Professional Sports Market

Oh Canada!!

Tier 1

Hockey - Canucks

Tier 2

Lacrosse - Ravens

Baseball - Vancouver Giants

BC Lions - Football

Failures - Basketball – NBA Grizzlies

Is Canada a football nation??

Sport Men's Women'sCurling (WCF World Rankings) 1 2Ice hockey (IIHF World Ranking) 2 1Baseball (IBAF World Rankings) 7 3Rugby union (IRB World Rankings) 15 -Cricket (World Cricket League) 16 -Volleyball (FIVB World Rankings) 20 24Basketball (FIBA World Rankings) 23 12Tennis (ITF Rankings) 37 15Soccer (FIFA World Rankings) 80 9

120,000 registered soccer players in British Columbia. More than basketball, football, hockey and baseball combined.

Canucks Crazy Hockey

Franchises

Budget

Awareness, Fans,Ticket Sales

Sponsors and Televisionairtime

International Players International Coaches

Promotions, Awareness Campaigns and Image creation

THE CHALLENGE

Launch Campaign

30 Day Campaign1 year

Announcement

On Face BookSocial Media

Bill Boards

Audience

Casting

Guerilla

Marketing

Endorsements

Models/

Stars

Seat Selection Strategy

Video

Authority & Endorsement

Canadian Hero Vancouver Hero

Hockey HeroInternational Coach

Big League & International Players

New Stadium

Online

Pricing

Canucks Sold out.

• Craigs list pricing;• Single ticket $120• Pair $200

30 day countdown Activation

‘Countdown ‘til Kickoff’

� Fratelli’s Bakery (Feb 26)

� Body-Painted Jersey (Mar 4)

� Downtown Building Projection (Mar 11)

� Mass blitz giving away scarves

� Breaking pinatas and blowing vuvuzelas

Billboards

Whitecaps Idol

Online You-tube Campaigns

� Coach – Providing Fans with Tips

� Countdown

� High Energy Street Soccer

� School Soccer Appearances

� Targeting - Young professionals; Freestylers; Family; Young players

Guerilla Marketing Campaigns

Guerilla Marketing Campaigns

Will Vancouverites become soccer fans?

Primary Target Consumer

• Male – 18 to 34

• Ethnicity – international / cosmopolitan

• Young Student Professional

• Sports / action minded / Hockey fans

• Ambitious

• Psych/Behavioral

• Lack of connection by internationals to historical Canadian sports.

Focus on Affect (Emotions)

Means end Chain

AttributesBundle ofBenefits

Value Satisfaction

MediaCampaign

Means end Chain - Concrete

Attributes Bundle of BenefitsValue

SatisfactionMedia Campaign

Global Ranking (MLS)

World CupWorld classCompetitive

Foreign, Connection, relevance;

Expertise and authority

International Coach and Players. European Football

imagery.

Vancouver Based

Whitecaps is Vancouver's team

ExcitementNew

Viral marketing.Iconic Statues/Inukshuk.

Vancouverisms (Rain, Tojo’s, Skytrain, Gastown,

Grouse Mountain).

Sport, Soccer

Spend time together, follow team performance.

CredibilityStreet soccer

Grassroots program.

Means end Chain - Abstract

Attributes Bundle of Benefits Value Satisfaction Media Campaigns

International/ Cosmopolitan

Shared Interests / Social Grouping /

Subculture

Global Citizen. On the world stage. Pride.

International Coach and Players Profiled.

European Football imagery.

Fun Game Entertainment Leisure timeExcitementInspiration.

Street & Office SoccerHumor in viral campaigns.

Club / Clan Collectivism/

Diversity; Part of Community

Sense of belongingHistory, fan club. Jerseys and

merchandise.

New & not Canadian.

Different from Hockey. New Identity. Self

Expression

Cutting Edge. Cool Connection, Relevance

& belonging

Multicultural selection of actors for viral campaigns.

Leverage established societal norms and behaviors

(Heuristic) by engaging with references to Hockey,

Vancouver city sites, people, places and venues.

Heuristic

Systematic

Persuasion and Influence

Develop a new story (Systematic process) that builds

on the Heuristic rule and brings new attitude.

n/aCommitment /Consistency

�Seat selection strategy�1 year & 30 day countdown

Scarcity

�Broad ethnic representation�Guerilla marketing�Vancouver community endorsements – Italian, Asian & Hispanic,

Social Validation

Principles of compliance & forces to act

�Star players *Eric Hassli*�Model Billboard.

�Tie to Canadian culture (Authority) ( Trevor lindon, Bryan

Adams, BC lions endorsement )

Liking

�International Coach�Brian Adams, Sedin Brothers

Authority

�Merchandise give-awaysReciprocity

Principles of compliance & forces to act

Force-field analysisForces to Act

Seat SelectionCountdown1 year/ 30 day

Ethnic representation

Community Endorsement

Guerilla Marketing

Star players

Bill BoardsInternational Coaches and Giveaways

Soccer Non Canadian Game

Embarrassment

Boredom

Fear & Regret

Price

B

A

R

R

I

E

R

S

T

O

A

C

T

Community Endorsement

Countdown1 year/ 30 day

Force-field analysisBarriers to act

Seat Selection

Ethnic representation

Star players

International Coaches and Giveaways

Soccer Non Canadian Game

Embarrassment

Boredom

Fear & Regret

Price

B

A

R

R

I

E

R

S

T

O

A

C

TGuerilla Marketing

Bill Boards

Boredom

Force-field analysis Reducing the barriers

Seat SelectionCountdown1 year/ 30 day

Ethnic representation

Community Endorsement

Guerilla Marketing

Star players

Bill BoardsInternational Coaches and Giveaways

�Vancouver life�Popular culture

�Numerous Video �executions

�New Stadium

�MLS Membership�International Coach & Player roaster

�$30 Ticket

Soccer Non Canadian Game

Fear & Regret

Price

Embarrassment

Force-field analysis

Seat SelectionCountdown1 year/ 30 day

Ethnic representation

Community Endorsement

Guerilla Marketing

Star players

Bill BoardsInternational Coaches and Giveaways

Channel factors

Can you identify any channel factors??

Will they be Successful??

The first match was sold out – 25,000 fans.

What worked?

• Guerilla Marketing – Low budget and very creative.

• Countdown

• Positioning Whitecaps as Vancouver’s team (Community, international and multi-cultural.)

• Endorsements /Authority

Will they be Successful??

What did not work?

Ethics – Attention versus Ethics

� Attention grabbing but inconsistent.

� Issues with Bell

� Public Outcry

� 400,000 hits versus next closest 10,000.

Will they be Successful??

What Next? 30 day count down overLLHow to keep the momentum going?

� Maintain interest and excitement.

� Enrich connection – maintain focus on Affect.

� Instill new ritual – maintain systematic process.

� Build community – commitment & consistency with consumer base.

Thank you..

Questions?

Angelo Veotte, Mayukh Debnath, Murray Jess and Vicky L.