The Holy Grail of Fan Loyalty SEAT Conference, Kansas City August 6, 2013 Sean Dempsey Maritz Loyalty Marketing www.maritzloyaltymarketing.com

2. ®
#FanLoyalty

3. rational
emotional
®
#FanLoyalty

5. TM
®
#FanLoyalty

6. season
tickets
single
tickets
game
attendee
merchandise
home
viewer
out of
home
viewer
social
partner
concessions
second
screen
®
#FanLoyalty

7. season
tickets
grampa burns
single
tickets
game
attendee
home
viewer
out of
home
viewer
social
partner
concessions
second
screen
merchandise
®
#FanLoyalty

8. single
tickets
game
attendee
home
viewer
concessions
chris bauer
season
tickets
social
partner
second
screen
merchandise
out of
home
viewer
®
#FanLoyalty

9. season
tickets
single
tickets
game
attendee
merchandise
home
viewer
out of
home
viewer
social
partner
concessions
second
screen
heather burns
®
#FanLoyalty

10. season
tickets
single
tickets
game
attendee
home
viewer
out of
home
viewer
social
partner
concessions
second
screen
merchandise
®
#FanLoyalty

11. ®
#FanLoyalty
FAN TEAM

12. do this get that
the evolving loyalty model
1:1 dynamic campaigning
®
#FanLoyalty

13. the 4 drive model
Drive to Bond
cooperate and “fit in”
socially
Drive to Create
better self, team,
organization, world
Drive to Acquire
stuff, status, resources
Drive to Defend
status, stuff, ideas,
relationships
Based on the work of Paul Lawrence and Nitin Nohria at Harvard
Business School ©2010 The Maritz Institute. All rights reserved

14. entertainment value*
escape*
eustress*
authenticity*
fan bonding*
history & tradition*
recognition
relevance
ticket purchase
reliability
forgiveness
marketability
marketing efficiency
advocacy
basket
consumer insights
the fan value exchange
®
#FanLoyalty
FAN TEAM
Based on the Sports Fan Identification Scale, the work of
Psychologist Dan Wann at Murray State University

15. ACQUIRE/
INITIATE
ONBOARDING ENGAGEMENT RETAIN & WIN
BACK
loyalty lifecycle management
®
#FanLoyalty

16. 2.
Capture
Data
predictive analytics framework
contact
points
capture data segment
and score
profile and
model behavior
outputs and
outcomes
1 2 3 4 5
®
#FanLoyalty

17. outputs and outcomes
customized segment strategies
targeted campaigns
high-value customer management
increased share of wallet
enhanced fan experience
increased partner/advertiser revenues
improved program ROI
sponsors/partners
®
#FanLoyalty

18. ®
#FanLoyalty
the holy grail of fan loyalty

19. maritzloyaltymarketing.com
@MaritzLoyalty
sean.dempsey@maritz.com
®
#FanLoyalty