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