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Table of Contents
Executive Summary………………………………………………………3
Mission Statement………………………………………………………...3
Demographics…………………………………………………………….4
Goals………………………………………………………………………4
Sales………………………………………………………………………4
Promotions………………………………………………………………..6
Merchandise………………………………………………………………8
Public Relations…………………………………………………………..9
Community Relations…………………………………………………….9
Advertising………………………………………………………………10
SWOT Analysis………………………………………………………….11
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Executive Summary
The Los Angeles Lakers are one of thirty clubs that make up the National
Basketball Association. Originally, the Lakers called Minneapolis, Minnesota home
following the purchase of the club in 1947. Once the NBA was formed in 1949, the
Lakers left the National Basketball League in favor of the newly formed Association,
making the Lakers an original member of the NBA. The Lakers moved from Minneapolis
to Los Angeles in time to open the 1960-61 season. Since the inception of the club, the
Lakers have been regarded as one of the premier franchises, winning sixteen NBA
championships and fielding countless hall of famers. To carry on the Laker tradition
while still looking toward the future and innovating from the top down within the
organization are keys to the 2014-2015 Lakers season.
The Lakers lineup features some of the most recognizable faces in the NBA. A
mixture of savvy veterans and young, charismatic players help the Lakers reach out to a
wide target audience, giving every fan somebody to root for. Having sold out every home
game since the 2007 season, the Lakers feature one of the deepest, most loyal fan bases in
the NBA. Most Laker fans have a deep-rooted connection with the team that stems from
the 60s and 80s when the teams rivalry with the Boston Celtics was at an all time high.
However, the Lakers are a global brand with fans all over the nation and the world so it is
important to remember these groups when crafting various ticket package options. Being
a prominent team in an established league is an advantage the Lakers have when looking
at marketing and advertising. The Lakers do not have to worry as much about
establishing a reputable brand and selling it to fans, so we can focus our efforts into other
areas such as providing fans with the ultimate game day experience. The Lakers
organization prides itself on being one of the more innovative teams in the NBA.
Whether that innovation comes on the court in the form of the triangle offense, or if the
innovation comes as an original promotion that people will love, innovation defines the
Lakers. This is why, after careful examination of previous marketing plans, I have
decided to lead the Lakers down a different path than what most are used to seeing. With
the team being in its current transition from the Kobe Bryant era to the After Kobe era,
victories may come few and far between. So although we might not win as much as we
would like to on the court, ultimately we have no control over that. We WILL, however,
win off the court. A firm Lakers presence will be felt all year long within the community
in order to generate positive buzz for the team. We plan to take our ticketing packages to
the next level as well. By offering a plan for every fan, attending Lakers games will now
be easier and more enjoyable than ever. Strong efforts will be made to produce high
quality content for fans to enjoy and events that fans will not want to miss.
MissionStatement
The Los Angeles Lakers organization focuses on winning an NBA championship
by cultivating a championship mindset from the top of the organization down. The Lakers
look to win on and off the court by providing fans with an excellent game day experience
while growing the game of basketball and enriching the lives of those within the Los
Angeles community.
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Demographics
The Los Angeles Lakers are located in downtown Los Angeles. According to the
2010 United States census, 3,792,621 people call Los Angeles home. However, there are
more than 18 million people that live in the Greater Los Angeles region, making it the
second largest metropolitan area in the United States behind New York City. According
to the census, the racial distribution of the City of Los Angeles was that 49.8%
(1,888,158) were white, 9.6% (365,118) were African American, 11.3% (426,959) were
Asian, 23.8% (902,959) were from other races, and 4.6% (175,635) listed themselves as
two or more races. Hispanics or Latinos of any race accounted for 48.5% (1,838,822) of
the total population. The median age in the city is 34 years old and the gender distribution
is nearly 50-50. Being located in such a large, ethnically diverse city affords the Lakers
the opportunity to engage multiple groups of fans with various promotions throughout the
year. By studying our market, we will be able to tailor our product to our desired target
market.
Goals
From the execution of this marketing plan, the goals for the season are as follows:
Associate a championship aura with the organization
Give fans a world class game day experience for an NBA club
Leverage superstar talent in growing the game
Build a long lasting relationship with Los Angeles community
members
Sales
Ticket sales, especially season tickets and group tickets, are crucial to the success
of the Lakers. Most view sales as the lifeblood of an organization and ticket sales is an
area where the Lakers have had great success. At the conclusion of the 2014 season, the
Lakers ranked 8th in the NBA in average attendance, averaging about 18,828 per game.
