The Sand Diego Padres had experienc

The Sand Diego Padres had experienced a steady decline in attendance over the three-year period, culminating in the second lowest average attendance in the major leagues in 1995.
Fan disenchantment could be traced to the number of factors: a former owner who had striped the team of superstar in a attempt to drastically reduce the payroll; a resulting decline of on-field performance; and the baseball strike that aborted the 1994 season and the beginning of the 1995 season.
Specifically, the San Diego Padres wanted to:
- Increase attendance
- Understand distinct baseball behavior
- Increase fan loyalty
- Build a fan database
- Identify multiticket package marketing opportunities
- Identify a support base for a new baseball-only stadium.
The San Diego Padres selected Looking Glass to help them achieve their objectives. As the first step in the database-building process, the Padres ran a questionnaire in the San Diego Union-Tribune the last week of the 1995 season. That questionnaire carried a number of questions regarding baseball behavior, as well as the demographics and lifestyle questions needed to Cohort-encode the respondent. Nearly 6,500 individuals responded. A similar questionnaire was also sent to season ticket holders. Looking Glass identified eleven Cohort segments that made up the baseball fan base in San Diego. Three segments accounted for more than half of the season ticket holders. Each segment had distinctive baseball behavior, whether it be price sensitivity or participation in numerous other sporting events. The Jules & Roz Cohort group, for example, displayed no price sensitivity- despite the presence of hot dog-snarfing teenagers- but their attendance at Padres games was attenuated by their attendance at competing sports events.
The ability to marry actual baseball behavior with Cohort segment membership has given the Padres unusual sales and promotional insights, translatable into finely targeted promotions, both for single game and season tickets. For example, the Padres learned that a major fan segment of retirees- the Elwood & Willamae Cohort group- was intensely loyal to the team, regardless of win-loss record. However, they shunned night games. Knowing this gave the Padres the opportunity to package day games with less attractive opponents and target the 62,000 Elwood & Willamaes in the San Diego area. Also, at the beginning of the 1996 season, the Padres initiated a membership program called the Compadres Club. Fans attending home games were encouraged to complete, an application form that asked for name, address, and the demographic and lifestyle questions necessary to Cohort encode each member. On complention of the application, fans were given a bar-coded membership card. By “ swiping” that card at any game attended, the member earned points, redeemable for term merchandise and privileges in the ballpark.
The Compadres Club continues today, with over 100,000 members. During the 1996-1997 season, the Padres estimate they increased ticket sales by over $ 2.5 million, and nearly that same amount in additional concessions and merchandise sales, solely attributable to the Compadres Club.

Kết quả (Anh) 1:

The Sand Diego Padres had experienced a steady decline in attendance over the three-year period, culminating in the second lowest average attendance in the major leagues in 1995.Fan disenchantment could be traced to the number of factors: a former owner who had striped the team of superstar in a attempt to drastically reduce the payroll; a resulting decline of on-field performance; and the baseball strike that aborted the 1994 season and the beginning of the 1995 season.Specifically, the San Diego Padres wanted to:-Increase attendance-Understand distinct baseball behavior-Increase fan loyalty-Build a fan database-Identify multiticket package marketing opportunities-Identify a support base for a new baseball-only stadium.The San Diego Padres selected Looking Glass to help them achieve their objectives. As the first step in the database-building process, the Padres ran a questionnaire in the San Diego Union-Tribune the last week of the 1995 season. That questionnaire carried a number of questions regarding baseball behavior, as well as the demographics and lifestyle questions needed to Cohort-encode the respondent. Nearly 6.500 individuals responded. A similar questionnaire was also sent to season ticket holders. Looking Glass identified eleven Cohort segments that made up the baseball fan base in San Diego. Three segments accounted for more than half of the season ticket holders. Each segment had distinctive baseball behavior, whether it be price sensitivity or participation in numerous other sporting events. The Jules & Roz Cohort group, for example, displayed no price sensitivity-despite the presence of hot dog-snarfing teenagers-but their attendance at Padres games was attenuated by their attendance at competing at sports events.The ability to marry actual baseball behavior with Cohort segment membership has given the Padres unusual sales and promotional insights, translatable into finely targeted promotions, both for single-game and season tickets. For example, the Padres learned that a major fan segment of retirees-the Elwood & Willamae Cohort group-was intensely loyal to the team, regardless of the win-loss record. However, they shunned night games. Knowing this gave the Padres the opportunity to package day games with less attractive to opponents and target the 62.000 Elwood & Willamaes in the San Diego area. Also, at the beginning of the 1996 season, the Padres initiated a membership program called the Club his Compadres. Fans attending home games were encouraged to complete an application form that asked for name, address, and the demographic and lifestyle questions necessary to encode each Cohort member. On complention of the application, fans were given a bar-coded membership card. By "swiping" that card at any game attended, the member earned points, redeemable for term merchandise and privileges in the ballpark.His Compadres at the Club continues today, with over 100.000 members. During the 1996-1997 season, the Padres estimate they increased ticket sales by over $ 2.5 million, and nearly that same amount in additional concessions and merchandise sales, solely attributable to the Club his Compadres.

