Title: SEM I 4.08, 4.09
1SEM I 4.08, 4.09 4.10
- Out-of-the-Box Sales Promotions
- Implement Ticket Sales Campaign
- Identify Sales Methodologies
- Prepare Sales Presentation
2Sports 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.
3Sports 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.
4Sports 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.
5Out-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!
6Out-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.
7Keep 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?
8Keep 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.
9Keep 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.
10Determining 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?
11What 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.
12What 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.
13Determine 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.
14Immediate 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.
15Immediate 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.
16Sports 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.
17Sports 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.
18Sports 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.
19Sports 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.
20Loyal 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.
21Loyal 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.
22Lottery 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
23Lottery 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.
24Lottery 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
25Sales 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.
26Sales 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.
27Sales 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.
28Positive 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.
29Positive 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.
30Customer 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.
31Customer 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.
32Customer 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.
33Direct 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.
34Personal 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.
35NOT 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.
36Packaging 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.
37Packaging 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
38Fans 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
39Fans 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.
40Fans 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.
41REVIEW
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.