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Out-of-the-Park Insights into the
Toronto Blue Jays’ Fan Base
| February 28, 2017
2
1
2
3
4
5
Background and Motivation
Approach
Segments and Activation Opportunities
Emotions
Questions
3
Gartner’s Magic Quadrant
evaluated Isobar as a market
leader of global digital marketing
agencies with the strongest score
for Completeness of Vision.
Leader in The Forrester Wave: Digital
Experience Service Providers, Q4
2015 with the highest score of
all vendors for our current offering.
RECENT RECOGNITION
400+
Awards
18 Agency of
the Year titles
currently held
Digital Network
of the Year
2011, 12, 14, 15,
Campaign Asia
ACCOLADES
KEY CLIENTS
Strategy
We develop strategies to
transform businesses
Campaigns
We create, measure and optimize
digitally-focused campaigns
Experiences
We design experiences that are
both easy to use and a joy to use
Platforms
We design and build flexible
and scalable technology solutions
Products
We invent digital products that generate
new revenue streams
4,500 employees in over 70 offices around the globe.
F U L L - S E R V I C E G L O B A L D I G I T A L M A R K E T I N G A G E N C Y
We conceive, design and build experiences for the world’s largest organizations.
INNOVATION
Innovation partnership with
MIT MEDIA LAB
Full-service digital agency and part of the
Accelerators in North/South
America, Europe and Asia
4
A little history
0
1,000,000
2,000,000
3,000,000
4,000,000
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Attendance Finish
5
One of the
youngest fan
bases in Major
League Baseball.
6
Strong attendance
with families.
7
Canada’s team.
8
Many questions
• Who are the most valuable
fans?
• Where can we grow today, and
how does that shift during a
down year?
• Is our crowd really as young and
are there as many women as it
seems?
• How do they view the Blue Jays
experience?
• Are there spaces in the Rogers
Centre geared to different
segments?
• Why are they fans and why
do they come to games?
• Does our promotional
strategy make sense?
• Where should I prospect for
more season ticket sales?
• What other ticket packages
do we need?
• When should we advertise?
And more....
9
A category with unique challenges.
10
“What the information and data
and technology does, what
brilliant analysts do, is give us
better input to allow us to make
good decisions.”
- Mark Shapiro
11
Why
Segmentation?
12
13
Approach
• Quantitative survey with 2,000+ ticket buyers
who live within 150 km of Rogers Centre
• Single game ticket buyers
• Season ticket buyers
• Suite buyers
• Sourced from general population panels and
the Blue Jays ticket database
• In other markets connected to other data
sources
14
Unique Approach to Segmentation
Run hundreds of solutions
using key drivers
Evaluate solutions on
strategic, financial, and
practical criteria
• Attitudes
• Psychographics
• Category behaviors
• Rational and Emotional
Motivations
• Demographics
• Traditional / digital
media behaviors
• Ticket spending
• Spending while at the
game
• Types of games
attended
• Interest in Season
Tickets
• Etc.
• Key Attitudes
• Key psychographics
• Key behaviors
• Key needs / motivations
• Key demographics
• Key media behaviors
Create
Hundreds of
segmentation variables
Test
To see which
variables predict
Identify
The Key Market
Drivers
Optimize
The Segmentation
Solution
15
Five segments differ in how much
they spend and when and why they
are targets for the Blue Jays and
how and when they buy tickets.
Tim Flanders 6IX Shawn Tiff
16
Targeted Campaigns
17
Promotions
18
Stadium
Experience
19
Programming
20
A category full of emotion.
21
Understanding
Emotional
Motivations
MindSight® uncovers the
emotional motivations of
each segment.
My SELF-IMAGE My WORK/PLAY My SOCIAL LIFE
EXPECTATIONSEXPERIENCESOUTCOMES
Insecure,
Afraid
Safe,
Confident
SECURITY
Ordinary,
Boring
Unique,
Interesting
IDENTITY
Incompetent
Talented,
Exceptional
MASTERY
Isolated,
Lonely
Accepted,
Belonging
BELONGING
Selfish,
Unloved
Sharing,
Caring
NURTURANCE
Ashamed,
Disrespected
Proud,
Respected
ESTEEM
Trapped,
Frustrated
Freedom,
Power
EMPOWERMENT
Passive,
Indifferent
Involved,
Absorbed
ENGAGEMENT
Defeated,
Pointless
Victorious,
Productive
ACHIEVEMENT
22
23
For Tim it is about Identity
Ordinary,
Boring
Unique,
Interesting
IDENTITY
24
25
For Flanders it is
about Nurturance
Selfish,
Unloved
Sharing,
Caring
NURTURANCE
26
For the 6ix squad, it is about Belonging and the Empowerment to
make a deal.
Isolated,
Lonely
Accepted,
Belonging
BELONGING
Trapped,
Frustrated
Freedom,
Power
EMPOWERMENT
27
28
For Tiff, it is about Belonging
Isolated,
Lonely
Accepted,
Belonging
BELONGING
29
A 360 degree of fans, including attitudinal, motivational, emotional and behavioral
insights provides unique opportunities for prioritization and targeted strategies.
Understanding the different emotional motivations of segments enables more
powerful marketing strategies.
Opportunities to drive the implications through all parts of an organization, not just
marketing and media.
30
Questions
31
Thank you.
