Sports Business

Sports business: Using targeted promotions to earn more dollars

Sports business: Using targeted promotions to earn more dollars

In Monday's episode of National Public Radio’s (NPR) Fresh Air Joseph Turow, professor of communications and associate dean for graduate studies at the Annenberg School for Communication at the University of Pennsylvania, ominously "Warns That Brick-And-Mortar Stores Are Watching You."

While this may seem a bit like the real-life equivalent of "Big Brother" from George Orwell's book 1984, Turow is describing the reality that the tracking companies do in e-commerce has moved more fully into the offline stores. Using technology including mobile applications, iBeacons, loyalty cards, geo-targeting, and geo-fencing companies have more information about customers in-store buying and behavioral patterns. This enables companies to design targeted adds and promotions specifically tailored to customers that can increase the likelihood of them making a purchase.

While the ethical implications of this activity would require and entirely separate blog post, Turow and host Terry Gross discussed an important idea that comes from having this technology. In the past, companies have focused on rewarding and retaining loyal customers. Those are the customers that keep coming back and buying a company's products or service offerings. Because the cost of keeping a customer has been much lower than attracting a customer it would seem to make sense that companies would want to focus on keeping the customer's they have.

However, this may no longer be the optimal strategy for maximizing revenue growth. Instead, companies should be focused on the marginal customer rather than the most loyal customer. A loyal customer is loyal for a reason – he / she likes the company's service offerings. Why spend money on advertising and promotions if that person is already likely going to buy the product anyway?

Instead, targeted promotions should be focused on customers that will only make a purchase if they are influenced in the right way. For example, let's say a customer is indecisive about buying a pair of jeans. In the past, this customer may have tried a pair of jeans on and then left the store without purchasing them. Now, a customer can download a company's app to access additional content, deals, and other helpful information. In return for delivering these benefits the company can receive information from the app that shows the location of the person while he/she is in a store. It can then use a geo-fence, a virtual fence that surrounds a geographic area, to determine when a customer leaves a specific geographic area. If this customer leaves the store without making purchase after spending a certain amount of time (i.e. the time to try on the jeans) then the company could send a targeted ad saying that the customer has 15 minutes to come back to purchase the jeans at a 15 percent discount. Essentially, companies now can identify "disloyal" customers and then attempt to bring them back to stores to make purchases.

Using technology to reward "disloyal" customers is something that sports organizations need to increasingly focus on given the demands of the business. More specifically, there are loyal fans that are going to buy tickets, watch games, and purchase merchandise even if they do not see any advertising from a team. These customers add significant value and should not be ignored. However, sports organizations want to focus on targeting the marginal customer using new technology to encourage ticket sales, in-venue purchases and increase game viewership.

The added benefit of using technology and customer outreach in this way is that it should increase sponsorship revenue as well. Not only can sports organizations use targeted promotions to help their current sponsors expand reach, but organizations can also show how these targeted marketing efforts cause lifts in purchasing. For sports teams, clearly communicating how sponsorship/marketing assets are used to create a lift in sales provides powerful evidence of how similar tactics can drive new revenue for partners. Rewarding "disloyalty" seems counter-intuitive, but there are many ways that targeting marginal customers should lead to substantial revenue growth.

Adam is the CEO and Founder of Block Six Analytics. He is also a lecturer for Northwestern University's Masters of Sports Administration and the co-author of The Sports Strategist: Developing Leaders For A High-Performance Industry.

NBC Sports Chicago to provide live multi-platform coverage of 2019 MLB Winter Meetings

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NBC Sports Chicago

NBC Sports Chicago to provide live multi-platform coverage of 2019 MLB Winter Meetings

Chicago, IL (December 5, 2019) – NBC Sports Chicago - THE NEW EXCLUSIVE HOME of the Blackhawks, Bulls and White Sox - is set to provide southside and northside baseball fans with extensive multi-platform coverage of the 2019 MLB Winter Meetings live from San Diego, Calif. beginning Monday, December 9 through Thursday, December 12, featuring nightly editions of Winter Meetings Live presented by Wintrust, SportsTalk Live presented by The Chevy Silverado, live afternoon editions of the popular “White Sox Talk” and “Cubs Talk” podcasts, along with massive in-depth reports/video offerings at NBCSportsChicago.com and via the MyTeams by NBC Sports app (NOTE: Fans located anywhere in the U.S. can download MyTeams for free on iOS and Android devices in the Apple App Store and Google Play Store).  Please note NBC Sports Chicago’s 2019 MLB Winter Meetings coverage highlights:

“WINTER MEETINGS LIVE” presented by Wintrust (Mon, Dec. 9/Wed, Dec. 11 at 10:30 PM CT -- Tue, Dec. 10/Thu, Dec. 12 at 7:00 PM CT) -- Hosted by David Kaplan (@thekapman) and Chuck Garfien (@ChuckGarfien), Winter Meetings Live presented by Wintrust will provide fans with the very latest White Sox/Cubs/MLB free agent signings details, along with the hottest trade rumor chatter throughout the week.  Kaplan and Garfien will also be joined by NBC Sports Chicago White Sox insider Vinnie Duber (@VinnieDuber) and Cubs insider Tony Andracki (@TonyAndracki23), along with additional national baseball experts, to break down every player move and provide additional analysis on how those moves affect the White Sox and Cubs heading into the 2020 MLB season.  NOTE: Live stream of Winter Meetings Live will also be available to unauthenticated NBC Sports Chicago subscribers via NBCSportsChicago.com/WatchLive and the MyTeams by NBC Sports app.

“SPORTSTALK LIVE” presented by The Chevy Silverado (Weeknights at 6:00 PM CT) -- NBC Sports Chicago’s weeknight sports discussion roundtable program SportsTalk Live presented by The Chevy Silverado - featuring host David Kaplan - will on location in San Diego throughout the week providing viewers with the very latest Cubs & White Sox free agent player moves, news, rumors, analysis and more.  In addition, “Kap” be joined each night by a panel baseball experts, along with numerous special guests from both teams.  NOTE: Live stream of SportsTalk Live and is available at NBCSportsChicago.com/WatchLive to authenticated NBC Sports Chicago subscribers.

“WHITE SOX TALK” & “CUBS TALK” Podcasts presented by Wintrust (Mon, Dec. 9-Thu, Dec. 12: “White Sox Talk” podcast at 12 NOON CT; “Cubs Talk” podcast 1:00 PM CT) -- Live, afternoon “Winter Meetings” editions of NBC Sports Chicago’s popular podcasts -“White Sox Talk” (featuring Chuck Garfien, Ryan McGuffey and Vinnie Duber) and “Cubs Talk” (featuring David Kaplan and Tony Andracki) - will be presented exclusively via the MyTeams by NBC Sports app next week, providing fans with up-to-the-minute breaking news, updates, detailed analysis, along with appearances from a number of special guests. Fans located anywhere in the U.S. can download MyTeams for free on iOS and Android devices in the Apple App Store and Google Play Store. In addition, fans can download all of NBC Sports Chicago’s podcasts at NBCSportsChicago.com/podcasts and simply subscribe to them via Apple Podcasts, Google Play or Stitcher.  The podcasts can be played on any mobile device, laptop, or desktop computer.

NBCSportsChicago.com/”MyTeams by NBC Sports” app/Social Media – White Sox and Cubs fans are also urged to visit NBCSportsChicago.com and the “MyTeams by NBC Sports” app for expanded “Winter Meetings” coverage, along with video offerings, including interviews with team executives, national baseball experts and much more. From a social media standpoint, NBC Sports Chicago will also deliver a number of additional on-site Facebook Live (Facebook.com/NBCSChicago) “Winter Meetings” interviews and special segments throughout the week, along with “Sights & Sounds” highlights from ‘NBCSChicago’ via photos/quick video offerings from Instagram and Instagram Stories.  Fans can follow @NBCSWhiteSox and @NBCSCubs on Twitter for the very latest White Sox and Cubs news 24/7.