The Lakers also rank within the top 10 in the NBA in average stadium capacity, selling
tickets for 98.8% of the stadium.
Season ticket sales are non negotiable within the organization. Season ticket sales
and renewals must be secured and secured early. In order to attract full season ticket
holders and to keep current season ticket holders returning for the upcoming season, any
purchase of a full season ticket plan will reward the purchaser with the most value packed
ticket package in order to thank them for their loyalty and commitment to the Lakers
family. As a token of appreciation on behalf of the Lakers, each seat associated with a
full season ticket package will receive:
An invite to the opening night kick-off party at L.A. Live
An autograph session with Lakers players
An invite to a Lakers open practice
Dedicated concession lines within the Staples Center
Playoff ticket priority
Discounted parking passes
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A replica home Lakers jersey with the season ticket holders name and a number
of their choosing. Within the jersey, there will be a small RFID chip that allows
the season ticket holder to get a 15% discount on merchandise purchased at team
stores within Staples Center
To encourage the early renewal of season ticket plans, we will run a “Lucky Laker”
promotion. The grounds for this promotion are if you renew your season tickets by St.
Patrick’s Day in March, you will be entered into a drawing to win courtside seats for five
high profile games throughout the year. All fans renewing before St. Patrick’s Day will
also receive a $50 voucher to the Lakers team store.
It is an economic reality that not all fans are able to purchase a full season ticket
package. Therefore, it is our responsibility to be creative in constructing ticket packages
of various lengths that appeal to multiple groups. The first ticket package will be the
Division package. This package will be a four game package that features one game
against division rivals Golden State Warriors, Los Angeles Clippers, Phoenix Suns, and
Sacramento Kings. The purchasers of this plan will enjoy a 10% discount on the cost of
the tickets as well as an option to purchase a discounted parking pass. This package will
increase attendance at crucial games against divisional foes. The next ticket package will
be the “West” package. This is a ten game package that includes one game against each
opponent from the North West and South West divisions within the Western Conference.
This ticket package will allow fans to view Western Conference action outside of the
Pacific division. The purchasers of this package will get ten games for the price of eight
as well as a special Lakers t-shirt. The West package also includes a framed and
autographed picture of Lakers legend Jerry West. The aim here is to connect fans with
past Lakers greats while still experiencing all of the excitement that today’s Lakers have
to offer. The next package that will be offered is a twenty game plan. This plan features
one game against each opponent from the North West and South West divisions and two
games against Pacific division opponents. To fill the final two games, purchasers of this
plan will also get two games against an opponent from the Eastern Conference when they
come out to Staples Center. Benefits of this package include an invite to the opening
night kick-off party at L.A. Live, a discounted parking pass and a custom Lakers season
ticket holder polo in your choice of size. The final season ticket package available is the
Sunday kids day package. Purchasers of this ticket package will receive a discounted
parking pass and a custom white Lakers t-shirt to match the white jerseys the team wears
on Sundays throughout the season. Kids will also be privy to promotional giveaways on
these days. The goal of this ticket package is to capitalize on the youth market in Los
Angeles and cultivate a new generation of Lakers fans.
Just as season ticket sales are vital to the success of an organization, group ticket
sales are right there in the upper echelon of importance when it comes to revenue
generation within the organization. Our goal is to cater to groups of all different sizes. In
order to successfully accomplish this, we have created a three-tier program that allows
different benefits for different sized groups. The first tier is for groups of 20-50 people.
These people will enjoy a 5% discount on their tickets as well as receive a Lakers ball
cap. The next tier is for groups of 51-99 people. These people will get a 10% ticket
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discount and a Lakers t-shirt. The final tier is for groups of 100 or more people. These
people will benefit from a 15% ticket discount as well as the choice between a Kobe
Bryant, Nick Young, or Jeremy Lin jersey t-shirt. These groups will also be recognized
on the jumbotron during a break in the action.
The Lakers are in a unique position in the sports world where the demand for
tickets is astronomically higher than the supply. This creates a waiting list for season
tickets. In order to keep those on the waiting list for season tickets happy, there will be
designated days throughout the season that are season ticket waitlist days. These days are
designed to take a non-marque opponent, one that typically would be a tougher crowd to
sell, and allow those on the season ticket waitlist to purchase tickets available for resale
on the Lakers’ ticket exchange at a discounted rate. This ensures that even the games with
the lowest interest would have a respectable crowd in attendance. Another token of the
Lakers’ appreciated for being on the season ticket wait list is that each person on the list
will receive a magnetic schedule and a Lakers team poster before the season starts. This
shows those on the waitlist that our organization hasn’t forgotten about them and they are
still a valuable part of our family.
