Download Chapter 3 Section 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
• 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
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
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
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
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
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
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
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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
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
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
Sports Camps and Clinics
• Good Marketing Equals Success
• Promotion-Get the word out about the event
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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
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
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
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, nontraditional 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
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