Anaheim Ducks - Event Marketing Strategy

Transcript

1. ANAHEIM DUCKS 90S NIGHT MARKETING PLAN Arden Portwood, Bernadette Velasco, Jaime Figueroa, and Tanaka Agere
2. Introduction • The Anaheim Ducks - formerly known as the “Mighty Ducks” ◦ Owned by Disney, from the 1992 Mighty Ducks Movie. • 2005 - Henry and Susan Samueli took ownership of the Hockey Team • 2006 - officially changed the name to just the “Anaheim Ducks. • 2007 - Arrowhead Pond became the Honda Center. • Anaheim Ducks won Stanley Cup in 2007 • Top star players of all time: Steve Rucchin, Paul Kariya and Teemu Selanne ◦ Selanne was one of the best players in NHL History • Retired with the Anaheim Ducks in 2014
3. Successes & Failures
4. Recent Successes • Successful start in their 2023-2024 season ◦ five game winning streak • Greg Corrin -> new hired coach for 2023-2024 ◦ dismissed Dallas Eakins • Corrin -> coached AHL team and brought them to the playoffs • Specializes in training young talent ◦ Ducks need this; the majority of their team are young men
5. Recent Failures • 2021-2022 season - one of the worst records of 8-21-5 within February-April. ◦ Only won 8 games in three months • 2022-2023 season - the worst defense ◦ Majority young players -> lack in defense • 2022-2023 - fifth consecutive season did not make it into the playoffs for the Stanley Cup
6. Problem Goal Objective Problem: • Hockey - uncommon sport in Southern California ◦ especially OC • Since Ducks’ 2016-17 division championship, the team’s form has not been good -> fewer fans support the franchise • The average regular season home attendance of the Anaheim Ducks: ◦ 2018-19 season: 16,814 ◦ 2019-20 season: 15,846 ◦ 2021-22 season: 13,083 ◦ 2022-23 season: 14,953 • Average regular season attendance in the Stanley Cup-winning season ◦ 2006-07 season: 17,193
7. Goal: • Generate ticket sales & awareness for the sport of hockey ◦ Leads to building up a local fan base for the Anaheim Ducks • A successful themed night will welcome newcomers to the Honda Center, encourage them to support the Anaheim Ducks, and help the team shake off their unpleasant recent form Objective: • Sell approximately 18,000 tickets • Average attendance is about 14k, only need 4k more
8. Branding
9. Brand Awareness • Hockey places 5th of most popular sports in America ◦ 22.1% in popularity ◦ Unawareness: many aren’t sure of what the common teams are ◦ Especially true for states, where Hockey isn’t prevalent • 49ers and Lakers (89% popularity) vs. Ducks are only 63% as popular. • Marketability of teams hasn’t been as high, thus not many people are aware of who the best teams are.
10. Unique Brand Association • Ownership by Disney ◦ City and “Ducks” name were kept after acquisition by Samuelis ◦ Allowed essence of team to remain more professional. • Honda Center ◦ Home to Ducks ◦ Arena features many different events but still makes sure to stress its association with Ducks • Freeway Face-Off associated Ducks with LA Kings due to rivalry.
11. Brand Equity • Notably smaller club compared to other NHL teams • In terms of possible fan experiences ◦ Indoor-Outdoor space ◦ Shopping for merch at Honda Center ◦ Selfies with Wild Wing • According to many forums, experience is lackluster and things to improve would be music and theatricality • Construction of ocV!BE can aid in improving value of brand as it will surround Honda Center with various other amenities
12. Brand Loyalty • Ducks performance in recent seasons has been lackluster • Firing of multiple head coaches due to poor performance. • Nevertheless, fans show their support still ◦ Ducks pride with merch, custom “beaded necklaces with rubber ducks” • Freeway-Face-Off is huge in highlighting loyalty. ◦ Rivalry between Ducks and Kings brings out passionate fans from both sides. • Theme Nights are additional show of support from fans, who can buy passes to events and games.
13. Brand Extension • Lots of community outreach. • Programs dedicated to improving fan experience and connection with community. ◦ 21st Duck ◦ S.C.O.R.E ◦ Power PLAY! ◦ Hockey is for Everyone Initiative. • Ducks also affiliated with AHL team, the San Diego Gulls ◦ Players from the Gulls can be drafted to play for the Ducks.
