Sales
- revenue-producing element of the marketing process
- process of moving goods and services from the product producers into the hands of those who will benefit most from their use
Perform
Quality
Quantity
Time
Cost:
Factors That Cause Customers to
Traits of a Good Salesperson
Belief in the product
Belief in yourself
Sales call volume
Timing
Listening to the customer
A sense of humor
Sales-Oriented Organizational Structure
The reporting structure in an organization
The relationships between departments that are integral in the sales process
The sales developmental process within the department
Determining the composition of the sales force and the compensation mix for the s
What sport teams sell
Naming rights
Electronic inventory
Signage inventory
Print inventory
Digital/Social Inventory
Assets related to ticket sales
Tickets and hospitality inventory
Database marketing
involves the collection of information about past consumers, current consumers, and potential consumers
Sources for ticket database
Current season-ticket holders
Co-account holders (share season tickets)
Corporate
Partial-plan holders
Groups
Advance-ticket purchasers
Phone sales
Outlet ticket sales
Day-of-game walk-up
Sweepstakes or contest entries
Electronic media opt-ins
Most Commonly Used Sales Strategies
Telemarketing
Direct mail
Personal selling
Applying the Telemarketing Process
Precall planning
Approach and positioning
Data gathering
Solution generation
Solution presentation
Close
Wrap-up
Characteristics of Direct Mail
is targeted.
It is personal.
It is measurable.
It is testable.
It is flexible.
Developing the Direct-Mail Offer
Differentiating the product to be offered from other products offered
Offering options or variations of the product to fit the price considerations and abilities of the marketplace
Providing an attractive range of benefits or exclusivity
Using discounts,
E-Mail Marketing
Many of the principles of direct-mail marketing can be applied to e-mail marketing.
E-mail and mobile marketing can be precisely targeted and can show great ROI if used well.
Personal Selling
Face-to-face selling is the art of convincing, the use of learnable techniques to close a transaction, and the application of basic rules to show a prospect or customer that you have something he or she needs
Rules for effective personal selling
Use data-based marketing.
Let it be known that you are in sales and what you are selling.
Overcome objections and perceived barriers.
Manage the conversation by being an effective listener.
Employ consultative selling.
Build around strengths of product an
Benefit selling
Create new benefits to offset existing perceptions or assumed negatives related to the sport product or service.
Offer flex plans.
Innovative Selling Strategies
Education can sell the fan base.
Remember your packaging.
Remember that fun is good.
Couponing is not just for groceries and fast food.
Remember the profitability and effect of group sales.
Pricing
a critical element in the marketing mix for a number of reasons.
- can be readily changed.
In certain market conditions, price is one of the most effective tools.
- is highly visible.
- is never far from the consumer's mind.
Value
quantitative measure of the worth of the product.
Satisfaction = Benefit ? Cost
price does not equal cost
Types Of Ticket Pricing
Standard (always the same)
Premium
Variable( tiers based on opponent, days of week, time of season)
Dynamic pricing (change on a specific basis (daily, hourly, etc.) for demand of the game)
Aftermarketing Defined
Relationship after all the marketing and sales efforts have been completed, a purchase has been made, and the prospect has become a customer.
The more valuable the customer is, the more effort the staff must devote and expend to retain that customer.
Customer service and retention programs should encompass the following:
Offer customized or personalized customer contact and treatment
Conduct regular customer satisfaction surveys or audits
Create and sponsor special events or activities for preferred customers
Maintain a database of current customers and defectors
Create a
Sponsorship
The acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association.
rights derived from the sponsor relationship
Retail opportunities
Purchase of media time
Entitlement
Contests or sweepstakes
Endorsements
Logo placement on uniforms or apparel
Hospitality
Website access
Elements of promotion and communication mix:
Advertising
Personal selling
Publicity
Positioning
Sales promotion
Activation Defined
The marketing activities that a company conducts to promote its sponsorship.
Is commonly referred to as leveraging or bringing a brand to life by creating a variety of means to interact with a target market.
Reasons for Growth in Sport Partnership
Shift in marketing spends by tobacco and alcohol manufacturers
Decreased effectiveness of advertising in print and television
Lower cost and increased exposure compared with traditional advertising
Emergence of new sport offerings and the importing of pro
Common Sponsor Objectives
Increase PUBLIC AWARENESS of the company, the product, or both
Alter or reinforce PUBLIC PERCEPTION of the company
IDENTIFY the company with particular market SEGMENTS
Involve the company in the COMMUNITY
Build GOODWILL among decision makers
Generate MEDI
Selling the Sponsorship
Make comprehensive list of inventory.
Establish list price for items in inventory.
Conduct research of sponsorships sold in the market and identify prospects that would be likely to have an interest.
Establish packaging discount policies.
Determine or rec
Eight-Step Process of Sponsorship Sales
Research category and prospect within that category.
Schedule meeting with sponsorship decision maker.
Hold preliminary meeting; listen more than talk.
Arrange follow-up meeting.Create a marketing partnership proposal.
