SEM1 4.01 A - Selling
description
Transcript of SEM1 4.01 A - Selling
![Page 1: SEM1 4.01 A - Selling](https://reader035.fdocuments.in/reader035/viewer/2022062316/56816860550346895ddead16/html5/thumbnails/1.jpg)
SEM1 4.01 A - Selling
• Employ sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales
• Sell advertising space in printed and electronic materials (e.g., programs, yearbooks, media guides, tickets, team photo cards, etc.)
![Page 2: SEM1 4.01 A - Selling](https://reader035.fdocuments.in/reader035/viewer/2022062316/56816860550346895ddead16/html5/thumbnails/2.jpg)
Why advertise in SEM materials?• Tickets and programs are given to consumers who
might be the target market consumer for other businesses
• Selling ads enhance the use of a ticket or program – Not just allow entrance or give information…add value
• Generates more revenue for the event– Business know the ad may be seen by potential
customers so it’s a “win-win”
![Page 3: SEM1 4.01 A - Selling](https://reader035.fdocuments.in/reader035/viewer/2022062316/56816860550346895ddead16/html5/thumbnails/3.jpg)
SEM material types for advertising
• Tickets• Game/event programs• Team yearbook programs• Team photo cards• Internet/websites• Media guides• Co-op advertising
![Page 4: SEM1 4.01 A - Selling](https://reader035.fdocuments.in/reader035/viewer/2022062316/56816860550346895ddead16/html5/thumbnails/4.jpg)
Advertising appeals in SEM• The 2 most important types of advertising
appeals are:– Rational – Reasonable, practical, and functionality of
a product to a potential consumer – generally more effective with adults• Scarcity appeal – make people think there’s limited supply
– Emotional – Related to a consumer’s psychological & social needs• Personal • Social• Fear
![Page 5: SEM1 4.01 A - Selling](https://reader035.fdocuments.in/reader035/viewer/2022062316/56816860550346895ddead16/html5/thumbnails/5.jpg)
Advertising appeals in SEM
• Personal Appeal• Some personal emotions that can drive individuals to
purchase products include safety, love, humor, joy, happiness, pride, self esteem, pleasure, comfort, nostalgia etc.
• Social Appeal• Social factors cause people to make purchases and
include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval
![Page 6: SEM1 4.01 A - Selling](https://reader035.fdocuments.in/reader035/viewer/2022062316/56816860550346895ddead16/html5/thumbnails/6.jpg)
Advertising appeals in SEM
• Fear Appeal• Fear is often used to good effect in advertising and
marketing campaigns of beauty and health products including insurance. Must be moderate.
• Humor Appeal• Sex Appeal• Brand Appeal• Adventure Appeal• Youth Appeal• http://www.youtube.com/watch?v=cpi2IAec9Ho• http://www.youtube.com/watch?v=zFKIeT7OlbM
![Page 7: SEM1 4.01 A - Selling](https://reader035.fdocuments.in/reader035/viewer/2022062316/56816860550346895ddead16/html5/thumbnails/7.jpg)
Procedures for selling space in SEM materials
• Prepare early• Create rate cards for all materials– Back of ticket– ¼, ½, full page for programs– Signage at event– Know audience # to establish rates
• Use volunteers to assist in sales– Appeal to community involvement and support– This can lead to sales as local business can expect
potential customers by placing an ad
![Page 8: SEM1 4.01 A - Selling](https://reader035.fdocuments.in/reader035/viewer/2022062316/56816860550346895ddead16/html5/thumbnails/8.jpg)
Procedures for selling space in SEM materials
• Additional sales– Ask volunteers to solicit friends, bosses or
relatives • Solicit well wishers– People that will offer one liner to encourage
success
![Page 9: SEM1 4.01 A - Selling](https://reader035.fdocuments.in/reader035/viewer/2022062316/56816860550346895ddead16/html5/thumbnails/9.jpg)
Procedures for selling space in SEM materials
• Give promotional discounts– Buy 2 ad spaces, get 1 free– Free bonus for renewing
• Sell advertising space between content– Use your imagination to utilize all areas
• Write a review for your customer’s product to place under their ad– They will appreciate it and be more inclined to advertise
• GUARANTEE your customer’s advertising results– This can be based on the expected # of attendees