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Selling Sports and Entertainment

Chapter 12. Selling Sports and Entertainment . 12.1 The Sales Process 12.2 Ticket Sales 12.3 Group and Corporate Sales . Winning Strategies. Country Stampede - Financial Boost for Manhattan, Kansas. A small community can host a huge entertainment event with the right help.

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Selling Sports and Entertainment

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  1. Chapter 12

    Selling Sports and Entertainment

    12.1 The Sales Process 12.2 Ticket Sales 12.3 Group and Corporate Sales
  2. Winning Strategies Country Stampede - Financial Boost for Manhattan, Kansas 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 website promotion
  3. Bonnaroo Largest Music Festival in North America since it debuted in 2002. For 4 days every summer, the McAllister Farm outside Manchester, Tenn. Morphs into the 6th largest city in the state of Tennessee packed tightly with nearly 100,000 people. A Small Town Hosts the Nation’s Largest Concert
  4. Bonnaroo www.bonnaroo.com
  5. Lesson 12.1The Sales Process Goals List the steps involved in the sales process. Discuss the management skills and knowledge necessary for successful salespeople.
  6. 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 personal selling the sales person becomes the link between the customer and the business
  7. The Sales Process The six steps of effective selling are: The Pre-Approach The Approach Demonstration Answering questions Closing the sale Follow-up Discussed on following 6 Slides…
  8. # 1 ~ Pre-Approach Salespeople learn about the: products and services offered target market competition Salespeople must: be knowledgeable understand consumer need
  9. # 2 ~ The Approach Contract the Customer Gain their attention Listen carefully to consumer needs Create a favorable impression on consumer Create lasting relationship
  10. # 3 ~ Demonstration Enthusiastically present product Make sure to address consumer needs Highlight benefits and features Approach consumer about purchasing item
  11. #4 ~ Answering Questions Consumer voice any objections, questions, or concerns about the product Questions = Considering the purchase? Provide additional info to help persuade their decision
  12. #5 Closing the Sale Offer discounts or incentive to buy today Suggest additional items for purchase suggestion selling asking customers if they want to purchase related products Would you like to “Super-Size it?” “Make that a combo?” Do you need case or screen protector for your new phone?
  13. # 6 ~ Follow-up Long-Lasting Relationships Contact consumer Are they satisfied? Do they additional needs? Improved customer service from feedback
  14. When Is Personal Selling Appropriate? Advantage of Personal Selling opportunity to address any concerns that may be causing hesitation Knowledgeable Salespeople Offer information about the product Demonstrate the product Make comparisons with similar products Tell stories about personal experiences with product Answer questions about the product
  15. When Is Personal Selling Appropriate? Benefits of Feedback Enables sellers to improve on future sales strategies Feedback from Consumers Level of satisfaction during Suggestions to make buying process better/easier for the consumer Disadvantage of Personal Selling High costs, time commitment per customer & required skills and trainings for employees
  16. 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
  17. Explain why personal selling is necessary when selling expensive items like luxury suites at a professional football stadium. Customers take more time to make purchasing decisions related to more expensive items. They expect more personal attention from the sales associates since they are selling the money.
  18. MANAGEMENT SKILLS AND KNOWLEDGE FOR SUCCESS Salespeople need to effectively manage themselves, customers & info be motivated use time wisely be emotional and physically stable to deal with public Continued Education / Professional Development is helpful to keep current in their profession Know & understand the following…
  19. Know the Product Salespeople need a thorough knowledge of the product or service they sell. Successful salespeople know all parts of the marketing mix (4 P’s) Sources of info: Info sheets, product manuals Special trainings on product & on new sales strategies Salespeople must effectively communicate: Product info including benefits & unique features

  20. Know the Consumer

  21. Know the Customer(1 of 2) Know the customer and their needs in order to present the most appropriate products. cold calling contacting potential customers randomly without researching their needs first Marketing-oriented businesses do not depend on CC. leads customer contact info obtained from market research customers have shown interest or a in target market Research: who needs the product, resources they have to purchase product and authority to make the purchase
  22. Consumer Decision Making
  23. Know the Customer Understand Customer Decisions A five-step decision-making process for purchases recognition of a need for a product or service search for info about alternative products or services evaluate all options (best fits their needs) a decision is reached and a purchase occurs evaluate the decision to determine if needs were met Manage Customer Information customer management building a customer base carefully scheduling time spent with customers “Time is Money” ~ too much time spent with one could be lost sales with another.
  24. Know the Competition Salespeople must be able to: explain how their products are unique (different) from the competition’s provide solid evidence that the product is superiority Consumers want to buy the most satisfying (the best) product at the best price.
  25. List three things successful salespeople must understand. Salespeople must understand: the product/service they are selling, their customers and their competition. How to become a successful salesperson
  26. Lesson 12.2Ticket Sales Goals Explain the difference betweenticket brokers and ticket scalpers. Describe the ticket economy and strategies for getting highly sought tickets.
  27. HIGH PRICES FOR THE MOST DEMANDED ENTERTAINMENT High Demand = High Prices ticket brokers registered businesses that legally buy and sell tickets to a variety of events and guarantee ticket authenticity Typically online exchanges Reputable T.B. should be members of: National Association of Ticket Brokers & Better Business Bureau Offer wide array of tickets to reach more consumers
  28. HIGH PRICES FOR THE MOST DEMANDED ENTERTAINMENT ticket brokers Operate businesses that depend on customer contact Some brokers have contracts to obtain the best tickets before they are put up for sale. (unethical & unfair) WHY? Try to monopolize the ticket market HOW? Offer bribes to people in control of ticket supply(box-office employees, venue managers, promoters, ticket agents) Ticketmaster – Strategies to fight back Different ticket release times, during week rather than Sat. VIP club members receive password to early release time

