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Executive Summary
Since 1978, the Los Angeles Clippers have provided an inexpensive, fun night for fans.
The atmosphere th...
with the public. By researching market segments as well as the best and worst segments to target,
the recommended consumer...
budget, who cannot afford these higher prices. Statistics in researched MRI data demonstrate that
over half of NBA attende...
Disneyland, the beach, and movie theaters.
Theories on how to convince potential attendees to come to Clippers' games will...
different levels. Data was collected from a number of different people. A questionnaire
was created on FluidSurveys.com an...
printed surveys were administered to classmates and various strangers who had a minute
to fill it out. Online surveys, as ...
considered. (The full 600 line data can be sent if requested)
4. Measures
Data was measured on a number of different level...
make under $10,000 have been to the Staples Center). While people in the higher income
brackets have also been to the Stap...
people in this age bracket tend to seek the benefits that L.A. Live can provide. Therefore,
these features were highlighte...
utilized. The following are the techniques that worked and did not work.
E. Recommendations
In response to the results, th...
Facebook postings are free; the only fee would be the salary of the person posting the
promotions. These promotions can ad...
them without a shirt cannon device. By having more T-shirt tosses with cannon devices to reach
the top levels, the Clipper...
Kiosk vending machines would also be a great addition to Staples Centers for customers
on the third floor. "Presently, the...
satisfied customers due to improved accessibility and a greater selection of food/beverages. Finally, the
Clippers can inc...
A beer is about eight dollars and fifty cents; so considering the customer upgrades to beer, the
food and beverage cost wo...
tickets), but not nearly as much as was expected. Nine out of the total eighty-eight tickets
sold is only 10%; it was expe...
The recommended strategies helped to sell more than the original number of tickets
given. The most effective strategy tech...
techniques paired with hard work allowed even more than sixty tickets to be sold (eighty eight
were sold overall).
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Clip pers project

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Transcript of "Clip pers project"

  1. 1. Executive Summary Since 1978, the Los Angeles Clippers have provided an inexpensive, fun night for fans. The atmosphere throughout the games has been an exciting and upbeat one that continues to draw fans and consumers looking for a great night out. However, since the mid-80’s, the Clippers have been regarded as the somewhat inferior NBA team in the Los Angeles area, second to the Los Angeles Lakers. Nevertheless, stars Blake Griffin and Chris Paul are revolutionizing Clippers basketball. These stars combined with other entertainment efforts and strategies on behalf of the Clippers are paving the way for the LA Clippers to be a dominant team not only in Los Angeles but within the entire NBA. The team improvements and relatively low ticket prices have already begun to draw more fans and sell out more games than in years past. Los Angeles is well known for its vast selection of entertainment and recreational activities from movie theaters, to shopping venues, to several other professional sport franchise options. The Clippers are well suited to compete against these activities; the team just needs to be promoted correctly in order to be placed among consumers’ top consideration sets in choosing entertainment choices. Located in the heart of LA, the Clippers face a lot of competition proving the importance of adequate positioning on behalf of the team. With more in-game promotions, kiosks, and concession stands throughout the Staples Center arena, the Clippers can continue to meet customer needs and increase revenues for years to come. In order to please the Clippers’ fan base, the following plan will evaluate and analyze potential changes the Clippers can implement in the near future. A. IntroductionA major area of research will focus on learning about the existing consumers of the Los Angeles Clippers and differentiating the various segments within. The current social and professional networks of the team will be examined. Current and potential consumers will be located by utilizing personal networks as well as researching in other ways outside of these networks; such as through social media, flyers, internet postings, and face-to-face interceptions
  2. 2. with the public. By researching market segments as well as the best and worst segments to target, the recommended consumers the Clippers should focus on will likely change from current positioning strategies. Research will be focused on the population in Orange and Los Angeles Counties; as well as on the population found through online communities. After finding the best segments to target, research will turn to studying the demographics, preferences, and lifestyles of these segments. In doing so, there will be a particular focus on the target market that will generate the most ticket sales. Not only will there be a focus on a target market interested in basketball, but also on segments with equal interest in various forms of entertainment provided by the Clippers, Staples Center, and surrounding Los Angeles areas. The general area of research will extend beyond the avid NBA fan and onto consumers who seek out various entertainment sources. The demographic research will capture the average fan as well as the average fans' psychographics and preferences. A look into the female segment of the market will take place because this is a demographic segment people would generally assume are not as avid of fans as males. Research will be done in different ways to capture this existing segment as it is half of the population within Los Angeles alone (US Census, 