. A business owner purchases baseball uniforms and equipment for a Little League team. C. A local newspaper prints a human-interest story about a college volleyball player. D. The International Olympic Committee elects a new president to its governing board.

10 #2 Sport/Event marketers use public-relations strategies to create and maintain
A. Low profiles. B. Suitable illusions. C. Specific images. D. Indifferent attitudes.

11 # 3 The primary objective of developing sport/event public-relations strategies is to
A. encourage local businesses to purchase more tickets, concessions, and merchandise. B. develop positive relationships with corporate sponsors and advertisers. C. promote publicity efforts with key members of the media and business community. D. establish a feeling of goodwill with all of the organization's fan bases.

12 #4 Which of the following statements is true regarding the importance of fan support to sport/event activities: A. Without ongoing fan support, a performer's popularity or an organization's profitability decreases. B. Building fan support involves public-relations strategies designed to increase short-term sales. C. Large sport/event organizations are usually more successful in building fan support than smaller organizations. D. Most sport/event marketers consider spectators their most important fan base.

13 # 5 Sport/Event organizations need to build positive relationships with the media because they have
A. the means to spread news to the masses. B. very few regulations that they must follow. C. the ability to control advertising sponsors. D. little control over what is considered newsworthy

14 Complete the following activity with YOUR team
Collaborate with your team and brainstorm strategies for maintaining/building fan support for “YOUR selected sport that you are promoting for your branding activity. Select five strategies to present to the class athletic Prepare a summary of your ideas, type them out and turn them into the box when you’re finished.

15 The End Any Questions????

Why is it important for a professional sports organization to develop relationships with the media?

Which is an advantage to a sports organization that develops an interactive relationship with the broadcast and print media?

Why should salespeople create favorable impressions during the initial contact with sport event customers?

Why might a sport or an event organization price entry fees for a marathon below the normal rate?