Sales 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 Sport 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