2013). The article, Female and Male Sports Fans: A Comparison of Sport Consumption Motives, clearly depicts significant differences on male and female motives. The female segment of the market tends to have less appreciation towards the NBA than males, but have more appreciation for the socialization factor of the game. However, a further analysis of the female segment of the market surrounding the area of Los Angeles County, Orange County, and California State University, Fullerton will be conducted because this segment has likely been wrongly assessed in their desire to attend basketball games; in particular, the desire to be entertained through basketball. Furthermore, research will focus on the history of the Clippers as well as relevant issues surrounding the team that may affect purchase decisions. With prominently lower ticket prices than those of the local Lakers, the Clippers are positioned for consumers on a low to medium
  3. 3. budget, who cannot afford these higher prices. Statistics in researched MRI data demonstrate that over half of NBA attendees in 2011 were middle income fans (<$59,999 annual salary) (mriplus.com). Not only will this research highlight the consumers and pinpoint the sought after target market; but it will also help to figure out if the five dollar discounted price tag will help bring in more Southern California fans than if the discount were not applied. On top of the above mentioned accomplishments, anticipated research results will help to sell all of, if not more than, the sixty tickets we were given. Research will be used to find out if it would be practical to utilize the college and eighteen to thirty four year old fan bases within Orange and Los Angeles counties. NBA statistics demonstrate that 70,735 NBA fans between the ages of eighteen and forty three years attended at least one game last season (Southern California Association of Governments, 2010). As a consequence of this research, exploration of this segment in communities surrounding L.A. and Orange counties will take place. Additionally, because college students continually seek forms of entertainment as soon as the weekend comes, tickets will be strategically sold to this segment. College students seek to find affordable activities to have a good time and socialize. Research will be conducted to figure out whether these three segments are already being targeted by the Clippers; if not, additional research will be conducted to find out how these segments can best be reached. B. Background and Theory In order to attract people to a basketball game, people’s attention has to be drawn away from other activities and sporting events in the Los Angeles area. Los Angeles residents have multiple options to choose from when it comes to being entertained; the problem is convincing residents that a Los Angeles Clippers game is the best of these entertainment options. In order to attract people, the first step is to entice them to consider the Clippers as one of their top entertainment sources. Los Angeles entertainment preferences include sporting events, musical events, restaurants, nightclubs, sightseeing, shopping, etc. In the greater Los Angeles area alone, there are nine professional sports franchises and multiple entertainment attractions such as
  4. 4. Disneyland, the beach, and movie theaters. Theories on how to convince potential attendees to come to Clippers' games will be talked about later in the report. However, attracting people to games can be difficult with the vast list of entertainment opportunities available to consumers. Statistics demonstrate that 230,416 people on occasion attend an NBA game annually in the Los Angeles area (US Census, 2013). While this may seem to be a large amount of attendees, one must take in to account that the Los Angeles area is inhabited by two professional basketball teams. In order for people to consider the Los Angeles Clippers over the Los Angeles Lakers, one needs to measure the amount of brand awareness and association the team has in Los Angeles. These measures will help in determining the more recognized team in Los Angeles, the growth of the team, and its potential reach to greater game attendees. By surveying people in Los Angeles, it will be more clear what people associate with the Clippers; for example, is it players like Chris Paul/Blake Griffin, the Staples Center, the rivalry with the Lakers, the team’s logo and history, the success of the team, etc. (Ross 2008). With upcoming results stating what the majority of people associate the Clippers with, it will be possible to more accurately target what people already know about the team and market those aspects for the Clippers. Furthermore, it will be possible to market important aspects of the team that people are unaware of. Therefore, in order to succeed in fixing the main problem of ensuring that the Clippers are among consumers’ top entertainment choices, a survey will be conducted and ultimately combined with previous research in order to create the best marketing strategies to the correct target audience. C. Methods 1. Participants The purpose of collecting data is to answer the question: what is the best approach to selling these Clippers tickets? A questionnaire survey will be conducted because it is an efficient way of collecting unbiased data from a large number of potential customers. Furthermore, results to a survey are quantifiable and can be measured on a number of