Kết quả (Anh) 2:

The Sand Diego Padres had experienced a steady Decline in attendance over the three-year period, culminating in the second lowest average attendance in the major leagues in 1995.
Fan disenchantment Could be traced to the number of Factors: a former owner who had the striped team of superstar in a thử drastically Reduce the payroll; a quả Decline of on-field performance; That and the baseball strike aborted the 1994 season and the beginning of the 1995 season.
Specifically, the San Diego Padres wanted to:
- Increase attendance
- Understand baseball distinct behavior
- Increase fan loyalty
- Build a database fan
- Identify Opportunities multiticket marketing package
- Identify a support base for a new baseball-only stadium.
The San Diego Padres selected Looking Glass to ask for their help add Achieve Objectives. As the first step in the database-building process, the Padres ran a questionnaire in the San Diego Union-Tribune, the last week of the 1995 season. That Carried questionnaire regarding a number of baseball QUESTIONS behavior, as well as the Demographics and lifestyle QUESTIONS needed to encode the Cohort-respondent. Nearly 6,500 Individuals responded. A similar questionnaire was sent to season ticket holders cũng. Looking Glass Cohort eleven segments Identified That made ​​up the baseball fan base in San Diego. Three segments of coal accounted for more half of the season ticket holders. Each segment had Distinctive baseball behavior, price sensitivity it be forwarded or Participation in numerous other sporting events. The Jules & Roz Cohort group, for example, no price displayed sensitivity- despite the presence of hot dog-snarfing teenagers- spend the weekend attendance at Padres games but was attenuated by Competing spend the weekend attendance at sports events.
The ability to marry baseball Actual behavior with Cohort membership has given the Padres segment sales and promotional Unusual insights, translatable Into finely targeted promotions, cả for season tickets and single game. For example, the Padres fan Learned That a major segment of the Elwood & Willamae retirees- Cohort Group, was intensely loyal to the team, regardless of win-loss record. Tuy nhiên, chúng shunned night games. Knowing this Gave the opportunity to package the day Padres games with opponents and less attractive target the 62,000 Elwood & Willamaes in the San Diego area. Also, at the beginning of the 1996 season, the Padres initiated a program gọi the Compadres Club membership. ATTENDING Fans Were encouraged to complete home games, an application form for mà Asked name, address, and the demographic and lifestyle QUESTIONS Cohort cần to encode each member. On complention of the application, fans Were given a bar-coded membership card. By "swiping" real card game at any attended, the member earned points, redeemable for merchandise and privileges term in the ballpark.
The Compadres Club Continues today, with over 100,000 members. During the 1996-1997 season, the Padres chúng Estimate Increased ticket sales by over $ 2.5 million, and Nearly mà same amount in additional concessions and merchandise sales, attributable solely to the Compadres Club.