14. PESTLE & SWOT
15. POLITICAL - Strength • Following firing of head coach, Randy Carlyle, General Manager Bob Murray took over as interim head coach, ◦ implementing tactics to ensure better performance • Head Coach, Dallas Eakins was fired this year ◦ Pat Verbeek, general manager, issued political statement citing difficulty in decision and how the team needs to go in a different direction, with a fresh start and new voices.
16. ECONOMIC - Strength • In 2022, total valuation for Ducks increased 17% to $725 million. Gradual increase over the years, granted minor dip in 2020. Compared to 2021’s $620 million. • Operating Income also saw increase in 2021-22 season. Listed at $44 million, huge increase from 2020 when it was -$46M (no doubt due to COVID)
17. SOCIOCULTURAL - Strength • Hockey heroes for Ducks: Paul Kariya, Teemu Selanne, and Scott Niedermayer. ◦ All three retired, jersey in rafters of Honda Center ◦ Each makes appearance at Legacy Nights • In Anaheim, large demographic of White and Hispanic also happen to be fans of hockey prompting desired target audience.
18. TECHNOLOGICAL - Strength • Implementation of contactless payment due to partnership with Appetize and SpotOn. • ParkMobile partnership with Honda Center, allowing attendees to reserve parking online and redeem day of event. ◦ Ensures fan convenience and improves experience.
19. LEGAL - Weakness • Investigation into Bob Murray. Accused of verbal abuse against players and staff members. • Anaheim Ducks owner, Henry Samueli pleaded guilty to lying about backdating stock options for Broadcom Corp. ◦ Negative association with brand
20. ENVIRONMENTAL - Strength • Steps to improve sustainability at Honda Center. ◦ Recycling cardboard, paper, plastic, glass ◦ Energy conservation with LED lights and use of fuel cells • In terms of food, locally-grown produce and the purchase of seafood and beef through sustainable sources.
21. Product
22. 90s Theme Night “Shoot into the 90s!” • 90s theme. Pays homage to early days of Ducks as well as 90s era of hockey. ◦ Popularity of sport with players like Wayne Gretzky ◦ Infamous FoxTrax puck system ◦ First ever strike in NHL history. • Life-Size Jenga/Sorry in Puck Drop Patio • Arcade Machines with era-specific games • Hockey card trading stand ◦ Hobby Legends Card Shop in Brea or RL Sports Cards in Fullerton • Food truck provided by Denny’s • Figure skating performance during halftime set to popular 90s songs.
23. Target Audience
24. TARGET AUDIENCE: ICE HOCKEY FANS GENDER* *% out of about 2,000 respondents in online surveys AGE* PSYCHOGRAPHICS • Ice hockey fans tend to be college-educated/interested in higher education (Gewiese & Rau, 2023) • Gen X: more Republican, distinguishing traits include valuing work ethic, respect, they are smart (Taylor & Gao, 2014) • Ice hockey fans value “an honest and respectable life.” (Gewiese & Rau, 2023) • Identification with teams; Ducks becomes part of their personhood (Wijayaratne, 2023). 28% 72% Gen X 36% White 40% RACE* GEOGRAPHY: ANAHEIM
25. SECONDARY AUDIENCE *% out of about 2,000 respondents in online surveys AGE* PSYCHOGRAPHICS • Millennials gravitate to inclusivity, tolerance; they are more entrepreneurial and spend money on experiences > belongings • Hispanic sports fans is a growing market: viewership 25%+, 33% more likely to buy products from commercials, 54% more likely to buy from sponsors of their favorite teams ◦ Value collectivism and seeing Spanish in ads Millennials 32% Hispanic 35% RACE* ORANGE COUNTY Hispanic 34% White 69.1%
26. Tactics A&B
27. TACTICS A • Messaging ◦ 90s -> reminding Gen X & Millennials of their childhood nostalgia • Feel/Do Advertising ◦ Playing 90s music at pop-up informational booths ◦ Stylized graphics with QR code to enter raffle for Vintage 90s Ducks Jersey ◦ Giveaway for first 10,000 attendees of a trading card of Teemu Selanne and vintage 90s ducks hat ◦ Attendees encouraged to dress in 90s • “Shoot Into the 90s”
28. TACTICS B • Influencers ◦ hockey-centered accounts ◦ local travel guides • Cross-promotion with community programs ◦ Anaheim Ducks Foundation ◦ Lady Ducks ◦ Power Players • Spokesperson ◦ Adam Henrique • Partners ◦ Hobby Legends Card Shop (Brea)/RL Sports Cards (Fullerton) ◦ Irvine Ice, Anaheim Ice, LA Figure Skating Club