  5. 5. different levels. Data was collected from a number of different people. A questionnaire was created on FluidSurveys.com and sent out to a wide array of people. The respondents were all over the age of sixteen. The income level, gender and other demographic variables varied significantly among our respondents, creating an objective and unbiased set of responses. Data was collected in a number of different ways. For example, links to the survey were posted on Facebook while other surveys were handed out in person to familiar people from classes, family, friends, as well as randomly surveyed people at a sports bar. Furthermore, email blasts were sent out when California State University, Fullerton professors sent the link in an email to all of their classes. Most of the time, the survey did not get turned down because its friendly approach and introduction ensured students that it would take less than five minutes of their time to complete. People were generally willing to help take the survey without having to create some type of incentive such as the chance to win a free gift card. The results of this survey allowed for cross-tabulations and various frequency percentages that will be analyzed later on. 2. Procedure and Materials The beginning of the study was approached with the marketing research process in mind. First, the problem was identified which was: how to get individuals to consider the Clippers as one of their top entertainment choices. Research was conducted with this question in mind. Next, the objectives that need to be addressed were identified. The objectives included were identifying why Clippers fans, sports enthusiasts, and general entertainment seekers chose to attend games; what drew these people to the events besides being interested in seeing a live sporting event; what the most popular age and income level associated with attending Clippers games was. Answering these objectives allowed for a better approach to be implemented when selling tickets. A survey administered via email, social media, and the California State University, Fullerton portal with a link from Fluid Surveys was utilized to gather vital information. In addition,
  6. 6. printed surveys were administered to classmates and various strangers who had a minute to fill it out. Online surveys, as well as printed copies, were the easiest and most cost efficient ways to survey a large number of responses. The initial responses confirmed some of the general ideas about who initially were considered to be the best people to market. No specific stimuli were used with our survey. However, repeat customers were asked to envision and remember their experiences of the Staples Center and the surrounding area. 3. DesignThe research design utilized was the descriptive technique. The textbook Sports Marketing: The Strategic Perspective illustrates descriptive research as a design that “describes the characteristics of a targeted group by answering questions such as who, what, where, when, and how often” (Shank, 83). The targeted group is a part of a population in the geographic region of Los Angeles and Orange County, individuals who have the most familiarity with the Clippers, and individuals with access to attend Clippers' games and surrounding entertainment in the Los Angeles area. This design appeals the most to college students over all others because it helps students address the problem in a way that gives them specific descriptive details that will be most beneficial in selling Clippers' tickets. The descriptive details include characteristics such as age, income level, and reasons why respondents attend Clippers' games. The data collection technique included both primary and secondary data. The primary data included two administered surveys (one before and one after the game), which helped to capture more than just the demographic data. In particular, the primary data captured the levels of awareness, behaviors, attitudes, and lifestyles associated with those in the sample. Secondary data included indices from MRI plus regarding the demographics and statistics of those adults who attend basketball games, as well as which media they prefer and how frequent. Please see Appendix G for a snapshot of the specific MRI Plus data that was
  7. 7. considered. (The full 600 line data can be sent if requested) 4. Measures Data was measured on a number of different levels. First, analysis of the various responses and patterns among the data were sought; i.e. if there was a relationship between age and type of entertainment desired or what the most common response for the opinion of the Staples Center was. The most popular responses for the age group, twenty one to twenty five year olds were particularly analyzed as this was the segment thought to be most responsive to entertainment in L.A. Next, tables that summarized the data directly on the survey website were created. Finally, SPSS was utilized to conduct frequency tables and cross tabulations in order to see the most common responses to certain questions as well as relationships between two variables, such as gender and opinion of the Clippers as a team. Please see appendices for these various measures. D. Results Survey Results The results of the survey were applied to the SPSS data program. The resultant cross tabulations gave some insight into which groups to target. From these tables strategies were developed through which to sell as many Clippers tickets as possible. The actual cross-tabs are represented in Appendix H. The following are some of the results that were found. • Between men and women, men enjoy watching baseball as their favorite sport at 55.2% while women were the ones who enjoyed watching basketball the most at 61.9%. However, women were not the only suggested target because basketball was the next favorite sport that men preferred to watch. Therefore, both men and women were targeted throughout the selling tactics. These results helped prove that women are equally as important to target when selling basketball tickets. • The results also helped to find that the $10,000 and under income bracket had attended Staples Center the most out of all the other income level brackets (78.6% of people who
