SEM I 4.08, 4.09 - PowerPoint PPT Presentation

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SEM I 4.08, 4.09

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... the sport product is perishable and intangible. ... Organized hospitality ... games are intangible sports products that are also inconsistent ... – PowerPoint PPT presentation

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Title: SEM I 4.08, 4.09


1
SEM I 4.08, 4.09 4.10
  • Out-of-the-Box Sales Promotions
  • Implement Ticket Sales Campaign
  • Identify Sales Methodologies
  • Prepare Sales Presentation

2
Sports Promotion
  • Sales promotion is a major part of sport/event
    marketing because the industry is so highly
    competitive. Smart sport/event marketers know
    that their potential customers have an endless
    list of possibilities for how to spend their time
    and money.

3
Sports Promotion
  • A good sales promotion can help customers decide
    to spend that money with them rather than with
    the competition. There are many, many potential
    customers out there for games and events, so lack
    of customers is NOT the reason that sales
    promotion is so important in sport/event
    marketing.

4
Sports Promotion
  • Ticket sales is NOT necessarily the most
    important part of sport/event marketing. The
    sport/event field is a very exciting one, not a
    boring one.

5
Out-of-the-Box Promotions
  • The first thing you should understand when
    setting out to develop "out-of-the-box" sales
    promotion ideas for your game/event is that there
    is no particular source or technique for doing
    so. After all, if there were a proven method,
    you'd be back inside the box!

6
Out-of-the-Box Promotions
  • Inspiration can strike anywhere, anytime, and
    there are several ways you can be prepared for
    inspiration.
  • You do not need a certain amount of education or
    experience to develop "out-of-the-box" sales
    promotion ideas.

7
Keep the Target Market in Mind
  • Brian needs to generate some "out-of-the-box"
    sales promotion ideas for an upcoming tennis
    tournament. He's not sure how to start, but he
    does know that the tournament's marketers want to
    reach the 18-to-35-year-old crowd. How is Brian
    prepared for inspiration?

8
Keep the Target Market in Mind
  • Brian is prepared for inspiration because he
    knows his target market18-to-35-year-olds.
    Keeping that target group in mind, Brian will be
    better able to know which ideas will work and
    which won't.
  • Knowing your competition means taking their ideas
    and improving on them.

9
Keep the Target Market in Mind
  • Putting a new twist on an old idea means taking
    something that's already been done and making it
    "out-of-the-box."
  • Brainstorming is a creative-thinking technique
    involving the identification of as many different
    ideas as possible during a certain time frame. In
    this situation, Brian is NOT prepared for
    inspiration by knowing his competition, putting a
    new twist on an old idea, or brainstorming.

10
Determining the Incentive
  • When you ask, "What does this sales promotion
    offer to customers?" you are determining the
    incentive of your sales promotion. What does it
    offer? A chance to save money? A free sample or
    gift? An opportunity to experience something they
    can't unless they attend your game or event?

11
What does sales promotion offer?
  • Your sales promotion must satisfy a need/desire
    of your target customer.
  • Determining creativity is NOT one of the final
    three steps in the process of identifying
    "out-of-the-box" sales promotion ideas.

12
What does sales promotion offer?
  • Determining delivery means deciding how to
    "package" the incentive.
  • Determining how to get the news out means
    deciding how you will let your customers know
    about the sales promotion.
  • When asking this question, you are not
    determining creativity, determining delivery, or
    determining how to get the news out.

13
Determine Delivery
  • When you ask, "How will my customers receive this
    sales promotion?" you are determining the
    delivery of your sales promotion. Will it be in
    the form of a coupon? A contest? A special
    event?
  • Your incentive is a present and the delivery
    method is the way you decide to wrap it.
  • Determining the incentive means deciding exactly
    what your sales promotion offers to customers.

