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?

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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.

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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.

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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.

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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
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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.

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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.

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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.

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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.

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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.

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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.

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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.