sales hss 3000/5263 sport marketing dr. brian turner
TRANSCRIPT
SalesSales
HSS 3000/5263
Sport Marketing
Dr. Brian Turner
Introduction
• Sales is “lifeblood” of any sport organization– Revenue-producing element of the marketing
process
• “…the process of moving goods and services from the hands of those who produce them into the hands of those who will benefit most from their use”
Introduction
• Selling consists of:– Identifying the customers– Getting through to them– Increasing their awareness and interest in your
product/service– Persuading them to act on that interest
Introduction
• Sales can be explained as “customer performance”– Quality– Quantity– Time– Cost
What Makes a Good Salesperson?
• Belief in product
• Belief in yourself
• Seeing a lot of people
• Timing
• Listening to the customer
• Sense of humor
What Makes a Good Salesperson?
• Knocking on old doors
• Asking everyone to buy
• Following up after the sale with the same aggressiveness you demonstrated before the sale
• Common sense
What Do People Sale in Sports?
• Inventory– Naming rights
– Electronic inventory
– Signage inventory
– Print inventory
What Do People Sale in Sports?
– Tickets and hospitality inventory
– Promotions inventory
– Community programs
– Misc. inventory
Direct Data-Based Sport Marketing
• “…an interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction”
Typical Sales Approaches in Sport
• Telemarketing
• Direct mail– Targeted, personal, measurable, testable,
flexible– Ticket brochures– Pocket schedules– Posters– Appeal letters
Typical Sales Approaches in Sport
• Personal selling– Relationship marketing– Benefit selling
“Club” Sandwich
• Season ticket equivalencies
• Advance sales
• Group sales
• Day of game/walk-up sales
Aftermarketing
• Defectors
• Customer service
Legal Aspects of Legal Aspects of Sport MarketingSport Marketing
HSS 3000/5263
Sport Marketing
Dr. Brian Turner
Intellectual Property
• “…the exclusive right to their writings and discoveries”
• 3 areas
Intellectual Property
• Draft a cease and desist letter to the alleged infringer
• Seek injunctive relief
• Court trial
Law of Copyright
• Original works of authorship appearing in any tangible medium of expression may be granted copyright protection
Law of Copyright
• Works of authorship include– Literary works– Musical works– Dramatic works– Choreographic works– Pictorial, graphic, and sculptural works– Motion pictures and other audiovisual works– Sound recordings– Architectural works
Law of Copyright
• Copyright Act grants the owner the right to:– Reproduce and/or distribute copies or sound
recordings to the public by sale, rental, lease, or lending
– Prepare derivative works– Perform or display the work publicly– Perform the work publicly by means of a digital
audio transmission
Law of Copyright
• Limitations
• Fair Use Doctrine
• Copyrights and sport events
Lanham Trademark Act
• Trademarks can last indefinitely
• 4 distinct marks are protected:– Trademark– Service mark– Certification mark– Collective mark
Lanham Trademark Act
• Denied because:– Merely the generic name– Possesses immoral, deceptive, or scandalous
matter– Disparages or falsely suggests a connection– Possesses any insignia of the US, any state or
municipality, or a foreign nation– Consists of a name, portrait, or signature of any
living individual without permission– Merely a surname
Trademark Infringement
• Degree of similarity
• Strength of the owner’s trademark
• Price of the goods and other factors
• Length of time the defendant has used the trademark
• Intent of defendant
• Evidence of actual confusion
Ambush Marketing
• Occurs when an advertiser capitalizes on the attention given an event by using tactics to imply an official association with that sport event
Ambush Marketing
• Purchasing advertising time
• Television right holders offer logos
• Direct advertising with individual teams, athletes, or player’s associations
• Ticket giveaways
• Good luck or congratulatory message
• Nonsponsors market in, around, and above event
Other Trademark Ideas
• Right of publicity
• Invasion of privacy
Patents
• May be granted to anyone who invents or discovers any new and useful process, machine, manufacture, or composition of matter, or any new and useful improvement– Cannot be granted for a mere idea– Duration is 20 years