The document summarizes market research conducted for selecting a promotional item to distribute at an Angels baseball game on Memorial Day. A survey found that a military canteen was the most popular option. Demographic research showed the local area has diverse income levels. The plan is to give away 15,000 canteens and provide 24 customized canteens honoring local military heroes to their families. A budget outlines costs for the canteens, media promotion, and ticket compensation. The goal is to use the promotion to attract both affluent and lower-income families in the area through a reusable item celebrating a holiday rather than just promoting the game.

1. Promo Item
Miles Grow
Carlos Guzman

2. Overview
- market research
- demographics of region
- promo item decision
- combo of retargeting & prospecting (lower income areas who don’t really watch sports → non player related promo
- wanted to find a way to reach both the affluent and lower-income populations nearby
- canteen
- special canteen
- event on gameday pregame with families on the field for canteen presentation
- give families free tickets to the game
- media strategies to promote
- social media, website, TV ad
- budget
- dynamic pricing to help pay for promotion

3. Market Research
● Conducted surveys via SurveyMonkey
○ Surveyed 78 people of various ages & backgrounds
● Total of 7 questions
● Goals:
○ 1) determine which type of promotional item is most popular
○ 2) determine which of our top 3 ideas was liked the best

4. Survey Summary
● 53% female, 47% male participants
● Age ranges:
○ 18-24 = 46%
○ 25-34 = 28%
○ 35-44 = 9%
○ 45-54 = 13%
○ 55-64 = 3%
○ 65+ = 1%

5. Survey Summary Cont.
● Ranking Question
○ Military canteen on Memorial Day (47%)
○ BBQ apron for Father’s Day (27%)
○ Mexican poncho on Cinco de Mayo (26%)
● Other favorite items
○ Bobblehead
○ Blanket
○ Hat
○ Shirt

6. Demographics
● ArcGIS software in partnership with ESRI
● overview map:

7. Demographics Cont.
● USA Tapestry Segmentation: based on 2010 Census data
● overview map:
4 Top Segments
1) “Urban Villages”
2) “International Marketplace
3) “Connoisseurs”
4) “Pacific Heights”

8. Segment 1
● “Urban Villages”
○ Garden Grove, Buena Park, Santa Ana
● Demographics:
○ age = 31, multicultural, 4.1 family size, 61% is of Mexican origin
● Socioeconomics:
○ Unemployment 14.4%, Median household income = $62,837, Two wage earners in home
● Buying Preferences:
○ Family and home items are essential, leisure time is a family affair, sports programing is
not as popular here

9. Segment 2
● “International Marketplace”
○ Buena Park, Fullerton, Westminster, Tustin
● Demographics:
○ age = 30.4, high proportion immigrants, 50% hispanic, 70% are families
● Socioeconomics:
○ 20% have difficulty speaking English, Median income = $49,056, unemployment = 14.5%
● Buying Preferences:
○ family is top priority, shop at Marshall’s and Costco, watch TV instead of reading
newspapers or magazines

10. Segment 3
● “Connoisseurs”
○ Villa Park, North Tustin, Yorba Linda
● Demographics:
○ median age = 47, 70% are married, 30% children at home, negligible ethnic diversity
● Socioeconomics:
○ median income = $121,368, 2nd most affluent segment, self-employed
● Buying Preferences:
○ top in “conspicuous consumption”, exercise is priority, travel often, attend theater and
dance performances, read newspapers and business magazines daily

11. Segment 4
● “Pacific Heights”
○ Stanton, Garden Grove, Westminster,
● Demographics:
○ median age = 39.4, average family size = 3.61, high % of Asian & Pacific Islanders
● Socioeconomics:
○ median income = $79,148, unemployment = 10.5%, upscale neighborhoods
● Buying Preferences:
○ listen to contemporary music, health conscious, baseball is their favorite sport to watch,
listen to, and play

12. Promo Item Goals
● Reach new customers (who aren’t as focused on sports)
○ “prospecting”
○ celebrating a holiday vs. promoting the game
○ non-player related promo item, reusable
● Reach out to existing fans via promoting on team’s website and
various social media → retargeting
● Universal item that attracts both affluent and lower income families
in area
● Item not religious or political in nature

13. Army Canteen
● Memorial Day 2016: Monday
May 30th
● First 15,000 fans in
attendance
● Aluminum style canteen with
Angels logo on one side
● Effectiveness:
○ Never done as a promo item
○ Able to use again after
game while exercising or
hiking → brand exposure
outside the stadium

14. Special Army Canteens
● 24 personalized canteens for
6 families in Anaheim who
have lost a loved one in the
military (4 per family)
○ Engraved on back
● Drives people to the game
who want to see their family
member honored
● Positive P/R for Angels for
honoring the military

15. Special Army Canteens
● Honoring 6 hometown heros:
○ 1: Christian San Nicolas
○ 2: Lance Corporal Hernandez
○ 3: Sergeant Weaver
○ 4: Army Staff Sergeant Arizmendez
○ 5: Lance Corporal Swanson
○ 6: Private Henry
● Immediate family members receive complimentary field level seats
● Families will receive “special” customized canteen
● Families invited on field to be honored before the first pitch

16. Media Strategies (Social)
● Twitter
○ Twitter Tuesdays
○ Thursday Promo Reveal
● Facebook
○ Info on “Special 6”
○ Thursday Promo Reveal
● Instagram
○ Thursday Promo Reveal
● Angels Website
○ Info on giveaway
○ Info on “Special 6”

17. Media Strategies (TV)
● Television Advertisement
○ Promo commercial shown
on Fox Sports West
○ Promo commercial shown at
home games on big screen
prior to giveaway game

18. Budget
● 15,000 canteens @ $5 each: $75,000 (free shipping)
○ Angel’s “A” decal: $ 0.65 = $9,765
● 24 special edition canteens (4 for each family)
○ canteens: $120
○ engraving $8 per item: $192
● Media costs:
○ TV: $3000 for giveaway promo commercial
○ Social Media: Free (intern used for updating)
● Free tickets: $38 x 24 = $912
Subtotal = $88,989
*Will use dynamic pricing to help recover half of the cost*
○ 10,000 of the highest priced seats are $4 more expensive: -$40,000
Grand Total = $48,989

19. Sources
● https://www.surveymonkey.
com/analyze/Q_2FbLdkFH_2F9K9lJ0lHMzGbp5bTkSBBn0MCwh_2BsctS_2Fas_3D
● http://www.arcgis.com/home/webmap/viewer.html?
webmap=967d26d15ce14a95b22269f2c6592c17
● http://www.esri.com/~/media/Files/Pdfs/data/esri_data/pdfs/tapestry-singles/segment21.pdf
● http://www.esri.com/~/media/Files/Pdfs/data/esri_data/pdfs/tapestry-singles/segment35.pdf
● http://www.esri.com/~/media/Files/Pdfs/data/esri_data/pdfs/tapestry-singles/segment3.pdf
● http://www.esri.com/~/media/Files/Pdfs/data/esri_data/pdfs/tapestry-singles/segment11.pdf
● http://www.anaheim.net/articlenew222.asp?id=2044
● http://www.alibaba.com/products/F0/military_canteen/------------------------------10-398.html

20. Questions?