NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
presentation (6)
2.
•Learning about existing consumers
•Market Segments
•Online Communities
•Team History
Demographics
•Fans of NBA
•Female Segment
•Middle Income Families
•College Students
3. •Convincing people in the Los Angeles area that a Los Angeles
Clippers game is the best of these entertainment options
Other Options Brand Awareness
•Helps figure out level of
awareness in LA
•Find market potential
•Find areas that need
improvement
51
37
94
42
83
66
68
0 20 40 60 80 100
Attending Sporting
Events
Watching Sporting
Events
Dining
Bars/Nightclubs
Shopping
Sightseeing
Seeing a Movie
Nightlife Preferences
Count
4. Participants for the survey included: Randomly asked
participants, families, classmates, friends, as well as a posting on
Facebook.
Research Question
Why Clippers fans, sports enthusiasts, and general entertainment seekers
chose to attend games; what drew these people to the events besides
being interested in seeing a live sporting event; what the most popular
age and income level associated with attending Clippers games was
5. Survey developed through Fluid Surveys
12 questions
Questions based on:
› Demographics
› Impressions of Staples Center
› Opinions about LA Clippers
Sample size: 106 female, 44 males
Results tabulated through SPSS stats
focused on cross tabulations
6. 61.9% of Women
and 55.2% of Men
surveyed, enjoyed
watching
basketball the most
Majority of
respondents made
$10,000 dollars or
less
annually, majority
of which are
college students
31 % of
respondents aged
21-25 rated live
sporting events as
their favorite form
of entertainment
31.75% of 21-25
year olds believe
the Clippers play
well
7. 20
62
36
31
0 20 40 60 80
Hockey
Basketball
Baseball
Soccer
Favorite Sports to Watch?
56
69
39
22
36
107
47
3
0 20 40 60 80 100 120
The Competition
Get out of the house/ Entertainment
I only go to see my favorite sports
For the sport in general, not opponent
Family bonding
Social activity
The ambiance/ fan fare
To see the cheerleaders/half-time show
Why do you attend sporting events?
8. 67
5
14
12
9
9
68
15
4
13
13
0 10 20 30 40 50 60 70 80
LA Live
The Arena Club
Drinks/Bar
Concession Stands
The Team Store
Safety
Atmosphere
Quick Food Choices
Exclusive Dining
Seating Arrangemnet
Seat Comfort
What do you like about STAPLES
Center?
42
60
43
4
9
6
8
74
0 20 40 60 80
Parking Availibitly
Parking Price
Crowds
Seat Discomfort
Food Choices
Seating arrangemnet
Unsafe feeling
Traffic
What do you dislike about
STAPLES Center?
9. 31.9% of 21-25 year olds
felt the Clippers played
well.
Overall impression:
38% of respondents
never watched a game
before
31.9% of 21-25 year olds
never watched a
Clippers game before
36.4% of 50 years and
older have started
following the Clippers
since they improved
The Clippers
10. •Targeting younger age
groups
•Ticket promotions through
University websites and
student centers
•Continued focus on
promotion of Staples
Center as a venue and
entertainment at L.A Live
•Continuing and further
promotion through social
media
11. Respondents thought
the following could be
changed or improved
› More in game
› Better food selections
for upper level
ticketholders (more
concession carts and
possible vending
machines)
90% of respondents
enjoyed themselves at
the game
38% used public
transportation while 62%
drove or carpooled
Only 2% of respondents
entertained themselves
post game while 98% of
respondents entertained
themselves before the
game in the following
ways
› Lunch/dinner
› Sightseeing
12. Posting ticket announcements on
CSUF website
Word of mouth (friends and family)
Social Media, particularly
Instagram
Facebook
Upper level seating as a selling
point
Selling to older age groups
Craigslist
13. Implementing our
marketing plan, all
tickets were sold
› 88 total tickets sold
Los Angeles and
Orange County
Demographic
Research was an
immense resource
Survey results, pre and
post game, gave
valuable insights and
selling points to use.
Notes de l'éditeur
We need to learn about existing consumers in order to figure out just how much they know about the Clippers so we can find an appropriate approach to tap into that market. By researching market segments as well as the best and worst segments to target, we can recommend consumers to the Clippers should focus on will likely change from current positioning strategies. After finding the best segments to target, research will turn to studying the demographics, preferences, and lifestyles of these segments. Figuring out if consumers are knowledgeable about the teams history and tradition will help determine which segment to better target. We will targeting NBA fans for selling tickets, the female market segment because this is a largely untapped demographic within the LA area and is interested in attending NBA games. Middle income families will be the most highly targeted segment for the Clippers because of the price of tickets to attend games, as well as college students because of the ease of access for our group of getting to them.
The problem the Clippers are facing is Convincing people in the Los Angeles area that a Los Angeles Clippers game is the best of these entertainment options. Within the LA area there are 9 professional sports franchises as well as countless other entertainment options for people to attend or visit such as: Concert, Restaurants, Disneyland, Nightclubs, sightseeing, shopping, and countless other options. By determining the brand awareness level people have with the Clippers, we are able to find the market potential when determining the right segment and demographic to approach.
Participants for the survey included: Randomly asked participants, families, classmates, friends, as well as a posting on Facebook. The pregame survey was taken 148 times by 148 individuals. The respondents were all over the age of sixteen. The income level, gender and other demographic variables varied significantly among our respondents, creating an objective and unbiased set of responses. People were generally willing to help take the survey without having to create some type of incentive such as the chance to win a free gift card. The results of this survey allowed for cross-tabulations and various frequency percentages. The objectives included were identifying why Clippers fans, sports enthusiasts, and general entertainment seekers chose to attend games; what drew these people to the events besides being interested in seeing a live sporting event; what the most popular age and income level associated with attending Clippers games was