SlideShare une entreprise Scribd logo
1  sur  14
Télécharger pour lire hors ligne
presentation (6)

•Learning about existing consumers
•Market Segments
•Online Communities
•Team History
Demographics
•Fans of NBA
•Female Segment
•Middle Income Families
•College Students
•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
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
 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
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
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?
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?
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
•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
 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
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
 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.
presentation (6)

Contenu connexe

Tendances

SkinIt Branding Presentation
SkinIt Branding PresentationSkinIt Branding Presentation
SkinIt Branding Presentationpetermulally
 
Sports Fans’ Team Identification and Their Attitudes
Sports Fans’ Team Identification and Their AttitudesSports Fans’ Team Identification and Their Attitudes
Sports Fans’ Team Identification and Their AttitudesDavid Keyser
 
Demmer center 6 rivers creative
Demmer center  6 rivers creativeDemmer center  6 rivers creative
Demmer center 6 rivers creativeJulia Brierton
 
Boise Area Residents’ Support For A Multi Purpose
Boise Area Residents’ Support For A Multi PurposeBoise Area Residents’ Support For A Multi Purpose
Boise Area Residents’ Support For A Multi PurposeAdamAldrete
 
Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership Ariana Spang
 
Demmer center presentation 6 rivers creative
Demmer center presentation  6 rivers creativeDemmer center presentation  6 rivers creative
Demmer center presentation 6 rivers creativeJulia Brierton
 
Consumer Behavior Audit
Consumer Behavior AuditConsumer Behavior Audit
Consumer Behavior AuditBaile Winslow
 
Sexualized Women in Sports - Spears
Sexualized Women in Sports - SpearsSexualized Women in Sports - Spears
Sexualized Women in Sports - Spearsspearsb
 
D.C. United Presentation
D.C. United PresentationD.C. United Presentation
D.C. United PresentationSangmi Park
 
Demmer center presentation: 6 rivers creative
Demmer center presentation: 6 rivers creativeDemmer center presentation: 6 rivers creative
Demmer center presentation: 6 rivers creativeJulia Brierton
 

Tendances (20)

SkinIt Branding Presentation
SkinIt Branding PresentationSkinIt Branding Presentation
SkinIt Branding Presentation
 
Sports PR Lecture, 9-18-19
Sports PR Lecture, 9-18-19Sports PR Lecture, 9-18-19
Sports PR Lecture, 9-18-19
 
CREATE poster
CREATE posterCREATE poster
CREATE poster
 
War_Room_Epk_Final_ed
War_Room_Epk_Final_edWar_Room_Epk_Final_ed
War_Room_Epk_Final_ed
 
Sports Fans’ Team Identification and Their Attitudes
Sports Fans’ Team Identification and Their AttitudesSports Fans’ Team Identification and Their Attitudes
Sports Fans’ Team Identification and Their Attitudes
 
Demmer center 6 rivers creative
Demmer center  6 rivers creativeDemmer center  6 rivers creative
Demmer center 6 rivers creative
 
Durex case study
Durex case study Durex case study
Durex case study
 
SMByyc40 b
SMByyc40 bSMByyc40 b
SMByyc40 b
 
Deliverable USD MBB
Deliverable USD MBBDeliverable USD MBB
Deliverable USD MBB
 
Boise Area Residents’ Support For A Multi Purpose
Boise Area Residents’ Support For A Multi PurposeBoise Area Residents’ Support For A Multi Purpose
Boise Area Residents’ Support For A Multi Purpose
 
Final feb 12 awards
Final feb 12 awardsFinal feb 12 awards
Final feb 12 awards
 
Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership Mass 11 presentation - NFL & Female Viewership
Mass 11 presentation - NFL & Female Viewership
 
adpropo consumer research 2011
adpropo consumer research 2011adpropo consumer research 2011
adpropo consumer research 2011
 
A Kingdom United
A Kingdom UnitedA Kingdom United
A Kingdom United
 
The Digital Athlete
The Digital Athlete The Digital Athlete
The Digital Athlete
 
Demmer center presentation 6 rivers creative
Demmer center presentation  6 rivers creativeDemmer center presentation  6 rivers creative
Demmer center presentation 6 rivers creative
 
Consumer Behavior Audit
Consumer Behavior AuditConsumer Behavior Audit
Consumer Behavior Audit
 
Sexualized Women in Sports - Spears
Sexualized Women in Sports - SpearsSexualized Women in Sports - Spears
Sexualized Women in Sports - Spears
 
D.C. United Presentation
D.C. United PresentationD.C. United Presentation
D.C. United Presentation
 
Demmer center presentation: 6 rivers creative
Demmer center presentation: 6 rivers creativeDemmer center presentation: 6 rivers creative
Demmer center presentation: 6 rivers creative
 

Similaire à presentation (6)

The Spectrum of a Sports Fan
The Spectrum of a Sports FanThe Spectrum of a Sports Fan
The Spectrum of a Sports FanTalia McGill
 
