the holy grail of fan loyalty - seat conference aug 2013

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#FanLoyalty

rational

emotional

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#FanLoyalty

TM

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#FanLoyalty

season

ticketssingle

tickets

game

attendee

merchandisehome

viewer

out of

home

viewer

social

partner

concessions

second

screen

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#FanLoyalty

season

tickets

grampa burns

single

tickets

game

attendee

home

viewer

out of

home

viewer

social

partner

concessions

second

screen

merchandise

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#FanLoyalty

single

tickets

game

attendee

home

viewer

concessions

chris bauer

season

tickets

social

partner

second

screen

merchandise

out of

home

viewer

®

#FanLoyalty

season

ticketssingle

tickets

game

attendee

merchandise

home

viewer

out of

home

viewer

social

partner

concessions

second

screen

heather burns

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#FanLoyalty

season

ticketssingle

tickets

game

attendee

home

viewer

out of

home

viewer

social

partner

concessions

second

screen

merchandise

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#FanLoyalty

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#FanLoyalty

FAN TEAM

do this get that

the evolving loyalty model

1:1 dynamic campaigning

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#FanLoyalty

the 4 drive model

Drive to Bondcooperate and “fit in”socially

Drive to Createbetter self, team, organization, world

Drive to Acquirestuff, status, resources

Drive to Defendstatus, stuff, ideas,

relationships

Based on the work of Paul Lawrence and Nitin Nohria at Harvard

Business School ©2010 The Maritz Institute. All rights reserved

entertainment value*

escape*

eustress*

authenticity*

fan bonding*

history & tradition*

recognition

relevance

ticket purchase

reliability

forgiveness

marketability

marketing efficiency

advocacy

basket

consumer insights

the fan value exchange

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#FanLoyalty

FAN TEAM

Based on the Sports Fan Identification Scale, the work of

Psychologist Dan Wann at Murray State University

ACQUIRE/INITIATE

ONBOARDING ENGAGEMENT RETAIN & WIN BACK

loyalty lifecycle management

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#FanLoyalty

2.

Capture

Data

predictive analytics framework

contact points

capture data segment and score

profile and model behavior

outputs and outcomes

1 2 3 4 5

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#FanLoyalty

outputs and outcomes

customized segment strategies

targeted campaigns

high-value customer management

increased share of wallet

enhanced fan experience

increased partner/advertiser revenues

improved program ROI

sponsors/partners

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#FanLoyalty

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#FanLoyalty

the holy grail of fan loyalty

maritzloyaltymarketing.com

@MaritzLoyalty

sean.dempsey@maritz.com

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#FanLoyalty