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Los Angeles Lakers Marketing Plan

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Los Angeles Lakers Marketing Plan

  1. 1. Geyer 1 Los Angeles Lakers 2014-2015 Marketing Plan By: Matt Geyer
  2. 2. Geyer 2 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
  3. 3. Geyer 3 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.
  4. 4. Geyer 4 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
  5. 5. Geyer 5  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
  6. 6. Geyer 6 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
  7. 7. Geyer 7  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
  8. 8. Geyer 8 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
  9. 9. Geyer 9  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:
  10. 10. Geyer 10  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
  11. 11. Geyer 11  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.

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