In order to discuss ESPN and Sales Promotion and Personal Sales we must "read between the lines" as they used to say in fourth grade. We've all gotten the point that ESPN is a sports broadcasting network, and while yes ESPN is a brand name to be marketed, it falls short on sales. So between the lines we go.
As discussed in the global marketing chapter, ESPN's prime product is their mobile product line. A little refresher, ESPN had launched apps to keep every sports fan up to date on their favorite team / sport up to the very last second. As well as being a top of the line "fantasy sports" provider. How does this all tie into Sales Promotion and Personal Sales?!? Well the biggest thing for ESPN is media awareness seeing how they're ratings are the main source of income because they get to charge more for advertisements on their network. What also helps is if their mobile apps are widely used, retailers will pay to advertise there as well.
With all that being said, ESPN doesn't promote sales much because its more of a close door deal with retailers to promote via ESPN. However, in order to have 97% media awareness they must promote a little. I'm sure any sports fan watching professional games or even just ESPN for highlights has seen examples of ESPN's use of consumer sales promotion targeting their ultimate consumer for their mobile apps. Which in turn works as a double winner for the brand known as ESPN!
As far as Personal Sales, ESPN plays the opposite roll as they do for Sales Promotion. If you go here you can see ESPN's shop. They do offer regular sporting goods and ESPN gear but their primary products sold are player and league attire from all major US professional sport leagues. They even go as far as having a "Hot Zone" for players who seem to be the hottest at the moment. Coming back to my point, ESPN itself does NOT have the rights to privately sell these items. However, they obtain the right to personal sell them. Upon researching I couldn't figure out if ESPN receives any push money or if they just personally sale these leagues products as a trade allowance.
Tricky huh? ESPN isn't much of a retailer therefore there isn't any need for Sales Promotion or Personal Sales; however, they are indeed a business and a brand name therefore they will follow the number one rule, make money!
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