Analysis by Emily Buhl and Samantha Fisher in SRM 435
Friday, January 30, 2015
Wednesday, January 21, 2015
"Brewers selling awesome 'Timeless Ticket' for $1,000"
From USA Today
Analysis by Margo Savage in KIN 501
Tickets that never expire? Sounds like something that only Disney could pull off, but now the Milwaukee Brewers have joined the ranks of other everlasting tickets. According to an article published by the USA Today, the Milwaukee Brewers Organization had released a “Timeless Ticket” that has no expiration date attached to it. The article explains that the ticket costs $1,000 and is only available to the first 1,000 purchasers. The ticket was, originally, released in October, but it was not until January that the organization publically marketed the ticket. The tickets are good for any 10 future games, including one opening day or World Series game. Additionally, these Timeless Ticket Holders are able to purchase three additional tickets for the same game, if they are available.
As someone who works in marketing, I think that this is an innovative idea, and something that can bring added value to an organization. The concept of a timeless ticket has tangible financial value that fans will be able to see over the years. For the Brewer’s marketing team, just the fact that people are talking about them is positive for everyone involved. The more than people in the sports world are talking about a specific team or promotion, the more publicity it is bringing to the organization. I think that this promotion was targeted at life-long “die hard” fans, but I think that the buzz it is creating will bring other people to look at Brewer’s tickets. With this promotion, it is evident that the company wants in invest in the future of the team and help show the success that the team is striving for.
Additionally, with the purchase of the Timeless Ticket, fans receive a brass ticket that is engraved with their name and exclusive ticket number. This will sit on their desk, or somewhere in their house, and be a constant reminder of the investment they have taken part in. I think that it will also spawn questions from other people, and that will, in turn, bring more publicity to the Brewers. As this promotion continues, it will bring more lifelong fans and help people to invest in the Brewer’s organization as a whole. I think that the ticket will help the “most enthusiastic” Brewers fans share their love for the game with others, and aid in the building of the fan base in Milwaukee. Finally, I think that fans will see the value in this promotion because of the exclusivity associated with the tickets. There will only be 1,000 ticket sold which, in the grand scheme of the 41.900 seat stadium, is not that many. This ticket can also prove its worth simply if the Brewers make the World Series and host Game 7.
Brewer’s fans now have an opportunity to invest in their hometown baseball team and be a part of history if they ever go back to the World Series. By having a Timeless Ticket, they are able to attend any 10 games that they want during their lifetime, including a World Series game and a home opener. It provides an opportunity for people to talk about the Milwaukee organization and to bring publicity to their tickets. It also gives the organization an opportunity to break into the field with a promotion that hasn’t been seen before in the baseball world. I think that this promotion will definitely be one that other teams will take on in the future and it will bring a new and exciting element to the game for baseball fans across the country.
Analysis by Margo Savage in KIN 501
Tickets that never expire? Sounds like something that only Disney could pull off, but now the Milwaukee Brewers have joined the ranks of other everlasting tickets. According to an article published by the USA Today, the Milwaukee Brewers Organization had released a “Timeless Ticket” that has no expiration date attached to it. The article explains that the ticket costs $1,000 and is only available to the first 1,000 purchasers. The ticket was, originally, released in October, but it was not until January that the organization publically marketed the ticket. The tickets are good for any 10 future games, including one opening day or World Series game. Additionally, these Timeless Ticket Holders are able to purchase three additional tickets for the same game, if they are available.
As someone who works in marketing, I think that this is an innovative idea, and something that can bring added value to an organization. The concept of a timeless ticket has tangible financial value that fans will be able to see over the years. For the Brewer’s marketing team, just the fact that people are talking about them is positive for everyone involved. The more than people in the sports world are talking about a specific team or promotion, the more publicity it is bringing to the organization. I think that this promotion was targeted at life-long “die hard” fans, but I think that the buzz it is creating will bring other people to look at Brewer’s tickets. With this promotion, it is evident that the company wants in invest in the future of the team and help show the success that the team is striving for.
Additionally, with the purchase of the Timeless Ticket, fans receive a brass ticket that is engraved with their name and exclusive ticket number. This will sit on their desk, or somewhere in their house, and be a constant reminder of the investment they have taken part in. I think that it will also spawn questions from other people, and that will, in turn, bring more publicity to the Brewers. As this promotion continues, it will bring more lifelong fans and help people to invest in the Brewer’s organization as a whole. I think that the ticket will help the “most enthusiastic” Brewers fans share their love for the game with others, and aid in the building of the fan base in Milwaukee. Finally, I think that fans will see the value in this promotion because of the exclusivity associated with the tickets. There will only be 1,000 ticket sold which, in the grand scheme of the 41.900 seat stadium, is not that many. This ticket can also prove its worth simply if the Brewers make the World Series and host Game 7.
