Group Sales

Today

• Quiz Recap• Fun with data

• Discuss the sport product, and importance of group sales• Group Sales - Assignment

• Quiz this Friday-Monday

What are the characteristics or attributes

of the sport product?

Simultaneously produced and consumed

Unpredictable

Intangible

Perishable

More similar to a service than a productThink-Pair-Share

Why do we attend sports events?

Event Mentality

Can the spectacle of sport be maintained throughout an entire season?

Centering marketing and sales efforts on the grandeur or importance of individual games is not sustainable

Focusing on meeting needs in controllable ways can keep fans happy and keep them coming back

Group Sales

• What kind of groups can ball games accommodate?

• What kind of needs do they have?

• What is the best way to approach a group regarding group tickets?

Group Sales

“Group sales are not about selling cheap, discounted tickets. It is the most stable ticket sales channel to drive revenue and tickets regardless of team performance.”

Murray Cohn, NBA VP Team Ticket Sales

Premium, season ticket and group sales departments are often separated because they require unique skills sets

Sharing Experiences

• Get in groups of 3-5 people

• Share your responses from parts 1 and 2 from your group sales assignment. Take 5-10 minutes.

• After sharing, select the most interesting/ambitious/comical group sales experiences or promotions. Pick your top 2-3.

Take away• The sport product is unique and unpredictable

• Group sales are a stable and significant source of revenue

• Leverage the controllable aspects of the sport product to meet people’s needs. Everybody wins.

• Relationship with group leader is key

• Group functions can help fill the stadium outside of games as well.

• Creativity Pays