Fans looking to purchase individual game tickets may do so at the Staples Center box
office, online at AXS.com, or by phone at 1-888-9-AXS-TIX (888-929-7849)
Promotions
It is the goal of the Lakers organization to provide the fans with a world-class
game day experience. We want the fans to identify with the Lakers’ brand through
various pregame, in game, and post game events. When the fans enjoy the game day
experience, the Lakers will have established integrity and a desire within the fan to return
for more. This allows us to move the fans up the escalator in a fun and enjoyable way.
The game day experience does not start when the fan gets inside the stadium, but upon
arriving into the Staples Center area. Events will be going on two hours prior to game
time at L.A. Live, which is adjacent to Staples Center. After the game is over, fans will
be able to redeem their tickets for various promotions around the city. Listed below are a
few of the Lakers’ promotions that will be implemented throughout the upcoming season
during game day:
Pre-Game
o Live Radio and TV Broadcasts On Site
Fans will have the opportunity to watch and listen to their favorite
Lakers pre game shows being broadcast right from the Staples
Center. Fans may be called upon to provide insight on the team to
the TV or radio personality.
o L.A. Laker Live
Decorate L.A. Live with Purple and Gold on game day to generate
excitement for that day’s game. Offer discounts on food and
drinks until ½ hour prior to game time. This will get fans around
the stadium on game day and allow them to be immersed in
Lakers pride
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In-Game
o Youth Team Scrimmage
Local youth teams will have the opportunity to play on the court
in front of 19,000 fans during halftime of a Lakers game
o Lakers Trivia
During a designated break in the action a lucky fan can win a
prize if they answer a trivia question about the Lakers correctly
o Half Court Shot Challenge
A fan will be brought onto the court during a stoppage in play to
take a shot from half court. Should he or she make the shot in two
attempts, they will win a cash prize
Post-Game
o Ticket Redemption
After each Lakers home game whether the team wins or loses, the
fan’s ticket will be good for 10% off at a local business in the Los
Angeles area. The goal is to promote community involvement by
getting consumers into local small business.
o Concert Series
Fans coming to the game on a weekend may enjoy a post game
concert on the Staples Center floor performed by popular artists in
the Los Angeles area. The only way to gain access to the concert
is by having a ticket to the game
Theme Night
o Hispanic Heritage Night
November 16th vs. Golden State
Teams will honor the rich Hispanic heritage in the Los
Angeles area by wearing Spanish versions of their
uniforms. There will also be Hispanic concessions
available throughout the arena, and mariachi bands will
roam the Staples Center concourse all night.
o Social Media Night
January 15th vs. Cleveland
When two of basketball’s most prolific superstars face off
against each other, the world of social media will be abuzz.
Therefore, the Lakers will wear jerseys that have players’
twitter handles on their back as opposed to the traditional
use of last names. Also, there will be various contests and
promotions that will be exclusive to the @Lakers twitter
account in which you must be following in order to take
advantage of the deals.
o Kings for a Day
February 20th vs. Brooklyn
Promote camaraderie among the professional sports teams
in Los Angeles by inviting fellow Staples Center tenants
the Los Angeles Kings to take in a Lakers game. Honor
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them by wearing L.A. Kings themed warm ups prior to
game time.
o Sunday Kids Day
Every Sunday Home Game
Center promotions around kid friendly ideas.
