anaheim ducks powerpoint

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Page 1: Anaheim Ducks Powerpoint
Page 2: Anaheim Ducks Powerpoint

Huntington Beach 35 miles South of Los Angeles 9 miles of beaches 200,000 residents Average household income: $88,000 Average age: 41.2 years old Well-educated professionals who hold careers in the business finance, legal, and

entertainment industries Large tourist attraction Brings in 16 million visitors each year 75% Caucasian, 18% Hispanic, 13% Asian, 1.5 % African American

Younger Residents

Older Residents Live in apartments, condos, or

townhomes Use public transportation Physical fitness is very IMPORTANT In their leisure time, young residents

go to galleries, museums, concerts, or bars/clubs

Usually married with older children, or no children

Own extravagant homes Shop at high-end stores, and travel

often Their priority is spending time with

FAMILY and close friends In their leisure time, older residents go

to operas and charity dinners

Page 3: Anaheim Ducks Powerpoint

Survey Collection

Photo From Location: Table Set-up in front of Duke’s restaurant on the pier

Sample Flyer:Used as an incentive for participants to take the survey

Group Members at Location:Brought music, candy, balloons, chairs, and clipboards

Page 4: Anaheim Ducks Powerpoint

Survey

Page 5: Anaheim Ducks Powerpoint

Question OnePlease rank the following Southern California teams in your order of preference to follow and attend games (1 being favorite and 11 being least favorite): Out of 150 participants:

38, or 25.3% ranked the Anaheim Ducks as their favorite team Only 8% ranked the Anaheim Ducks as their least favorite Mean ranking: 4.78, top three Lakers number one, Angels number two Although the Ducks had the highest percentage of number one picks (25.3%), the

remaining ten teams represented far more (74.7%) Target the 75%

Page 6: Anaheim Ducks Powerpoint

Question Two How many sporting events do you typically attend annually? Out of 150 participants:

80, or 53.3% chose “1-5” games Does not determine specifically which sporting game they attend 64.7% of participants said they have not attended a Ducks game in

the past year (Question 7) We can assume that the 53.3% of participants that chose “1-5”

games were in the majority not attending Ducks games INCENTIVES

Page 7: Anaheim Ducks Powerpoint

Question ThreeHow many miles do you typically travel to attend sporting events? Out of 150 participants:

47, or 31.3%, selected that they would travel 21-50 miles to attend a sporting event

In second, 45 participants, or 30%, selected 11-20 miles Due to over half of the participants saying they go to at least one

sporting event a year, this data says that they are also willing to drive to another city (Question 2)

Huntington Beach is around 25 miles away from Anaheim

Page 8: Anaheim Ducks Powerpoint

Question FourPlease rank the following in the order you consider when purchasing tickets to a sporting event (1 = most considered, 7 = least considered) Out of 140 participants (10 did not fill this question out correctly, it skipped

over it): 61, or 40.7%, selected Price as their most important factor Residents are looking for reasonably priced tickets, or they are less

likely to attend a game In second, Opponent, was selected at 20% The least important factor was Food, with 61 participants, or 40.7%,

choosing it at their number 7 Advertise discounted tickets, or implement more frequent giveaway

nights If facing a well-known or successful opponent, increase the amount of

ads in Huntington Beach

Page 9: Anaheim Ducks Powerpoint

Question FiveHow do you typically stay up to date with sports? (circle all that apply) Out of 150 participants:

81, or 54%, chose Television 80, or 53.3%, chose Social Media 53, or 35.3%, chose Mobile Over half of Huntington Beach residents have exposure to

sports through the TV or through their social media accounts Opportunity for Ducks’ exposure is there Social media is just as effective as TV With mobile apps, individuals can get instantaneous updates “In-hand” accessibility that both mobile apps and social

media bring to fans is a driving factor in keeping the interest of the people following their teams

Page 10: Anaheim Ducks Powerpoint

Question SixPlease write in the first word or phrase that comes to your mind when you think of the “Anaheim Ducks” Out of 150 participants:

35, or 23.3%, wrote “Hockey” In second was “Mighty” at 6.7% 40.7% of participants wrote individual answers Participants are aware that the Anaheim Ducks are a hockey team Shows that the movie “The Mighty Ducks” has had an impact on

how the residents of Huntington Beach view the Anaheim Duck’s brand

Fan development

Page 11: Anaheim Ducks Powerpoint

Question SevenHow many Ducks games have you been to in the past year? Out of 150 participants:

97, or 64.7% wrote down that they have been to 0 Ducks games this past year

14% said they have been to at least one However, there were at least 10 season ticket holders in Huntington

Beach Question #2

Page 12: Anaheim Ducks Powerpoint

Question EightWhich of the following best describes you as a Ducks fan? Out of 150 participants

31.3% selected “I am not a fan of the Ducks, but I like hockey” Refer to Question One We can assume participants chose the Ducks as their number one

because it related to hockey Participants may be fans of hockey, but not necessarily support the

Ducks

Page 13: Anaheim Ducks Powerpoint

Question NineWhich of these is the main logo for the Anaheim Ducks? Out of 150 participants:

101, or 67% chose the correct logo However, 23.3% chose the Anaheim Duck’s old logo The old logo is favored “Bring this old logo and color scheme back. You only have a black

jersey to up jersey sales when die-hard fans want the old colors and logo back. P.S. the duck foot looks stupid!” – Nick Costakes

Page 14: Anaheim Ducks Powerpoint

Question TenWhich of the following would best attract you to attend a Ducks game? Out of 150 participants:

62, or 41.3%, selected ticket promotions In second at 16% was promotional item giveaways 12% said that none of these would attract them to a game Not enough marketing in Huntington Beach

Page 15: Anaheim Ducks Powerpoint

Question ElevenPlease circle the answer that best describes your hockey activates Out of 150 participants:

41.3% have never played hockey, and do not wish to However, 42% collectively used to play, or that they are interested in

hockey The amount of participants who are not interested in hockey is about

equal to those who are

Page 16: Anaheim Ducks Powerpoint

Question TwelveWhere have you seen Anaheim Ducks presence? Out of 150 participants:

102, or 68%, have seen Ducks’ presence on billboards, TV, or radio 70, or 56.7% have seen Ducks’ presence online, via email, or through

social media Presence was seen the least at charity events, at only 8.7%

Page 17: Anaheim Ducks Powerpoint

Question ThirteenWhat age group do you fall under? Out of 150 participants:

44.7% fall under the 18-24 range May be due to social media and the Internet

Page 18: Anaheim Ducks Powerpoint

Question FourteenWhat is your household income per year? Out of 150 participants:

32.7% have a household income of is less than $19,000 Ties in with Question 13 Young residents are either in school, or just beginning their careers

Page 19: Anaheim Ducks Powerpoint

Conclusion Brand awareness needs to heightened

More ads/visible in community More schedule flyers More team interaction

Majority of people chose correct logo, however dislike the brand

LA farther from HB than Anaheim. Why are there so many Kings fans?

Overcome competition and gain fans with: Incentives Giveaways Player/team/coach recognition