Sports and Entertainment Marketing © Thomson/South-Western ChapterChapter Selling Sports and Entertainment 12.1 The Sales Process 12.2 Ticket Sales 12.3 Group and Corporate Sales 12

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 2 Winning Strategies A small community can host a huge entertainment event with the right help. corporate or organizational sponsorship related events held in conjunction with the concert tiered ticket prices affordable campsites web sit promotion Country Stampede─Financial Boost for Manhattan, Kansas

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 3 Lesson 12.1 The Sales Process Goals List the steps involved in the sales process. Discuss the management skills and knowledge necessary for successful salespeople.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 4 Terms preapproach suggestion selling cold calling leads customer management

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 5 SELLING SPORTS AND ENTERTAINMENT selling the direct, personal communication with prospective customers in order to assess and satisfy their needs with appropriate products and services

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 6 the sales person becomes the link between the customer and the business personal selling

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 7 The Sales Process The six steps of effective selling are: 1.The Preapproach Sales people learn about the: products and services offered target market competition 2.The Approach

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 8 4.Answering questions 5.Closing the sale suggestion selling asking customers if they want to purchase related products 6.Follow-up 3.Demonstration

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 9 When Is Personal Selling Appropriate? Personal selling is effective for: expensive, complex products markets with a few large customers unfamiliar, unique products customers in a limited area complicated, long decision-making processes customers who expect personal attention

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 10 Explain why personal selling is necessary when selling expensive items like luxury suites at a professional football stadium.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 11 MANAGEMENT SKILLS AND KNOWLEDGE FOR SUCCESS Salespeople need to manage their time effectively be stable be motivated

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 12 Know the Product Salespeople need a thorough knowledge of the product or service they sell.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 13 Know the Customer cold calling contacting potential customers randomly without researching their needs first leads customer contact information obtained from market research

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 14 A five-step decision-making process for purchases recognition of a need for a product or service search for information about alternative products or services evaluate all options a decision is reached and a purchase occurs evaluate the decision to determine if needs were met Understand Customer Decisions

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 15 customer management building a customer base carefully scheduling time spent with customers Manage Customer Information

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 16 Know the Competition Salespeople must be able to explain how their products are unique from the competition’s product superiority

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 17 List three things successful salespeople must understand.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 18 Lesson 12.2 Ticket Sales Goals Explain the difference between ticket brokers and ticket scalpers. Describe the ticket economy and strategies for getting highly sought tickets.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 19 Terms ticket brokers ticket scalpers

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 20 HIGH PRICES FOR THE MOST DEMANDED ENTERTAINMENT Ticket Brokers ticket brokers registered businesses that legally buy and sell tickets to a variety of events and guarantee ticket authenticity

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 21 Consumers should research on-line brokers to verify legitimacy before providing credit card information.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 22 Ticket Scalpers ticket scalpers sell tickets to major sporting events, often outside the venue on the day of the event, at inflated prices illegal in some states

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 23 Ticket Frenzy Some events make fans think that a “once-in-a-lifetime” event is worth a large ticket price. When season ticket holders for the Green Bay Packers pass away, they can bequeath the tickets to someone in their will.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 24 Explain why scalping is illegal in some states.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 25 THE TICKET ECONOMY Ticketmaster controls ticket sales for most venues in the country. Average consumers compete with scalpers and corporate sponsors for tickets.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 26 Work the System Buy over the Internet. Pre-register your credit card and mailing address on the web site before the on-sale date. Log on to the site a few minutes early. If the concert sells out, check back with the website for a few days to see if additional dates were added. Try again the day of the show.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 27 Landing Super Bowl Tickets 70,000 tickets are distributed for the Super Bowl 500 tickets available by lottery overpriced hotel packages offer tickets ticket brokers sell tickets If a legitimate broker fails to deliver the tickets, they must provide a refund that is 200% of the ticket price.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 28 Beware of Scams The FBI receives reports of fraudulent ticket sales for the Super Bowl. Consumers should never send cash payments or use wire transfer services for tickets.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 29 Movie Theaters Aim for 3D Sports By 2007, movie theater operators plan to screen live sports events in 3D. to boost weekday theater ticket sales

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 30 How has the Internet changed the way that tickets are sold for sports and entertainment events?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 31 Lesson 12.3 Group and Corporate Sales Goals Explain sales strategies for attracting groups to sports and entertainment venues. Describe how corporations use sports and entertainment to motivate employees and impress clients.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 32 Terms group packages luxury boxes club seats

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 33 FILLING THE STANDS Appealing to Groups group packages special ticket prices for group purchases of 15 or more tickets

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 34 Special Privileges University alumni who make substantial contributions to athletic departments and scholarship funds may receive perks. special seating at sporting events season tickets

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 35 Explain how group packages can help fill entertainment venues.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 36 CORPORATE PERKS Corporations might use sporting event tickets in a variety of ways. to promote bonding of employees as a performance reward to entertain clients

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 37 Special Seating luxury boxes fancy rooms inside stadiums high in the stands near the press-box level close-circuit televisions good source of additional revenue for stadium

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 38 premium stadium seats high revenue source cushy and roomy provide a good view often comes with added benefits club seats

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 39 How do corporations outside of the sports and entertainment industries use sports and entertainment events for business purposes?

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 40 PERFORMANCE INDICATORS EVALUATED Demonstrate critical-thinking and problem- solving skills. Describe a promotional strategy to keep the hotel at capacity on football weekends.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 41 Differentiate The University Hotel and its services. Demonstrate teamwork to complete a group project. Analyze the wants and needs of football fans, and demonstrate how your plan will satisfy them.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 42 THINK CRITICALLY 1.What is the new challenge faced by the hotel? 2.List two promotions the hotel could offer to football fans.

Sports and Entertainment Marketing © Thomson/South-Western Chapter 12 Slide 43 4.What factors must be considered when determining what prices to charge per night? 3.List two publications in which to advertise the hotel’s promotions.