14
Immediate Accessibility of Tickets
  • When implementing a ticket sales campaign, it is
    important to consider how customers will access
    the tickets.
  • Today, many customers expect the convenience of
    being able to order and pay for tickets as soon
    as they find out about an upcoming event.

15
Immediate Accessibility of Tickets
  • Instead of going to a ticket office, they want to
    buy tickets over the telephone or on the
    Internet. Making this option available is one way
    to increase sales because the tickets are
    instantly accessible from the comfort of a
    person's home.
  • It is not necessary to consider the seating
    arrangement, name recognition, or organized
    hospitality when implementing a ticket sales
    campaign.

16
Sports Events - Unpredictable
  • Many sports events, such as football and baseball
    games, are unpredictable. The games change each
    time they are played, and the outcomes are
    different.
  • The unpredictability of the event is one of its
    main features and the one that is often the most
    exciting to fans. Speculating on the outcome of a
    game is a favorite pastime of many sports
    enthusiasts.

17
Sports Events - Unpredictable
  • Football games are intangible sports products
    that are also inconsistent because the outcome
    cannot be predicted.
  • Organized games are NOT impulsive because a great
    deal of planning and practicing are involved.

18
Sports Events - Athletes
  • The athletes are the stars, the main features, of
    a sport product such as a basketball game or a
    tennis match. W/O the athletes, there wouldn't be
    a sports product.
  • Fans attend the game or match to see the athletes
    participate/compete against each other. Fans
    often attend specific events because they want to
    watch certain athletes perform.

19
Sports Events - Athletes
  • A franchise is a type of business ownership, and
    many professional sports teams are franchises.
  • Tickets provide admission to sporting events.
  • Extensions are products that are related to the
    main event, such as team T-shirts and ball caps.

20
Loyal Fans
  • One of the main benefits of establishing and
    maintaining good relationships with sport/event
    customers and fans is that they become loyal and
    remain customers and fans for a long time.
  • A sport/event marketer establishes a good
    relationship by providing what customers and fans
    want and expect, and by treating them fairly.

21
Loyal Fans
  • The reward to the sport/event is long-term
    loyalty, and customers and fans who are
    supportive even when there is controversy or a
    losing season.
  • Flexible marketing, high-level pricing, and
    consistent quality are NOT BENEFITS of
    establishing good relationships with sport/event
    customers and fans.

22
Lottery for Tickets
  • A lottery is a drawing in which people are given
    the chance to obtain something desirable (e.g.,
    prize). Organizations use lottery systems for a
    variety of reasons, and they set them up with
    different rules and entry requirements.

CHANCE
23
Lottery for Tickets
  • A college football stadium has a finite of
    seats/games each season. Each year, the alumni
    grows as students graduate, which leads to
    increases in demand for tickets. The college
    wants to be fair, so it uses the lottery system,
    which gives everyone a chance to attend a game.

24
Lottery for Tickets
  • The lottery system helps the college maintain
    good relations with all alumni because they
    provide, or have the potential to provide,
    financial support to the college and its various
    programs.
  • If demand for tickets is low, there are more
    tickets available than fans and there is no
    reason to hold a lottery. The lottery system
    might not be the best option if demand fluctuates
    or is consistent over time.
  • LOTTERY

25
Sales Pre-call Planning
  • The customer's situation is important in pre-call
    planning. It can be done by research and by
    visiting the prospect to learn more about any
    needs.
  • Salespeople should know their products, their
    business, and their territory before pre-call
    planning begins.

26
Sales Presentations
  • Proper use of scripts will help a salesperson
    remember key points they want to cover, plan
    presentation length, determine how long visual
    aids should be used, and gain confidence through
    rehearsal.
  • Salespeople should NOT read directly from the
    script or else the presentation will be boring
    and will not involve the audience.

27
Sales Presentations
  • While visual aids and handouts are sometimes
    important to audience members, scripts are meant
    as a preparatory tool for presenters, NOT as work
    sheets for customers/to impress upper management.

