#PACnet15

 Bill Fagan »The Aspire Group  Haynes Hendrickson »Turnkey Intelligence  Brad Wurthman »University of Illinois  Scott Gifis »AdRoll Moderator  Craig Ricks » Paciolan Panelists

#PACnet15 3 Google Zero Moment of Truth

#PACnet15 4 Demographic & Customer Profiles

#PACnet15 Bill Fagan, SVP & GM – Fan Relationship Management

#PACnet15 Attendance Frequency Escalator 6

#PACnet15 Follows Interest Brags Pledges Obsesses Tribalist Higher Lower Emotional Intensity Next Generation Children Young Obsessives Die Hard Fans Family Fans Armchair Quarterbacks Sunset Seniors Playground Followers Legacy Supporters -$ +$ Fan Life Cycle Pre- Schoolers (0 to 5) Grade and Middle School (Age 5 to 14) High School (Age 14 to 18) College Student (Age 18 to 22) New Alumni (Age 22 to 30) Families (Age 30 to 55) Empty Nesters (Age 55 to 65) Seniors (Age 65+) Young Professionals (Age 25 to 35) Couch Potato Commentators Life Cycle 

#PACnet Key Segments: Example Segments from a Recent Aspire Research Project FAMILIES Middle-aged families who earn over $75,000 in annual household income Motivated to attend by spending time with family and entertainment YOUNG PROFESSIONALS Single, young attendees who want to explore new experiences Want a premium experience that fits their budget ESTABLISHED SINGLE PARENTS Middle-aged parents with children Interested in both family and all- inclusive packages depending on who they attend with YOUNG COUPLES Young professionals who are starting to settle down, but are not married Exploring new experiences with sport and have a double income to support their purchases OLDER SPORT FANS The most loyal supporters Want the best experience and seats even with a premium package price SINGLE SENIORS They have no dependents and make independent decisions Motivated to attend by their love for sports and ticket price DOUBLE-INCOME, NO KIDS Middle-aged couples who have no children who earn over $75,000 in annual household income Desire premium experiences

#PACnet15 9 Trends To Look Forward To

#PACnet15 Haynes Hendrickson Turnkey Intelligence

#PACnet15 DDDMDDDM 11 DDDM Data Driven Decision Making

#PACnet15 12 CrawlWalkRun

#PACnet15 13 Crawl What do our customers look like?

#PACnet15 14 Demographic Profile

#PACnet15 15 Kids Ticket Offering

#PACnet15 16 Walk Segmentation using “easy-to-get” external data

#PACnet15 New Mover Campaign Monthly List Purchase Approx. $.09 per record

#PACnet15  Personicx » household-level segmentation system that clusters U.S. households into one of 70 segments within 21 life-stage groups based on specific consumer behavior and demographic characteristics  Typical Personicx Cluster breakdown » Top Personicx cluster ~10% of total population, fairly even distribution 18 PersonicX

#PACnet15 PersonicX

20 Run Custom Segmentation Models

#PACnet15 21 Segmentation The Frugal The Flyer The Future Female – 61% HH with Children – 70% Deal Seekers – Low DII PersonicX: City Life & Career Builder Males % Affluent Personicx: Summit Estates, Top Professional, Established Elite Male – 85% Affluent (>$125) – 40% But… Young: Low DII PersonicX: Summit Estates & Established Elite

#PACnet15 Unique Customer Segments

#PACnet15 Unique Customer Segments

#PACnet15 24 CrawlWalkRun

#PACnet15 BRAD Associate Director of Athletics Marketing and Fan Development

#PACnet15  REACH – how do you get their attention?  ACQUISITION – how do you bring them closer and engage?  CONVERSION – how does engagement become a purchase decision?  RETENTION – fighting to maintain customers, upselling opportunities  LOYALTY – next level commitment 26 The Customer Journey

#PACnet15 CONVERTING LOYALTY INTO PURCHASING BEHAVIORS THAT ARE:  MONITORED  MEASURED  EXPLOITED HOW CAN WE MINIMIZE CHURN RATE? Lose interest, move away from loyalty, eventually return 27 The Real Challenge for Sports

#PACnet15  Develop product offerings that meet the needs of all stages of the customer lifecycle  Sell 1 ticket 100 ways, not 100 tickets 1 way  Messaging needs to pertain to different groups in different stages of the lifecycle  Embrace technology  Sell something! There is no customer lifecycle without “customer” 28 Filling the Gap

#PACnet15  Price what the market will bear – market comparables  Develop packages that meet various needs  The “eye test”  Walk before you run – earn trust and buy-in  Do not be afraid to try something new 29 Implementation in Your Venues

#PACnet15 Scott Gifis

#PACnet15 31

#PACnet15 Please complete either the session evaluation form on your chair or online at Questions