  8. 8. make under $10,000 have been to the Staples Center). While people in the higher income brackets have also been to the Staples Center, this finding helped justify targeting people in the 21-25 year old age bracket (who likely make $10,000 and less). There was a focus on the lower income demographic because this was the most common income bracket in the survey population at 68% (see below). These respondents, who are similar to college aged students, generally make less than $10,000 per year, enjoy going to the Staples Center, and have more disposable income to make this a reality. Furthermore, the events at the Staples Center are pretty accessible to everyone as ticket prices can go as low as twenty dollars. • Additionally, people aged twenty one to twenty five rated attending sporting events as their top form of entertainment at 30%. Furthermore, 37.5% of twenty one to twenty five year olds perceived the Clippers as playing well. The twenty one to twenty five year olds also enjoyed going to the bars more than the other age brackets. Therefore, consumers aged twenty one to twenty five were the best consumers to sell tickets to. This age was most effective because they can go to bars both around and inside of the Staples Center, they like the Clippers, and attending sporting events was their favorite way to be entertained. • Furthermore, it was found that the most common dislike about the Staples Center was the traffic at 24%. Therefore, when selling the tickets, it was important to focus on the fact that there were multiple forms of public transportation that can be used in order to avoid the traffic. This helped to sell more tickets because many people did not know about the accessibility of public transportation and how close it is to the Staples Center. • The most common likes about the Staples Center were L.A. live at 26% and the fun atmosphere at 22%. These preferences were in correlation with the twenty one to twenty five year olds that were the target market, since the majority of young people are ones who enjoy L.A. Live. This is not solely because of their age, but also benefits sought as
  9. 9. people in this age bracket tend to seek the benefits that L.A. Live can provide. Therefore, these features were highlighted when selling tickets. • Overall, people’s favorite sport to watch was basketball at 42%. This fact made it somewhat easier to sell Clippers' tickets. • The top reason that people attended sporting events was because it provided a social activity at 34%. Therefore, when attempting to sell tickets, the fact that the game was a great opportunity to have a family bonding night, have a date night, or have a fun way to bond with friends was highlighted. • Finally, it was discovered that people aged forty six to fifty chose safety as what they appreciate most about the Staples Center at 40%. Although focus was primarily on twenty one to twenty five year olds, when selling to the older age bracket (especially those aged forty six to fifty), the focus was placed on safety in the Staples Center as a top selling technique. Therefore, based upon all of these results, a pull strategy appears to be the best strategy to move forward with, creating desire among consumers who then come to us and demand the tickets. The most desire was created by targeting the twenty one to twenty five year old age group. This group was targeted because it was somewhat of an easier reach, considering the fact that they were college students too. However, this segment of the market is also being targeted because as one can see above, their desires closely match all of the benefits the Staples Center, Los Angeles, and the Clippers games offer. In particular, a few vital tactics utilized in selling tickets were promoting the fact that public transportation was available and easily accessible, that the tickets were reasonably priced, that there are many fun bars and restaurants within and around the Staples Center, and that the Clippers game would be a fun way to create a socialization opportunity. Furthermore, when tickets were sold to the higher age brackets, focus was on safety as this was their number one concern. All of these selling tactics were a result of the aforementioned findings. Moreover, from these findings various other selling techniques were
  10. 10. utilized. The following are the techniques that worked and did not work. E. Recommendations In response to the results, the Clippers organization should target younger age groups. The Clippers should target younger age demographics because this age bracket responded the best to the tactics utilized in this project. This is likely due to the fact that the Clippers' games create an exciting and fun atmosphere for this age group as well as a chance for social bonding. Furthermore, the Staples Center and the surrounding areas are a great place for entertainment for consumers of these ages. The two best selling strategies recommended are one, to utilize school websites; and two, to utilize social media. 1) If the Clippers could partner with various colleges within the Los Angeles/surrounding areas and post the phrase “Discounted Clippers Tickets” on the school websites; then the amount of responses would likely be astronomical. The majority of tickets sold throughout this project were from California State University Fullerton’s website alone. Furthermore, the majority of consumers that were found through the school’s website wanted to attend more than just one game. Therefore, tickets to multiple games could be sold this way, increasing the potential for repeat customers. The only downside is that in order to get a large response, the word ‘discounted’ likely needs to be in the posting. Therefore, the cost would be the loss of five dollars (if this specific discount strategy was what the Clippers continued to use) times the number of tickets sold. 2) Furthermore, social media was the selling strategy that sold the second highest number of tickets. If the Clippers utilized their Facebook page, which consists of 272,500 followers, then all of these followers would see what they posted each day. This amount of followers is astonishing and would likely create a significant response from the public. By promoting upcoming games on their Facebook page, the Clippers will help increase awareness and excitement at little to no cost to the Clippers.
