4.00 Develop customer service skills needed in the sports andentertainment industry.
4.01 Explain the importance and types of selling.
Sports and Entertainment Marketing ISummer 200355
A. Explain selling.1. Selling is the exchange of goods and services from producers to consumers for aprice.a. Businesses and sponsors might purchase incentives, media time, namingrights, pre-/post-game entertainment, signage, tickets (group or season), andproducts designed for the corporations’ target market.b. Fans might purchase food and beverages, merchandise, pre-/post-gameentertainment, and tickets (group or season).c. Sales of sponsored products should increase as a result of advertising at anevent.d. Sponsors pay a rights fee for media time to a sports or entertainmentorganization for the opportunity to provide broadcasts.2. Data-based marketing involves the collection of information about past, current,and potential consumers. In sports marketing, a database is needed to generateleads or sources of new customers. One common way to generate leads isthrough telemarketing. Telemarketing is communicating with customers via thetelephone. For example, sales representatives from Nike call customers whorecently purchased the new Jordan shoes to offer them a second pair at a 25%discount. In some cases, consumers will call in response to a promotionalcampaign.3. Personal selling is a two-way communication between a representative of thecompany and the customer. For example, a sales associate at the CarolinaHurricanes team store, The Eye, selling an authentic team jersey to a fan.4. B2B (business to business) selling takes place in a manufacturer’s orwholesaler’s showroom (inside sales) or a customer’s place of business (outsidesales). For example, GoodYear Tire Corporation making a sales presentation atHendrick MotorSports.5. Direct mail is personal and received in the mailbox. Direct mail is used to initiatethe sales process. For example, the Carolina Panthers mail informationintroducing their new
program.6. www/Internet selling is selling executed using the Internet. For example, aMonsters, Inc. fan purchasing the DVD, or a customer purchasing stuffed toysfromwww.disney.com.B. Recognize the importance of selling.1. Customer vs. consumer.a. The customer is the person who buys the product or service.b. The consumer is the person who uses the product or service.c. As an example, the gift Mary selected for her husband’s 40
birthday wasseason tickets to the Carolina Hurricanes. Mary purchased two tickets so herhusband could take a friend. Mary is the customer, while her husband andhis friend are the consumers.