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NBC Sports Chicago provides extensive coverage of Bulls and Blackhawks drafts

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NBC Sports Chicago

NBC Sports Chicago provides extensive coverage of Bulls and Blackhawks drafts

Chicago, IL (June 19, 2018) – With the Chicago Bulls holding the #7 overall pick of the 2019 NBA Draft and the Chicago Blackhawks holding the #3 overall pick of the 2019 NHL Draft, NBC Sports Chicago - THE Home of the #AuthenticFan - is set to provide fans with extensive multi-platform coverage of both drafts on Thursday, June 20 and Friday, June 21.  Please note NBC Sports Chicago’s draft coverage details below:

 

THURSDAY, JUNE 20 -- BULLS/NBA Draft coverage

  • 11:00 AM & 2:00 PM CT -- “The 2019 NBA Draft Preview Show” - NBC Sports National NBA Insider Tom Haberstroh (@tomhaberstroh) previews the upcoming draft featuring NBC Sports Regional Networks NBA experts from coast-to-coast, including NBC Sports Chicago’s Mark Schanowski. Hosted by NBC Sports Philadelphia’s Amy Fadool, “The 2019 NBA Draft Preview Show” will be presented in two live airings this day and fans can submit their draft questions to the panel by utilizing the Twitter hashtag #NBAdraftNBC (NOTE: This digital-exclusive presentation will stream live on NBCSportsChicago.com and via the “MyTeams by NBC Sports” app; fans located anywhere in the U.S. can download MyTeams for free on iOS and Android devices in the Apple App Store and Google Play Store.)
  • 6:00 PM -- “SportsTalk Live presented by The Chevy Silverado” - Special NBA Draft preview edition LIVE from the Bulls/NBA Draft headquarters at the Advocate Center. (NOTE: Live stream available to authenticated NBC Sports Chicago subscribers at NBCSportsChicago.com/WatchLive
  • Between 7:30-8:30 PM (time approx.) -- Live #7 pick reaction/commentary from NBC Sports Chicago’s Bulls experts Mark Schanowski, Kendall Gill, and Will Perdue via an extended Periscope segment on the network’s dedicated Bulls Twitter handle (@NBCSBulls), which will include the trio’s responses to fan questions and comments.
  • 10:30 PM -- “Bulls Draft Special presented by BlueCross BlueShield of Illinois” - Featuring Schanowski, Gill, and Perdue live from the Advocate Center, the Bulls Draft Special will dive into detailed discussion surrounding the Bulls first and second round picks, along with showcasing podium moment highlights/interviews featuring the new Bulls rookie from the Barclays Center in Brooklyn, NY, an overview of every trade made throughout the evening, plus, post-draft press conference coverage featuring Bulls Executive VP/Basketball Operations John Paxson, along with a post-draft recap interview with Haberstroh. (NOTE: Live stream also available to authenticated NBC Sports Chicago subscribers at NBCSportsChicago.com/WatchLive and via the “MyTeams by NBC Sports” app.)
  • 11:00 PM -- “Bulls Outsiders: Draft Special” - Hosts Matt Peck, David Watson, and John Sabine recap the NBA Draft from their perspective, along with their thoughts on how the Bulls first round pick will impact next season’s roster.  In addition, the Bulls Outsiders: Draft Special will also emphasize heavy viewer interaction via fan engagement on a number of the network’s social media platforms including Twitter (@NBCSBulls; fans urged to utilize the Twitter hashtag #BullsOutsiders in their posts) and Facebook Live (Facebook.com/NBCSChicago). (NOTE: Live stream also available to authenticated NBC Sports Chicago subscribers at NBCSportsChicago.com/WatchLive and via the “MyTeams by NBC Sports” app.)
  • NBCSportsChicago.com/”MyTeams by NBC Sports” app – NBC Sports Chicago’s Bulls digital reporter/producer Mark Strotman will also provide fans with thorough digital coverage of the NBA Draft from the Advocate Center on Thursday night, which will include real-time coverage/commentary throughout the night via @NBCSBulls and on the “MyTeams by NBC Sports” app.  In addition, “Sights & Sounds” moments from the Advocate Center will be provided from ‘NBCSChicago’ through Instagram and Instagram Stories. For full NBA Draft content and videos, fans are urged to visit the network’s dedicated Bulls section at NBCSportsChicago.com/Bulls.  
  • “Bulls Talk PODCAST presented by Coors Light” - Bulls fans can also download NBA Draft preview/recap editions of NBC Sports Chicago’s “Bulls Talk PODCAST” throughout the week. Fans can download all of NBC Sports Chicago’s podcasts at NBCSportsChicago.com/podcasts and simply subscribe to them via Apple Podcasts, Google Play or Stitcher.  The podcasts can be played on any mobile device, laptop, or desktop computer.

