Portland Trail Blazers

Consulting Project

Emilie Steinblums, Ryan King, Sarina Menashe, Ogi Micic

Headline: Take our survey for a chance to win a $200 Amazon Gift Card

Copy: Need spending money? Take our survey for a chance to win a $200 Amazon gift card

Facebook Audience Insights

Males / 20-40 / Portland

Top Categories

1. Burger Restaurant: Tilt & Burgerville
2. Bar: Helium Comedy Club
3. Transportation Service: Trimet & Alaska Air
4. Restaurant: Doug Fir Lounge
5. Newspaper: Portland Mercury
6. Performance Venue: Mississippi Studios
7. Landmark: The Hollywood Theater
8. Live Music Venue: Roseland Theater

Demographics

Age: 54% 25-34 years old

Education: 69% went to college

Relationship Status:

37% Single, 40% in a Relationship, 5% Engaged

Top industries:

Architecture & Engineering (11%)

IT & Technical Services (10%)

Arts, Entertainment, Sports, & Media (16%)

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Facebook Ad

Objective: Traffic

Bid Strategy: Lowest Cost/PPC

Audience Targeting: Men / 20-40* / Montavilla, NE Portland (+1mi), Vancouver (+10mi)

Detailed Targeting** (✓ Expand Interests): Amazon.com, Portland, Live (band), Bars, Concerts, Beer & Alcoholic Beverages

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* Originally ages 18-35

**Added at 11pm on March 1st

Results

Total Clicks: 61

Link Clicks: 49 (Day 1: 10, Day 2: 15, Day 3: 24)

Completed Surveys: 33

Per Link Click: $0.82

Cost Per Survey: $1.21

Reach/Impressions: 2,831/3,378

What could we have done differently?

• Experimented with Facebook’s “dynamic creative” feature (“Provide individual assets, like images and headlines, and automatically generate optimized creative combinations for your audience.”)
• Used detailed targeting on the first day
• Created motion graphics or images on a carousel to get our audience’s attention and put more focus on the possibility of winning a gift card
• Made the tagline gender neutral and targeted males and females 20-35
• Logic between “it’s time for a guys’ night out” and winning an Amazon gift card
• Used less Portland-specific imagery when targeting people from Washington (we got an “Oregon Sucks” comment)

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Cluster 4

Demographics

Demographics & Segmentation (Cluster 4)

Gen X-treme Entertainment

• Avg Age 43
• Local TV & Radio
• 84% from Blazer Email List
• Highest Budget for all segments: $294
• Like to splurge
• Friend, Date, Club or Organization
• Enjoys social events/activities
• Love entertainment in general, sports, concerts
• Care about Customer Service
• Support local businesses and community

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“Find ways to connect the team to the fans a little closer”

Passport Program for Breweries

• Visit local breweries around town and collect passport stamps
• Prizes along the way like free food, t-shirts/hats, ticket upgrades, free tickets etc…
• Connect fans to the local community, eachother, and the Blazers

“I know a ton of businesses have passport challenges where it encourages people to interact and purchase at different locations. Once you fill out your passport, you get something free. It would be cool if the blazers took this model.”

Private Concessions

• Seats that come with a private concessions room
• Enhanced Customer Service
• Short lines
• Offer higher end products

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“It would be nice if the concession employees were trained a bit more as it is always a super long wait to get a beer”

“It's a great show, but look at how the Timbers have created a solid fanbase.”

Blazer-Hosted After Party

• After Party Ticket Package
• After the game you head to the after party with your friends, family, or date
• Entertainment features local bands, DJ’s, and Blazer special guests �Food and Drinks available for purchase
• Keep the fun going even after the game

Email Marketing, Local TV, Radio

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• Email
• 84% responded from Blazer Email
• Local Radio
• Highest mean
• Do Not Care for Social Media/Streaming
• Low discriminant means compared to other clusters, email
• Some Twitter

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• Awareness Campaigns
• If You Build It They Will Come
• Moda Center concert giveaway
• College sports giveaway

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Success Metrics

• CPC
• Twitter
• CTR
• Email
• Reach and response rate
• Radio, TV
• Email

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Average CAC across all channels

Questions?