Sports Marketing (Advertisments & Promotions): Sonics Return to Seattle
Sports Marketing (Advertisments & Promotions): Sonics Return to SeattleSports Marketing (Advertisments & Promotions): Sonics Return to Seattle
Sports Marketing (Advertisments & Promotions): Sonics Return to SeattleGarrett Wolf
 
Anaheim Ducks Powerpoint
Anaheim Ducks PowerpointAnaheim Ducks Powerpoint
Anaheim Ducks PowerpointCecil Highwind
 
NCAA football vertical
NCAA football verticalNCAA football vertical
NCAA football verticalHTS Sports
 
The College Admissions Cookbook
The College Admissions CookbookThe College Admissions Cookbook
The College Admissions CookbookJames Vineburgh
 
NCAA basketball vertical
NCAA basketball verticalNCAA basketball vertical
NCAA basketball verticalHTS Sports
 
Love to Cruise Prospectus
Love to Cruise ProspectusLove to Cruise Prospectus
Love to Cruise ProspectusTrapper Collova
 
You Must Be New: Becoming Fans & Communicating Values While Defining Internat...
You Must Be New: Becoming Fans & Communicating Values While Defining Internat...You Must Be New: Becoming Fans & Communicating Values While Defining Internat...
You Must Be New: Becoming Fans & Communicating Values While Defining Internat...meghaninmotion
 
National collegefootballchampionshipfanstats
National collegefootballchampionshipfanstatsNational collegefootballchampionshipfanstats
National collegefootballchampionshipfanstatsKellyScottMadison
 
Afp diversity in giving presentation presentation 03 30 15 with notes final
Afp diversity in giving presentation presentation 03 30 15 with notes finalAfp diversity in giving presentation presentation 03 30 15 with notes final
Afp diversity in giving presentation presentation 03 30 15 with notes finaldennis mccarthy
 
DMA Non Profit Conference - Diversity in Giving & how to reach all your suppo...
DMA Non Profit Conference - Diversity in Giving & how to reach all your suppo...DMA Non Profit Conference - Diversity in Giving & how to reach all your suppo...
DMA Non Profit Conference - Diversity in Giving & how to reach all your suppo...dennis mccarthy
 
MIT Sloan Sports Analytics Conference
MIT Sloan Sports Analytics Conference MIT Sloan Sports Analytics Conference
MIT Sloan Sports Analytics Conference Leah Raphael
 
Beyond Cocktails
Beyond CocktailsBeyond Cocktails
Beyond Cocktailschadharris
 
Bath City FC Research Report 2017
Bath City FC Research Report 2017Bath City FC Research Report 2017
Bath City FC Research Report 2017Oliver Holtaway
 
Market Research- Prospect Lounge
Market Research- Prospect LoungeMarket Research- Prospect Lounge
Market Research- Prospect LoungeKate Ammerman
 
Engaging Geographically Distant Identified Fans of College Athletics
Engaging Geographically Distant Identified Fans of College AthleticsEngaging Geographically Distant Identified Fans of College Athletics
Engaging Geographically Distant Identified Fans of College AthleticsMarykate Halm
 

Similaire à presentation (6) (20)

The Spectrum of a Sports Fan
The Spectrum of a Sports FanThe Spectrum of a Sports Fan
The Spectrum of a Sports Fan
 
Sports Marketing (Advertisments & Promotions): Sonics Return to Seattle
Sports Marketing (Advertisments & Promotions): Sonics Return to SeattleSports Marketing (Advertisments & Promotions): Sonics Return to Seattle
Sports Marketing (Advertisments & Promotions): Sonics Return to Seattle
 
Anaheim Ducks Powerpoint
Anaheim Ducks PowerpointAnaheim Ducks Powerpoint
Anaheim Ducks Powerpoint
 
NCAA football vertical
NCAA football verticalNCAA football vertical
NCAA football vertical
 
The College Admissions Cookbook
The College Admissions CookbookThe College Admissions Cookbook
The College Admissions Cookbook
 
Fan Engagement 2012
Fan Engagement 2012Fan Engagement 2012
Fan Engagement 2012
 
NCAA basketball vertical
NCAA basketball verticalNCAA basketball vertical
NCAA basketball vertical
 
Love to Cruise Prospectus
Love to Cruise ProspectusLove to Cruise Prospectus
Love to Cruise Prospectus
 
You Must Be New: Becoming Fans & Communicating Values While Defining Internat...
You Must Be New: Becoming Fans & Communicating Values While Defining Internat...You Must Be New: Becoming Fans & Communicating Values While Defining Internat...
You Must Be New: Becoming Fans & Communicating Values While Defining Internat...
 
