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Chicago Bulls Digital Media Team

April 1, 2018 by Jon Firooz Leave a Comment

Many of my students have an interest in a career in sports marketing.  The draw isn’t terribly surprising considering how much time and money devotes to athletics but most of these students have no idea what a “sports marketing” job actually entails.  This article from the American Marketing Association, “A Night in the Life of the Chicago Bulls Digital Media Team“, does a great job of talking about the responsibilities performed by members of the Chicago Bulls digital media team.

In addition, the article can be a good focal point for a discussion about owned vs. earned media.  It talks about the shift in control of content published from journalists and other media to the franchise owners themselves.

 

Filed Under: Chapter 16 Tagged With: basketball, earned media, owned media, publicity, sports marketing

Promotion Through Influencers

January 3, 2018 by Jon Firooz Leave a Comment

While many promotional strategies are ageless, to be most effective you need to know how to fine-tune your strategy for your target market.  If you’re targeting a particular age-group of individuals, you may be able to capitalize on generational trends.  Authenticity is becoming increasingly important to consumers, particularly to millennials and Gen Z.  This article, “‘This Is A Business Now’: YouTube Stars Influence Generation Z’s Fashion Tastes“, discusses how one woman, Rhea Park, took her interest in fashion and turned it into a business by posting videos of herself modeling and reviewing various outfits.  She has over 250K followers and those followers trust her reviews more than they would trust content found on the designer’s website because Rhea’s videos are perceived as unbiased and authentic.  In Chapter 16 we refer to this as Earned Media, promotional strategies not directly generated by the company or brand, but rather by third parties such as Rhea.

Filed Under: Chapter 16, Promotion, Publicity Tagged With: earned media, Gen Z, haul video, millennial

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