F O R U M WO R K S H O P

Part of his goal in doing so is to help undo the typical stereotype of the sports agent as a sleazy salesman. In the May 1989 issue of Continental Profiles, author Neil Choen quoted Steinberg as saying,” ... (Athletes) really need to developing-term relationships in a city or a community that will transcend that short sports career. So the responsible thing to do also has opportunities for them. They’re meeting businessmen and other people across the community, and when their careers end, those relationships are there in terms of second-career opportunities.”

It’s the spin-off and ripple effect of involvement in charitable causes that Steinberg impresses upon his clients as being important. Steinberg helped to develop former San Diego Charger Rolf Benirschke’s “Kicks for Critters,” in which the field goal kicker would donate money to the San Diego Zoo’s fund for endangered species every time he made a field goal. The football player then put together a board of directors of leading figures in local politics, business, and the media to support a campaign that asked the public to match Benirschke’s pledges at any level – from a nickel to a dollar per field goal. The program raised more than $1 million for the fund and immeasurably elevated Benirschke’s status and prestige in the community and the nation.

Is I It Wor th T rading S Service s?

Bartering your services won’t cover the overhead, but it might earn new business that can lead to fully paid accounts.

An easy and convenient way for consumers to be connected with a personal loan through our network of lenders and the other third-party lender networks we use. Our online service can help you to get a loan of between $1,000 and $35,000.

Don’t shy away from a trade, especially if it gives you the opportunity to get experience in a new field, to receive special recognition, or to meet movers and shakers.

When George Chanos approached Diane and asked her company to provide public relations services in exchange for sweat equity in his new board game, Notables Quotables, the offer intrigues her. Chanos dangles the success that Trivial Pursuit sweat equity partners enjoyed in front of her like a diamond carat.

But Diane knew she couldn’t put 2 or 3 account executives on the job with only a promise of future income. Owning a share of a potentially big-selling game was exciting. After all, Trivial

Pursuit earned $6.5 million in the first year –that’s more than it would cost to buy Eastern Airlines. After much discussion, Diane and George came to an agreement. The Gage Group would cut its hourly fee in half when it worked on the game project, receiving 50% of its earnings in cash. The other 50% would go toward buying shares of the game.

In the meantime, The Gage Group, which up to this time had primarily promoted services, gained experience it didn’t have publicizing a consumer product. It made key media contacts with reporters who became excited about the local invention, and it earned the public relations company credibility promoting a new product In turn, Chanos got top-notch public relations services for half the price.

Another way to barter services and to get free ad space is to learn of upcoming trade fairs, conferences, seminars, and other special events at which you would like to be represented. There may be a service you can provide the event planners in exchange for the opportunity to get in front of the audience either as a guest speaker or as a vendor displaying your product or touting your services. You don’t always have to pay for self-promotion in cold hard cash.

Sponsorships G Gain Y You a Diffe rent Kind of Visibility

Sponsoring a charity event to earn visibility is something the big guys have done for years. Whether it’s a golf or tennis tournament, 10K run or marathon, art exhibition, or wine-tasting party, charitable causes are always looking for business sponsors.

Tying your name in with a particular event or cause can get your name out to new audiences in a non-serving way. Jack-in-the-Box restaurants, owned by Food Maker, Inc. created a “Put the Bite on Literacy” campaign in which it asked people to bring in used books to its restaurants. When customers complied, they’d receive a discount coupon on a particular food item. Jack-in the Box then held a book sale and auction at one of its stores, donating proceeds to the Council on Literacy. Of course, the food chain made free Jack-in the Box food available at the event to win more converts.