Arizona Coyotes Marketing Plan. Jacob Albin, Jake Bringgold, Jordan Dyck Jordan Wick, Seth Auger, Grace Czeczok

Transcription

1 Arizona Coyotes Marketing Plan Jacob Albin, Jake Bringgold, Jordan Dyck Jordan Wick, Seth Auger, Grace Czeczok

2 Introduction and Team History Winnipeg Jets Phoenix Coyotes (WHA) 3-time Champions (NHL) Struggles, 2nd smallest market Bought by Jerry Colangelo In the desert, not much interest 2012 Playoffs - one series away from Stanley Cup Finals Bankruptcy Arizona Coyotes 2014-Present IceArizona, Andrew Barroway new owners No playoff appearances

3 Objectives GOAL: To increase overall attendance at Arizona GOAL: To increase overall attendance at Arizona Coyotes Coyotes games games Arizona Coyotes attendance - year by year results

4 Target Audience Quantitative Data U.S. Census and NHL data Qualitative Data Fan/local resident feedback Behavioral Previous ticket purchasers Middle-upper class families Maricopa County Wide variety of people Males (18+)

5 Benchmarking Research Arizona Coyotes ranked 29th out 30 NHL teams in average attendance in season. Viewed sales strategies of NHL teams with high attendance this past season. Teams researched include Tampa Bay Lightning, Minnesota Wild, Washington Capitals, Chicago Blackhawks, Detroit Red Wings, and Pittsburgh Penguins. All ranked in top-12 in average attendance this past season. All had a noticeable pattern including creative benefits for season ticket members and many promotions, both in-game and community.

6 Benchmarking Research: Creative Benefits for STM Tampa Bay Lightning Similar Climate Ranked 8th in attendance in Website dedicated to its season ticket members (BeTheThunder). Benefits include discounts on food and beverage, early entry to every home game, etc. Minnesota Wild Ranked 9th in avg. attendance in Invite season ticket members at the end of every season to come paint the ice at the Xcel Energy Center. Allows fans to put their own mark on the team. Washington Capitals Ranked 12th in avg. attendance in Team has created exclusive club for its season ticket members called Club Red 365. Gives members access to team-related events every month of the year. Fan engagement all year.

7 Benchmarking Research: Gameday Promotions Teams with high attendance rates this past season had more promotion game days with giveaways than the Coyotes.

8 Benchmarking Research: Community Engagement Detroit Red Wings Detroit Red Wings Foundation: host charity raffles, poker tournament. Had promotion with Tim Horton s. Donated sales generated from their I Love the Red Wings donut to DRWF. Hold school assembly program. Each school visited receives free floor hockey equipment. Pittsburgh Penguins Ranked 4th in avg. attendance in Have separate website dedicated to community work. ( Work includes charitable raffles, Tablets in education, Project Power Play, and PensFIT.

9 Marketing Plan Increase fan engagement on Social Media Giveaways, Surveys, Announcements Reaching New Demographics Breast Cancer Awareness- October Diabetes Awareness- November Tickets 5 Wins Pass for $155 Incentives for purchasing tickets on smartphone Food discounts and mobile ordering Promotions Theme Nights Senior Day, Ladies Night, Family Night

10 Marketing Plan Community Involvement Create more rewards for season ticket holders Become more involved and create a positive image of the team. Playground build (Minnesota Vikings) Charity events (Vancouver Canucks) Hospital visits (Iowa and Florida football) Encourage new customers to buy and increase renewal rates Promote the next generation of players to create excitement through marketing campaigns Oliver Ekman-Larsson, Max Domi, Anthony Duclair All 25 and under

11 Marketing Mix Product On-ice Young starpower hockey players, but need a face of the franchise Off-ice Entertainment Promotion Has been a struggle for the organization Focus groups, surveys, interviews TV ads, radio, newspaper, social media Contests Theme nights Place Gila River Arena- Located in Glendale, AZ Majority of Coyotes fans reside in Phoenix and the East Valley Media channels In the community Price Avg. Attendance: 13,094 in 2017, perhaps due to lack of hockey fans FCI: $ = $52.87 below NHL average M-Pricing--potential to influence fans to purchase tickets at a discounted rate

12 Evaluation Mechanisms Season-ticket holders Focus groups, feedback, and surveys Data from ticket purchasers, promotional/contest participants Social media followers and interactions Promotional effectiveness Number of people reached by advertisements Attendance, ticket sales Fan engagement

13 Thank You Questions?