Sports MArketing 3410 LSU – Flashcards
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fifth
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LSU rank for biggest college football brands
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the athletes
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What does NIKE focus on for visibility
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Mark Mcarmic
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Who founded the first Sports Agency?
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Mark Mcarmic
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Who wrote Professor Karam's favorite business book
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to gain credibility
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Companies Co-brand because
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a. The vision for the future b. See a trend before the trend develops c. Being able to react d. And being the first there
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What is Sagacity
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All State on field goal nets
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Example of Sagacity
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The personality of the Athletes
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What makes Sports marketing different from marketing
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perceived vs desired image
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number one article in Harvard Business school
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What you want people to see you as, versus what people really see you as
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Desired Vs. Percieved
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Michael does, Kobe doesn't
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Who gets desired vs. perceived image
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1/24 of a second
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how fast are images created
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10 seconds people can perceive 70% what your brand is going to be like
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The Thin Slice
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perfromance + personality + visibility X Trust
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Personal Brand Formula
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Harvard professer Steven Geiser
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Who created it
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Must know how to manage it and take advantage of opportunites
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What must you do with your personal brand
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credibility
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What does performance enhance
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late night talk shows, or play in more visible areas (NEW York)
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how can you increase visibility
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celebrity endorser
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A successful personal brand leads to what
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Their well knowns
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What is athlete/celebrity know for
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1. Drive Sales 2. Change perception of a product
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2 reasons to get athlete endorsments
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odell with head and shoulders drive sales Drew Brees with three wheel motorcycles makes them seem less dorkey
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example of each
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i. Familiarity ii. Product match the celebrity iii. Esteem (Lost of trust is lost of esteem) iv. Lost of trust means lost of celebrity endorsement v. Differentiate
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factors enhancing celebrity endorsments
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a. 38% vocal, tone of voice b. 55 % visual, c. 7% word placement
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likablity factors
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Tiger Woods, Donald Sterling
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example of mismanaged apology
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Perfect Fit
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Troy Palamalu and Head and Shoulders
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public relations, community relations, media relations, and social media, press hospitality
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Factors of Public Opinion
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Dealing with integrity through various forms of media to maintain a positive image or overcome a negative one
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Public relations
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ignoring the media is risky, mismanage the press and they will write poorly about you or worse not at all
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media relations
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charity
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community relations
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Saints almost move to San Antonio after bad press for owner Tom Benson, then Katrina hits and Saints have to stay to help rebuild and give hope to community
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Saints / San Antonio situatuion
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B.A.T.N.A., Reservation price, zone of possible agreement
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3 main parts of negotations
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Multiple equivalent substantial options (LSU only had Jimbo, they failed)
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M.E.S.O.
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best alternative to a negotiated agreement (Jimbo stays at FSU)
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B.A.T.N.A.
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Highest/ Lowest price you are willing to pay/take
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Reservation Price
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area where your reservation meets the asking price (LSU 6 mill, Jimbo 7 mill)
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the zone of possible agreement
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must prepare heavily if you are too win a negotiation
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Preparation is the assumed 4th
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must manage your persona brand well or future negotiations will be hindered
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Personal Brand in negotations
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Texas, Michigan, Notre Dame, Bama, LSU
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Most valued college football brands
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how you evaluate the negotiations afterwards, were you treated fairly? or abused?
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Subjected Value Inventory
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Personal Brand, Sagacity, perceived vs desired image
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The Three most important things in negotiations
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form of advertising
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What is Sponsership
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companies enter contractual agreement with sports entity (Gatorade and NFL)
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What happens in sponsership
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All State Suger Bowl
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Title Sponser
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Rose Bowl brought to you by Vizio
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presenting sponser
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BOSE for the NFL
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primary sponser
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Smoothie King Arena, Staples Center
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Naming Rights
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Reasons you hope to get, Benefits what you actually get
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Reasons vs Benfits
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i. Drive sales ii. Name recognition iii. Target Market iv. Image enhancement (University of Phoenix Stadium) v. Exposure opportunities (Very selective)
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sponsorship reasons
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1. Exclusivity, 2. Signange, 3. On-Site promotions, 4. Entertainment/ hospitality, 5. Co-Branding,
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Benefits
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1. If you're lucky 2. Important to be mindful during contract negotiations 3. Only and official provider of XYZ 4. Abita Springs contract with Tiger Stadium edged out Coca-Cola when Coke began offering Dasani because Abita Springs had an exclusivity contract on water with TAF.
