Out-of-the-Park Insights into the Toronto Blue Jays’ Fan Base

| February 28, 2017

2

1

2

3

4

5

Background and Motivation

Approach

Segments and Activation Opportunities

Emotions

Questions

3

Gartner’s Magic Quadrant evaluated Isobar as a market leader of global digital marketing agencies with the strongest score for Completeness of Vision.

Leader in The Forrester Wave: Digital Experience Service Providers, Q4 2015 with the highest score of all vendors for our current offering.

RECENT RECOGNITION

400+ Awards

18 Agency of the Year titlescurrently held

Digital Network of the Year2011, 12, 14, 15, Campaign Asia

ACCOLADES

KEY CLIENTS

StrategyWe develop strategies to transform businesses

CampaignsWe create, measure and optimize digitally-focused campaigns

ExperiencesWe design experiences that are both easy to use and a joy to use

PlatformsWe design and build flexible and scalable technology solutions

ProductsWe invent digital products that generate new revenue streams

 4,500 employees in over 70 offices around the globe.F U L L - S E R V I C E G L O B A L D I G I T A L M A R K E T I N G A G E N C Y

We conceive, design and build experiences for the world’s largest organizations.

INNOVATION

Innovation partnership with

MIT MEDIA LAB

Full-service digital agency and part of the

Accelerators in North/South America, Europe and Asia

4

A little history

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 20160

1,000,000

2,000,000

3,000,000

4,000,000

Attendance Finish

5

One of the youngest fan bases in Major League Baseball.

6

Strong attendance with families.

7

Canada’s team.

8

Many questions

• Who are the most valuable fans?

• Where can we grow today, and how does that shift during a down year?

• Is our crowd really as young and are there as many women as it seems?

• How do they view the Blue Jays experience?

• Are there spaces in the Rogers Centre geared to different segments?

• Why are they fans and why do they come to games?

• Does our promotional strategy make sense?

• Where should I prospect for more season ticket sales?

• What other ticket packages do we need?

• When should we advertise?

And more....

9

A category with unique challenges.

10

“What the information and data and technology does, what brilliant analysts do, is give us better input to allow us to make good decisions.”

- Mark Shapiro

11

Why Segmentation?

12

13

Approach

• Quantitative survey with 2,000+ ticket buyers who live within 150 km of Rogers Centre

• Single game ticket buyers• Season ticket buyers• Suite buyers

• Sourced from general population panels and the Blue Jays ticket database

• In other markets connected to other data sources

14

Unique Approach to Segmentation

Run hundreds of solutions using key drivers

Evaluate solutions on strategic, financial, and practical criteria

• Attitudes

• Psychographics

• Category behaviors

• Rational and Emotional Motivations

• Demographics

• Traditional / digital media behaviors

• Ticket spending

• Spending while at the game

• Types of games attended

• Interest in Season Tickets

• Etc.

• Key Attitudes

• Key psychographics

• Key behaviors

• Key needs / motivations

• Key demographics

• Key media behaviors

CreateHundreds of segmentation variables

TestTo see which variables predict

IdentifyThe Key Market Drivers

OptimizeThe Segmentation Solution

15

Five segments differ in how much they spend and when and why they are targets for the Blue Jays and how and when they buy tickets.

Tim Flanders 6IX Shawn Tiff

16

Targeted Campaigns

17

Promotions

18

Stadium Experience

19

Programming

20

A category full of emotion.

21

Understanding Emotional MotivationsMindSight® uncovers the emotional motivations of each segment.

My SELF-IMAGE My WORK/PLAY My SOCIAL LIFE

EXPE

CTATIONS

EXPERIENCES

OUTCOMES

Insecure,Afraid

Safe,Confident

SECURITY

Ordinary,Boring

Unique,Interesting

IDENTITY

Incompetent

Talented,Exceptional

MASTERY

Isolated,Lonely

Accepted,Belonging

BELONGING

Selfish,Unloved

Sharing,Caring

NURTURANCE

Ashamed,Disrespected

Proud,Respected

ESTEEM

Trapped,Frustrated

Freedom,Power

EMPOWERMENT

Passive,Indifferent

Involved,Absorbed

ENGAGEMENT

Defeated,Pointless

Victorious,Productive

ACHIEVEMENT

22

23

For Tim it is about Identity

Ordinary,Boring

Unique,Interesting

IDENTITY

24

25

For Flanders it is about Nurturance

Selfish,Unloved

Sharing,Caring

NURTURANCE

26

For the 6ix squad, it is about Belonging and the Empowerment to make a deal.

Isolated,Lonely

Accepted,Belonging

BELONGING

Trapped,Frustrated

Freedom,Power

EMPOWERMENT

27

28

For Tiff, it is about Belonging

Isolated,Lonely

Accepted,Belonging

BELONGING

29

A 360 degree of fans, including attitudinal, motivational, emotional and behavioral insights provides unique opportunities for prioritization and targeted strategies.

Understanding the different emotional motivations of segments enables more powerful marketing strategies.

Opportunities to drive the implications through all parts of an organization, not just marketing and media.

30

Questions

31

Thank you.

32

MarketingIntelligence

Practice

NEW YORK

WESTPORT, CT

BOSTON

LEXINGTON, MA

CHICAGO

The Sciences of Why….the Science of Success

Eric PaquetteVice President

eric.paquette@isobar.com617.936.1670