Tuesday, April 8, 2014

Sport For Thought: 10 Tips for Success with the Director of Client Services from Octagon

It's not everyday when I am given the opportunity to speak with and receive a lecture from one of the top sports and entertainment marketing agencies in the world. Over Spring break, I had the opportunity of participating in a study abroad program in London England, for a British Sport & Culture class. As a class, we were able to tour amazing sports venues like Lord's Cricket Arena, Wimbledon, and Chelsea Academy, as well as hearing unforgettable and informative presentations. Among the presentations, a lecture by Jacinta Fisher, Client Services Director for the sports marketing agency Octagon, resonated with me most.

Octagon has been the biggest sports marketing agency globally since 1980, and has been successful at connecting brands to people's passions. With 900 employees worldwide, Octagon is responsible for managing $3 billion in sponsorship spending, and representing 800 athletes, celebrities, and personalities. Their business is run on sponsorship consulting, activation, research and measurement, and digital solutions.

Marketing is an evolving field, and past marketing strategies are dying out. Fisher spoke on its evolution and what can be done to prepare for the change saying, "Live and Breath technology because it's the future." Sponsorship is no longer having a companies name on a sign or having a tent set up, it is all about the 'second screen' method. Advertising only on television is no longer acceptable. The second screen methods means advertising should be on at least two devices, (tablet, phone, computer, and television) which provides a larger audience for the advertisement. 

At the conclusion of her presentation, Jacinta Fisher provided ten tips for success in the Sports Marketing field. The tips included:

1. Work abroad - This provides an incredible experience and a global understanding.
2. Know your client - Become best friends, and be aware of who they are and what their goal is.
3. Know the detail - Understand the principles of the business and know the WHY!
4. Be a champion in anything you do - If you work hard and are passionate, you will be successful.
5. Roller coaster ride - Be prepared for failure, but learn and move on.
6. Understand how the company makes money - Focus on the areas that will make you the most money.
7. Be proud of your own work - Don't rush your work because it represents your brand.
8. Be a chef not a waiter - Look outside the box, be creative, and continue your education.
9. Give back - Pass on your knowledge and skills. Giving back teachers leadership skills.
10. Family comes first - Be able to balance your job and your family, because in the end, family is always the most important.

As a freshman Sport Management major, when I am given advice, I take it to heart and put a tremendous amount of effort into achieving everything on this list. It is great having the opportunity to hear tips from someone who has gone through the experiences I will soon be going through and being able to achieve her dreams and working for the most successful sports marketing agency in the entire world. What I respected most about Fisher is that she never settles for anything and continues to work until she gets what she wants.


Alexa Fontanella is a freshman Sport Management Major at Drexel University, from Totowa, NJ. This winter she will be working with Drexel Athletics on marketing strategies and game day operations for the Drexel Dragons basketball team. Alexa is looking forward to participating in her first co-op next fall and is excited for such an amazing opportunity. She is a huge New York Sports fan, specifically the Yankees and the Nets. 

Follow Alexa on Twitter @Lexa_Font4 and connect with her on LinkedIn.

1 comment:

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