Segmenting the Family Market for a Professional Sporting Event

Thesis Statement

Segmenting the family market for a professional sporting event involves considering family structure, stage in the family life cycle, parental fan classifications, and other variables. By targeting specific family segments and tailoring marketing strategies to their unique needs, professional sports teams can attract and retain more family attendees, leading to increased ticket sales and enhanced fan experiences.

Understanding Family Market Segmentation

Segmenting the family market for a professional sporting event requires a deep understanding of various factors that influence families’ decision-making processes. In this case, we need to consider family structure, life cycle stage, parental fan classifications, and additional variables beyond those discussed in the case study.

Family Structure

– Size of Family: The number of family members can impact ticket purchasing decisions. Larger families may seek group discounts or packages.

Stage in Family Life Cycle

– Age of Children: Families with younger children may prefer day games or events with family-friendly activities.

Parental Fan Classifications

– Passive Fans: Parents who attend games primarily to bond with their children.
– Active Fans: Parents who are passionate about the sport and attend games for the love of the game.

Other Variables to Consider

– Income Level: Affordability of tickets and associated costs.
– Geographic Location: Proximity to the stadium can influence attendance frequency.
– Interests and Hobbies: Understanding families’ interests outside of sports can help tailor promotional activities.

Sample Profiles of Targeted Families

1. The Johnson Family

– Family: The Johnsons consist of two parents and three children (ages 8, 10, and 13).
– Reason for Attendance: They attend games to bond as a family and create lasting memories.
– Constraints: Budget constraints and scheduling conflicts due to children’s extracurricular activities.

2. The Garcia Family

– Family: The Garcias are a single parent household with one child (age 6).
– Reason for Attendance: They attend games to introduce their child to the sport and enjoy quality time together.
– Constraints: Limited disposable income and transportation challenges.

Marketing Strategy for the Johnson Family Segment

Product

– Baseball can introduce family-friendly seating sections with amenities like kid-friendly food options and interactive games.

Place

– The stadium should offer designated family zones with play areas for children and stroller parking facilities.

Price

– Family ticket packages including discounted rates for multiple tickets can entice the Johnsons to buy. Value-added packages such as meal deals or merchandise vouchers can also be attractive.

Promotion

– A sponsorship idea could involve partnering with a local family entertainment center to offer joint promotional deals, enhancing the overall family experience.

Measuring Success

To measure the success of the marketing plan, key performance indicators (KPIs) such as:

– Ticket Sales: Monitoring the increase in ticket sales from targeted family segments.
– Customer Satisfaction Surveys: Gathering feedback on the fan experience to identify areas for improvement.
– Repeat Attendance: Tracking the frequency of attendance from targeted families over time.

By effectively segmenting the family market and tailoring marketing strategies to specific family profiles, Claire can enhance the overall fan experience, drive ticket sales, and build long-term loyalty among family attendees.