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MSG Venue App - Marketing Plan NYC
- 2. Brooke Munson Jolie Fisher Nicole Imhof Zach Marshall
- 3. The Goal: Create a proposal to get the new MSG Venue app into the hands of every attendee.
- 4. About • App Overview • User Experience Analysis • SWOT Analysis • Demographics Marketing • Marketing Plan • Problems/Solutions Future • APP 2.0 • Conclusion AGENDA:
- 7. Strengths: •MSG Well known brand name •Company is growing & building Weaknesses: •Retention App has no use if you’re not in Arena •Broad target market makes it hard to have one marketing plan Opportunities: •A lot of potential to improve App •Technology is such an important part of today’s business world Threats: •Existing rivalries (Barclays, Staples) •Existing apps (Rangers, Knicks, MSG Go) SWOT ANALYSIS:
- 8. 0 1 2 3 4 5 Concerts Sports Family Arts Major Category By Gender (IN MILLIONS) Female Male DEMOGRAPHICS: 0 0.5 1 1.5 2 2.5 Concerts Sports Family Arts Major Category by Marital Status (IN MILLIONS) Single Inferred Single Inferred Married Married 0 0.5 1 1.5 2 2.5 Concerts Sports Family Arts Less than $15,000 $15,000-$19,999 $20,000-$29,000 $30,000-$39,000 $40,000-$49,000 $50,000-$74,999 $75,000-$99,999 $100,000-$124,999 > $124,999
- 11. MARKETING PLAN: ENTERTAINMENT VARIES PER ARTIST PRE-SHOW INFO BLAST LED BANNER VIDEO REELS
- 12. MARKETING PLAN: SPORTS T-shirt Cannons Activations/Promotions Athlete Cameos
- 14. 47 30
- 15. MARKETING PLAN: DIGITAL & SOCIAL MEDIA
- 16. It is finally here!! The brand new #MSGVenueApp can now be downloaded in the app store. Download it now for cool new features and to get the full Garden experience!!!
- 17. Check out the BRAND NEW MSG Venue App! Download it for cool new features including downloading tix, express lines and more!! #MSGVenueApp TWITTER:
- 18. Check out the new #MSGVenueApp for tons of cool new features!! INSTAGRAM:
- 19. SOCIAL MEDIA IMPRESSIONS: 0 50,000 100,000 150,000 200,000 250,000 300,000 Facebook Instagram Twitter Average Impressions Rangers Knicks MSG 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 Facebook Instagram Twitter Average Engagements Rangers Knicks MSG
- 21. Close
- 23. DraftKings PartnershipFan Engagement Point System NEXT STEPS/ APP 2.0: Partnership Opportunities
- 24. Partnership Opportunities: MSG VENUE 7m ago Hotel Tonight Deal! Take $75 off your next NYC hotel booking! #MSGVenueapp #GoRangers MSG VENUE 7m ago $150 Lyft Coupon! Get entered in a drawing for a $150 Lyft gift card by clicking here! #MSGVenueapp MSG VENUE 7m ago Free Rangers T-Shirt! Get a free Rangers T-shirt tonight at the game by bringing this code over to an activation booth! #MSGVenueapp
- 25. POINT SYSTEM Home CONGRATS! You earned MSG points! 0 POINTS 1000 POINTS You are 600 points away from a REWARD!!! POINT SYSTEM:
- 26. FAN ENGAGEMENT:
- 27. PICK A PLAYER: Enes Kanter Center Frank Ntilikina Point Guard Courtney Lee Small Forward Joakim Noah Power Forward 1) Pick your team. 2) Gain points as they play. 3) Compete against friends. DRAFTKINGS PARTNERSHIP:
- 28. 1. Increase accessibility to repeat clientele 2. One year trial period – analysis and data collection 3. Reaches a very large market using a comprehensive and integrative plan 4. App 2.0 and retention
Editor's Notes
- This presentation is for the new….
- My name is Zach Marshall – People Connections Student Associate Names..
