1. 2.03
Product Mix

2. Merchandising opportunities for sports/events
Clothing
Toys
Collectibles

3. Risks associated with merchandising opportunities
Poor attendance
Poor team support
Team W/L record
Poor year by player
Player gets released/traded

4. Pros/Cons of using “branded” merchandise
Increase revenue potential
Increase brand awareness
Increase brand equity
Cons
Manufacturing quality issues
Loss of complete control over brand
Possible overproduction of merchandise

5. Identify sources of merchandising ideas
Team
Merchandising partners
Competition (Direct & Indirect)
Fans

6. Factors affecting the choice of merchandising options
Type of team/event
Cost/price
Time to market
Appropriateness of product

7. Determining merchandising opportunities
Type of team/event
Popularity of team/event
Event facility (indoor/outdoor)
Potential partners

8. Factors affecting goods and services required for an event

9. Goods and services needed for an event
Event goals
Event projections (attendance, media)
Checklist
Participants
Fans
Employees
Sponsors
Other

10. determine how many goods and services are needed for an event

11. Calculate number of goods and services needed for an event

12. Bundling/packaging extra amenities with tickets
Increase demand that is normally low
Reach fans with different preferences (concessions vs. game experience)
Ex: ticket with all-you-can-eat option

13. Why not to bundle/package extra amenities with tickets
Higher profits with a la carte prices
Ensure access to games for all customers

14. Identify effective bundling/packaging ideas
Season tickets
Ticket packages
Ticket and food
Ticket and merchandise

15. Describe considerations when bundling/packaging extra amenities with tickets

16. Identify agencies/businesses to package with

17. Demonstrate procedures for bundling/packaging extra amenities with tickets

18. Pre-season booking strategy
Start selling prior to start of season
Factor into overall sales goals
Take advantage of excitement over new players/coaches

19. Describe advantages/disadvantages of pre-season booking strategies

20. Info needed to develop a pre-season booking strategy
Sales forecast
Revenue goals
New (players/coaches/stadium)
Season schedule

21. Describe factors to negotiate when developing a pre-season booking strategy

22. Demonstrate procedures for developing a pre-season booking strategy

23. Types of ticket-sales programs
Season tickets
Luxury suites/club seating
Packaged tickets
Single-game tickets
Secondary tickets

24. The need for a ticket-sales program
Sales goals
Season tickets
Luxury suites/club seating
Daily capacity

25. Discuss considerations in developing a ticket-sales program.

26. Describe security issues associated with ticket-sales programs.

27. Using technology for ticket-sales programs

28. Demonstrate procedures for developing a ticket-sales program

29. Offering hospitality options
Relationship marketing
Value-added for sponsors
Reward for employees

30. Examples of hospitality options
Party for sponsors/participants
Hospitality suite/tent
Post-game access to players

31. Discuss the impact that the type of event has on the choice of hospitality options

32. Considerations in selecting hospitality options
Type of event
Number of sponsors
Transportation
Security

33. Demonstrate procedures for selecting hospitality options.