out-of-the-park insights into the toronto blue jays' fan base
TRANSCRIPT
Out-of-the-Park Insights into the Toronto Blue Jays’ Fan Base
| February 28, 2017
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Background and Motivation
Approach
Segments and Activation Opportunities
Emotions
Questions
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Gartner’s Magic Quadrant evaluated Isobar as a market leader of global digital marketing agencies with the strongest score for Completeness of Vision.
Leader in The Forrester Wave: Digital Experience Service Providers, Q4 2015 with the highest score of all vendors for our current offering.
RECENT RECOGNITION
400+ Awards
18 Agency of the Year titlescurrently held
Digital Network of the Year2011, 12, 14, 15, Campaign Asia
ACCOLADES
KEY CLIENTS
StrategyWe develop strategies to transform businesses
CampaignsWe create, measure and optimize digitally-focused campaigns
ExperiencesWe design experiences that are both easy to use and a joy to use
PlatformsWe design and build flexible and scalable technology solutions
ProductsWe invent digital products that generate new revenue streams
4,500 employees in over 70 offices around the globe.F U L L - S E R V I C E G L O B A L D I G I T A L M A R K E T I N G A G E N C Y
We conceive, design and build experiences for the world’s largest organizations.
INNOVATION
Innovation partnership with
MIT MEDIA LAB
Full-service digital agency and part of the
Accelerators in North/South America, Europe and Asia
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A little history
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 20160
1,000,000
2,000,000
3,000,000
4,000,000
Attendance Finish
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One of the youngest fan bases in Major League Baseball.
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Strong attendance with families.
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Canada’s team.
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Many questions
• Who are the most valuable fans?
• Where can we grow today, and how does that shift during a down year?
• Is our crowd really as young and are there as many women as it seems?
• How do they view the Blue Jays experience?
• Are there spaces in the Rogers Centre geared to different segments?
• Why are they fans and why do they come to games?
• Does our promotional strategy make sense?
• Where should I prospect for more season ticket sales?
• What other ticket packages do we need?
• When should we advertise?
And more....
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A category with unique challenges.
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“What the information and data and technology does, what brilliant analysts do, is give us better input to allow us to make good decisions.”
- Mark Shapiro
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Why Segmentation?
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Approach
• Quantitative survey with 2,000+ ticket buyers who live within 150 km of Rogers Centre
• Single game ticket buyers• Season ticket buyers• Suite buyers
• Sourced from general population panels and the Blue Jays ticket database
• In other markets connected to other data sources
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Unique Approach to Segmentation
Run hundreds of solutions using key drivers
Evaluate solutions on strategic, financial, and practical criteria
• Attitudes
• Psychographics
• Category behaviors
• Rational and Emotional Motivations
• Demographics
• Traditional / digital media behaviors
• Ticket spending
• Spending while at the game
• Types of games attended
• Interest in Season Tickets
• Etc.
• Key Attitudes
• Key psychographics
• Key behaviors
• Key needs / motivations
• Key demographics
• Key media behaviors
CreateHundreds of segmentation variables
TestTo see which variables predict
IdentifyThe Key Market Drivers
OptimizeThe Segmentation Solution
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Five segments differ in how much they spend and when and why they are targets for the Blue Jays and how and when they buy tickets.
Tim Flanders 6IX Shawn Tiff
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Targeted Campaigns
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Promotions
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Stadium Experience
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Programming
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A category full of emotion.
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Understanding Emotional MotivationsMindSight® uncovers the emotional motivations of each segment.
My SELF-IMAGE My WORK/PLAY My SOCIAL LIFE
EXPE
CTATIONS
EXPERIENCES
OUTCOMES
Insecure,Afraid
Safe,Confident
SECURITY
Ordinary,Boring
Unique,Interesting
IDENTITY
Incompetent
Talented,Exceptional
MASTERY
Isolated,Lonely
Accepted,Belonging
BELONGING
Selfish,Unloved
Sharing,Caring
NURTURANCE
Ashamed,Disrespected
Proud,Respected
ESTEEM
Trapped,Frustrated
Freedom,Power
EMPOWERMENT
Passive,Indifferent
Involved,Absorbed
ENGAGEMENT
Defeated,Pointless
Victorious,Productive
ACHIEVEMENT
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For Tim it is about Identity
Ordinary,Boring
Unique,Interesting
IDENTITY
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For Flanders it is about Nurturance
Selfish,Unloved
Sharing,Caring
NURTURANCE
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For the 6ix squad, it is about Belonging and the Empowerment to make a deal.
Isolated,Lonely
Accepted,Belonging
BELONGING
Trapped,Frustrated
Freedom,Power
EMPOWERMENT
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For Tiff, it is about Belonging
Isolated,Lonely
Accepted,Belonging
BELONGING
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A 360 degree of fans, including attitudinal, motivational, emotional and behavioral insights provides unique opportunities for prioritization and targeted strategies.
Understanding the different emotional motivations of segments enables more powerful marketing strategies.
Opportunities to drive the implications through all parts of an organization, not just marketing and media.
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Questions
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Thank you.
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