selling sports and entertainment

Sports and Entertainment Marketing© Thomson/South-Western

Chapter Chapter Chapter Chapter

Selling Sports and Entertainment 12.1 The Sales Process 12.1 The Sales Process 12.2 Ticket Sales12.2 Ticket Sales12.3 Group and Corporate Sales 12.3 Group and Corporate Sales

12

Chapter 12Slide 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

Chapter 12Slide 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.

Chapter 12Slide 4


Terms preapproach suggestion selling cold calling leads customer management

Chapter 12Slide 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

Chapter 12Slide 6


the sales person becomes the link between the customer and the business

personal selling

Chapter 12Slide 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

Chapter 12Slide 8


4. Answering questions

5. Closing the sale suggestion selling

asking customers if they want to purchase related products

6. Follow-up

3. Demonstration

Chapter 12Slide 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

Chapter 12Slide 10


Explain why personal selling is necessary when selling expensive items like luxury suites at a professional football stadium.

Chapter 12Slide 11


MANAGEMENT SKILLS AND KNOWLEDGE FOR SUCCESS Salespeople need to

manage their time effectively be stable be motivated

Chapter 12Slide 12


Know the Product

Salespeople need a thorough knowledge of the product or service they sell.

Chapter 12Slide 13


Know the Customer

cold calling contacting potential customers randomly

without researching their needs first

leads customer contact information obtained

from market research

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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

Chapter 12Slide 15


customer management building a customer base carefully scheduling time spent with customers

Manage Customer Information

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Chapter 12Slide 16


Know the Competition

Salespeople must be able to explain how their products are unique from

the competition’s product superiority

Chapter 12Slide 17


List three things successful salespeople must understand.

Chapter 12Slide 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.

Chapter 12Slide 19


Terms ticket brokers ticket scalpers

Chapter 12Slide 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

Chapter 12Slide 21


Consumers should research on-line brokers to verify legitimacy before providing credit card information.

Chapter 12Slide 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

Chapter 12Slide 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.

Chapter 12Slide 24


Explain why scalping is illegal in some states.

Chapter 12Slide 25


THE TICKET ECONOMY

Ticketmaster controls ticket sales for most venues in the country.

Average consumers compete with scalpers and corporate sponsors for tickets.

Chapter 12Slide 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.

Chapter 12Slide 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.

Chapter 12Slide 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.

Chapter 12Slide 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

Chapter 12Slide 30


How has the Internet changed the way that tickets are sold for sports and entertainment events?

Chapter 12Slide 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.

Chapter 12Slide 32


Terms group packages luxury boxes club seats

Chapter 12Slide 33


FILLING THE STANDS

Appealing to Groups group packages

special ticket prices for group purchases of 15 or more tickets

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Special Privileges

University alumni who make substantial contributions to athletic departments and scholarship funds may receive perks. special seating at sporting events season tickets

Chapter 12Slide 35


Explain how group packages can help fill entertainment venues.

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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

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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

Chapter 12Slide 38


premium stadium seats high revenue source cushy and roomy provide a good view often comes with added benefits

club seats

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How do corporations outside of the sports and entertainment industries use sports and entertainment events for business purposes?

Chapter 12Slide 40


PERFORMANCE INDICATORS EVALUATED Demonstrate critical-thinking and problem-

solving skills. Describe a promotional strategy to keep the

hotel at capacity on football weekends.

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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.

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THINK CRITICALLY

1. What is the new challenge faced by the hotel?

2. List two promotions the hotel could offer to football fans.

Chapter 12Slide 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.

selling sports and entertainment

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