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Revolutionize your marketing skills

Revolutionize Your Marketing Skills

There is no off-season…for advertisers

Howard Goldberg, Sr. Vice President Sport Marketing 312-385-6725


Agenda

Agenda

Raising Questions & Establishing Importance

Identifying Opportunity

Providing Solutions

Incorporating into Sport Client Sponsorship Summit


Sports is seasonal

Sports is Seasonal


16 games or 162

16 Games or 162


Concrete track or mississippi river

Concrete Track or Mississippi River

  • Fans connect with sponsors during your season-

  • What happens when the season ends?

  • Are your fans still connecting with sponsors after the event?


Advertisers market year round

Advertisers Market Year Round


A look into the chicago bulls fans

A Look Into The Chicago Bulls Fans

  • Example:


Understanding the fan

WAL (Watched, Attend, Listened)

Understanding the Fan

  • Scarborough measures fan involvement in a variety of ways:

    • Attend by Team

    • Watched TV/Cable

    • Listen to Radio

    • Avidity by League


Profile of chicago bulls

Profile of Chicago Bulls

Bought NBA Apparel: Index 205

  • 60% Adults 25 – 54

  • 31% More likely to be Male

  • 19% Black, 12% Hispanic

  • Over ½ employed full time

  • Almost 60% some college or more

  • Almost 60% married

  • 64% HH Income $50k+, 116 Index $75k+

  • Over ½ 1+ children in home

  • Over ½ have 2+ employed in home

  • Read sports section of daily paper: 62%

  • Read Sports Illustrated: 194 index

Chicago R1 2005 Scarborough, Bulls Fan (WAL)


Is there a difference

Attend Bulls/12mo

67% A25 – 54

70% Male

Under Delivering Hispanic

67% Full Time Employed

52% HHI $75k +

122 Index 1+ Children

58% Very/Somewhat Interested

Watched/Listened Bulls/12mo

58% A25 – 54

63% Male

Under delivering Hispanic

52% Full Time Employed

43.3% HHI $75k+

99 Index 1+ Children

56% Very/Somewhat Interested

Is There A Difference?

Chicago R1 2005 Scarborough


Is there a difference1

Attend Bulls/12mo

67% A25 – 54

70% Male

Under Delivering Hispanic

67% Full Time Employed

52% HHI $75k +

122 Index 1+ Children

58% Very/Somewhat Interested

Watched/Listened Bulls/12mo

58% A25 – 54

63% Male

Under delivering Hispanic

52% Full Time Employed

43.3% HHI $75k+

99 Index 1+ Children

56% Very/Somewhat Interested

Is There A Difference?

Chicago R1 2005 Scarborough


Developing new events promotions

Developing New Events/Promotions


What do bulls fans like to do participatory

161

Index

158

143

119

112

Golf

634,000

Tennis

227,000

Fishing

540,000

Volleyball

295,000

Photography

702,000

Bulls Fans (wal)

What do Bulls Fans Like to Do?(participatory)

Chicago R1 2005 Scarborough


Activating those activities

Activating Those Activities

  • The Chicago Bulls could host a summer event:

    Bulls Sports Day.

    • Three participatory activities: Golf, Tennis, Volleyball

    • Fans can sign up teams for Volleyball, Doubles Tennis or Golf Putting.

    • The days highlight would be fans can watch a players vs. coaches volleyball game.

    • How can we look to identify a sponsor for this event?


Sponsors for the bulls sports day

Sponsors for the Bulls Sports Day

A18+ Participate: Golf/Volleyball/Tennis

Shopped Computer Hardware (12mo)

Chicago R1 2005 Scarborough


Create a photography contest

Create A Photography Contest

  • During the Summer, fans submit their best photo of a Chicago scene.

  • As fans submit their photo’s the are enlarged and posted outside the stadium for others to view

  • When the season starts, have a panel of judges reward Grand, First, Second and Third place prize. Prizes can range from sponsor prizes (trips, gift certificates) to premium seats for a couple of games.

  • Multiple sponsorship opportunities: Camera & Film Companies, Travel Companies, Retail Companies.


Sponsors for the bulls photo contest

Sponsors for the Bulls Photo Contest

Activity (past 12mo): Photography

Amazon Gift cards

Music/Video Stores Shopped (12mo)

Chicago R1 2005 Scarborough


How about malls

How About Malls?

Bulls Fans Shop at Malls

93.2% of Bulls Fans (wal) visited a mall during the past 3 months

Headcount

Any Simon Mall26.5% (648,800)

Woodfield Mall20.3%

Oakbrook Center17.8%

Index (w/minimum 10%)

Ford City Mall132 (330,000)

River Oaks Center130

North Riverside125

Chicago R1 2005 Scarborough


Ways to activate mall interest

Ways to Activate Mall Interest

  • Bulls’ Kiosks

    • Sell Merchandise

      • Simon Mall Shoppers are 44% more likely to reach Bulls Fans (wal) who have purchased NBA logo apparel(12mo), 61k fans.

    • Self Serve Ticket Machines

      • Simon Mall Shoppers(3 mo)IndexFans

        Attend Chicago Bulls Game159148,824

        Loyal NBA & individual game ticket interest119248,451

  • Player Autograph Day

    • Simon Mall Shoppers are 15% more likely to have interest in the Chicago Bulls (wal), or 648,000 fans.

