FAN SEGMENTATIONDRIVING TICKET SALES
Paul RossettiNielsen
SVP, Client Service
USE NIELSEN SEGMENTATION TO…
UNDERSTAND
CONNECT
• WHO ARE MY BEST CUSTOMERS?
• WHAT IS THE POTENTIAL DEMAND FOR MY PRODUCT?
• HOW DO I FIND GROWING CONSUMER SEGMENTS AND MARKETS?
• WHICH MARKETS AND LOCATIONS OFFER THE BEST OPPORTUNITY?
• HOW DO I REACH MY CONSUMERS MOST EFFECTIVELY?
• HOW DO I OPTIMIZE MY MARKETING TO DELIVER RESULTS?
FIND
FAN SEGMENTATION GOALS
PRIZM SEGMENTATION
• Household segmentation model that groups consumers into 66 segments
• Principal Drivers: Socio-economic rank and urbanicity
• Core Demographic Dimensions• Household Income • Age of Householder• Family Composition• Home ownership
• Segments are collapsed into 14 Social Groups, 11 Lifestage Groups, and Custom Groups
COMPLETE SEGMENT VIEWWHAT THEY WATCH WHO THEY ARE WHAT THEY BUY
ONLINE
MOBILE
• Heavy Internet Users• Track Investments & Make Travel Plans Online
• Own Smartphone• Have Family Plan• Surf Internet on Mobile
TV• Low TV Viewers• Watch Golf & Tennis• Watch Bloomberg TV & HGTV
DEMOS
LIFESTYLE
HEALTH & WELLNESS
• Age 45-64• HH Income: $75K- $150K• Empty Nesters• Caucasian & Asian• College/Post-Grad degrees
• Belong to Country Club
• Contribute to NPR• Go Skiing
• Follow Regular Exercise Routine• Go to Doctor for Regular Check-Ups• Eat Healthy & Pay Attention to Nutrition
RETAIL
FINANCIAL
AUTOMOTIVE
• Online Shopper• Shop at Talbot’s, Nordstrom, Crate & Barrel
• Income Producing Assets (IPA): $100K- $500K• Use Licensed Financial Advisor• Have Mutual Funds, Bonds & IRAs
• Own Minivan• Belong to Auto Club• Buy Auto Service at Dealer
SOCIAL MEDIA• Post links/articles/ videos/websites• Become a fan/follow a celebrity• Post photos
IMPLEMENTING SEGMENTATION
TV AUDIENCE SEGMENTS
“Find your TV Targets Online, for Your Segments ”
BRAND EFFECT“Measure Ad Effectiveness against
Your Segments (in flight)” PURCHASE FUNNEL“Follow Your Segments through
their Purchase Funnel”
BRAND MEDIA VIEWS“Plan and Buy Media against Your
Segments”
MARKET MIX MODELING
“Connect Sales Volume with Promotional Activity
for Your Segments”
1 TO 1 MARKETING“Get lists of Your
Segments”
SURVEYS “Survey Your Segments
using our panel partners or execute re-contact surveys into Nielsen’s
syndicated panelists for Your Segments”
ENHANCED PERSONAS“Learn more about Your
Segments”
DATA LICENSES & SOFTWARE
“License the data to code Your Segments to your files
and examine Your Segments in NPower,
CPoint & Prime Location”
GAP ANALYSIS“Examine actual sales and
compare to potential sales for Your Segments”
ONLINE CAMPAIGN RATINGS & BUZZ“Reach Your Segments
online & track what they are saying about your brand?”
DMA TEST MARKETING
“For Your Segments most likely to buy, which markets
should you test?
YOUR SEGMENTATION
CASE STUDY: HOUSTON DYNAMO
http://www.houstondynamo.com/video/2012/10/19/2012-dynamo-highlights
PROJECT OBJECTIVES
1
2
Increase ticket sales by an improved understanding of what motivates fans to purchase tickets
Improve the marketing ROI by enhanced targeting of TV, Radio, Print, and Direct Mail campaigns
Provide a 360-degree view of the fan segments, including what connects them to the team
3
PROJECT APPROACH
DYNAMO TICKET BUYERS
* 900,227 Houston households are targets for the Dynamo (42.4% of the DMA)
WHO ARE WEALTHY FAMILIES?
DEMOGRAPHIC SNAPSHOT• Ages 35-54, Families with Kids • Avg. Income: $139,505• Live in Suburban areas• Caucasian; Post Graduate
SOCCER MESSAGING• What draws them?
‒Love of the Dynamo‒Spending time with family and friends
• What deters them?‒ Cost‒ Quality of current stadium‒ Ease of transportation
Ticket Purchases• Dynamo: Season Tickets and Premium Holder• Attend Texans and Astros games
HOW CAN I REACH WEALTHY FAMILIES?
NETWORK PROGRAM INDEX RATING %
NBC PARKS & RECREATION 174 2.78
NBC OUTSOURCED 174 2.46
NBC STANLEY CUP FINALS 166 4.83
ABC MR. SUNSHINE 164 2.79ABC MODERN FAMILY 164 5.04
NBC PARENTHOOD 162 3.65FOX GLEE 161 4.77CBS NCAA BASKETBALL 155 5.78NICKELODEON KIDS CHOICE AWARDS 153 2.94CBS MASTERS GOLF TOUR. 142 7.38NBC KENTUCKY DERBY 140 6.94DISNEY SO RANDOM 137 1.16ESPN NCAA BASKETBALL 135 1.41
WHAT ELSE DO THEY BUY AND DO?
Sports and Leisure*: Play soccer, watch soccer on TV, buy soccer equipment, contribute $250+ to organizations, got to professional football games, go skiing, buy toys on the Internet, buy flowers online, own roller blades, buy tennis equipment, own a treadmill, belong to a country club, participate in fantasy sports league
Retailers and Shopping*: J. Crew, Thomasville furniture, Pottery Barn, Lands’ End, Expedia.com, Ann Taylor, Victoria’s Secret, Target.com
Automotive Products*: Own/lease new/used Honda van/minivan, own/lease a Nissan, BMW, Mazda, or Mercedes, likely to buy a full-size SUV
Electronics and Internet*: Own iPod mini and a TiVo, use Internet for travel plans and tracking investments, own a Sony PSP, have a PDA
Home Office Tech: Have handheld wireless device, telecommunicate 8+ hours/ week, use Slingbox, have fiber optic Internet access, download music 2-4 times/week
Dynamo have sold out high-end season ticket packages, 80% of all suites, and increased single ticket sales
Improved marketing efficiency by fine tuning all direct marketing campaigns and media buys to better reach the intended audience
PROJECT RESULTS
“The “fanalytics”, fan-based segmentation, helped us improve marketing efficiencies, resulting in a sell-out of season ticket packages and demonstrate that we’re reaching the right consumers for our sponsors.”
Rocky Harris, SVP, MLS Houston Dynamo