When you’re hot – STRIKE.
Athletes and celebrities have a very short time span in the scheme of things to maximise their earning potential.
In a world that moves at a staggering pace, keeping up with sport, music, fashion and entertainment news and trends becomes a game of move on or get left behind.
Consumers are very quick to latch onto something and they’ll doit with tremendous vigor (think Harry Potter and Twilight or any big sports star).
But just as consumers are quick to latch on, they’ll move on. This means when you’re in the spotlight, work it, work it, work it!!!
You would be surprised that some talent don’t get this concept. I’ve had athletes compete at Olympics and Commonwealth Games overseas, their name and image strewn across every newspaper back here in Australia. At this point in time, the best thing they can do is get their butt on a plane and come home.
If they can do that, then I can leverage their name which is already in lights. TV, radio and print will line up for me.
However, what do most athletes do? They decide they deserve a break after years of training and book a holiday directly after their major competition. Bad idea. They just missed a golden opportunity.
I totally understand the need for a break and I’ve experienced first hand how draining major events are for athletes. After competing, they just want to let their hair down, do nothing and switch off. I get this.
But if you’re an athlete that is serious about promoting your brand to attract sponsors then you’ve got to maximise this valuable window of opportunity.
Compete at Olympics, fly home for a week of media, then go holiday. It’s that simple.
It’s no good coming home a month later when news are no longer interested and everyone else has moved on.
This applies to anyone who is experiencing a flush of publicity. Milk it. Be available. Work hard. You can always rest later when you’re not so hot.