  11. 11. Facebook postings are free; the only fee would be the salary of the person posting the promotions. These promotions can advertise upcoming giveaways, exciting competitions occurring during the games, prize giveaways at certain games, and communications about the match-up for the game or about exciting controversial issues surrounding these teams. These cost-efficient; yet effective promotions are another great way for the Clippers to sell tickets, box seats, and possibly create more sponsorship opportunities for the games. Post-game surveys were distributed to many people who attended the actual game. The pre-game survey as well as the post-game survey and its graphical results can be seen in Appendices B, C, & D. It was discovered that 90% of respondents enjoyed themselves at the game. Furthermore, 38% used public transportation and 62% either drove or carpooled to the game. In addition, people did not really entertain themselves after the game (only 2% of respondents did so). This could be because the game ended around 10:30pm on a Monday night. However, entertainment before the game was prominent. The most common form was lunch or dinner at 44% of respondents; the next most common form of entertainment was shopping and sightseeing at 12%. Entertainment that did occur after the game included attending bars/clubs at 19%. Finally, 81% said that there was nothing the Clippers could do to make the overall experience better. However, of the 19% who wanted improvements, the majority stated more giveaways, better food choices, more food/drink options on the third floor, and shorter lines as their top improvements. These findings helped shape the following potential ideas presented. Ideas: One recommendation is to have more in-game promotions such as a T-shirt toss. This would help create more excitement during time-outs and breaks. It would also get the fans more involved with the game, increasing likelihood of a better overall experience and the chance that fans will come back. While there are some T-shirt tosses during the game, attendees in the 300 level seats were unable to receive or take part in the promotion because the shirts could not reach
  12. 12. them without a shirt cannon device. By having more T-shirt tosses with cannon devices to reach the top levels, the Clippers can make consumers even more satisfied. Furthermore, the organization can leverage the promotion to companies wanting to advertise with the Clippers, and can have the T-shirt toss sponsored by the companies wishing to market themselves with the team. By having outside companies sponsor the T-shirt tosses, the cost of screening and purchasing the shirts is eliminated. The only cost of this promotion would be the cost of buying the T-shirt cannons, which costs about $1,600 a piece (Bleacher Reacher 2013). Another way to get fans engaged in the game and gain more attendance/lifelong fans of the team would be to incorporate a mini game at half time. The mini game would feature kids from the local National Junior Basketball leagues around the Los Angeles area and would let the kids get to play on the same court as some of their favorite players. Not only does this look good for the organization as a community outreach program, it also would help with marketing and selling tickets because the families of the kids would want to attend the games. In addition, it will allow the Clippers to market through many local National Junior Basketball league gyms. By having the kids play during half time for about seven minutes, this might change many families’ team preference. It may also improve the possibility of these families to continue attending games regularly, spending money on the team and becoming lifelong supporters of the Clippers. Moreover, the respondents that stayed on the third floor were unhappy with the selection of food and drinks. There were very large spaces between the kiosks, creating very few choices. This makes these consumers feel less important and therefore less likely to attend another Clippers game. By inputting more food and drink kiosks, this will help to decrease the queue time as well as increase sales. Furthermore, more options will help make the top floor consumers feel more important and closer to the Clippers as an organization instead of feeling as if the least attractive options are thrown to the people who pay the least for tickets. Finally, by shortening the lines, this will create more space in the walkways and decrease fire hazards.
