This document discusses strategies for a new NBA team to utilize data collection and a mobile app. It recommends:
1. Centralizing existing data and integrating new data from the team app to better understand fans.
2. Using the app to track fan locations and purchases in the stadium to personalize experiences and ads.
3. Having three segments focus on different strategies - selling out games with last-minute discounts, dynamic pricing to maximize revenue, and growing season tickets through ticket buybacks and targeted ads.
2. Agenda
• Data Collection
• Mobile App
• Strategy Approach to Three Segments
Teams Focused on:
o Selling Out & Home Court Advantage
o Dynamic Pricing & Maximizing Revenue
o Growing Season Ticket Base
3. 1 Thing in Common
Chicago Bears
New York
Mets
Florida
Panthers
Tampa Bay
Lightning
Northwestern
University
Wildcats
So Many
More!
4. Chicago Bears
New York
Mets
Florida
Panthers
Tampa Bay
Lightning
Northwestern
University
Wildcats
So Many
More!
DATA
Dynamic
Pricing
Concession
Sales
Targeted
Advertising
Location
Tracking
Customer
Experience
…just to name a few…
These organizations are among the
many teams in sports that are
utilizing the power of :
5. Data Collection
• First step: Centralize data from across any
existing platforms
• Second Step: Integrate data collected from
the NEW NBA Team’s App into existing
database
• Third Step: Utilize the app for as many
aspects of the fan experience as possible
6. Mobile App
• Track when & where fans arrive to stadium
o Can help create a smooth entry process
o Variable Advertising prices based on location in stadium (high traffic
areas vs. low traffic areas)
• Track each customers’ purchases to help gain a better understanding of
their preferences
o Option to pre-load money onto app to use toward tickets or any in-
stadium purchase (Cavs Cash, Bucks Bucks, Bulls Bills, etc.)
o Merchandise
o Concessions
o Seat preferences
• Personalize the App to each NBA Team’s need
o Allows for creativity with marketing campaigns
o Tailored fan behavior metrics
7. Mobile App
Selling Out &
Home Court
Advantage
• Last Minute
Ticketing
• Send Notifications
to fans for discounted
game-time tickets
Dynamic Pricing
& Maximizing
Revenue
• Collect “Fan
Proximity data”
• Target fans in
nearby large market
cities
• Attract ‘Away’ fans at
higher prices
Growing Season
Ticket Base
• Ticket Buyback for
unused tickets
• Stadium credits go
into account in the
App
• Targeted ads to
increase Season
Ticket Sales
8. Selling Out & Home Court Advantage
https://blog.gametime.co/which-nba-tickets-are-millennials-buying-most-this-season-6de290d700da (2017)
Unsold seats close to game-
time can trigger the app to
send out notifications for
discounted tickets
Non-Millennial fans may also
be interested in higher priced
seats or suites that are still
available!
9. Dynamic Pricing & Maximizing Revenue
• Run matchup-specific analyses
for optimal pricing levels
• Extreme flexibility to maximize
revenue for high-demand games
• Drives ticket sales with lower
prices for low-demand games
The Minnesota Twins have used
a dynamic pricing model since
the 2012 season.
http://www.espn.com/blog/playbook/dollars/post/_/id/597/dynamic-pricing-is-new-trend-in-ticket-sales (2012)
10. Dynamic Pricing & Maximizing Revenue
Large markets in close proximity
• Target “away” fans to drive ticket sales
o Fans of visiting teams may be willing to travel
when the visiting team is located in a nearby
city if they are sent offers/promotions
o Run analyses to determine what visiting teams
on the schedule have the most fans located in
the surrounding area of your home city.
o Increase ticket prices when visiting teams with
a significant amount of fans in your area come
to town
o This strategy also holds true for other
situations such as number of All Stars a
visiting team has, position in the standings of
the visiting team, etc.
11. Growing Season Ticket Base
Ticket Buyback
• Through the app:
oSell an individual or multiple season ticket(s)
back to the team in exchange for stadium
credits or cash
oCan be discounted value or face value
oTeam can then sell through app as a last
minute ticket option
oWIN-WIN!
12. • Teams can use demographic data collected from the App to
put out targeted ads on social media
“
Florida Panthers
”
(2015)
Growing Season Ticket Base
