Promo Item Miles Grow

Carlos Guzman

Overview- market research- demographics of region- promo item decision

- combo of retargeting & prospecting (lower income areas who don’t really watch sports → non player related promo- wanted to find a way to reach both the affluent and lower-income populations nearby

- canteen- special canteen

- event on gameday pregame with families on the field for canteen presentation- give families free tickets to the game

- media strategies to promote- social media, website, TV ad

- budget- dynamic pricing to help pay for promotion

Market Research● Conducted surveys via SurveyMonkey

○ Surveyed 78 people of various ages & backgrounds● Total of 7 questions● Goals:

○ 1) determine which type of promotional item is most popular ○ 2) determine which of our top 3 ideas was liked the best

Survey Summary● 53% female, 47% male participants● Age ranges:

○ 18-24 = 46%○ 25-34 = 28%○ 35-44 = 9%○ 45-54 = 13%○ 55-64 = 3%○ 65+ = 1%

Survey Summary Cont.● Ranking Question

○ Military canteen on Memorial Day (47%)○ BBQ apron for Father’s Day (27%)○ Mexican poncho on Cinco de Mayo (26%)

● Other favorite items ○ Bobblehead○ Blanket○ Hat○ Shirt

Demographics● ArcGIS software in partnership with ESRI● overview map:

Demographics Cont.● USA Tapestry Segmentation: based on 2010 Census data● overview map:

4 Top Segments

1) “Urban Villages”2) “International Marketplace3) “Connoisseurs”4) “Pacific Heights”

Segment 1● “Urban Villages”

○ Garden Grove, Buena Park, Santa Ana

● Demographics:○ age = 31, multicultural, 4.1 family size, 61% is of Mexican origin

● Socioeconomics:○ Unemployment 14.4%, Median household income = $62,837, Two wage earners in home

● Buying Preferences:○ Family and home items are essential, leisure time is a family affair, sports programing is

not as popular here

Segment 2● “International Marketplace”

○ Buena Park, Fullerton, Westminster, Tustin

● Demographics:○ age = 30.4, high proportion immigrants, 50% hispanic, 70% are families

● Socioeconomics:○ 20% have difficulty speaking English, Median income = $49,056, unemployment = 14.5%

● Buying Preferences:○ family is top priority, shop at Marshall’s and Costco, watch TV instead of reading

newspapers or magazines

Segment 3● “Connoisseurs”

○ Villa Park, North Tustin, Yorba Linda

● Demographics:○ median age = 47, 70% are married, 30% children at home, negligible ethnic diversity

● Socioeconomics:○ median income = $121,368, 2nd most affluent segment, self-employed

● Buying Preferences:○ top in “conspicuous consumption”, exercise is priority, travel often, attend theater and

dance performances, read newspapers and business magazines daily

Segment 4● “Pacific Heights”

○ Stanton, Garden Grove, Westminster,

● Demographics:○ median age = 39.4, average family size = 3.61, high % of Asian & Pacific Islanders

● Socioeconomics:○ median income = $79,148, unemployment = 10.5%, upscale neighborhoods

● Buying Preferences:○ listen to contemporary music, health conscious, baseball is their favorite sport to watch,

listen to, and play

Promo Item Goals● Reach new customers (who aren’t as focused on sports)

○ “prospecting”○ celebrating a holiday vs. promoting the game○ non-player related promo item, reusable

● Reach out to existing fans via promoting on team’s website and various social media → retargeting

● Universal item that attracts both affluent and lower income families in area

● Item not religious or political in nature

Army Canteen● Memorial Day 2016: Monday

May 30th● First 15,000 fans in

attendance ● Aluminum style canteen with

Angels logo on one side● Effectiveness:

○ Never done as a promo item○ Able to use again after

game while exercising or hiking → brand exposure outside the stadium

Special Army Canteens● 24 personalized canteens for

6 families in Anaheim who have lost a loved one in the military (4 per family)○ Engraved on back

● Drives people to the game who want to see their family member honored

● Positive P/R for Angels for honoring the military

Special Army Canteens● Honoring 6 hometown heros:

○ 1: Christian San Nicolas○ 2: Lance Corporal Hernandez ○ 3: Sergeant Weaver ○ 4: Army Staff Sergeant Arizmendez○ 5: Lance Corporal Swanson○ 6: Private Henry

● Immediate family members receive complimentary field level seats● Families will receive “special” customized canteen ● Families invited on field to be honored before the first pitch

Media Strategies (Social)● Twitter

○ Twitter Tuesdays○ Thursday Promo Reveal

● Facebook○ Info on “Special 6”○ Thursday Promo Reveal

● Instagram ○ Thursday Promo Reveal

● Angels Website○ Info on giveaway○ Info on “Special 6”

Media Strategies (TV)

● Television Advertisement○ Promo commercial shown

on Fox Sports West○ Promo commercial shown at

home games on big screen prior to giveaway game

Budget● 15,000 canteens @ $5 each: $75,000 (free shipping)

○ Angel’s “A” decal: $ 0.65 = $9,765● 24 special edition canteens (4 for each family)

○ canteens: $120○ engraving $8 per item: $192

● Media costs: ○ TV: $3000 for giveaway promo commercial ○ Social Media: Free (intern used for updating)

● Free tickets: $38 x 24 = $912Subtotal = $88,989

*Will use dynamic pricing to help recover half of the cost*○ 10,000 of the highest priced seats are $4 more expensive: -$40,000

Grand Total = $48,989

Sources● https://www.surveymonkey.

com/analyze/Q_2FbLdkFH_2F9K9lJ0lHMzGbp5bTkSBBn0MCwh_2BsctS_2Fas_3D● http://www.arcgis.com/home/webmap/viewer.html?

webmap=967d26d15ce14a95b22269f2c6592c17● http://www.esri.com/~/media/Files/Pdfs/data/esri_data/pdfs/tapestry-singles/segment21.pdf● http://www.esri.com/~/media/Files/Pdfs/data/esri_data/pdfs/tapestry-singles/segment35.pdf● http://www.esri.com/~/media/Files/Pdfs/data/esri_data/pdfs/tapestry-singles/segment3.pdf● http://www.esri.com/~/media/Files/Pdfs/data/esri_data/pdfs/tapestry-singles/segment11.pdf● http://www.anaheim.net/articlenew222.asp?id=2044● http://www.alibaba.com/products/F0/military_canteen/------------------------------10-398.html

Questions?