Ggf Ppt Final Will Edit(2)

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GameFace Marketing to Women Preso

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  • Ggf Ppt Final Will Edit(2)

    1. 1. The Changing Face of the Game Marketing to the Female Fan Erica Boeke
    2. 2. <ul><li>For the female fan: </li></ul><ul><li>Sports is rooted in nostalgia </li></ul><ul><li>Sports is based in drama </li></ul><ul><li>Sports has now, more than ever, fused with pop culture </li></ul>The Changing Face of the Game
    3. 3. The Changing Face of the Game
    4. 4. HOW MANY FEMALE SPORTS DASD FANS ARE OUT THERE?
    5. 5. <ul><li>50 million women avidly follow pro sports according 2002 Scarborough Sports Marketing study — more recent projections are even higher. </li></ul><ul><li>More than 45 million women tune in to NFL games every weekend. (Yankelovich, Inc. 2008) </li></ul><ul><li>An estimated 46% of the NBA’s fan base is women. (Yankelovich, Inc. 2008) </li></ul><ul><li>62% of women say they watch sports on TV regularly or occasionally, while only 42% of women say they watch soap operas on TV regularly or occasionally, (Yankelovich, Inc. 2008) </li></ul>How Many Female Fans are out There? &quot;The thing that has contributed in the last 20 years to the NFL's growth is the number of females who are passionate about football,&quot; said Peter Roby, director of the Center for the Study of Sport in Society at Northeastern University in Boston. &quot;It seems to me that the females are as passionate as the men.&quot;
    6. 6. COMMON MISCONCEPTIONS ABOUT FEMALE FANS
    7. 7. <ul><li>We’re not all jocks/athletes </li></ul><ul><li>Not all of us choose teams based on uniform colors or “ cuteness ” </li></ul><ul><li>We are not all obsessed with men in tight pants </li></ul><ul><li>We are not all equally as passionate about women’s sports </li></ul><ul><li>We aren’t trying to lobby to get women to play pro sports </li></ul><ul><li>We aren’t watching sports to meet men necessarily </li></ul><ul><li>We just love the game </li></ul>Common Misconceptions About Female Fans
    8. 8. How Can Women Be Fans, Yet Not Watch Sports Like Guys? <ul><li>Men are from Mars, Women are From Venus: Sports is no different </li></ul><ul><li>In the media, sports are still presented solely for men: Heavy on stats and factoids, in a language women cannot relate to — more than 50% of men feel knowledgeable about sports, less than 20% of women do. </li></ul><ul><li>But the increase in internet usage among female sports fans means women are seeking info: According to Nielsen, the number of female unique visitors at work to sports-related web sites grew 37%, from 12 million in August 2007 to 16.4 million in August 2008 — outpacing the percent increase in male visitors by 76%. </li></ul>
    9. 9. How Do Female Fans Enjoy Sports Differently? <ul><li>Loyal to their local teams , rather than sports </li></ul><ul><li>Loyal to big-name players , rather than the unknowns on the roster </li></ul><ul><li>Focus on individual history of their team and backstory of their favorite players — popularity of NASCAR </li></ul><ul><li>Women enjoy lifestyle elements of sports : food, fashion, music, travel, SWAGs </li></ul>
    10. 10. FEMALE FANS ARE GOING TO GAMES… … AND SPENDING MONEY
    11. 11. Female Fans are Going to Games… …and Spending Money <ul><li>TICKETS: </li></ul><ul><li>The Kansas City Chiefs show 48% of the ticket holders being female as of 2007 </li></ul><ul><li>APPAREL: </li></ul><ul><li>The NBA sold $100 million in merchandise for women in 2005. (Yankelovich, Inc. 2008) </li></ul><ul><li>46% of all MLB-licensed apparel is purchased by women , according to the MLB. </li></ul><ul><li>CONCESSIONS: </li></ul><ul><li>Healthier choices are on the rise at ballparks, thanks to increased female fans and families </li></ul>
