dan mackenzie: connecting with fan's passion for basketball | think inside the box 2014
DESCRIPTION
Keynote Dan MacKenzie, Vice President & General Manager of NBA Canada talks "Connecting with Fan's Passion for Basketball" at Think Inside the Box 2014. Dan MacKenzie is responsible for the development and growth of the NBA's Canadian bsuiness through the platforms of television, digital media, marketing partnerships, licensing & merchandising, and events. The NBA is one of the most successful sports marketing organizations on the planet with offices in 17 countries and a truly global media, partnerships and merchandise business. Read Dan MacKenzie's presentation as he discusses how the league connects fans with their passions and in the process builds both the business and the sport of basketball. Visit our blog to view other creative and successful marketing campaigns: http://www.canadapost.ca/directmailworks For updates on future Canada Post events, follow us on Twitter: https://twitter.com/direct_cpcTRANSCRIPT
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
