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Phases of the Customer Lifecycle

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Bill Fagan » The Aspire Group

Haynes Hendrickson » Turnkey Intelligence

Brad Wurthman » University of Illinois

Scott Gifis » AdRoll

Moderator Craig Ricks » Paciolan

Panelists

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Google Zero Moment of Truth

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Demographic & Customer Profiles

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Bill Fagan, SVP & GM – Fan Relationship Management

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Attendance Frequency Escalator

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Follows

Interest

Brags

Pledges

Obsesses

Tribalist

Hig

her

Low

erEm

otion

al In

tens

ity

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

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7 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

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Trends To Look Forward To

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Haynes Hendrickson

Turnkey Intelligence

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D

D

M

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DDDM

Data

Driven

Decision

Making

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Crawl Walk Run

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Crawl

What do our customers look like?

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Demographic Profile

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Kids Ticket Offering

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Walk

Segmentation using “easy-to-get”

external data

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New Mover Campaign

Monthly List PurchaseApprox. $.09 per record

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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

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PersonicX

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PersonicX

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Run

Custom Segmentation Models

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Segmentation

The Frugal The Flyer The Future

• Female – 61%• HH with Children – 70%• Deal Seekers – Low DII• PersonicX: City Life &

Career Builder

• Males 36+ - 68%• Affluent• Personicx: Summit

Estates, Top Professional, Established Elite

• Male – 85%• Affluent (>$125) – 40%But…• Young: 25-23• Low DII• PersonicX: Summit

Estates & Established Elite

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Unique Customer Segments

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Unique Customer Segments

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Crawl Walk Run

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BRAD WURTHMAN

@wurthman

Associate Director of Athletics Marketing and Fan Development

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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

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The Customer Journey

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CONVERTING LOYALTY INTO PURCHASING BEHAVIORS THAT ARE:

MONITORED MEASURED EXPLOITED

HOW CAN WE MINIMIZE CHURN RATE?

Lose interest, move away from loyalty, eventually return

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The Real Challenge for Sports

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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”

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Filling the Gap

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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

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Implementation in Your Venues

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Scott Gifis

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Please complete either the session evaluation form on your chair or online at http://pacnet.paciolan.com/schedule.

Thank you!Questions