    12. 12. CASE STUDY 1: Women Are Planners <ul><li>Purchases from December 2 to February 2: </li></ul><ul><li>Sports ornaments for my Christmas tree </li></ul><ul><li>Steelers hoodie for my brother for Christmas </li></ul><ul><li>Earrings and necklace from NFL.com for my nieces </li></ul><ul><li>Pre-ordered the Joe Torre book for my dad </li></ul><ul><li>NFL Cookbook for my sister-in-law for her bday </li></ul><ul><li>Food/beer for my playoff parties in January </li></ul><ul><li>Major party supplies for Super Bowl (food, party supplies, etc.) </li></ul><ul><li>Apparel to wear at my Super Bowl party </li></ul><ul><li>Downloaded the Super Bowl XLIII highlights from iTunes </li></ul><ul><li>Even bought a song NFL Heavy Action theme to use as my ringtone </li></ul><ul><li>A Sixburgh t-shirt after my team won </li></ul><ul><li>Booked a trip to Spring Training : air, hotel, spa, restaurant, tickets </li></ul>
    13. 13. CASE STUDY TWO: Women Are Shoppers Dave Newman (Season Ticketholder: $1,000) Money Spent on Apparel in Inaugural Season: $0 Erica Boeke (Usherette) Money Spent on Apparel for Herself and Others in Inaugural Season: $1,500
    14. 14. HOW TO REACH THE FEMALE FAN
    15. 15. How to Reach the Female Fan <ul><li>Treat us like real fans: </li></ul><ul><li>Without alienating your male fans, help us feel comfortable by offering options that don’t make us feel like we need to know the secret hand-shake </li></ul><ul><li>Surrender the pink: </li></ul><ul><li>Let us show our true colors, and always choose style over novelty </li></ul><ul><li>Please give us clothing that fits: </li></ul><ul><li>“ Be a Woman. Be a Fan.” by Reebok a good start. It wasn’t oversized, but it still didn’t fit </li></ul><ul><li>Give us other items to buy in your stores: </li></ul><ul><li>Books/cookbooks, DVDs ( Bull Durham , Any Given Sunday , Friday Night Lights ), home décor, entertaining </li></ul>
    16. 16. <ul><li>Women love a good collectible: </li></ul><ul><li>Bobbleheads, Build-a-Bear, come up with an idea that will keep them buying more. Silver & gold lame baseballs — I needed both. </li></ul><ul><li>Follow trends going on in the fashion world: </li></ul><ul><li>Sequins are big. Not rhinestones. Rhinestones will never be big. Problem is, most guys don’t know the difference. Get some chic women involved in your buying decisions. </li></ul><ul><li>Use the web to give us what we want: - “Top Five” lists of players/plays/moments in history - Short video bios of each player - Downloadable entertaining tools, i.e. GoGameFace.com Big Game Bash - Weekly/Monthly email blasts, catering to women </li></ul>How to Reach the Female Fan
    17. 17. How to Reach the Female Fan <ul><li>Special Female Fan nights at the Park: </li></ul><ul><li>Ladies nights or Diamonds are a girls best friend: pre-game manicures, temporary tattoos, cocktails inspired by the team, food from visiting team’s town. </li></ul><ul><li>White Sox hosted a Father/Daughter day; Giants & A’s did a wives softball game for charity. </li></ul><ul><li>Please skip the pink and white rhinestone cap night that our host city, the KC Royals did last year … the only color a Royals hat should come in is BLUE. </li></ul>
    18. 18. How to Reach the Female Fan • Have pre - game programming in - store and during the off - season: - Invite authors, ex-players, female ballpark execs, the little leaguer who pitched a no-hitter, famous female fans, even players’ wives to talk about their charities, etc. - Not just NFL 101, trying to get women to watch sports like men.
    19. 19. “ The reason women don't play football is because eleven of them would never wear the same outfit in Public.” – Phyllis Diller

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