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Exclusivity
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1. In-arena (Primary Sponsor, Secondary sponsor, etc.) 2. On-field (or on players) a. Joyce Julius b. iTVX c. Nielson
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signage
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Company that analyzes how many times logo is seen clear and in-focus ii. Must appear for 1-8 seconds iii. Where on the screen does it appear (9 quadrants) iv. Assigns it a score v. Measures it against the cost of a 30-second ad and quantifies that into how much free advertising the brand got during the event
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nielson
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a. Promotional Giveaways b. Towels on the seats, bobble heads, etc.
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3. On-Site Promotions
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a. Ticket Giveaways b. Bringing people on-field i. Fastenal with NASCAR 1. Used this to entertain over 2,800 clients 2. Increased sales of NASCAR products at Fastenal 30%
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4. Entertainment/Hospitality
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a. Official event sponsor b. "Official Bank of the NFL
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5. Co-Branding
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ambush marketing, Crisis and public opninion, tragedies, personal failure, product failure, forgetting the fans Lack of quality activation lack of due dilgence
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why sponsorship fail
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1. Company not entered into a contract still gains or attempts to gain entry & access into a venue and infringes upon the rights of legitimate sponsors
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ambush marketing
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a. Economic i. Wachovia Open after the economic bailouts looked ostentatious ii. Renamed the Quail Hollow Open to avoid the appearance of wasting economic relief funds
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Crisis and public opinion
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i. Someone dies at the event ii. Kmart 500 1. Safety nets failed; tire landed in crowd 2. Brand permanently damaged and associated with the death of a fan at their race
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Tradegies
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Tiger woods, Lance Armstrong
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Personal Failure
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Under Armor Skate suit at Olympics 2014
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Product failure
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a. SBC sponsoring the Michigan/OH State rivalry game b. Turned "The Game" into the "The SBC Game" c. Sponsorship was canceled because Michigan alumni said the game was not for sale; crashed the university president's email and protested at the administration offices
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Forgetting the fans
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a. Not understanding all contractual details b. Making assumptions
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Due Diligence
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a. The sponsorship is not executed at a superior level b. No attention to detail or quality c. Appears cheap and not-well-thought-out d. Corners were cut
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5. Lack of quality activation
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-situation with Clippers owner Donald Sterling selling his team -his job is to protect the brand, TV contracts, etc. of the NBA and keep up the Public's Perception of the brand
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Adam Silver
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Tiger's father buried in an unmarked grave in Missouri 1. media called to see an explanation of why, but was completely shut down
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. Eldrick's 40th Birthday
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. CEO of John Hancock 1. Knew he could use Sports Sponsorship a. chose the Olympics, the MLB, and Women's Figure Skating i. got bundle of tickets for these special events: uses tickets as incentive amongst his sales force with a competition for all access tickets on top performers
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Dave D'ellasandra
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A. He would look at the seating chart and strategically manage the seating arrangement of select clientele who were attending the game that night to best meet their specific needs
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David Stern
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1. The Venue a. the tradition and history of the stadium 2. The Players a. Yankees have a reputation of being classy, clean shaven b. Red Sox decided to take on the grungy, more rugged look 3. The Fan Experience a. doing things to keep the fans entertained the whole game and enjoy it
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The Boston Red Sox Brand was successful because of 3 things:
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Karam thinks sponsorships fail because lack of quality activation= do event but execute poorly
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Why does Karam believe sponsherip fail
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commercial with Soccer stars messi donavon and david luiz during world cup
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Gatorade example of ambush marketing
