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FAN SEGMENTATION DRIVING TICKET SALES

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  • 1. FAN SEGMENTATION DRIVING TICKET SALES Paul Rossetti Nielsen SVP, Client Service
  • 2. USE NIELSEN SEGMENTATION TO… FIND UNDERSTAND • WHO ARE MY BEST CUSTOMERS? • WHAT IS THE POTENTIAL DEMAND FOR MY PRODUCT? • HOW DO I FIND GROWING CONSUMER SEGMENTS AND MARKETS? • WHICH MARKETS AND LOCATIONS OFFER THE BEST OPPORTUNITY? CONNECT • HOW DO I REACH MY CONSUMERS MOST EFFECTIVELY? • HOW DO I OPTIMIZE MY MARKETING TO DELIVER RESULTS?
  • 3. FAN SEGMENTATION GOALS Increase ticket sales by better understanding what motivates fans to purchase tickets Improve marketing ROI through enhanced targeting of TV, radio, direct mail, print, digital, and sales campaigns Provide a complete, 360-degree view of fan segments Drive sponsorship revenues and corporate partner ticket sales
  • 4. PRIZM SEGMENTATION • • • Household segmentation model that groups consumers into 66 segments Principal Drivers: Socio-economic rank and urbanicity Core Demographic Dimensions • Household Income • Age of Householder • Family Composition • Home ownership • Segments are collapsed into 14 Social Groups, 11 Lifestage Groups, and Custom Groups
  • 5. COMPLETE SEGMENT VIEW WHAT THEY WATCH TV • Low TV Viewers • Watch Golf & Tennis • Watch Bloomberg TV & HGTV ONLINE • Heavy Internet Users • Track Investments & Make Travel Plans Online MOBILE • Own Smartphone • Have Family Plan • Surf Internet on Mobile SOCIAL MEDIA • Post links/articles/ videos/websites • Become a fan/follow a celebrity • Post photos WHO THEY ARE DEMOS • Age 45-64 • HH Income: $75K$150K • Empty Nesters • Caucasian & Asian • College/Post-Grad degrees LIFESTYLE • Belong to Country Club • Contribute to NPR • Go Skiing HEALTH & WELLNESS • Follow Regular Exercise Routine • Go to Doctor for Regular Check-Ups • Eat Healthy & Pay Attention to Nutrition WHAT THEY BUY RETAIL • Online Shopper • Shop at Talbot’s, Nordstrom, Crate & Barrel FINANCIAL • Income Producing Assets (IPA): $100K$500K • Use Licensed Financial Advisor • Have Mutual Funds, Bonds & IRAs AUTOMOTIVE • Own Minivan • Belong to Auto Club • Buy Auto Service at Dealer
  • 6. IMPLEMENTING SEGMENTATION BRAND EFFECT BRAND MEDIA VIEWS “Plan and Buy Media against Your Segments” “Measure Ad Effectiveness against Your Segments (in flight)” PURCHASE FUNNEL “Follow Your Segments through their Purchase Funnel” DATA LICENSES & SOFTWARE TV AUDIENCE SEGMENTS “License the data to code Your Segments to your files and examine Your Segments in NPower, CPoint & Prime Location” “Find your TV Targets Online, for Your Segments ” SURVEYS “Survey Your Segments using our panel partners or execute re-contact surveys into Nielsen’s syndicated panelists for Your Segments” 1 TO 1 MARKETING “Get lists of Your Segments” YOUR SEGMENTATION ONLINE CAMPAIGN RATINGS & BUZZ DMA TEST MARKETING “Reach Your Segments online & track what they are saying about your brand?” “For Your Segments most likely to buy, which markets should you test? MARKET MIX MODELING “Connect Sales Volume with Promotional Activity for Your Segments” ENHANCED PERSONAS GAP ANALYSIS “Examine actual sales and compare to potential sales for Your Segments” “Learn more about Your Segments”
  • 7. CASE STUDY: HOUSTON DYNAMO http://www.houstondynamo.com/video/2012/10/19/2012-dynamo-highlights
  • 8. PROJECT OBJECTIVES 1 Increase ticket sales by an improved understanding of what motivates fans to purchase tickets 2 Improve the marketing ROI by enhanced targeting of TV, Radio, Print, and Direct Mail campaigns 3 Provide a 360-degree view of the fan segments, including what connects them to the team
  • 9. PROJECT APPROACH Step 1 Append a PRIZM segment code to each Dynamo ticket buyer record Step 2 Determine which PRIZM segments have the highest propensity to purchase Step 3 Describe buyer segments – media habits, lifestyles, behaviors, demographics Step 4 Conduct primary research to understand what drives segments to purchase
  • 10. DYNAMO TICKET BUYERS * 900,227 Houston households are targets for the Dynamo (42.4% of the DMA)
  • 11. WHO ARE WEALTHY FAMILIES? DEMOGRAPHIC SNAPSHOT • Ages 35-54, Families with Kids • Avg. Income: $139,505 • Live in Suburban areas • Caucasian; Post Graduate SOCCER MESSAGING • What draws them? ‒Love of the Dynamo ‒Spending time with family and friends • What deters them? ‒ Cost ‒ Quality of current stadium ‒ Ease of transportation Ticket Purchases • Dynamo: Season Tickets and Premium Holder • Attend Texans and Astros games
  • 12. HOW CAN I REACH WEALTHY FAMILIES? NETWORK PROGRAM INDEX RATING % NBC PARKS & RECREATION 174 2.78 NBC OUTSOURCED 174 2.46 NBC STANLEY CUP FINALS 166 4.83 ABC MR. SUNSHINE 164 2.79 ABC MODERN FAMILY 164 5.04 NBC PARENTHOOD 162 3.65 FOX GLEE 161 4.77 CBS NCAA BASKETBALL 155 5.78 NICKELODEON KIDS CHOICE AWARDS 153 2.94 CBS MASTERS GOLF TOUR. 142 7.38 NBC KENTUCKY DERBY 140 6.94 DISNEY SO RANDOM 137 1.16 ESPN NCAA BASKETBALL 135 1.41
  • 13. WHAT ELSE DO THEY BUY AND DO? Sports and Leisure*: Play soccer, watch soccer on TV, buy soccer equipment, contribute $250+ to organizations, got to professional football games, go skiing, buy toys on the Internet, buy flowers online, own roller blades, buy tennis equipment, own a treadmill, belong to a country club, participate in fantasy sports league Retailers and Shopping*: J. Crew, Thomasville furniture, Pottery Barn, Lands’ End, Expedia.com, Ann Taylor, Victoria’s Secret, Target.com Automotive Products*: Own/lease new/used Honda van/minivan, own/lease a Nissan, BMW, Mazda, or Mercedes, likely to buy a full-size SUV Electronics and Internet*: Own iPod mini and a TiVo, use Internet for travel plans and tracking investments, own a Sony PSP, have a PDA Home Office Tech: Have handheld wireless device, telecommunicate 8+ hours/ week, use Slingbox, have fiber optic Internet access, download music 2-4 times/week
  • 14. PROJECT RESULTS   Dynamo have sold out high-end season ticket packages, 80% of all suites, and increased single ticket sales Improved marketing efficiency by fine tuning all direct marketing campaigns and media buys to better reach the intended audience “The “fanalytics”, fan-based segmentation, helped us improve marketing efficiencies, resulting in a sell-out of season ticket packages and demonstrate that we’re reaching the right consumers for our sponsors.” Rocky Harris, SVP, MLS Houston Dynamo
  • 15. Questions? Paul Rossetti 312.485.7737 paul.rossetti@nielsen.com

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