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.

Renew for Beer/Wine Yes No Totals Male 96 52 148 Female 63 39 102 Totals 159 91 250

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.

Renew for Beer/Wine Yes No Totals Male .384 .208 .592 Female .252 .156 .408 Totals .636 .364 1.0

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.