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Ohio State Men’s Basketball Attendance. Where are all these fans ???. OSU Men’s Basketball. Promotions and Advertising Ian Maute Sing Kwok Travis Rockey Kerry Cern Melanie Stambolis. Lack of Student Attendance. Total number of student tickets available is 4,000 tickets. - PowerPoint PPT Presentation
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Ohio State Men’s BasketballAttendance
Where are all these fans ???
OSU Men’s Basketball
Promotions and Advertising
Ian Maute
Sing Kwok
Travis Rockey
Kerry Cern
Melanie Stambolis
Lack of Student Attendance
Total number of student tickets available is 4,000 tickets.
Only 1,100 students have purchased season tickets this season
On average only 850 students attend the games. This number varies depending on the opponent,
what day it is, and the time of game.
SWOT Analysis
Strengths Large Fan Base (Students)
New/Modern Arena
Established Basketball Program
Proximity to Campus
Past Success
Weaknesses Corporate Dominated Seating
Not Fan Friendly
Current Team Struggles
Lack of Entertainment Near Arena
SWOT Analysis
Opportunities Large Fan Base (Students)
Potential Team Improvement
Collaboration with Local Bars and Restaurants
Threats Other Forms of Entertainment
Other School Activities
Work
Academic Priorities
Low Student Income
Basketball Attendance
80 people surveyed Of the 80, only 6 have
attended games this season
Of the 34 who have ever attended a game:
65% - Atmosphere
23% - School Spirit
8% - Location
4% - Free giveaways
Male attendance
51%49% Have attended
Have not attended
Female attendance
31%
69%
Have attended
Have not attended
Reasons aren’t attending
0
10
20
30
40
50
60
70
80
1
Friends
TV/Music
Work
Bars/Rest.
Sporting Events
Shop
Other
Additional Survey Results
On average attended game with how many other students: 1 to 2 others 56% 3 to 4 others 36% 5+ 8%
Ways to get students more interested Lower the price of tickets * More advertisements * Convenience (location and time) Better team
Major Focus
Major results of the survey and what we are going to focus on to increase students ticket sales: People going to games prefer to go in
groups. Creating a better atmosphere. Students also stressed the lack of
awareness of events and promotions. Lower ticket prices.
What we plan to do…
Various Campaigns
AND most importantly…Make the games fun!!!
Columbus Blue Jackets
Finished in last place in their division last year, and are near the bottom this year
But….. Rated #1 fan experience of any professional sports team in
the country by ESPN The Magazine Average 17,252 fans per game Arena is full of activities for fans to participate in Arena District also offers great entertainment for fans
Photographs
Promotions Assessment
0
10
20
30
40
50
60
70
BookstoreCoupons
Group Rates Food Coupons Free T-shirts
Responses to Promotions 26 people surveyed 66% agree:
promotions will influence their attitude and decision in going to a basketball game.
large promotions such as Sweepstakes will be a definite motivator.
Types of Promotions:65% - Bookstore
Coupons54% - Group Rates38% - Food Coupons15% - Free T-shirts
Atmosphere
To enhance experience, we assess preference of half-time entertainment.
Types of Entertainment:34% - Raffle Drawing31% - Musical Entertainment23% - Free Throw Competition12% - T- Shirts giveaway
Half-time Entertainment
34%
31%
23%
12%
Raffle Drawing
Music
Competitions
Free T-shirts
Our Strategy
Strategies to entice more students to attend games through promotions.
- Large Sweepstakes:
1. Free textbooks for a quarter
2. Free vacation
Our Strategy
Retention
- half-time special events :
1. Raffle Drawing
2. Musical entertainment
3. grand winner drawing at last
game of season
Our Strategy
Collaboration
- w/ local stores & businesses:
1. local bars – drink specials promotion
2. restaurants – discounts w/
fan card
Our Strategy
Awareness
- Advertisement:
1. Nuthouse Program
2. Demand for ads
Our Strategy
Group Rates
- pricing mechanisms:
1. Discounts
- ex. Buy 3 get 1 50% off
2. Friends Night
- free food w/ group ticket
purchase
IMPLEMENTATION:
Advertising Channels: Lantern
Over 30,000 copies printed & distributed over campus daily. Maximize exposure within target market (students). Advertise regularly to increase familiarity of brand.
Mailings or postcards Selling the big dream of winning spring break trip. Exotic or fun scenes of possible winning destinations.
Emails Massive sending to students currently going to the game.
Online Newsletter Update fans on team news and latest promotions.
Word of Mouth Effective and efficient.