  13. 13. Kiosk vending machines would also be a great addition to Staples Centers for customers on the third floor. "Presently, the vending machine business is a $41 billion industry and one of the most pervasive retail business forms" (Lee). Kiosk vending machines are easily accessible and customer friendly. The cost of a kiosk vending machine can be anywhere from $2,500-$7,500 ("Vending Machine Operators”). There are various forms of vending machines, which include food/snacks, cold beverages, and hot beverages. The Clippers can purchase a new, used or refurbished vending machine depending on their preferences and budget. The cost of a brand new food vending machine is around $2,500- $4,500 depending on the features; the cost of a brand new cold beverage vending machine is between $4,500-$7,500 ("Vending Machine Operators"). The adaption of vending machines in the Staples Center would also appeal to our target audience of twenty one to twenty five year olds. Younger generations are better adapted to technology and strive for receiving the fastest service possible. "Gen-Y, who has grown up with technology, is driving much of the innovation in the industry" ("Automation Nation"). Kiosk vending machines would make a great addition for faster service, shorter lines, and would appeal to the younger generations we suggest to target. Furthermore, after researching on various articles and websites, it has been determined extra concession carts would also be a great addition to the Staples Center. The extra concession carts would be located in empty areas throughout the Staples Center, especially those located on the third floor. Concession carts "range from $1,800 for carts used to sell bottled drinks and snacks to as much as $50,000-$60,000 for modular units that can be linked together to form a complete kiosk" (Reill). The $1,800 concession carts are designed for basic retail products and services. Concession carts offer easy accessibility and quick contact with customers. These concession carts could be easily transportable to different locations throughout the Staples Center depending on the event. Concession carts would provide extra revenue for the Staples Center once the initial cost is recovered. The carts can also deliver faster service for customers. By providing extra concession carts for customers on the third floor, there will be an increase in
  14. 14. satisfied customers due to improved accessibility and a greater selection of food/beverages. Finally, the Clippers can increase the amount of giveaways provided for attending multiple games. Currently, the Clippers only have six giveaways; consumers are not that happy with some of them. However, giveaways can be expensive; so, instead of just doing more giveaways for certain games, the Clippers could create a “ticket mini-plan”. This plan would help alleviate costs because the Clippers are not simply giving free items away to anyone who buys one ticket for that night. Instead, the plan could be set up in such a way that if consumers purchase tickets to a certain amount of games, then they receive a particular giveaway. For example, if a customer purchases tickets to five games, that customer is entitled to the ‘Red Package’ which includes two free sodas and hot dogs at each game. If a customer purchases eight games, that customer receives the ‘White Package’, which includes everything in the Red Package plus two free t-shirts and the option of switching sodas to beer. Finally, if a customer purchases ten or more games, that customer will be entitled to the ‘Blue Package’ which includes everything in the Red and White package as well as two free tickets to a promotional game of their choice. This helps to increase giveaways while alleviating costs since it encourages customers to come to more games. This recommendation would also help to increase ticket sales. The average ticket price for a game in the 200 level (which is where most consumers preferred to sit) is about seventy dollars. A soda is around five dollars and a hot dog is about six dollars. Therefore, two hot dogs and two beers come out to be about twenty-two dollars. This is twenty-two dollars in lost revenue that the customer might have purchased without this promotion. However, if we consider that the consumer is attending at least five games at seventy dollars per ticket, the revenue will be $350.00. The costs are the twenty-two dollars per game times five games which equals $110. This leads to a profit of $240.00. This is worth it because the customer is less likely to buy tickets to five games without this promotion; therefore the extrarevenue is worth the extra cost. The same is true for the White and Blue Packages. The White Package is redeemed if the customer attends eight games, which would lead to revenue of $560.