Chicago R1 2005 Scarborough


Putting your skills to work

Putting Your Skills To Work

Group Exercise

  • Spend a few minutes reviewing the Bulls Fans (wal) and two of the Bulls Sponsors, Miller Genuine Draft, an Internet Provider.

  • Think about an event/promotion you can plan for the Bulls to reach fans after their season ends-

  • Assign a scribe and write down your ideas

  • If you have done some really successful “out of facility”, off season, marketing/events, feel free to share with the group.


Community affairs

Community Affairs

Charity TypeOffice Max (12mo)Bulls (wal)

Arts & Culture 8.1 (152)5.1 (96)

Healthcare/Medical 10.5 (135)9.7 (125)

Political 6.8 (121)6.9 (121)

Religious27.4 (122)26.4 (118)

Social Care/Welfare14.6 (133)10.8 (99)

Other Organizations23.3 (135)20 (116)

Public Radio 8.5 (133) 6 ( 94)

Public TV17.3 (132)15.2 (116)

Chicago R1 2005 Scarborough


Partnering with other sports properties

Partnering With Other Sports Properties?


Other sports of interest to bulls fans

Other Sports of Interest to Bulls Fans?

How to Read:

46% of Bulls Fans are also loyal fans of NFL and 40% are loyal fans of MLB.

Interest Level: Very/Somewhat

Chicago R1 2005 Scarborough


Where is the opportunity

Where is the Opportunity?

Chicago R1 2005 Scarborough


Where is the opportunity1

Where is the Opportunity?

Chicago R1 2005 Scarborough


We looked at interest how about attendance

We Looked at Interest, How About Attendance?

Reaching The Chicago Bulls Fans (wal) Through Other Sports

ActivityIndexTarget %Coverage %

Attend MLB Game (1+)15351%52%

Attend Chicago Cubs 15230%52%

Attend Chicago White Sox16926%58%

Attend PGA Event1875.6%64%

Chicago R1 2005 Scarborough


Bulls fans pga attendee 1

Bulls Fans & PGA Attendee (1+)

Long distance companies

Index 140

60,000 persons

Index 90

46,000 persons

Chicago R1 2005 Scarborough, Bulls Fan (wal)


Bulls fans white sox attendee

Bulls Fans & White Sox Attendee

Business decision maker

Index 154

111,000 persons

Index 120

Index 206

Index 177

Index 209

Chicago R1 2005 Scarborough, Bulls Fan (wal)


Promotion concept

Promotion Concept

  • Chicago Bulls can take advantage of fans other Professional Sports Interests:

    PGA: Target Bulls fans who have also attended 1+ PGA events to a local golf event (e.g. Cialis Western Open, LaSalle Bank Open) for a VIP afternoon. Help bring in a new sponsor (poses no conflict) for both the golf event and Chicago Bulls.

    MLB: Host a summer event at (US Cellular) partnering with the Chicago White Sox with an outdoor tent to meet Bulls players and grab some pre game bar-b-que. Help bring in a sponsor like Computer Discount Warehouse (CDW) that is unique to the Bulls and White Sox.

A.

B.


What other measures might you look at

Chicago Bulls (wal)

What Other Measures Might You Look At?

  • Local Events, Summer Oriented

    Event (12mo)PersonsIndex

    Zoo1,133,000106

    Navy Pier1,010,800107

    Six Flags 562,700122

    Arlington Park316,900151

  • Movie Attendance

  • Other Retail Stores

  • Grocery Stores

  • Pets

  • The list could be endless with Scarborough’s hundred of measures.

Chicago R1 2005 Scarborough


Using scarborough for your sponsor summit

Using Scarborough For Your Sponsor Summit


Sponsor summit tips

Sponsor Summit Tips

  • Do you currently host a sponsor summit?

    • If not, you should consider one.

  • Scarborough provides a great resource in participating in your sponsor summit

    • Profile the fan base (universe) city/region/national

    • Unbiased perspective of your fans

    • Competitive Landscape, even to other entertainment

    • Affinity toward advertising categories

    • Potential connectivity amongst sponsors


Sponsorship corporate sales a b brands strong with dodgers attendees

Sponsorship/Corporate SalesA-B BRANDS STRONG WITH DODGERS ATTENDEES

Consumed past 30 days:

17.1% of Bud Light drinkers past mo. have attended a Dodgers game in the past year

% Of Total

Scarborough Los Angeles R2 2002


Marketing promotions dodger share of mind

MARKETING /PROMOTIONSDODGER SHARE OF MIND

Events Attended past 12 mo.:

% Of Total DMA

Scarborough Los Angeles R2 2002


Fan development huge increases in interest levels

% change

Angels Fans

Feb. ’01-Jan. ’02

Feb. ’02-Jan. ’03

+114%

Angels on radio

4.6% of the LA DMA

9.8%

+117%

Angels on broadcast TV

16.1%

34.9%

+23%

Attended Angels

9.6%

11.8%

+20%

Very interested in MLB (Orange Cty.)

14.9%

17.9%

+30%

Somewhat interested in MLB (Orange Cty.)

17.9%

23.2%

FAN DEVELOPMENTHUGE INCREASES IN INTEREST LEVELS

Scarborough Los Angeles


Fan activation

FAN ACTIVATION

  • How do the Twin Cities compare?

Scarborough Release 1, 2003


Questions thank you

Questions? THANK YOU!

Howard Goldberg, Sr. Vice President Sport Marketing

312-385-6725


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