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

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.

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.

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.

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!

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.

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?

Keep the Target Market in Mind Brian is prepared for inspiration because he knows his target market—18-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.

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.

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?

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

CHANCE 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

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.

Lottery for Tickets LOTTERY 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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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 performance—all of which spark emotional responses, and have the capacity to create ongoing, loyal relationships with the fans

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.

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.

REVIEW

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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

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

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

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.

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.

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.

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.

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.

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.

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

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

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

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

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

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

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

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

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.

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.