  15. 15. A beer is about eight dollars and fifty cents; so considering the customer upgrades to beer, the food and beverage cost would be about twenty-nine dollars per game or about $145. However, the shirts will be free as a result of sponsors. Therefore, profit is $560 minus $145 which equals $415. Again, the extra revenue is worth this minimal cost of lost potential sales. Finally, the Blue Package includes the Red and White Package (assume the higher cost of $145) plus two tickets to any game they choose (another $140) which is a total of $285. The revenue off of at least ten games is about $700 creating a profit of $415. This is the most worrisome deal as the profit is the same as the White Package. However, customers who purchase ten games might even purchase more. On top of this, customer satisfaction, retention rate, increased attendance, and brand loyalty will be created which are all much more important than the revenue added to the bottom line. F. Implementation Results and Post Implementation Evaluation The following are the techniques that worked and did not work. What worked? • The top strategy that worked best was posting the tickets on the school website. At least 75% of tickets were sold this way. College students responded to the post, which boasted “heavily discounted Clippers tickets”. The posting also had a flyer attached to help sell the game (see Appendix A). This strategy worked so well that demand was greater than supply. A desire among the customers, college students in particular, was created, who then demanded tickets (pull strategy). Students are always seeking forms of affordable entertainment, making this posting on the university’s website a successful strategic tactic. • Word of mouth was also utilized by telling friends and family that tickets were being sold, as well as announcing it in our classes. This helped to sell at least ten tickets. • The selling of tickets was posted throughout various social media sites; utilizing Facebook and Instagram in particular. This definitely helped sell tickets (at least nine
  16. 16. tickets), but not nearly as much as was expected. Nine out of the total eighty-eight tickets sold is only 10%; it was expected that social media would sell much higher than this figure. The reasoning behind expecting a larger number of sales through social media was that the young age bracket that were targeted are the majority of people on social media; furthermore, these tools reach a large number of people in a very short amount of time. • Another selling technique that worked (but only slightly) was posting the flyer and sending out an email at a large fourteen floor law office. Out of all of the employees there, only about four tickets were sold. What did not work: • Many people had no interest in the upper level tickets since they were deemed “nose bleeds”. Therefore, even though these tickets were at a lower price, focusing on this did not work. Consumers believed the price of having a night out in Los Angeles was not worth the “nose bleed” section as they could just watch the game from home. • Furthermore, selling to older age groups did not work because they simply were not interested in going into what they called a “party atmosphere”. The focus on the safety aspect and the fact that the Clippers were a skilled team that would put on a good show did not work to help sell tickets. Convincing this segment to buy tickets for their grandkids and have it be a good family bonding experience also did not entice them because they would rather spend time doing something everyone would enjoy.• Flyers were strategically posted in two Curves gyms but neither received a response. This might be because the majority of people who attend this gym are older women, which was found not to be the best demographic to sell tickets to. • Finally, tickets posted on Craigslist also received no response. This could be because there have been many scams on Craigslist selling fake tickets. Furthermore, Craigslist shoppers usually want a better deal than was offered. Assessing the recommended strategies
  17. 17. The recommended strategies helped to sell more than the original number of tickets given. The most effective strategy technique was posting the tickets on the school website. By posting the tickets on the school website, demand became greater than supply. This was a very effective strategy to target our particular age group of twenty one to twenty five year olds as well. Social media platforms, word of mouth and flyers were also helpful in selling tickets. However, these platforms were expected to sell more tickets than they did. Social media allows interaction between other people, which is why it was surprising that it did not produce very many ticket sales. Overall, the selling strategies and techniques used created a lot of success when selling Clippers' tickets. What would you do same/differently A selling technique that would definitely be used again is utilizing the school website. The website allowed for higher individual and group ticket sales. This strong technique allowed the group to sell over 75% of given tickets. However, tickets should have been placed on the school website sooner in order to sell even more tickets. In the future, school websites as well as posting tickets on the Clippers’ social media platforms would be utilized. Furthermore, it is likely that younger age brackets would be the ones most targeted and flyers would not be placed in Curves gyms. Face to face interceptions and email blasts would still be used. Finally, the introduction to both surveys would be used again as it helped convince people to fill them out. Conclusion With thoroughly developed research and great selling techniques, all of the Clippers tickets were able to be sold. Researching the general location and demographics of Los Angeles and Orange County helped immensely in choosing the best target market. In addition, surveying local residents to determine their perceptions of Los Angeles entertainment, the Clippers, and the Staples Center was also used. These techniques were essential aspects to find a specific target market that would purchase Clippers' tickets. The objective was to sell sixty Clippers tickets, which included ten lower level tickets and fifty upper level tickets. Research and great selling
  18. 18. techniques paired with hard work allowed even more than sixty tickets to be sold (eighty eight were sold overall).

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