The conniption that perception is reality is a term that has resonated with me ever since I heard it in Sport and Entertainment Marketing. In marketing, perception truly is reality. Content, ads, flyers; everything that is pushed out of a media channel becomes reality molded into one’s mind. In this class, I learned how to shape perception, build loyalty, and humanize branding in the sport and entertainment industry. This concept of reality has helped shaped how I see things and use my knowledge and skills when working in the industry.

There is a difference in image and identity. A brand image is how a brand or organization wants to be seen, whereas identity is how it is actually perceived by public eye. Marketing plays a large role in perception. Marketing shapes the public’s image on the perception of every brand in the industry. From my SPTE 380 course, I was able to gain knowledge and skill in branding the organization I am working for, as well as myself. Sport and Entertainment Marketing was an important course in my academic and professional growth within the sport and entertainment industry.

During my first internship experience at FanBasis, I was able to put this practice into play. When I joined the FanBasis team, it was a start-up company looking to grow its brand, team, image, and goals. Shaping the perception using media outlets, as well as communication outlets led me to great success during my time with the company. When communicating and outreaching to existing and potential clients, it was important to sell the platform in a way that was perceived as prestigious and exclusive. From 380, I was able to use many tactics on how to do so. I learned how to craft a convincing and spotlighted message to attract clients and their representatives. I was able to use classroom learning and apply it to industry experience in order to create a plethora of new clients to onboard onto the platform.

Not only is marketing a brand or organization important, but so is marketing yourself. In any given interview or professional interaction, it is important to sell yourself. One thing I took from the classroom is how brands have a consistent message and image. Although these may change slightly through time, the foundation remains the same. I build a personal brand surrounded by highlighting my passions, experiences, and strengths. Like a brand, I have evolved this message with change, but the roots of these things stay constant. Marketing yourself in this industry is as important as marketing an organization. This course has helped me to shape my image and perception in the sport and entertainment industry.

Since perception becomes reality, this greatly affects consumer behavior. The image and message being sent out to the public is what will be perceived. Often times, an emotional connection leads to consumer loyalty. When branding an idea in this industry, it is important to keep in mind how the consumer will perceive the image and message. For example, fans stay loyal to sports teams for various reasons. These reasons include players, coaches, and how these people affect the organization. Loyalty comes with perception; perception becomes reality.

The first step in the process of shaping an image is to create a story. A narrative is what drives sales, consumer behavior, and intake of content. Marketing in forms of social media, events, and advertisements are widely used in the industry to push an image to the public. Teams, athletes, artists, and events use narratives as a powerful tool to communicate and emotionally connect with fans. In any live entertainment event, marketing is how consumers first see the idea and event come to life. The story is what resonates with consumers, drawing them in. Stories tend to evoke emotion and excitement. Fans are not only interested in the product, but the story of the product. Using my knowledge and skills from this class, I will continue to be successful in marketing an event, brand, or organization.

I have included an event audit as one of my artifacts. An event audit is an evaluation of event. It assesses the success and effectiveness of the event’s purpose. Event audits are used to understand what worked, what needs to be changed, and how to be more successful in the future. For this assignment, I had to attend a live event of my choice and produce an event audit. This event audit forced me to look at factors of the event that I would not have thought of only going as a spectator. Often, an event auditor of an event is discrete so that nothing is changed or adjusted based on the factor of an auditor being present. The activity allowed me to focus not only on the event but on signage, accessibility, sponsorships, lines, and more. Now that I have completed this assignment, my mind has shifted to focus on the details of an event that a manager must be aware of to produce a successful event. An event audit is helpful to planners and managers to make changes in future events that are beneficial to consumers and the organization. This assignment remains one of my favorite assignments in a course because it has put me in the mindset of an industry professional when I work and attend live events.

The second artifact I have included is the link to the website of EPI Events Inc. EPI has provided me many opportunities, knowledge, and skills. I have worked security at Spectrum Center through this company, as well as an internship working with HR and Business Operations with the company. Through this internship, I was able to understand marketing plans and operations during live events. During live events, EPI is the face of crowd control and management for the venue. It is pivotal that all employees are customer friendly and accessible. The perception of the workers by patrons is the reality of the company. Managers focused heavily on reiterating the importance of all employee’s positions in a given space. This artifact allows you to explore the company, as well as their goals and expectations. Through this website, you will learn how perception of event employees becomes the reality of the company.