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  1. Revolutionize Your Marketing Skills There is no off-season…for advertisers Howard Goldberg, Sr. Vice President Sport Marketing 312-385-6725

  2. Agenda Raising Questions & Establishing Importance Identifying Opportunity Providing Solutions Incorporating into Sport Client Sponsorship Summit

  3. Sports is Seasonal

  4. 16 Games or 162

  5. 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?

  6. Advertisers Market Year Round

  7. A Look Into The Chicago Bulls Fans • Example:

  8. 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

  9. 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)

  10. 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

  11. 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

  12. Developing New Events/Promotions

  13. 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

  14. 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?

  15. Sponsors for the Bulls Sports Day A18+ Participate: Golf/Volleyball/Tennis Shopped Computer Hardware (12mo) Chicago R1 2005 Scarborough

  16. 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.

  17. Sponsors for the Bulls Photo Contest Activity (past 12mo): Photography Amazon Gift cards Music/Video Stores Shopped (12mo) Chicago R1 2005 Scarborough

  18. 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 Mall 26.5% (648,800) Woodfield Mall 20.3% Oakbrook Center 17.8% Index (w/minimum 10%) Ford City Mall 132 (330,000) River Oaks Center 130 North Riverside 125 Chicago R1 2005 Scarborough

  19. 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 Game 159 148,824 Loyal NBA & individual game ticket interest 119 248,451 • 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

  20. 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.

  21. 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) Religious 27.4 (122) 26.4 (118) Social Care/Welfare 14.6 (133) 10.8 (99) Other Organizations 23.3 (135) 20 (116) Public Radio 8.5 (133) 6 ( 94) Public TV 17.3 (132) 15.2 (116) Chicago R1 2005 Scarborough

  22. Partnering With Other Sports Properties?

  23. 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

  24. Where is the Opportunity? Chicago R1 2005 Scarborough

  25. Where is the Opportunity? Chicago R1 2005 Scarborough

  26. We Looked at Interest, How About Attendance? Reaching The Chicago Bulls Fans (wal) Through Other Sports ActivityIndexTarget %Coverage % Attend MLB Game (1+) 153 51% 52% Attend Chicago Cubs 152 30% 52% Attend Chicago White Sox 169 26% 58% Attend PGA Event 187 5.6% 64% Chicago R1 2005 Scarborough

  27. 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)

  28. 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)

  29. 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.

  30. Chicago Bulls (wal) What Other Measures Might You Look At? • Local Events, Summer Oriented Event (12mo)PersonsIndex Zoo 1,133,000 106 Navy Pier 1,010,800 107 Six Flags 562,700 122 Arlington Park 316,900 151 • Movie Attendance • Other Retail Stores • Grocery Stores • Pets • The list could be endless with Scarborough’s hundred of measures. Chicago R1 2005 Scarborough

  31. Using Scarborough For Your Sponsor Summit

  32. 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

  33. 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

  34. MARKETING /PROMOTIONSDODGER SHARE OF MIND Events Attended past 12 mo.: % Of Total DMA Scarborough Los Angeles R2 2002

  35. % 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

  36. FAN ACTIVATION • How do the Twin Cities compare? Scarborough Release 1, 2003

  37. Questions? THANK YOU! Howard Goldberg, Sr. Vice President Sport Marketing 312-385-6725