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The Holy Grail of Fan Loyalty - SEAT Conference Aug 2013
 

The Holy Grail of Fan Loyalty - SEAT Conference Aug 2013

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The Holy Grail of Fan Loyalty

The Holy Grail of Fan Loyalty
SEAT Conference, Kansas City
August 6, 2013

Sean Dempsey
Maritz Loyalty Marketing
www.maritzloyaltymarketing.com

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    The Holy Grail of Fan Loyalty - SEAT Conference Aug 2013 The Holy Grail of Fan Loyalty - SEAT Conference Aug 2013 Presentation Transcript

    • ® #FanLoyalty
    • rational emotional ® #FanLoyalty
    • TM ® #FanLoyalty
    • season tickets single tickets game attendee merchandise home viewer out of home viewer social partner concessions second screen ® #FanLoyalty
    • season tickets grampa burns single tickets game attendee home viewer out of home viewer social partner concessions second screen merchandise ® #FanLoyalty
    • single tickets game attendee home viewer concessions chris bauer season tickets social partner second screen merchandise out of home viewer ® #FanLoyalty
    • season tickets single tickets game attendee merchandise home viewer out of home viewer social partner concessions second screen heather burns ® #FanLoyalty
    • season tickets single tickets game attendee home viewer out of home viewer social partner concessions second screen merchandise ® #FanLoyalty
    • ® #FanLoyalty FAN TEAM
    • do this get that the evolving loyalty model 1:1 dynamic campaigning ® #FanLoyalty
    • the 4 drive model Drive to Bond cooperate and “fit in” socially Drive to Create better self, team, organization, world Drive to Acquire stuff, status, resources Drive to Defend status, stuff, ideas, relationships Based on the work of Paul Lawrence and Nitin Nohria at Harvard Business School ©2010 The Maritz Institute. All rights reserved
    • entertainment value* escape* eustress* authenticity* fan bonding* history & tradition* recognition relevance ticket purchase reliability forgiveness marketability marketing efficiency advocacy basket consumer insights the fan value exchange ® #FanLoyalty FAN TEAM Based on the Sports Fan Identification Scale, the work of Psychologist Dan Wann at Murray State University
    • ACQUIRE/ INITIATE ONBOARDING ENGAGEMENT RETAIN & WIN BACK loyalty lifecycle management ® #FanLoyalty
    • 2. Capture Data predictive analytics framework contact points capture data segment and score profile and model behavior outputs and outcomes 1 2 3 4 5 ® #FanLoyalty
    • outputs and outcomes customized segment strategies targeted campaigns high-value customer management increased share of wallet enhanced fan experience increased partner/advertiser revenues improved program ROI sponsors/partners ® #FanLoyalty
    • ® #FanLoyalty the holy grail of fan loyalty
    • maritzloyaltymarketing.com @MaritzLoyalty sean.dempsey@maritz.com ® #FanLoyalty