SEM1 4.01 A - Selling

• Employ sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales

• Sell advertising space in printed and electronic materials (e.g., programs, yearbooks, media guides, tickets, team photo cards, etc.)

Why advertise in SEM materials?

• Tickets and programs are given to consumers who might be the target market consumer for other businesses

• Selling ads enhance the use of a ticket or program – Not just allow entrance or give information…add value

• Generates more revenue for the event– Business know the ad may be seen by potential

customers so it’s a “win-win”

SEM material types for advertising

• Tickets• Game/event programs• Team yearbook programs• Team photo cards• Internet/websites• Media guides• Co-op advertising

Advertising appeals in SEM• The 2 most important types of advertising

appeals are:– Rational – Reasonable, practical, and functionality of

a product to a potential consumer – generally more effective with adults• Scarcity appeal – make people think there’s limited supply

– Emotional – Related to a consumer’s psychological & social needs• Personal • Social• Fear

Advertising appeals in SEM

• Personal Appeal• Some personal emotions that can drive individuals

to purchase products include safety, love, humor, joy, happiness, pride, self esteem, pleasure, comfort, nostalgia etc.

• Social Appeal• Social factors cause people to make purchases and

include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval

Advertising appeals in SEM

• Fear Appeal• Fear is often used to good effect in advertising and

marketing campaigns of beauty and health products including insurance. Must be moderate.

• Humor Appeal• Sex Appeal• Brand Appeal• Adventure Appeal• Youth Appeal• http://www.youtube.com/watch?v=zFKIeT7OlbM

Procedures for selling space in SEM materials

• Prepare early• Create rate cards for all materials– Back of ticket– ¼, ½, full page for programs– Signage at event– Know audience # to establish rates

• Use volunteers to assist in sales– Appeal to community involvement and support– This can lead to sales as local business can expect

potential customers by placing an ad

Procedures for selling space in SEM materials

• Additional sales– Ask volunteers to solicit friends, bosses or

relatives • Solicit well wishers– People that will offer one liner to encourage

success

Procedures for selling space in SEM materials

• Give promotional discounts– Buy 2 ad spaces, get 1 free– Free bonus for renewing

• Sell advertising space between content– Use your imagination to utilize all areas

• Write a review for your customer’s product to place under their ad– They will appreciate it and be more inclined to

advertise• GUARANTEE your customer’s advertising results– This can be based on the expected # of attendees

4.01 SEM1 Activity• Students work with a partner and find examples of

advertisements that appeal to the following seven appeal factors

• Show the examples in a PPT format and cite why they believe the examples fit the factor indicated. Include market segmentation info

• Create the back of a SEM ticket as if you were a business using one of these appeal factors in your advertisement

– Personal/Nostalgia Appeal – Fear Appeal– Social/Status Appeal – Humor Appeal– Brand Appeal – Adventure Appeal– Youth Appeal -

4.01 SEM1 Activity• #1 - Participate in a role play situation to sell ad space in

a SEM newsletter that you create. Create the basis of the newsletter for an event & then conduct a role play in front of classmates

• #2 - Students work in groups of 3 & create the following:• You are responsible for promoting & selling ad space for

the AK prom dance. Based on the prom theme, determine ad plans available & the costs you would charge an advertiser. Ad plans available as follows:– Sales brochure ad - Poster ad - Internet ad – (show examples)– Identify benefits of each plan available – PPT– Determine potential ad purchasers – PPT– Identify 3 ways to maximize sales performance - PPT