www.paganosportmarketing.com






www.paganosportmarketing.com

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Communication/image

Sport communication, the importance of images
Sport marketing is an activity essential for facing the market and competitors, reaching the target of the offer in terms of product, price, promotion, distribution. In this context, the communication (the image and the media used) is an important component of the promotional mix.

Basic rules for an effective communication are: know to whom you have to communicate, the main goal of communication and of course what you want to communicate. Once you have determined the target of the communication, it's necessary to establish the goals to be achieved, which may be very different.
For example, to name a few:

• increase the awareness (knowledge) and image of the company, association or individual athlete on particular audiences or specific geographic areas;
• attract new customers and users of the product / service (audience or apprentices);
• increase sales of season tickets / tickets / merchandising / services and another part of its range;
• enhance the passion and sense of belonging to a team or an athlete;
• enlarge the offer and facilitate the use of complementary and auxiliary services;

In general, the evolution of the media, and the widespread diffusion of new media (mobile, Internet, digital television and satellite, etc.) has assumed a structural dominant role in everyday life, profoundly changing the management of communication as an element of the promotional mix.
New media come in and have a major influence on the management and the offer of the sports product, both in terms of practice and show, in sports product content and price, its distribution and promotion.

In this section of my website I want to focus on one of the basic elements of the larger family of communication, namely the care and construction of the image (understood as which appears as well as what it conveys a message, feelings and values) and I want to give some practical examples of effective communication starting right from the teams and athletes.

A communication aimed to the development and promotion of an athlete, a team or even a sport, such as rugby, global spread but still relatively known and followed in countries such as Italy or the United States.
In this section I will co-operate with a young but already established professional in the field of image and photography Sabrina Conforti (SCstile - www.scstile.it), which gives us very interesting case histories and the opportunity to fully understand the value and the effectiveness of communication by dwelling on the image.


Sabrina Conforti, portrait photographer, calls herself a "Rugby Addicted". When she doesn't hold a suitcase in her hand, she lives in Desenzano del Garda - Italy.
The passion for the game leads her to rugby in 2007, guiding her towards a journey that culminated in New Zealand with the Rugby World Cup 2011, followed by the photographic book Rugby Gentlemen.
In June, she has been assistant director and photographer in the talent show of Rai5 "The 48 hour" with the team Anian Film. The team won the stage of the island of Ponza with the short movie “Viaggio”and has gone to the final in Rome.
Michele Marchesi and Andrea Mainardi, voices of Radio Deejay, have relied on Sabrina for the cover of their new book "High Infidelity" (Feltrinelli), out in September, while Danilo Gallinari is the protagonist of adidas photo shoot as new testimonial.  




Italian Roadshow di Jona
Italian Roadshow di Jona
Rugby for Africa per TM
Rugby for Africa per TM
Rugby Gentlemen
Rugby Gentlemen
Danilo Gallinari (Basket
Danilo Gallinari (Basket
Calendario Amatori Rugby
Calendario Amatori Rugby
Mostra Obiettivo Ovale
Mostra Obiettivo Ovale