  29. Ticket brokers seek changes to resale law

    Article on Ticket Scam (Mar, 2014)
  30. 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 “the practice of buying and selling event tickets by private citizens, rather than by the sponsoring venue or organization.” Laws about ticket scalping vary by state, and there is nofederal law that prohibits the practice. Approx.16 of the 50 states have a law that makes it illegal. Seven states - including PA - require a special license to resell tickets.
  31. Ticket Scalping in States Some states where ticket scalping is legal Hawaii Maryland (w/ restrictions) Louisiana (w/ restrictions) Some states where ticket scalping is illegal Delaware Michigan Rhode Island
  32. Ticket Scalpers When ticket scalping laws are broken, consequences are often not enforced. Police officers handle the offense according to severity. Scalping tickets is a nonviolent crime without a victim It is a crime where both parties are agreeable to the transaction. Therefore, cops are often hesitant to get involved. Ticket scalping laws became even more difficult to enforce when the practice became widespread online. Internet sites such as StubHub, TicketsNow and RazorGator are regulated, tax-paying websites that capitalize on fans’ eagerness to purchase tickets at any cost. If the official website for the event sells out, these sites promote themselves as a second chance. Efforts to make scalping illegal are overshadowed by such websites.

  33. Ticket Scalper Scams & How to Avoid Them

  34. Ticket Frenzy Some events make fans think that a “once-in-a-lifetime” event is worth a large ticket price. Sellouts with the hour Forming lines the night before tickets go on sale Season Tickets = Status Symbol When season ticket holders for the Green Bay Packers pass away, they can bequeath (leave, hand-down) the tickets to someone in their will.
  35. Explain why scalping is illegal in some states. It involves unfair pricing for consumers. How Legal is Ticket Scalping in PA?

  36. Scalp-Free Zone

  37. THE TICKET ECONOMY Ticketmaster controls ticket sales for most venues in the country. Telephone, Internet, Box-Offices Saturdays at 9am or 10am Greatest sales happen within opening hour Average consumers compete with scalpers and corporate sponsors for tickets.
  38. 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.
  39. Landing Super Bowl Tickets 70,000 tickets are distributed for the SuperBowl 500 tickets available by lottery overpriced hotel packages offer tickets through NFL-approved tour operators & travel agencies ticket brokers sell tickets NATB Standard for Super Bowl Tickets If a legitimate broker fails to deliver the tickets, they must provide a refund that is 200% of the ticket price. 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.

  40. Looking for Super Bowl Tickets – Don’t Get Scammed

  41. Movie Theaters Aim for 3D Sports By 2007, movie theater operators had planned to screen live sports events in 3D. lure sports fans to entertainment options to boost weekday theater ticket sales team gear sold in lobby fans encouraged to cheer as if they were at ball park Ticket sales dropped in 2005 due to: lackluster films, competition from other entertainment options and increased in-home entertainment technology
  42. Consumers no longer have to wait in long lines. Purchase tickets from the convenience of home. Many people buy tickets and resell them on online auction sites. Electronic Ticket Distribution How has the Internet changed the way that tickets are sold for sports & entertainment events?

  43. Ticket Broker

  44. Food for Thought Although it is illegal in some locations to re-sell a $100 ticket to an event for $200, it is seldom illegal For a charity to raffle a $100 ticket in order to raise much more than $200 in donations For a business to offer a $100 ticket to favored clients and generate orders worth much more than $200 For a travel agent to offer a $100 ticket with a $100 hotel room as a “package” for more than $200
  45. Lesson 12.3Group 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.
  46. FILLING THE STANDS Appealing to Groups Games played during the week are less likely to sell out. Special Group/Corporate promotions used to fill seats. group packages special prices for group purchases of 15 or more tickets Groups: churches, senior citizens, schools, scouts, youth teams, student organizations, businesses, etc. Group recognition during announcements Promos build future customer base How were the stands filled for the Sochi Olympics?
  47. Special Privileges University alumni who make substantial contributions to athletic departments and scholarship funds may receive perks. easier access to tickets special seating at sporting events season tickets suites naming honors on suites or fields
  48. Explain how group packages can help fill entertainment venues. Group package deals provide incentive for groups to attend events because they receive a discount and at the same time get to enjoy the fellowship of the group.
  49. CORPORATE PERKS Corporations might use sporting event tickets in a variety of ways. to promote bonding/teamwork of employees as a performance reward to entertain clients, impress the client
  50. Special Seating luxury boxes (luxury suites) fancy rooms inside stadiums and arenas that allow corporate executives and wealthy private individuals to entertain clients and friends while watching the game. high in the stands near the press-box level close-circuit televisions (for close-ups) good source of additional revenue for stadium
  51. club seats premium stadium seats that provide another source of high revenue for owners. vary by venue, but usually: cushy and roomy provide a good view of the action often comes with added benefits Special access to indoor air-conditioned areas Access to special restaurants, merchandise stands and lounge areas not available to regular ticket holders.
  52. Luxury Suites Tour of Dodger Stadium Luxury Suite A luxury suite can generate from $29,000 to $85,000 per year. The Dallas Cowboys earn $23 million per year from 360 luxury suites. Currently 8,090 luxury suites and 151,451 club seats available in professional sporting venues can earn up to $995.7 million per year. Citizen’s Bank Park (Phillies) Philadelphia Eagles
  53. How do corporations outside of the sports and entertainment industries use sports and entertainment events for business purposes? Corporations use sports and entertainment events to entertain clients, reward employees, and encourage employee team bonding,
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