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Arizona Coyotes Marketing Plan
Jacob Albin, Jake Bringgold, Jordan Dyck Jordan Wick, Seth Auger, Grace Czeczok
● Winnipeg Jets○ 1972-1979 (WHA)
■ 3-time Champions○ 1979-1996 (NHL)
■ Struggles, 2nd smallest market
● Phoenix Coyotes○ 1996-2014
■ Bought by Jerry Colangelo■ In the desert, not much interest■ 2012 Playoffs - one series away from Stanley Cup Finals■ Bankruptcy
● Arizona Coyotes○ 2014-Present
■ IceArizona, Andrew Barroway new owners■ No playoff appearances
Introduction and Team History
ObjectivesGOAL: To increase overall attendance at Arizona Coyotes’ games2013-14
2014-15
2015-16
2016-17
Arizona Coyotes attendance - year by year results
GOAL: To increase overall attendance at Arizona Coyotes’ games
Target Audience
● Quantitative Data○ U.S. Census and NHL data
● Qualitative Data○ Fan/local resident feedback
● Behavioral○ Previous ticket purchasers
● Middle-upper class families● Maricopa County
○ Wide variety of people
● Males (18+)
Benchmarking Research
● Arizona Coyotes ranked 29th out 30 NHL teams in average attendance in 2016-17 season.
● Viewed sales strategies of NHL teams with high attendance this past season. ● Teams researched include Tampa Bay Lightning, Minnesota Wild, Washington
Capitals, Chicago Blackhawks, Detroit Red Wings, and Pittsburgh Penguins. ● All ranked in top-12 in average attendance this past season. All had a
noticeable pattern including creative benefits for season ticket members and many promotions, both in-game and community.
Benchmarking Research: Creative Benefits for STMTampa Bay Lightning
● Similar Climate ● Ranked 8th in attendance in
2016-17. ● Website dedicated to its season
ticket members (BeTheThunder).
● Benefits include discounts on food and beverage, early entry to every home game, etc.
Minnesota Wild
● Ranked 9th in avg. attendance in 2016-17.
● Invite season ticket members at the end of every season to come paint the ice at the Xcel Energy Center.
● Allows fans to put their own “mark” on the team.
Washington Capitals
● Ranked 12th in avg. attendance in 2016-17.
● Team has created exclusive club for its season ticket members called Club Red 365.
● Gives members access to team-related events every month of the year.
● Fan engagement all year.
Benchmarking Research: Gameday Promotions● Teams with high
attendance rates this past season had more promotion game days with giveaways than the Coyotes.
Benchmarking Research: Community EngagementDetroit Red Wings
● Detroit Red Wings Foundation: host charity raffles, poker tournament.
● Had promotion with Tim Horton’s. Donated sales generated from their “I Love the Red Wings” donut to DRWF.
● Hold school assembly program. Each school
visited receives free floor hockey equipment.
Pittsburgh Penguins
● Ranked 4th in avg. attendance in 2016-17● Have separate website dedicated to
community work. (http://pittsburghpenguinsfoundation.org/)
● Work includes charitable raffles, Tablets in education, Project Power Play, and PensFIT.
Marketing Plan● Increase fan engagement on Social Media
○ Giveaways, Surveys, Announcements● Reaching New Demographics
○ Breast Cancer Awareness- October○ Diabetes Awareness- November
● Tickets○ 5 Wins Pass for $155 ○ Incentives for purchasing tickets on smartphone
■ Food discounts and mobile ordering● Promotions
○ Theme Nights■ Senior Day, Ladies Night, Family Night
Marketing Plan ● Community Involvement
○ Become more involved and create a positive image of the team.■ Playground build (Minnesota Vikings)■ Charity events (Vancouver Canucks)■ Hospital visits (Iowa and Florida football)
● Create more rewards for season ticket holders○ Encourage new customers to buy and increase renewal rates
● Promote the “next generation” of players to create excitement through marketing campaigns○ Oliver Ekman-Larsson, Max Domi, Anthony Duclair
■ All 25 and under
Marketing Mix● Product
○ On-ice■ Young starpower hockey
players, but need a “face” of the franchise
○ Off-ice■ Entertainment
● Promotion○ Has been a struggle for the
organization■ Focus groups, surveys,
interviews■ TV ads, radio, newspaper,
social media■ Contests■ Theme nights
● Place○ Gila River Arena- Located in Glendale, AZ
■ Majority of Coyotes fans reside in Phoenix and the East Valley
○ Media channels○ In the community
● Price○ Avg. Attendance: 13,094 in 2017, perhaps
due to lack of hockey fans○ FCI: $310.71 = $52.87 below NHL average○ M-Pricing--potential to influence fans to
purchase tickets at a discounted rate
Evaluation Mechanisms
● Season-ticket holders○ Focus groups, feedback, and surveys
● Data from ticket purchasers, promotional/contest participants
● Social media followers and interactions● Promotional effectiveness● Number of people reached by
advertisements● Attendance, ticket sales● Fan engagement
Thank You
Questions?