28
Positive Precise Pertinent
  • All language used in a sales presentation should
    help the customer understand what you are
    proposing in the shortest, simplest way possible.
    The language should be positive, to the point,
    and have real meaning to the customer in order to
    be effective.
  • You do not want your presentation to be too
    simple, childish, or informal or it will insult
    your customers.

29
Positive Precise Pertinent
  • NOR do you want it to use so much jargon and
    complex terminology that customers may not
    understand what you are trying to explain.
  • Humorous language may be used if it is
    appropriate. Spontaneity during presentations is
    often effective.

30
Customer Profile
  • A customer profile is information that relates to
    the business's needs, desires, organizational
    structure, buying habits, key decision makers,
    and financial data. By reviewing this
    information, a salesperson can better customize
    presentations and relate to presentation
    participants.

31
Customer Profile
  • A business proposition is an important part of
    the presentation but does NOT determine needs.
    The business proposition is a proposal that shows
    how the salesperson can help the customer meet
    the needs.
  • The proposal often includes information such as
    price, markup, and value analysis.

32
Customer Profile
  • Sales quotas are specific selling goals set for
    members of a company's sales force. Salespeople
    do NOT usually establish sales quotas for another
    company's sales force.
  • A professional outline is a general term and does
    NOT necessarily aid salespeople in determining a
    prospect's needs.

33
Direct Mail
  • Direct mail is defined as a promotional medium
    that comes to consumers' homes and businesses. A
    sport/event organization that keeps detailed
    records about season ticket holders can use the
    information to develop a mailing list to send out
    ticket application forms. Although direct mail
    can be expensive, it is less expensive than
    personal selling.

34
Personal Selling
  • Personal selling is a form of promotion that
    determines client needs and wants and responds
    through planned, personalized communication that
    influences purchase decisions and enhances future
    business opportunities.

35
NOT Personal Selling
  • As an event or experience, the sport product is
    perishable and intangible. Therefore, a product
    demonstration is NOT an appropriate selling
    method.
  • A distribution outlet (e.g., Ticketmaster) is an
    intermediary that sells tickets for the
    sport/event organization.
  • Distribution outlets are often used to purchase
    tickets by occasional attendees rather than
    season ticket holders.

36
Packaging Similar Look
  • It is easier to associate materials that all have
    a similar look with a single organization. For
    example, a logo placed in the upper-right hand
    corner of every promotional piece makes it clear
    which team is seeking support. The motivation to
    open a sales packet stems from enticing offers,
    team logos, and pictures of cheering crowds.
    Customizing materials to specific groups is
    accomplished by creating separate sales packets
    for different target markets.

37
Packaging Similar Look
  • For example, a sales packet geared towards past
    season ticket holders might contain a letter of
    appreciation for their continued support.
  • On the other hand, a sales packet aimed at new
    fans might contain a letter welcoming them to a
    tradition of winning. While it is essential that
    the sales packet information be relevant to the
    upcoming season, this really has NOTHING TO DO
    with the appearance of the materials

38
Fans Experiences
  • Spectators who attend professional sporting
    events are driven by the emotions associated with
    all of the experiences that surround the event.
  • Fans' experiences are influenced by tradition,
    attitude, and team performanceall of which spark
    emotional responses, and have the capacity to
    create ongoing, loyal relationships with the fans

39
Fans Experiences
  • When a sport team has a loyal fan base, ticket
    and licensed merchandise sales tend to increase,
    as does the team's profits.
  • Inflexible sales policies are barriers to
    long-term relationships. High licensing fees do
    NOT build long-term relationships with fans.

40
Fans Experiences
  • Branding elements such as the team logo and
    mascot build emotional connections with fans
    however, redesigning these branding elements does
    not guarantee fan loyalty because many other
    factors (e.g., team's record) affect the
    relationship.