32
Marketing
Intelligence
Practice
NEW YORK
WESTPORT, CT
BOSTON
LEXINGTON, MA
CHICAGO
The Sciences of Why….the Science of Success
Eric Paquette
Vice President
eric.paquette@isobar.com
617.936.1670

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Out-of-the-Park Insights into the Toronto Blue Jays' Fan Base

  • 1. Out-of-the-Park Insights into the Toronto Blue Jays’ Fan Base | February 28, 2017
  • 2. 2 1 2 3 4 5 Background and Motivation Approach Segments and Activation Opportunities Emotions Questions
  • 3. 3 Gartner’s Magic Quadrant evaluated Isobar as a market leader of global digital marketing agencies with the strongest score for Completeness of Vision. Leader in The Forrester Wave: Digital Experience Service Providers, Q4 2015 with the highest score of all vendors for our current offering. RECENT RECOGNITION 400+ Awards 18 Agency of the Year titles currently held Digital Network of the Year 2011, 12, 14, 15, Campaign Asia ACCOLADES KEY CLIENTS Strategy We develop strategies to transform businesses Campaigns We create, measure and optimize digitally-focused campaigns Experiences We design experiences that are both easy to use and a joy to use Platforms We design and build flexible and scalable technology solutions Products We invent digital products that generate new revenue streams 4,500 employees in over 70 offices around the globe. F U L L - S E R V I C E G L O B A L D I G I T A L M A R K E T I N G A G E N C Y We conceive, design and build experiences for the world’s largest organizations. INNOVATION Innovation partnership with MIT MEDIA LAB Full-service digital agency and part of the Accelerators in North/South America, Europe and Asia
  • 4. 4 A little history 0 1,000,000 2,000,000 3,000,000 4,000,000 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Attendance Finish
  • 5. 5 One of the youngest fan bases in Major League Baseball.
  • 8. 8 Many questions • Who are the most valuable fans? • Where can we grow today, and how does that shift during a down year? • Is our crowd really as young and are there as many women as it seems? • How do they view the Blue Jays experience? • Are there spaces in the Rogers Centre geared to different segments? • Why are they fans and why do they come to games? • Does our promotional strategy make sense? • Where should I prospect for more season ticket sales? • What other ticket packages do we need? • When should we advertise? And more....
  • 9. 9 A category with unique challenges.
  • 10. 10 “What the information and data and technology does, what brilliant analysts do, is give us better input to allow us to make good decisions.” - Mark Shapiro
  • 12. 12
  • 13. 13 Approach • Quantitative survey with 2,000+ ticket buyers who live within 150 km of Rogers Centre • Single game ticket buyers • Season ticket buyers • Suite buyers • Sourced from general population panels and the Blue Jays ticket database • In other markets connected to other data sources
  • 14. 14 Unique Approach to Segmentation Run hundreds of solutions using key drivers Evaluate solutions on strategic, financial, and practical criteria • Attitudes • Psychographics • Category behaviors • Rational and Emotional Motivations • Demographics • Traditional / digital media behaviors • Ticket spending • Spending while at the game • Types of games attended • Interest in Season Tickets • Etc. • Key Attitudes • Key psychographics • Key behaviors • Key needs / motivations • Key demographics • Key media behaviors Create Hundreds of segmentation variables Test To see which variables predict Identify The Key Market Drivers Optimize The Segmentation Solution
  • 15. 15 Five segments differ in how much they spend and when and why they are targets for the Blue Jays and how and when they buy tickets. Tim Flanders 6IX Shawn Tiff
  • 20. 20 A category full of emotion.
  • 21. 21 Understanding Emotional Motivations MindSight® uncovers the emotional motivations of each segment. My SELF-IMAGE My WORK/PLAY My SOCIAL LIFE EXPECTATIONSEXPERIENCESOUTCOMES Insecure, Afraid Safe, Confident SECURITY Ordinary, Boring Unique, Interesting IDENTITY Incompetent Talented, Exceptional MASTERY Isolated, Lonely Accepted, Belonging BELONGING Selfish, Unloved Sharing, Caring NURTURANCE Ashamed, Disrespected Proud, Respected ESTEEM Trapped, Frustrated Freedom, Power EMPOWERMENT Passive, Indifferent Involved, Absorbed ENGAGEMENT Defeated, Pointless Victorious, Productive ACHIEVEMENT
  • 22. 22
  • 23. 23 For Tim it is about Identity Ordinary, Boring Unique, Interesting IDENTITY
  • 24. 24
  • 25. 25 For Flanders it is about Nurturance Selfish, Unloved Sharing, Caring NURTURANCE
  • 26. 26 For the 6ix squad, it is about Belonging and the Empowerment to make a deal. Isolated, Lonely Accepted, Belonging BELONGING Trapped, Frustrated Freedom, Power EMPOWERMENT
  • 27. 27
  • 28. 28 For Tiff, it is about Belonging Isolated, Lonely Accepted, Belonging BELONGING
  • 29. 29 A 360 degree of fans, including attitudinal, motivational, emotional and behavioral insights provides unique opportunities for prioritization and targeted strategies. Understanding the different emotional motivations of segments enables more powerful marketing strategies. Opportunities to drive the implications through all parts of an organization, not just marketing and media.
  • 32. 32 Marketing Intelligence Practice NEW YORK WESTPORT, CT BOSTON LEXINGTON, MA CHICAGO The Sciences of Why….the Science of Success Eric Paquette Vice President eric.paquette@isobar.com 617.936.1670