NFL FANS HYPOTHETICAL SEGMENTATION Name Segment Business & Party Fair Aspiring Die-Hard Clients Hardy weather Fan Fan Fan Role of Sports Business: Activity Builds Relates to Defines team self Game With or as As money When team As money Season Attendance invited guest allows wins allows ticket holder Client win w/friends ego $85 $75 $100 $75 Spend/guest $200 per Game Games per 2 year attended Segment Size 35% 1 2 2 8 20% 15% 10% 20% Years Loyal 2 3 2. 5 15 Merchandise Hats, t-shirt Foam T-shirts, Hats, t-shirts, Jackets, game day fingers, fun programs foam fingers hats, wall programs hats photos Demographics Male/Female Males 18-35 Male/Female Male/Female 45+ yrs. old, 35-50 yrs., years old Young 18-35 18-35 yrs. male Business exec 1. Annual Value: Using the data above, determine the annual value of each segment (100 million fans x segment size x $ spend x # of games/yr.). 5pts. Lifetime value: Calculate the value created over a lifetime for each segment (Annual value x years loyal) 5 pts. Complete the remaining questions using the segments" financial value and important aspects of fit. 2. Which segments (2-3) would you target if you owned a new Chicago NFL team? Why? 3. Which segments would you target if you marketed NFL apparel? Why? 4. Which segments would you target if you marketed foam fingers? Why? 5. Which segments would you target if you owned another local professional sports team? Why? (e.g. Blackhawks owner targeting Bears fans) 6. What additional information would you like to know about these segments that could help your selection of a target market and your marketing execution? Why? NFL FANS HYPOTHETICAL SEGMENTATION Name Segment Business & Party Fair Aspiring Die-Hard Clients Hardy weather Fan Fan Fan Role of Sports Business: Activity Builds Relates to Defines team self Game With or as As money When team As money Season Attendance invited guest allows wins allows ticket holder Client win w/friends ego $85 $75 $100 $75 Spend/guest $200 per Game Games per 2 year attended Segment Size 35% 1 2 2 8 20% 15% 10% 20% Years Loyal 2 3 2. 5 15 Merchandise Hats, t-shirt Foam T-shirts, Hats, t-shirts, Jackets, game day fingers, fun programs foam fingers hats, wall programs hats photos Demographics Male/Female Males 18-35 Male/Female Male/Female 45+ yrs. old, 35-50 yrs., years old Young 18-35 18-35 yrs. male Business exec 1. Annual Value: Using the data above, determine the annual value of each segment (100 million fans x segment size x $ spend x # of games/yr.). 5pts. Lifetime value: Calculate the value created over a lifetime for each segment (Annual value x years loyal) 5 pts. Complete the remaining questions using the segments" financial value and important aspects of fit. 2. Which segments (2-3) would you target if you owned a new Chicago NFL team? Why? 3. Which segments would you target if you marketed NFL apparel? Why? 4. Which segments would you target if you marketed foam fingers? Why? 5. Which segments would you target if you owned another local professional sports team? Why? (e.g. Blackhawks owner targeting Bears fans) 6. What additional information would you like to know about these segments that could help your selection of a target market and your marketing execution? Why