41
REVIEW
42
  • 74. (2) Sales promotion is a major part of
    sport/event marketing because
  • A. the most important task in sport/event
    marketing is ticket sales.
  • B. there aren't very many sport/event customers.
  • C. the industry is so highly competitive.
  • D. the industry can get very boring.

43
  • 74. (2) Sales promotion is a major part of
    sport/event marketing because
  • A. the most important task in sport/event
    marketing is ticket sales.
  • B. there aren't very many sport/event customers.
  • C. the industry is so highly competitive.
  • D. the industry can get very boring.

44
  • 75. (2) What is the first thing you should
    understand when setting out to develop
    out-of-the-box sales promotion ideas for your
    game/event?
  • A. You need a certain amount of experience to do
    so.
  • B. There is no way to be prepared for
    inspiration.
  • C. You need a certain amount of education to do
    so.
  • D. There is no particular source or technique.

45
  • 75. (2) What is the first thing you should
    understand when setting out to develop
    out-of-the-box sales promotion ideas for your
    game/event?
  • A. You need a certain amount of experience to do
    so.
  • B. There is no way to be prepared for
    inspiration.
  • C. You need a certain amount of education to do
    so.
  • D. There is no particular source/technique.

46
  • 76. (2) Brian needs to generate some
    "out-of-the-box" sales promotion ideas for an
    upcoming tennis tournament. He's not sure how to
    start, but he does know that the tournament's
    marketers want to reach the 18-to-35-year-old
    crowd. How is Brian prepared for inspiration?
  • A. He knows his target market.
  • B. He's putting a new twist on an old idea.
  • B. He knows his competition.
  • D. He's brainstorming.

47
  • 76. (2) Brian needs to generate some
    "out-of-the-box" sales promotion ideas for an
    upcoming tennis tournament. He's not sure how to
    start, but he does know that the tournament's
    marketers want to reach the 18-to-35-year-old
    crowd. How is Brian prepared for inspiration?
  • A. He knows his target market.
  • B. He's putting a new twist on an old idea.
  • B. He knows his competition.
  • D. He's brainstorming.

48
  • 77 (2). When you ask, "What does this sales
    promotion offer to customers?" which step in the
    process of generating "out-of-the-box" sales
    promotion ideas are you completing?
  • A. Determine how to get the news out.
  • B. Determine delivery.
  • C. Determine creativity.
  • D. Determine incentive.

49
  • 77 (2). When you ask, "What does this sales
    promotion offer to customers?" which step in the
    process of generating "out-of-the-box" sales
    promotion ideas are you completing?
  • A. Determine how to get the news out.
  • B. Determine delivery.
  • C. Determine creativity.
  • D. Determine incentive.

50
  • 78 (2). When you ask, "How will my customers
    receive this sales promotion?" which step in the
    process of generating "out-of-the-box" sales
    promotion ideas are you completing?
  • A. Determine how to get the news out.
  • B. Determine incentive.
  • C. Determine delivery.
  • D. Determine creativity.

51
  • 78 (2). When you ask, "How will my customers
    receive this sales promotion?" which step in the
    process of generating "out-of-the-box" sales
    promotion ideas are you completing?
  • A. Determine how to get the news out.
  • B. Determine incentive.
  • C. Determine delivery.
  • D. Determine creativity.

52
  • 79 (2). Which of the following is a consideration
    when implementing a ticket sales campaign?
  • A. Name recognition
  • B. Seating arrangement.
  • C. Immediate accessibility
  • D. Organized hospitality

53
  • 79 (2). Which of the following is a consideration
    when implementing a ticket sales campaign?
  • A. Name recognition
  • B. Seating arrangement.
  • C. Immediate accessibility
  • D. Organized hospitality

54
  • 89 (2). In precall planning, the salesperson
    focuses on learning more about the
  • A. business. C. product.
  • B. territory. D. customer.

