the holy grail of fan loyalty - seat conference aug 2013
DESCRIPTION
The Holy Grail of Fan Loyalty SEAT Conference, Kansas City August 6, 2013 Sean Dempsey Maritz Loyalty Marketing www.maritzloyaltymarketing.comTRANSCRIPT
®
#FanLoyalty
rational
emotional
®
#FanLoyalty
TM
®
#FanLoyalty
season
ticketssingle
tickets
game
attendee
merchandisehome
viewer
out of
home
viewer
social
partner
concessions
second
screen
®
#FanLoyalty
season
tickets
grampa burns
single
tickets
game
attendee
home
viewer
out of
home
viewer
social
partner
concessions
second
screen
merchandise
®
#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
®
#FanLoyalty
season
ticketssingle
tickets
game
attendee
home
viewer
out of
home
viewer
social
partner
concessions
second
screen
merchandise
®
#FanLoyalty
®
#FanLoyalty
FAN TEAM
do this get that
the evolving loyalty model
1:1 dynamic campaigning
®
#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
®
#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
®
#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
®
#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
®
#FanLoyalty
®
#FanLoyalty
the holy grail of fan loyalty