For one Kids Day, give away a Nick “Swaggy P” Young
tattoo sleeve designed specifically for the left arm
Merchandise
Our goal of merchandise sales is to increase brand awareness through the sale of
officially licensed Los Angeles Lakers merchandise. The merchandise available for sale
will be able to outfit the Lakers fan in all aspects of their lives. All merchandise will be
fresh and exciting so that fans can support the Lakers with great pride. The Lakers logo is
one of the most recognizable in professional sports so we want our fans to wear it to keep
the awareness up and give them a symbol to identify with and stand behind. Outlined
below is a sample of the merchandise that will be available for sale by the Lakers during
the 2014-15 season:
Types of Merchandise Offered
o Men’s and Women’s Apparel
Some items need to be strategically targeted towards men and
women respectively
Apparel
o T-Shirts
o Shorts
o Pants
o Sweatshirts
o Jackets
o Jerseys
o Hats
o Polos
Accessories
o Flags
o Ties
o Cufflinks
o Purse
o Stickers/Magnets
o Cell phone cases
o Cups
o Mugs
o Sunglasses
o On Court Apparel
Give people the opportunity to wear what the pros wear
Jerseys
Shorts
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Warm-ups
Shoes
o Seasonal Items
Winter
Christmas ornaments
Santa Claus in a Lakers jersey
Summer
Flip Flops
Bathing suits
Beach towels
o Collectors items
Limited edition memorabilia
Autographed merchandise
Retro apparel
Public Relations
The Los Angeles Lakers are one of the most powerful sports brands in the United
States, so it is important that we uphold a strong public image. We want the community
to look at us in a manner that remembers the glory days of old but recognizes we are a
competent, socially aware organization with eyes for the future. In order to sustain this
image, we must do the following:
Image
o Follow ethical business practices in the front office
o Make players aware of what it means to be a Laker and inform them how
they should conduct themselves
o Engage the community
TV
o Inside the Lakers Locker room
Bi-weekly show highlighting behind the scenes happenings at
Lakers’ facilities
Radio
o Have General Manager Mitch Kupchak do a weekly radio show that
allows him to address Laker fans on the state of the team as well as any
upcoming events in the community.
Community Relations
The Los Angeles Lakers goal is to be more than a basketball team. We want to
have a positive impact on the community that supports us day in and day out. Part of that
involves giving back. There are many different ways for the Lakers to give back to the
community. Doing so helps create and strengthen bonds within the community that allow
people to recognize the Lakers as more than just a basketball team but also an integral
part of daily life in Los Angeles. Seeing and engaging players in the community helps
create a sense of loyalty towards the Lakers brand. Below is how the Lakers plan to make
an impact in the community this season:
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Hospital visits
o Players will visit children’s hospitals around the area
School visits
o Players will go to local schools and teach kids for an afternoon. Players
will talk about the importance of a strong education.
o Children partaking in these events will get a free Lakers t-shirt
Habitat for Humanity
o Players will get out into low income areas and help build a house for a
family who has just been hit with some tough times
Advertising
The Los Angeles Lakers will develop a creative multi platform advertising
campaign to run throughout the season. The campaign’s goal is to generate as many
views as possible in order to increase awareness of team happenings.
TV
o Commercials on local TV networks throughout the week to promote
games
o Commercials on during Los Angeles Clippers games and other
professional sports games during the year
Radio
o The Mitch Kupchak Show on Sunday mornings during the season
Internet
o NBA.com/lakers
Improve user interface
Make the hub of all things involving the Lakers
o Social Media
Players must have a twitter account
Players must have twitter account due to social media night
in January
A class will be provided during training camp so players
know how to properly use social media
Twitter/Instagram
Team Twitter will tweet the latest breaking news involving
the Lakers. @Lakers will also be in charge of various
practice reports and info graphics
Twitter account will run occasional contests to keep
followers engaged
Twitter account should have a personality and interact with
other teams’ twitter accounts in a friendly, playful manner
Instagram account will ‘regram’ players’ Instagram posts
accordingly
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Instagram account should post game day and post game
graphics
Billboards
o Major highways
o Signage on taxis in the city
o Banners around the arena
Print
o Ads in local newspaper
LA Times
Use all of the previously mentioned advertising outlets to promote the Lakers throughout
the year.
Late Winter/Early Spring
o Promote season ticket packages/ join the waiting list
Late Spring/Early Summer
o Promote full and partial season ticket packages
Late Summer/Early Fall
o Promote individual ticket packages
SWOT Analysis
Strengths
o Most successful professional sports franchise in Los Angeles
o Have superstar on roster in Kobe Bryant with global reach
o Strong local, national, and international following
o Large and loyal fan base
Weaknesses
o Deteriorating on court product
o Individualistic mentality among some players
o Competitive market for entertainment dollars
o No strong presence in Asia
Opportunities
o Use Kobe’s reach to open basketball academies in China
o Attract top talent via free agency to continue the Lakers’ transition
o Slowly shift local marketing efforts away from Kobe and on to players
such as Nick Young
Threats
o The Los Angeles Clippers are passing us in on court product
o Young fans will opt to cheer for the Clippers because they are better and
their tickets are cheaper.
