FAN SEGMENTATIONDRIVING TICKET SALES

Paul RossettiNielsen

SVP, Client Service

USE NIELSEN SEGMENTATION TO…

UNDERSTAND

CONNECT

• WHO ARE MY BEST CUSTOMERS?

• WHAT IS THE POTENTIAL DEMAND FOR MY PRODUCT?

• HOW DO I FIND GROWING CONSUMER SEGMENTS AND MARKETS?

• WHICH MARKETS AND LOCATIONS OFFER THE BEST OPPORTUNITY?

• HOW DO I REACH MY CONSUMERS MOST EFFECTIVELY?

• HOW DO I OPTIMIZE MY MARKETING TO DELIVER RESULTS?

FIND

FAN SEGMENTATION GOALS

PRIZM SEGMENTATION

• Household segmentation model that groups consumers into 66 segments

• Principal Drivers: Socio-economic rank and urbanicity

• Core Demographic Dimensions• Household Income • Age of Householder• Family Composition• Home ownership

• Segments are collapsed into 14 Social Groups, 11 Lifestage Groups, and Custom Groups

COMPLETE SEGMENT VIEWWHAT THEY WATCH WHO THEY ARE WHAT THEY BUY

ONLINE

MOBILE

• Heavy Internet Users• Track Investments & Make Travel Plans Online

• Own Smartphone• Have Family Plan• Surf Internet on Mobile

TV• Low TV Viewers• Watch Golf & Tennis• Watch Bloomberg TV & HGTV

DEMOS

LIFESTYLE

HEALTH & WELLNESS

• Age 45-64• HH Income: $75K- $150K• Empty Nesters• Caucasian & Asian• College/Post-Grad degrees

• Belong to Country Club

• Contribute to NPR• Go Skiing

• Follow Regular Exercise Routine• Go to Doctor for Regular Check-Ups• Eat Healthy & Pay Attention to Nutrition

RETAIL

FINANCIAL

AUTOMOTIVE

• Online Shopper• Shop at Talbot’s, Nordstrom, Crate & Barrel

• Income Producing Assets (IPA): $100K- $500K• Use Licensed Financial Advisor• Have Mutual Funds, Bonds & IRAs

• Own Minivan• Belong to Auto Club• Buy Auto Service at Dealer

SOCIAL MEDIA• Post links/articles/ videos/websites• Become a fan/follow a celebrity• Post photos

IMPLEMENTING SEGMENTATION

TV AUDIENCE SEGMENTS

“Find your TV Targets Online, for Your Segments ”

BRAND EFFECT“Measure Ad Effectiveness against

Your Segments (in flight)” PURCHASE FUNNEL“Follow Your Segments through

their Purchase Funnel”

BRAND MEDIA VIEWS“Plan and Buy Media against Your

Segments”

MARKET MIX MODELING

“Connect Sales Volume with Promotional Activity

for Your Segments”

1 TO 1 MARKETING“Get lists of Your

Segments”

SURVEYS “Survey Your Segments

using our panel partners or execute re-contact surveys into Nielsen’s

syndicated panelists for Your Segments”

ENHANCED PERSONAS“Learn more about Your

Segments”

DATA LICENSES & SOFTWARE

“License the data to code Your Segments to your files

and examine Your Segments in NPower,

CPoint & Prime Location”

GAP ANALYSIS“Examine actual sales and

compare to potential sales for Your Segments”

ONLINE CAMPAIGN RATINGS & BUZZ“Reach Your Segments

online & track what they are saying about your brand?”

DMA TEST MARKETING

“For Your Segments most likely to buy, which markets

should you test?

YOUR SEGMENTATION

CASE STUDY: HOUSTON DYNAMO

http://www.houstondynamo.com/video/2012/10/19/2012-dynamo-highlights

PROJECT OBJECTIVES

1

2

Increase ticket sales by an improved understanding of what motivates fans to purchase tickets

Improve the marketing ROI by enhanced targeting of TV, Radio, Print, and Direct Mail campaigns

Provide a 360-degree view of the fan segments, including what connects them to the team

3

PROJECT APPROACH

DYNAMO TICKET BUYERS

* 900,227 Houston households are targets for the Dynamo (42.4% of the DMA)

WHO ARE WEALTHY FAMILIES?

DEMOGRAPHIC SNAPSHOT• Ages 35-54, Families with Kids • Avg. Income: $139,505• Live in Suburban areas• Caucasian; Post Graduate

SOCCER MESSAGING• What draws them?

‒Love of the Dynamo‒Spending time with family and friends

• What deters them?‒ Cost‒ Quality of current stadium‒ Ease of transportation

Ticket Purchases• Dynamo: Season Tickets and Premium Holder• Attend Texans and Astros games

HOW CAN I REACH WEALTHY FAMILIES?

NETWORK PROGRAM INDEX RATING %

NBC PARKS & RECREATION 174 2.78

NBC OUTSOURCED 174 2.46

NBC STANLEY CUP FINALS 166 4.83

ABC MR. SUNSHINE 164 2.79ABC MODERN FAMILY 164 5.04

NBC PARENTHOOD 162 3.65FOX GLEE 161 4.77CBS NCAA BASKETBALL 155 5.78NICKELODEON KIDS CHOICE AWARDS 153 2.94CBS MASTERS GOLF TOUR. 142 7.38NBC KENTUCKY DERBY 140 6.94DISNEY SO RANDOM 137 1.16ESPN NCAA BASKETBALL 135 1.41

WHAT ELSE DO THEY BUY AND DO?

Sports and Leisure*: Play soccer, watch soccer on TV, buy soccer equipment, contribute $250+ to organizations, got to professional football games, go skiing, buy toys on the Internet, buy flowers online, own roller blades, buy tennis equipment, own a treadmill, belong to a country club, participate in fantasy sports league

Retailers and Shopping*: J. Crew, Thomasville furniture, Pottery Barn, Lands’ End, Expedia.com, Ann Taylor, Victoria’s Secret, Target.com

Automotive Products*: Own/lease new/used Honda van/minivan, own/lease a Nissan, BMW, Mazda, or Mercedes, likely to buy a full-size SUV

Electronics and Internet*: Own iPod mini and a TiVo, use Internet for travel plans and tracking investments, own a Sony PSP, have a PDA

Home Office Tech: Have handheld wireless device, telecommunicate 8+ hours/ week, use Slingbox, have fiber optic Internet access, download music 2-4 times/week

Dynamo have sold out high-end season ticket packages, 80% of all suites, and increased single ticket sales

Improved marketing efficiency by fine tuning all direct marketing campaigns and media buys to better reach the intended audience

PROJECT RESULTS

“The “fanalytics”, fan-based segmentation, helped us improve marketing efficiencies, resulting in a sell-out of season ticket packages and demonstrate that we’re reaching the right consumers for our sponsors.”

Rocky Harris, SVP, MLS Houston Dynamo

Questions?

Paul Rossetti312.485.7737

paul.rossetti@nielsen.com