- The overall goal of the project was to create a comprehensive marketing proposal for the incoming MSG venue app This app is in beta testing as well as in its pilots
- Technology; makes it easy to market with a big brand name and consistent fanbase/customers More braod marketing plan due to vast majority of people that come into the arena each year, depending on events, success of teams, etc. We know we are targeting repeat customers/people in the local new York area
- Male sports hold the largest demographic by a long shot There are more male than female in both of our main target categories (concerts & sports) Sum up charts, connect to SWOT and marketing plans
- Split our mktg plan into four areas: venue, entertainment, sports and social media MSG express line= important feature that will appeal to many customers Sports and concerts, roll it out for the entire first year and adjust as we go (lcoations, entry points, etc) Make signs for it that we can hang throughout the arena/ outside of it so customers can be aware that this is an advantage to having the app (also mention we can post this sign on social media which will be talked about later) Example of an Ad we will hang around/ outside of the venue to make people aware Highlighting that it is brand new so people will want to try it out
- This is an example of where we can hang the Ad (MSG hangs ADS/Billboards here often) This is a big ad/ high up ensuring that MANY people will see it as they walk by Bright color on the phone and matching color scheme throughout the ad to appeal to the client’s eye Busy area in NYC a lot of our partners choose to purchase signage here because of the number of people that see it each day… helps us reach our target market of those who are in the city and near the garden frequently
- -varies per artist: each artist there is a marketing team that figures out demographics of audience and where they eat, drink before event, etc. we’ll be able to target these places before the event (hang posters about app, QR code at bottom of billy joel poster, etc) -Pre show info blast: already an email that goes out before show with important reminders.. .at the bottom we’ll add a note about downloading the app, some of its helpful features, including the express line, and ordering food to ur seat -LED Banner: these already advertise during concerts, we will continue with that idea and have the hashtag, and make people interested in downloading it -Video Reels: ??? (video reel of the artist and at end put info about the app?) basically we’re going to continue to use a lot of the general marketing tactics used by entertainment but we are going to integrate advertising the app
- $2.00 per T-Shirt 375 T-Shirts per game 5 games $3,750.00 per team Cost $7,500.00 total (Knicks and Rangers) nclude tabling around the arena throughout the year at various events handing out small items such as phone wallets, pop sockets, \ Athlete cameos: have different rangers and knicks players promote the app Very cheap in our budget bc it is built into player contracts
- Activations/promotions: shooting contests, etc. sponsored by the MSGVenue app Other activations include tabling around the arena throughout the year at various events handing out small items such as phone wallets, pop sockets, etc. that have msg venue app info on them as well as cards with the QR codes so people can immediately download the app
- Social media marketing is important because it is virtually free and spreads word fast Also known as viral marketing consumers are encouraged to share information about their experience with a product and it will go viral via word of mouth marketing (when one person tells 3 people, who then each tell 3 people, and so on)
- Retention add things that users can use when they’re not in the Arena (we will talk about this shortly when we tell u our ideas for app 2.0) APP is helpful, but not 100% necessary again will fix this with APP 2.0 making it more appealing and people will feel they need it more (fan engagement for example) Not every customer will have smartphone based on our demographics we feel confident most will have a smart phone (or if they are children their parents will)
- -initial roll out for a year.. Test it throughout knicks rangers and a summer of concerts -after that we plan on building upon the app to increase retention as well as efficiency and usefulness
- Can do pop up promos whenever they want or when the team wins or scores a certain number of goals, etc -a way to increase revenue by charging partners a fee for releasing advertisements/promotions through hthe app
- -implement point system based on purchases tickets, merch, food, beverage, and anything else in venue -$1 per point or $2 per point type thing… when u reach certain levels you get different rewards…. Like discounts on food or u wait it out til more points and get a discount on tickets -”do you have the msg venue app?” -have to buy through app/account/QR code??
- -during games or concerts: the performer or announcer would tell the audience to take out their app and go to a certain screen and their app would bring them to a certain page and it would unify the audience and FOMO would kick in and everyone would want to be a part of it Stand up to cancer type involvements
- -pick 3 players from the knicks/rangers.. Gain points when they succeed… something more for fun/engagement, retention, sponsorship opportunity, keeps you paying attention to the teams even when you’re not at the events -If you win your “league” you get msg venue account points
- *say one of the largest sports and entertainment markets in the world
- *say one of the largest sports and entertainment markets in the world