dan mackenzie: connecting with fan's passion for basketball | think inside the box 2014

Dan MacKenzieVP & MANAGING DIRECTOR

NBA CANADA

WHY DOES THE NBA HAVE AN

OFFICE IN CANADA?

MET THIS GUY

MEDIA FOOTPRINT

INTRODUCTIONS PARTICIPATION COOL FACTOR

MAKE IT LOCAL

LET’S TALK POSITIONING

++

CHINA PHILLIPINES

++

CHINA PHILLIPINES# OF ANNUAL NEWCOMERS TO CANADA 126,000 124,000

BASKETBALL RANK IN HOME COUNTRY #1 #1

*

NHL 35% NHL 35%MLB 34%

PERCENTAGE OF YOUNG CANADIAN FANS BY LEAGUE

(AGES 12-34)

AVG STARTING AGE PER SPORT

3.8 YEARS

5.7 YEARS 5.7 YEARS

6.4 YEARS

8.6 YEARS

SRG, 2014

74% of Canadian

fans agree that

products that

sponsor the NBA

are cool, hip and

trendy

Total Social Followers

Source: 2014 NBA Digital Dashboard, August 2014

NBA Average

Success = Visual, Timely and Short

Optimizing Direct Marketing Channels

Collect + track data

AnalyzeAdjust and Plan

Create

Use dynamic content and

segmentation to reach your

target audience.

Test and track performance

of campaigns.

Determine areas of

opportunity for future

iterations.

Make adjustments for

optimization using learning

from prior campaigns.

Email: Orlando’s Pre-arrival Touch PointsFL Resident Non - FL Resident

Dynamic Content:Creative personalized

to the game purchased

Image changes based

on FL/Non-FL

FL Residents – retail

offer with dynamic

expiration date based

on game date

Non-FL – general retail

promotion