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Sports Marketing Ch 12 and 13

Terms in this set (22)

The amount of coverage depends on the fans as well as levels of interest and credibility of sponsors
In sales and services what does the media provide?
Fan interest level and support as well as influence of media contracts and coverage. For sponsors it depends on the sport organization that the fan supports attracting sponsors
In sales and services what do the fans provide?
The amount of Financial supports depends on the fans level of interest and available media partnership.
In sales and services what do the sponsors provide?
Sales
The revenue-producing element of the marketing process and it involves listening to and understanding the consumers wants and needs
Traits of a good salesperson
- Belied of Product and themselves
- Seeing many people
- Timing
- Listening to consumer
- Sense of humor
- Knocking on doors
- Following up after sales
- Common Sense
- Asking everyone if they would like to buy
It is the reporting structure in an organization and it is the relationships between departments that are reveal in the sales process. They help with product shaping development of product sales during the sales process. Determine the composition of the sales force and the compensation mix for the sales staff.
What is a good orientated organizational structure?
- Naming rights
- Electronic inventory
- Signing Inventory
- Print Inventory
Tickets
Community programs
ProMotion inventory
Assets related to ticket sales
What do sport teams sell?
Database Sport Marketing and Sales
Provides a database marketing that involves the collection of info about past and current consumers, and potential consumers.
Systems that are shed to provide qualified leads or provide to conduct e-mail and direct mail sales campaigns
What are CRM systems in Database Sport Marketing and Sales?
Types of sales approaches
- Full Menu Selling
- Outbound Phone sales
Websites
Direct Mail
Personal Selling
Characteristics of direct mail
- Direct Mail is targeted
- Personal
Measurable
Testable
Flexible
Developing 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 sales, refunds, coupons,
Premium items and other incentive
- Flexible ways of payment
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
Benefits of E-Mail
It is used as a way to make better offers:
Used to enhance consumer relationship

Regular communication to keep customer informed
Soliciting input, opinions, and feedback for two-way dialogue
Annual report
Thank-you correspondence
Delivering invitations to special opportunities
Personal Selling
While the most costly of sales methods, personal selling is highly effective because it enables the seller and prospect to engage in dialogue.
It integrates data-based marketing, relationship marketing, and benefit selling.
Rules for effective personal marketing
-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 and service.
-Match the consumer with the appropriate product.
Follow up.
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
Price is a critical element in the marketing mix for a number of reasons.
Prices can be readily changed.
In certain market conditions, price is one of the most effective tools.
Price is highly visible.
Price is never far from the consumer's mind.
Satisfaction = Benefit - Cost
Yield management
Yield management is the employment of a variety of pricing strategies to ensure that the product, particularly tickets, can be purchased by the broadest range of potential buyers.
Yield management includes not only pricing but also packaging of tickets to ensure the highest yield on the sale of the product.
Skills of Yield Management
Organizational buy-in.
Understand the marketplace.
Data, data, data.
Understand the secondary market.
Understand implications.
Remember the fans.
Secondary Ticket Market
Many consumers purchase tickets through secondary sources (not the team) because those sources offer a variety of prices, all usually less than those of the team, which has a higher cost of doing business.

Some season-ticket buyers resell their tickets in the secondary market to offset costs or make money, which can be a critical factor in the decision to purchase season tickets in the first place.
Consumer Lifetime Value
Formula that helps a marketing manager arrive at the monetary value associated with the long-term relationship of any given customer, revealing both the cost and the net worth of that relationship over time.
CLV has resulted in client servicing and retention becoming more valued by sport organizations.
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