Present proposal in draft form to al
Co-Op Sponsorship Agreements
The joining together of two or more entities to capitalize on a sponsorship or licensing opportunity
benefits of sponsorship agreements
Allow companies to share the total cost of the sponsorship
Allow promotion of several product lines within the same corporate structure
Enable corporations to use existing business relationships
Ethical issues in sponsorship
Questionable athlete behavior and its effect on endorsements
Potentially inappropriate sponsors for sport organizations
- Commercial gambling providers
- Alcohol manufacturers
- Junk food manufacturers
Promotion
Any activity designed to stimulate interest in, awareness of, and purchase of a product
Method to convey information about the place, price, and product
Critical in the positioning of a product in the mind of the consumer
Types of promotion
Advertising, personal selling, publicity, sales promotion
Advertising
any paid, nonpersonal (not directed to individuals), clearly sponsored message conveyed through the media
Publicity
any form of exposure in the media not paid for by the beneficiary or within the beneficiary's control or influence
Sales promotion
a variety of activities including displays, trade shows, sampling, coupons, premium items, exhibitions, and performances
Goals of promotion
A: increase awareness
I: attract interest
D: arouse desire
A: initiate action
Goals of advertising
Create awareness
Communicate information about attributes and benefits
Develop, change, and enhance an image
Associate brand or product with emotions
Precipitate behavior
Types of advertisement media for sport
Signage
Endorsements
Print media
Electronic media
Billboards, blimps, and buses
Endorsement
A well-known celebrity athlete uses his or her fame to help a company sell or enhance the image of the company, products, or brands.
Types of print media
Magazines
Newspapers
Schedule cards
Handouts and brochures
Posters
Point of purchase displays
Direct mail
Types of TV commercial structures
Story
Problem solution
Chronology
Special effects
Testimonial
Satire
Spokesperson
Hallmark event
a major one-time event (or annually recurring event) of limited duration, developed to enhance the awareness, appeal, and profitability of a tourism destination
Goals of hallmark events
Promote the host organization to the public
Promote the sponsors of the event and their products
Create unique hospitality opportunities
Promote and add to the growth of the particular sport
Promote the event as a revenue-generating opportunity
Attract si
Sales Promotions
Can be in the form of either price discount or nonprice promotion
Recommendations:
- Be careful not to alienate season-ticket holders.
- Use sponsors to help cover costs of value-added promotions, but marketers must find promotions that work for all level
Promotional components
Theme
Product sampling
Open house
Coupons, vouchers, and discount codes
Contests and sweepstakes
Premiums and giveaways
Types of nonconsumers
Aware nonconsumers
Unaware nonconsumers
Media consumers
Misinformed nonconsumers
Public relations
An interactive marketing communications strategy that seeks to create a variety of media designed to convey the organizational philosophies, goals, and objectives to an identified group of publics for the purpose of establishing a relationship built on co
goal of public relations
function is to earn public understanding and acceptance.
public relations
Media relations + community relations =
public relations specialist skills
Building relationships
Communicating
Creating the public relations plan
Making the pitch
Managing the story
Establishing talking points
Managing crises
Media relations
communicating with the news media verbally or through other vehicles�must balance public opinion with business strategy.
is designed to formulate and shape favorable opinion through the mass media.
Public relations in the sport marketing mix
Public relations can highlight the connection between athletes, teams, or events and key sponsors.
Sport public relations in the digital age
Technology has rapidly changed the way that sport organizations use media to communicate with their publics.
community relations
the aim is to achieve corporate public relations objectives related to enhancing public understanding and gaining public approval and acceptance, ideally leading to public support.
forms of community relations
1. Those initiated by players
2. Those initiated by teams or institutions
3. Those initiated by leagues or governing bodies
Sport community relations objectives
Humanize athletes
Enhance other marketing initiatives
Serve as corporate philanthropy
Generate goodwill toward sport organization
Public Relations Functions
Provide information and general communication (to consumers, shareholders, suppliers, competitors, government agencies, and the public)
Shape and enhance image
Community relations
Employee relations
gain political or popular support
Recruit and develop bu
Why social media is valuable in sports
It builds an audience of fans to interact with in real-time.
It engages fans in ways that they want to be engaged.
It's viral.
It drives behavior that drives business.
Techniques for Social Media Management
Build an audience
Engage fans
Drive behavior
Choose the appropriate platform
Avoid pitfalls
Leverage players and talent
Building an audience
For social media:
In-game or in-event
During broadcasts
Through other online, direct, and digital marketing efforts
Through traditional advertising mediums
By share-optimized content (TAF (Tell A Friend) marketing)
Engaging fans
For social Media:
authenticity of voice and varying of voice,
listening,
learning,
optimizing (testing), and
delivering.
Driving behavior
for social media:
Purchasing tickets
Increasing television ratings
Attending events
Using or engaging with sponsors
Avoiding pitfalls
For social media:
Manage access to accounts.
Keep personal and official accounts separate.
Reserve the right to delete but do so with caution.
Own your mistakes.