 

FRIDAY, JUNE 21 -- BLACKHAWKS/NHL Draft coverage

  • 6:00 PM CT -- “SportsTalk Live presented by The Chevy Silverado” - Special NHL Draft preview edition featuring on-site, pre-draft reports from NBC Sports Chicago Blackhawks expert Pat Boyle and Blackhawks digital reporter/producer Charlie Roumeliotis LIVE from Rogers Arena in Vancouver, B.C. (NOTE: Live stream available to authenticated NBC Sports Chicago subscribers at NBCSportsChicago.com/WatchLive
  • 6:30 PM -- 2019 NHL Draft (LIVE on NBCSN) – NBCSN will provide live first round coverage of the 2019 NHL Draft from Rogers Arena, which will feature in-depth player profile coverage of the Blackhawks #3 overall pick (live stream available via NBCSports.com and the NBC Sports app). Liam McHugh and Kathryn Tappen will host coverage alongside Emmy Award-winning analyst Pierre McGuire and NHL Insiders Bob McKenzie, Craig Button, and Darren Dreger.
  • NBCSportsChicago.com/”MyTeams by NBC Sports” app (Blackhawks draft coverage presented by Elgin Hyundai/Dundee Ford) – Boyle and Roumeliotis will be on location in Vancouver throughout the weekend providing fans with thorough digital coverage of the Draft, which will include draft capsules of every Blackhawks draft pick, along with scheduled interviews featuring Blackhawks SVP/GM Stan Bowman and VP/Amateur Scouting Mark Kelley. NBC Sports Chicago will also deliver up-to-the-minute coverage/commentary throughout the weekend via NBC Sports Chicago’s dedicated Blackhawks Twitter handle @NBCSBlackhawks and on the “MyTeams by NBC Sports” app. In addition, “Sights & Sounds” moments from Rogers Arena will be provided from ‘NBCSChicago’ through Instagram and Instagram Stories. For full NHL Draft player profiles, content, and videos, fans are urged to visit the network’s dedicated Blackhawks section at NBCSportsChicago.com/Blackhawks.    
  • “Blackhawks Talk PODCAST presented by ChevyDrivesChicago.com” - NBC Sports Chicago will also deliver NHL Draft preview/recap editions of its “Blackhawks Talk PODCAST” featuring Boyle, Roumeliotis, along with special guest interviews. Fans can download all of NBC Sports Chicago’s podcasts at NBCSportsChicago.com/podcasts and simply subscribe to them via Apple Podcasts, Google Play or Stitcher.  The podcasts can be played on any mobile device, laptop, or desktop computer.

 

 

NBC Sports Chicago, a partnership between the Chicago Blackhawks (NHL), Chicago Bulls (NBA), Chicago Cubs (MLB), Chicago White Sox (MLB) and the NBC Sports Group, features over 275 live pro games in high definition each year.  In addition, NBC Sports Chicago delivers extensive pre/post-game coverage for its core pro team partners, as well as Chicago Bears postgame coverage, local sports discussion programs that includes SportsTalk Live, and massive cross-platform coverage provided by the network’s growing digital platform, NBCSportsChicago.com, the new “MyTeams by NBC Sports” app, and its variety of fan-focused social media outlets. Fans can follow the network on Twitter via @NBCSChicago.  

 

NBC Sports Regional Networks is NBC Sports Group’s portfolio of nine regional networks that delivers more than 2,200 live sporting events and original content to more than 35 million homes. Aligned within Eastern and Western Divisions, the NBC Sports Regional Networks are: NBC Sports Boston, NBC Sports Philadelphia, NBC Sports Philadelphia +, NBC Sports Washington, NBC Sports Washington + and SNY; and NBC Sports Bay Area, NBC Sports California, NBC Sports Chicago/NBC Sports Chicago+, and NBC Sports Northwest. For more information on NBC Sports Group properties, including press releases, photos, talent and executive bios, headshots and logos, please visit www.NBCSportsGroupPressBox.com.

 

 

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