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Lecture 3

SPM 325 Lecture 3: SPM 325 1/29

3 Pages
73 Views
Spring 2018

Department
Sport Management
Course Code
SPM 325
Professor
Dennis Deninger
Lecture
3

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SPM 325!
1/29!
Fan Connections:!
I. Sports Public Relations!
A. Identify, establish and maintain beneficial relationships!
B. Generate favorable publicity and minimize unfavorable publicity !
C. Communications is an eective brand building tool!
1. It creates interest and inventory that can generate revenue !
II. All sports are “contact sports”!
A. Every point of contact you have with the Sports Product leaves you with an impression,
or creates a “sensation”!
B. Every Brand Extension is a “point of contact,” an opportunity to communicate !
1. media coverage!
2. merchandise !
3. video games!
4. music!
5. food and beverage!
6. websites and social media !
7. tickets!
8. programs, books!
9. fantasy / statistics!
10. mascots!
III. Communications connections!
A. All components combine in the fan’s mind to form a personal representation of each
sports product!
B. Each core element and product extension of sport provides an opportunity for
communication!
1. It’s the responsibility of the Communications and Marketing teams to put them to
use for the advantage of the sports organization!
IV. Sensation Transference (Louis Cheskin)!
A. People transfer the sensations and impressions they get from the packaging of a
product to the product itself!
B. On an unconscious level, people do not distinguish between product and package !
C. The product = the package and the product combined!
V. Fan Entryways!
A. Participation: you played or still play!
B. The on-site experience!
C. The media (most prolific) !
D. Word of mouth: phone, text, internet!
E. Mentors: connect through parents, coaches!
VI. What are you “decision factors”!
A. Buying a ticket / attending in person!
1. Schedule, record, stars, price, seat, facility, weather, trac, parking, food!
B. Watching on TV!
1. Schedule, access to game feed, matchup, stars, pictures, analysis, audio,
commentators!
C. Internet / mobile sports coverage!
1. Accuracy, attitude, speed, content depth, video access!
D. Fantasy sports!
1. Social connections, free! user ease, amenities, info access, interactivity!
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Description
SPM 325 129 Fan Connections: I. Sports Public Relations A. Identify, establish and maintain benecial relationships B. Generate favorable publicity and minimize unfavorable publicity C. Communications is an eective brand building tool 1. It creates interest and inventory that can generate revenue II. All sports are contact sports A. Every point of contact you have with the Sports Product leaves you with an impression, or creates a sensation B. Every Brand Extension is a point of contact, an opportunity to communicate 1. media coverage 2. merchandise 3. video games 4. music 5. food and beverage 6. websites and social media 7. tickets 8. programs, books 9. fantasy statistics 10. mascots III. Communications connections A. All components combine in the fans mind to form a personal representation of each sports product B. Each core element and product extension of sport provides an opportunity for communication 1. Its the responsibility of the Communications and Marketing teams to put them to use for the advantage of the sports organization IV. Sensation Transference (Louis Cheskin) A. People transfer the sensations and impressions they get from the packaging of a product to the product itself B. On an unconscious level, people do not distinguish between product and package C. The product = the package and the product combined V. Fan Entryways A. Participation: you played or still play B. The onsite experience C. The media (most prolic) D. Word of mouth: phone, text, internet E. Mentors: connect through parents, coaches VI. What are you decision factors A. Buying a ticket attending in person 1. Schedule, record, stars, price, seat, facility, weather, trac, parking, food B. Watching on TV 1. Schedule, access to game feed, matchup, stars, pictures, analysis, audio, commentators C. Internet mobile sports coverage 1. Accuracy, attitude, speed, content depth, video access D. Fantasy sports 1. Social connections, free! user ease, amenities, info access, interactivity
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