Brewer’s fans now have an opportunity to invest in their hometown baseball team and be a part of history if they ever go back to the World Series. By having a Timeless Ticket, they are able to attend any 10 games that they want during their lifetime, including a World Series game and a home opener. It provides an opportunity for people to talk about the Milwaukee organization and to bring publicity to their tickets. It also gives the organization an opportunity to break into the field with a promotion that hasn’t been seen before in the baseball world. I think that this promotion will definitely be one that other teams will take on in the future and it will bring a new and exciting element to the game for baseball fans across the country.
"Panthers playoffs: Building brand loyalty"
From Charlotte Business Journal
Analysis by Bethany Doman in KIN 501
Loyalty and fandom is the feeling of emotional attachment and connection that one develops towards a sports team, brand, company, etc. It may be passed down traditionally, may be dependent upon your location, or could be in support of a particular player, but nonetheless, loyalty can be expressed in many different ways and on many different levels.
In my foundational article, “Panthers playoffs: Building brand loyalty”, the author Erik Spanberg discusses how playoff wins and appearances leave a larger impression on fans and ignite fan loyalty, especially for the Carolina Panthers. Being only 20 years old, the Panthers have not had an ample opportunity to develop a strong, deep fan base as other older teams like the Pittsburgh Steelers may have. The Panthers have never had consecutive winning seasons, with only six playoff appearances and one Super Bowl presence in their short life span. Team executives reported that because of the back-to-back playoff appearances (January 2014 and 2015), bonds between the Panthers, their fans, and their sponsors have been strengthened. Building off this postseason enthusiasm, the team is about to embark on a six-year, phased-in makeover of their stadium, backed by taxpayers’ dollars. Team executives believe that this stadium will also boost fan loyalty and additional fan interest.
Within that article, I derived three marketing factors that I felt the Carolina Panthers are contributing to their present and future increase of fan loyalty and engagement. Playoff appearances is the first factor and only recently have the team representatives been able to see the benefits. After losing a divisional matchup in January of 2014 and then a few weekends ago against the Seattle Seahawks, the national attention brought to Carolina has awoken and drawn in more of the fan base. As a marketer, it is crucial to play on the postseason wins and appearances because they are so fresh and a lot of fans are motivated by the intensity and enthusiasm built up during the postseason, regardless of the outcome. Historically, fans cling to those wins and appearances.
In 2013, the Emory Sports Marketing Analytics team conducted a study on the NFL’s fan bases and determined fan equity from historical data. They used winning percentage, pricing, stadium capacity, metro area population, metro area median income, etc. as the historical data. Then, they took model forecasts of each team’s last three years to determine fan equity. The researchers chose a three-year span because the sports world is constantly changing (i.e. player trades, new management and coaching, new rules) and they felt that three years would be enough ground to prove that postseason successes and championships are sources of long-term fan equity. In this analysis, they took the first three years of data (2002-2005) and compared it to last three years of data (2010-2012) and they were able to see the rises and drops in fan bases and loyalty. Since the Colts had seen a dramatic increase early on and then Denver climbing up to #4 in fan equity in the latter years, they determined that Peyton Manning was the common denominator and had an effect on both teams. In the video, Seinfeld jokingly says we are essentially cheering for the clothes of our favorite team since the players are constantly changing and the athletes aren’t necessarily loyal to the teams anymore. We love a player while he plays for our favorite team, then when he gets traded, we tend to hate him. It’s an interesting illogical trend that seems to hit the nail on the head when breaking down fan loyalty.
The second factor is social media chatter and engagement and with technology growing rampant, fans are able to voice their opinions and passions on numerous platforms. In a study at Emory University looking at sports franchises, fan interest, financial investment, and social media chatter, the Carolina Panthers rank in the bottom third, 23rd in fans’ financial willingness and 30th in social media equity. Manish Tripathi, one of the Emory marketing professors said in the article, “There is an opportunity to get better here. Postseason success has a strong impact in the NFL, especially for the younger fan base” (Spanberg, 2015). However, in the social media world, the Panthers may seem to lag in comparison to other teams, but according to the team president Danny Morrison, there have been consistent gains on all social media platforms, pointing to the recent attraction of the younger fan base. In the sports marketing realm, it is important to stay adaptable and up to date with the constant changes in society and technology. To strengthen fan bases, teams can inspire loyalty through social media promotions, athlete and fan interactions via social media, or encourage fans to contribute to the team through submitting photos, videos, suggestions, etc., all of which create value for the fan and ultimately builds an emotional connection towards a team. This is relevant because it is a route everyone can use towards creating a quality product or service, satisfying a customer, and promoting loyalty no matter what the position may be (i.e. sports, parks and recreation, retail, etc.).
A newly renovated stadium is the last piece that I drew from the article as means to the Carolina Panthers developing fan loyalty. Rather than make a sales pitch, the Panthers are going to use the postseason as an “affirmation of the excitement and impact the franchise has in the Carolinas” as a strategy towards renovating their stadium (Spanberg, 2015). The team believes that they will have the support, but also gain additional fan loyalty through this six-year, $87.5 million makeover funded by taxpayers. They hope to create a “Dallas Cowboys effect”, where Jerry Jones’ new stadium increased fan loyalty immensely over a three-year span. When trying to gain the physical, emotional, and financial support of the local fan base to build or renovate a sports facility, marketers need to paint a picture so the fans can see and feel the value and potential experiences throughout the whole process.
