sport marketing ch 8
TRANSCRIPT
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Sport MarketingChapter 8 BUSI 252Professor Conrad
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This Week’s Blog Post
▪ Read the blog post Paving The Way To Improve Brand Experiences: Sense & Sensibility! by Evan Brown here --https://www.designmantic.com/blog/sense-and-sensibility-in-branding/
▪ Briefly summarize how each of the five senses can affect the experience a customer has with a brand.
▪ To conclude your post, provide recommendations of sensory branding WVWC could add to create and enhance a positive association with one of our sport teams.
▪ Be sure to link to Mr. Brown's post to give him credit for his work.
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Sales and Services
▪ Reminder of Brand Definition w/examples▪ What is Branding?▪ Brand Equity▪ Brand Awareness▪ Brand Image▪ Brand Association
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What is Sales?
Revenue-producing part of the marketing mixProcess of moving goods and services from producer to consumer
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What is Sales?Lifeblood of any sport organization• Tickets• Media rights• Corporate
partnerships• Digital assets• Advertising• Premium seating• Merchandise• Etc.
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Sport Organizati
on
Media
Sponsors
Fans
Alumni
What is Sales?
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The Role of Sales
▪ Identify the customers▪ Get through to them▪ Increase their awareness and interest▪ Persuade them to act on that interest
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Belief in the produce
Belief in yourself
Seeing a lot of people Timing
ListeningSense of humor
Knocking on old doors
Asking everyone to
buy
Follow up Common sense
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Sample Ticket Database (pg 191)
▪ Season-ticket holders▪ Co-account holders▪ Corporate▪ Partial-plan ticket
holders▪ Groups (20+)▪ Advance-ticket▪ Phone sales
▪ Outlet▪ Day-of-the-game▪ Sweepstakes/contest
entries▪ Opt-ins
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Sales Approaches used in Sports
▪ Telemarketing – complements, supports or substitutes for direct sales force▪ Direct Mail – as effective as ever if you know your target
audience. Use CRM▪ E-mail Marketing – builds relationships▪ Personal Selling – face-to-face is most expensive, but
very effective▪ Innovative approaches – education, packaging, fun,
coupons, team assets▪ Online Sales – website, interactive, KISS
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Pricing Basics
▪ Hard or soft goods▪ Tickets▪ Memberships▪ Daily usage fees▪ Concessions▪ Content▪ Access for corporate
entities▪ Image▪ Hospitality▪ Premium seating▪ Exclusive association▪ Commercial
time/exposure
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Identify Total Cost for Consumer
▪ Vail Ski Resort▪ Planet Fitness▪ Chicago Cubs▪ Rock & Roll Half Marathon▪ Pebble Beach Golf Course▪ Academy Sports Batting
Cages▪ Castle Lanes Bowling Alley