29. SAMPLE INFLUENCERS
30. Price • Tickets: ◦ top section -> $30 per person ◦ middle section -> $100 - $230 ◦ bottom-front-row -> high as $400 • Our 90s-themed night will have a special ticket price; a 10% discount for every ticket bought by a person born in the 90s. ◦ During the Dia De Muertos event, attendees of the local Hispanic community were offered a special ticket price
31. Promotion A&B
32. TIMELINE Announcement Promotional nights schedule officially released on nhl.com Flyers Distribute flyers to supporter’s locations Pop-Ups/ Broadcast In-person marketing efforts/announcements through ESPN/TurnerSports MID-AUG MID-NOV EARLY-DEC PROMOTIONAL TIMELINE Social Media Staggered posts, temporary at first then permanent in-feed EARLY-JAN
33. SAMPLE SOCIAL MEDIA POSTS
34. SAMPLE SOCIAL MEDIA POSTS
35. POP-UP TENT • Promotional Tent with interactive ‘Spin-The-Wheel’ to earn small, Ducks trinkets themed 90’s ◦ collectible arcade tickets with Duck’s branding ◦ Duck’s sticker on hockey puck ◦ crazy straws/slap bracelets in Duck’s branding ◦ Sample giveaway items & flyers with QR codes
36. LICENSING • Upper deck Co. ◦ Trading Cards of Teemu Selanne ▪ not actually from the 90’s, a new set of cards so as to inflate the value of preexisting vintage cards ▪ 10,000 giveaway • 47 Brands ◦ Giveaway hats - 10,000 giveaway • Fanatics ◦ 90s styled jersey - only 25 for raffle • (not licensing) ESPN & Turner Sports seven-year deal ◦ broadcast: ESPN, ABC, Turner Networks ◦ streaming: ESPN+, Hulu, TBS, TNT
37. SPONSORS • Denny’s • Southern California McDonalds Provide catering or funding to pay for partnerships (figure skaters & hobby shop) and licensing (giveaway items) in exchange for exposure and brand association
38. Competition & Positioning
39. Competition and Positioning • The idea of the Anaheim Ducks when Disney Company owned them, they wanted to attach their brand to the team. Which is why it was named the Mighty Ducks originally and they played right next to Disneyland. • Disneyland is a competitor via area wise with over 46,000 attendees a day. • The only other Hockey team in Southern California is the LA Kings with 17,000+ attendees a game. They have a game in Nashville, Tennessee that day not Crypto.com arena. • Anaheim Angels = Not in season so there is no game. Lost their star player Shoehi Ohtani to the LA Dodgers too.
40. Distribution • The distribution process will begin in mid-November, with in-person marketing occurring about two and a half months before the event. • In-person marketing will include frequent visits to our contracted supporters, which will be companies and organizations across Orange County, such as local diners, ice rinks, arcades, and sports bars.
41. Sports Bars & Diners • Aces Bar & Grill, Buffalo Wild Wings, Ruby’s Diner, and Decades Bar & Grill • They are all within 5 miles from the Honda Center • The best hours for us to give out our flyers are between the hours 5 p.m. and 7 p.m. • “The most popular hour for dinner reservations between 4 p.m. and 12 a.m. local time on the Toast Tables platform in Q3 2023 was 6:00 p.m. (37%), followed by 7:00 p.m. (26%), and 5:00 p.m. (22%)” - Toast, Inc.
42. Arcade Bars • Barcode, Mission Control, and Dave & Busters • All less than seven miles away from the Honda Center • Arcade bars have recently started trending over the last few years • “Those ‘80s and ‘90s kids are now all grown up, which has led to a string of food and alcohol-purveying arcades finding success in major cities like New York, Chicago, and Los Angeles” - Bernard Boo
43. Local Ice Rinks • Anaheim ICE, Westminster ICE, Yorba Linda ICE, The Rinks - Huntington Beach, Irvine Inline, Great Park Ice, and Aliso Viejo Ice Palace • Starting in December, our in-person marketing team will visit each of these ice rinks once a week to promote our themed night and distribute graphics/flyers regarding details about our event • These local hockey leagues offer a great opportunity to bring in new fans for the Duck and/or for the sport in general
44. Evaluation
45. Evaluation • Overall depends on how we market the product: • The benchmarks ◦ how many tickets we sell ◦ Who attends our booths ◦ Who participates in the raffle ◦ How many giveaway items were given to attendees