Analysis by Bethany Doman in KIN 501
Loyalty and fandom is the feeling of emotional attachment and connection that one develops towards a sports team, brand, company, etc. It may be passed down traditionally, may be dependent upon your location, or could be in support of a particular player, but nonetheless, loyalty can be expressed in many different ways and on many different levels.
In my foundational article, “Panthers playoffs: Building brand loyalty”, the author Erik Spanberg discusses how playoff wins and appearances leave a larger impression on fans and ignite fan loyalty, especially for the Carolina Panthers. Being only 20 years old, the Panthers have not had an ample opportunity to develop a strong, deep fan base as other older teams like the Pittsburgh Steelers may have. The Panthers have never had consecutive winning seasons, with only six playoff appearances and one Super Bowl presence in their short life span. Team executives reported that because of the back-to-back playoff appearances (January 2014 and 2015), bonds between the Panthers, their fans, and their sponsors have been strengthened. Building off this postseason enthusiasm, the team is about to embark on a six-year, phased-in makeover of their stadium, backed by taxpayers’ dollars. Team executives believe that this stadium will also boost fan loyalty and additional fan interest.
Within that article, I derived three marketing factors that I felt the Carolina Panthers are contributing to their present and future increase of fan loyalty and engagement. Playoff appearances is the first factor and only recently have the team representatives been able to see the benefits. After losing a divisional matchup in January of 2014 and then a few weekends ago against the Seattle Seahawks, the national attention brought to Carolina has awoken and drawn in more of the fan base. As a marketer, it is crucial to play on the postseason wins and appearances because they are so fresh and a lot of fans are motivated by the intensity and enthusiasm built up during the postseason, regardless of the outcome. Historically, fans cling to those wins and appearances.
In 2013, the Emory Sports Marketing Analytics team conducted a study on the NFL’s fan bases and determined fan equity from historical data. They used winning percentage, pricing, stadium capacity, metro area population, metro area median income, etc. as the historical data. Then, they took model forecasts of each team’s last three years to determine fan equity. The researchers chose a three-year span because the sports world is constantly changing (i.e. player trades, new management and coaching, new rules) and they felt that three years would be enough ground to prove that postseason successes and championships are sources of long-term fan equity. In this analysis, they took the first three years of data (2002-2005) and compared it to last three years of data (2010-2012) and they were able to see the rises and drops in fan bases and loyalty. Since the Colts had seen a dramatic increase early on and then Denver climbing up to #4 in fan equity in the latter years, they determined that Peyton Manning was the common denominator and had an effect on both teams. In the video, Seinfeld jokingly says we are essentially cheering for the clothes of our favorite team since the players are constantly changing and the athletes aren’t necessarily loyal to the teams anymore. We love a player while he plays for our favorite team, then when he gets traded, we tend to hate him. It’s an interesting illogical trend that seems to hit the nail on the head when breaking down fan loyalty.
The second factor is social media chatter and engagement and with technology growing rampant, fans are able to voice their opinions and passions on numerous platforms. In a study at Emory University looking at sports franchises, fan interest, financial investment, and social media chatter, the Carolina Panthers rank in the bottom third, 23rd in fans’ financial willingness and 30th in social media equity. Manish Tripathi, one of the Emory marketing professors said in the article, “There is an opportunity to get better here. Postseason success has a strong impact in the NFL, especially for the younger fan base” (Spanberg, 2015). However, in the social media world, the Panthers may seem to lag in comparison to other teams, but according to the team president Danny Morrison, there have been consistent gains on all social media platforms, pointing to the recent attraction of the younger fan base. In the sports marketing realm, it is important to stay adaptable and up to date with the constant changes in society and technology. To strengthen fan bases, teams can inspire loyalty through social media promotions, athlete and fan interactions via social media, or encourage fans to contribute to the team through submitting photos, videos, suggestions, etc., all of which create value for the fan and ultimately builds an emotional connection towards a team. This is relevant because it is a route everyone can use towards creating a quality product or service, satisfying a customer, and promoting loyalty no matter what the position may be (i.e. sports, parks and recreation, retail, etc.).
A newly renovated stadium is the last piece that I drew from the article as means to the Carolina Panthers developing fan loyalty. Rather than make a sales pitch, the Panthers are going to use the postseason as an “affirmation of the excitement and impact the franchise has in the Carolinas” as a strategy towards renovating their stadium (Spanberg, 2015). The team believes that they will have the support, but also gain additional fan loyalty through this six-year, $87.5 million makeover funded by taxpayers. They hope to create a “Dallas Cowboys effect”, where Jerry Jones’ new stadium increased fan loyalty immensely over a three-year span. When trying to gain the physical, emotional, and financial support of the local fan base to build or renovate a sports facility, marketers need to paint a picture so the fans can see and feel the value and potential experiences throughout the whole process.
Subscribe to:
Posts (Atom)