Because the Pelican are an NBA club they cant expand in to other areas in the traditional since. However they can expand their market. They can advertise and promote in other area outside of their normal metroplex. By doing this they have the opportunity to steal fans from other clubs that may not be as faithful. They could implement far reaching campaigns into territories that don't have an NBA team.
Another option would be to expand to China or an overseas country with a big NBA following. One way to do this would be by starting developmental leagues in that/those countries. By doing this it put a hometown investment into the brand by the citizens of that country. By developing local players in that area to possibly play for your NBA team in the future will cause communities to become more invested and in turn become stakeholders to your brand.
Sunday, May 19, 2019
Bayesian Paradigm
At that point the Marketing Analyst spoke up and mention that
the process being used to determine the afore mentioned probabilities was
called the Bayesian or Bayes’ Analysis (or Paradigm). He mentions that this is a good process to use
to discover the probabilities of different business functions and/or customer
behaviors based on the data provided. Also,
as a basketball organization this paradigm could help in the game. It can help find the spots and shots that we
are most probable to make, while also helping us to scout opponents and expose
their tendencies.
Lottery Analysis
However, before the promotion could get final approval,
questions arose over the process being fair and impartial. Upper management were concern about sexism
backlash from it being advertised as a “Guys Night Out” promotion, especially
since the drawing for a trip to Hawaii was involved (in which 100% of
respondents entered). Therefore, Stan
Goodman asked, if when someone is randomly selected from all respondents what
is the probability that it is a woman. The
answer came back as 40.8% or 102/250. Then
Goodman inquired, “What is the probability that a woman who said yes would win
the trip to Hawaii?” In technical term
this would be written as P(Y|W), which equals to 63/102= 0.6176 or roughly 62%.
After considering Goodman’s concerns, Maedup decided to dig
deeper into the data that was presented and decided to add the age groups into
the equation. Maedup pointed out that
since sales from women under 40 has been down, it would be optimal if the person
randomly selected from the pool was a woman that said yes who is under 40. The probability of a female who is under 40
and that responded yes to the promotion P(F|U∩Y) is calculated by dividing the
number of female respondents that are under 40 that said yes (20/250). Maedup
was not too happy to find out that the probability of that happening was only
8%. At this point Maedup considered just adding the respondents that
answered yes into the Hawaii drawing as that would be the audience that they
would be targeting the most. So he
wanted to know what is the probability that a woman who is under 40 is randomly
selected given that she has said yes to the promotion P(FU|Y) or 20/154 which
still only equaled approximately 13%. Next Maedup asked what are the
chances of either female under 40 or someone that responded yes to the
promotion would be randomly chosen.
This can be calculated by added the probability of a woman under 40 being
chosen (43/250) and the probability of someone that responded yes being chosen
(159/250) minus the probability of a woman under 40 who said ye being chosen (20/250)
which would equal a 72.8% chance (0.172+.636-.08)
Selected Sampling
Because of these percentages the marketing team felt like
they should use a “guys night out” strategy to re-market to previous season ticket
holders and to try to attract new season ticket holders by offering free
beer/wine.
However, before the promotion could get final approval,
questions arose over the process being fair and impartial. Upper management were concern about sexism
backlash from it being advertised as a “Guys Night Out” promotion, especially
since the drawing for a trip to Hawaii was involved (in which 100% of
respondents entered). Therefore, Stan
Goodman asked, if when someone is randomly selected from all respondents what
is the probability that it is a woman. The
answer came back as 40.8% or 102/250. Then
Goodman inquired, “What is the probability that a woman who said yes would win
the trip to Hawaii?” In technical term
this would be written as P(Y|W), which equals to 63/102= 0.6176 or roughly 62%.
Target Customers
From there 1000 surveys were sent in the mail to former
season ticket holders, evenly distributed between males and females. Out of the 1000 surveys sent out only 250
were returned by the deadline. Of the 250 respondents, 148 were male and 102
were female. Of the 148 male respondents
96 said they would renew their season tickets if it included 2 free beers/wines
per half, whereas 52 said they would not.
Of the 102 females that responded 63 said they would renew for 2 free
beers/wines per half and 39 said that they wouldn’t. Of the total respondents all checked the box
to enter to win the trip to Hawaii. The
survey also inquired if they were over or under 40, which 71 males were over 40
and 59 females were over 40. Of this
subgroup approximately 49% of males that said yes were over 40 and approximately
60% of females that said yes were over 40.
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In terms of percentages this amounts to 59.2% of respondents
being male and 40.8% being female. Of the
respondents 61.6% said they would renew for free beer/wine, and 38.4% said that
they would not. Also, out of the total
respondents 36.4% were males that voted yes and 25.2% were females that voted
yes. Whereas 22.8% of all votes came from
males who said no and 15.6% of all votes came from females that sad no.
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Because of these percentages the marketing team felt like
they should use a “guys night out” strategy to remarket to previous season ticket
holders and to try to attract new season ticket holders by offering free
beer/wine.
Promotional Event
The New Orleans Pelicans is an NBA franchise located in New
Orleans, La. Over the past few seasons
management has notice that sales and attendance were down. Therefore, they tried to develop strategies
to get more people into the arena. There
were many ideas thrown on the table, some that were viable and others that ever
just ideas. One of the top ideas was to
run a promotional event for former season ticket holders that had not renewed their
season tickets over the past 2 seasons.
Minamez Maedup, VP of Marketing suggested sending out a simply yes/no questioner
that asked respondents if the would be more interest in renewing their season
tickets if they were offered 2 free beers for each half of the game just for
being a newly renewed season ticket holder. Fick Tishus, a Promotions Specialist suggested
that they should add a box at the bottom of the questionnaire that asked if
they would like to be added to a drawing for a trip to Hawaii. This would increase the number of respondents
that would send the completed surveys back.
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