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