National collegefootballchampionshipfanstats
National collegefootballchampionshipfanstatsNational collegefootballchampionshipfanstats
National collegefootballchampionshipfanstats
 
Afp diversity in giving presentation presentation 03 30 15 with notes final
Afp diversity in giving presentation presentation 03 30 15 with notes finalAfp diversity in giving presentation presentation 03 30 15 with notes final
Afp diversity in giving presentation presentation 03 30 15 with notes final
 
DMA Non Profit Conference - Diversity in Giving & how to reach all your suppo...
DMA Non Profit Conference - Diversity in Giving & how to reach all your suppo...DMA Non Profit Conference - Diversity in Giving & how to reach all your suppo...
DMA Non Profit Conference - Diversity in Giving & how to reach all your suppo...
 
Youth Survey Results
Youth Survey ResultsYouth Survey Results
Youth Survey Results
 
MIT Sloan Sports Analytics Conference
MIT Sloan Sports Analytics Conference MIT Sloan Sports Analytics Conference
MIT Sloan Sports Analytics Conference
 
Clip pers project
Clip pers projectClip pers project
Clip pers project
 
Sports and Recreation.pptx
Sports and Recreation.pptxSports and Recreation.pptx
Sports and Recreation.pptx
 
Beyond Cocktails
Beyond CocktailsBeyond Cocktails
Beyond Cocktails
 
Bath City FC Research Report 2017
Bath City FC Research Report 2017Bath City FC Research Report 2017
Bath City FC Research Report 2017
 
Market Research- Prospect Lounge
Market Research- Prospect LoungeMarket Research- Prospect Lounge
Market Research- Prospect Lounge
 
Engaging Geographically Distant Identified Fans of College Athletics
Engaging Geographically Distant Identified Fans of College AthleticsEngaging Geographically Distant Identified Fans of College Athletics
Engaging Geographically Distant Identified Fans of College Athletics
 

Plus de kimberlybak88

Plus de kimberlybak88 (20)

Student P
Student PStudent P
Student P
 
Jimmi’s marketing efforts
Jimmi’s marketing effortsJimmi’s marketing efforts
Jimmi’s marketing efforts
 
city presentation
city presentationcity presentation
city presentation
 
marketing plan (4)
marketing plan (4)marketing plan (4)
marketing plan (4)
 
Carnival cruise report copy
Carnival cruise report copyCarnival cruise report copy
Carnival cruise report copy
 
X 5 case copy
X 5 case copyX 5 case copy
X 5 case copy
 
X4 case study copy
X4 case study copyX4 case study copy
X4 case study copy
 
Communispace case study copy
Communispace case study copyCommunispace case study copy
Communispace case study copy
 
Lancer gallery case study copy
Lancer gallery case study copyLancer gallery case study copy
Lancer gallery case study copy
 
Dermavescent copy
Dermavescent copyDermavescent copy
Dermavescent copy
 
Hillcrest case study copy
Hillcrest case study copyHillcrest case study copy
Hillcrest case study copy
 
Pmh
Pmh Pmh
Pmh
 
Croft
CroftCroft
Croft
 
Mary kay case
Mary kay caseMary kay case
Mary kay case
 
Final
FinalFinal
Final
 
Clippers Presentation
Clippers PresentationClippers Presentation
Clippers Presentation
 
Dermavescent Laboratories
Dermavescent LaboratoriesDermavescent Laboratories
Dermavescent Laboratories
 
Final carnival
Final carnivalFinal carnival
Final carnival
 
Haverwood furniture
Haverwood furnitureHaverwood furniture
Haverwood furniture
 
Dermavescent Laboratories
Dermavescent LaboratoriesDermavescent Laboratories
Dermavescent Laboratories
 

Dernier

Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...mxmindia
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...mxmindia
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfSocial Samosa
 
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...Sportsnewstec24
 
Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"bmfcavalchini
 
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeInstruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeOptics-Trade
 
Euro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEuro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEticketing.co
 
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholasKodomichalos1
 
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From  Top March Madness Sports HandicapperNCAA Tournament Free Pick, March 22 From  Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From Top March Madness Sports HandicapperJoe Duffy
 

Dernier (9)

Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
 
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
Changing mindsets, rebuilding lives: Celebrating 25 years of First World Cup ...
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
 
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
IPL 2024 Fixture List Match Dates, Participating Teams, Stadiums, Venues, and...
 
Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"Kobe Bryant, The story of the "Black Mamba"
Kobe Bryant, The story of the "Black Mamba"
 
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics TradeInstruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
Instruction Manual | Nightforce CFS 6-36x50 F1 | Optics Trade
 
Euro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docxEuro 2024 Serbia's Return to the European Championship.docx
Euro 2024 Serbia's Return to the European Championship.docx
 
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick KodosNicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
Nicholas Kodomichalos: A Tale of Sporting Brilliance with Nick Kodos
 
NCAA Tournament Free Pick, March 22 From Top March Madness Sports Handicapper
NCAA Tournament Free Pick, March 22 From  Top March Madness Sports HandicapperNCAA Tournament Free Pick, March 22 From  Top March Madness Sports Handicapper
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

  1. 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.
  2. 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.
  3. 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