55
  • 89 (2). In precall planning, the salesperson
    focuses on learning more about the
  • A. business. C. product.
  • B. territory. D. customer

56
  • 90. (2) When planning for a presentation,
    salespeople should develop scripts to
  • A. impress upper management.
  • B. hand out to audience members.
  • C. jog their memory during a presentation.
  • D. read verbatim so they don't miss main points.

57
  • 90. (2) When planning for a presentation,
    salespeople should develop scripts to
  • A. impress upper management.
  • B. hand out to audience members.
  • C. jog their memory during a presentation.
  • D. read verbatim so they don't miss main points.

58
  • 91. (2) When writing a script for a sales
    presentation, a salesperson should use language
    that is
  • A. complex, intricate, and intense.
  • B. positive, precise, and pertinent.
  • C. conceptual, intellectual, and difficult.
  • D. childish, humorous, and spontaneous.

59
  • 91. (2) When writing a script for a sales
    presentation, a salesperson should use language
    that is
  • A. complex, intricate, and intense.
  • B. positive, precise, and pertinent.
  • C. conceptual, intellectual, and difficult.
  • D. childish, humorous, and spontaneous.

60
  • 92. (2) One of the features of sports events such
    as football games is that they are
  • A. impulsive. C. unpredictable.
  • B. consistent. D. tangible.

61
  • 92. (2) One of the features of sports events
    such as football games is that they are
  • A. impulsive. C. unpredictable.
  • B. consistent. D. tangible.

62
  • 93. (2) Which of the following is one of the
    main features of a sport product
  • A. Franchises C. Tickets
  • B. Athletes D. Extensions

63
  • 93. (2) Which of the following is one of the
    main features of a sport product
  • A. Franchises C. Tickets
  • B. Athletes D. Extensions

64
  • 94.(2) Which of the following selling options is
    one that sport/event marketers are most likely to
    use to reach individual season ticket holders
  • A. Personal selling
  • B. Direct mail
  • C. Product demonstration
  • D. Distribution outlets

65
  • 94.(2) Which of the following selling options is
    one that sport/event marketers are most likely to
    use to reach individual season ticket holders
  • A. Personal selling
  • B. Direct mail
  • C. Product demonstration
  • D. Distribution outlets

66
  • 95 (2). A sports marketer has developed a sales
    packet that contains a team brochure, schedule,
    and a season ticket application. Why should all
    of the materials have the same basic appearance?
  • A. To customize the materials to specific groups
  • B. To motivate the recipients to open the sales
    packet
  • C. To indicate that the materials are all from
    one organization
  • D. To provide information that is relevant to the
    upcoming season

67
  • 95 (2). A sports marketer has developed a sales
    packet that contains a team brochure, schedule,
    and a season ticket application. Why should all
    of the materials have the same basic appearance?
  • A. To customize the materials to specific groups
  • B. To motivate the recipients to open the sales
    packet
  • C. To indicate that the materials are all from
    one organization
  • D. To provide information that is relevant to the
    upcoming season

68
  • 96. (2) What is a benefit of establishing good
    relationships with sport/event customers and
    fans?
  • A. Long-term loyalty
  • B. Flexible marketing
  • C. High-level pricing
  • D. Consistent quality

69
  • 96. (2) What is a benefit of establishing good
    relationships with sport/event customers and
    fans?
  • A. Long-term loyalty
  • B. Flexible marketing
  • C. High-level pricing
  • D. Consistent quality

70
  • 99 (2) . A lottery system is an equitable way of
    selling tickets to school alumni when the demand
    for college football tickets
  • A. fluctuates every season.
  • B. is lower than originally anticipated
  • C. remains consistent over time.
  • D. is higher than the available supply.

71
  • 99 (2) . A lottery system is an equitable way of
    selling tickets to school alumni when the demand
    for college football tickets
  • A. fluctuates every season.
  • B. is lower than originally anticipated
  • C. remains consistent over time.
  • D. is higher than the available supply.
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