The document summarizes insights from a survey of over 2,000 Toronto Blue Jays ticket buyers to understand their fan base. It identifies 5 key fan segments that differ in spending behaviors, purchase timing, and motivations. Each segment is motivated by different emotional needs such as identity, nurturance, belonging, and empowerment. Understanding these differences enables targeted marketing strategies across promotion, stadium experience, and programming. The analysis provides opportunities for data-driven decisions to grow the fan base.

1. Out-of-the-Park Insights into the
Toronto Blue Jays’ Fan Base
| February 28, 2017

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Background and Motivation
Approach
Segments and Activation Opportunities
Emotions
Questions

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Gartner’s Magic Quadrant
evaluated Isobar as a market
leader of global digital marketing
agencies with the strongest score
for Completeness of Vision.
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Experience Service Providers, Q4
2015 with the highest score of
all vendors for our current offering.
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400+
Awards
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the Year titles
currently held
Digital Network
of the Year
2011, 12, 14, 15,
Campaign Asia
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KEY CLIENTS
Strategy
We develop strategies to
transform businesses
Campaigns
We create, measure and optimize
digitally-focused campaigns
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We design experiences that are
both easy to use and a joy to use
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A little history
0
1,000,000
2,000,000
3,000,000
4,000,000
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Attendance Finish

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One of the
youngest fan
bases in Major
League Baseball.

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Strong attendance
with families.

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Canada’s team.

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Many questions
• Who are the most valuable
fans?
• Where can we grow today, and
how does that shift during a
down year?
• Is our crowd really as young and
are there as many women as it
seems?
• How do they view the Blue Jays
experience?
• Are there spaces in the Rogers
Centre geared to different
segments?
• Why are they fans and why
do they come to games?
• Does our promotional
strategy make sense?
• Where should I prospect for
more season ticket sales?
• What other ticket packages
do we need?
• When should we advertise?
And more....

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A category with unique challenges.

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“What the information and data
and technology does, what
brilliant analysts do, is give us
better input to allow us to make
good decisions.”
- Mark Shapiro

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Why
Segmentation?

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Approach
• Quantitative survey with 2,000+ ticket buyers
who live within 150 km of Rogers Centre
• Single game ticket buyers
• Season ticket buyers
• Suite buyers
• Sourced from general population panels and
the Blue Jays ticket database
• In other markets connected to other data
sources

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Unique Approach to Segmentation
Run hundreds of solutions
using key drivers
Evaluate solutions on
strategic, financial, and
practical criteria
• Attitudes
• Psychographics
• Category behaviors
• Rational and Emotional
Motivations
• Demographics
• Traditional / digital
media behaviors
• Ticket spending
• Spending while at the
game
• Types of games
attended
• Interest in Season
Tickets
• Etc.
• Key Attitudes
• Key psychographics
• Key behaviors
• Key needs / motivations
• Key demographics
• Key media behaviors
Create
Hundreds of
segmentation variables
Test
To see which
variables predict
Identify
The Key Market
Drivers
Optimize
The Segmentation
Solution

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Five segments differ in how much
they spend and when and why they
are targets for the Blue Jays and
how and when they buy tickets.
Tim Flanders 6IX Shawn Tiff

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Targeted Campaigns

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Promotions

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Stadium
Experience

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Programming

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A category full of emotion.

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Understanding
Emotional
Motivations
MindSight® uncovers the
emotional motivations of
each segment.
My SELF-IMAGE My WORK/PLAY My SOCIAL LIFE
EXPECTATIONSEXPERIENCESOUTCOMES
Insecure,
Afraid
Safe,
Confident
SECURITY
Ordinary,
Boring
Unique,
Interesting
IDENTITY
Incompetent
Talented,
Exceptional
MASTERY
Isolated,
Lonely
Accepted,
Belonging
BELONGING
Selfish,
Unloved
Sharing,
Caring
NURTURANCE
Ashamed,
Disrespected
Proud,
Respected
ESTEEM
Trapped,
Frustrated
Freedom,
Power
EMPOWERMENT
Passive,
Indifferent
Involved,
Absorbed
ENGAGEMENT
Defeated,
Pointless
Victorious,
Productive
ACHIEVEMENT

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For Tim it is about Identity
Ordinary,
Boring
Unique,
Interesting
IDENTITY

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For Flanders it is
about Nurturance
Selfish,
Unloved
Sharing,
Caring
NURTURANCE

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For the 6ix squad, it is about Belonging and the Empowerment to
make a deal.
Isolated,
Lonely
Accepted,
Belonging
BELONGING
Trapped,
Frustrated
Freedom,
Power
EMPOWERMENT

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For Tiff, it is about Belonging
Isolated,
Lonely
Accepted,
Belonging
BELONGING

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A 360 degree of fans, including attitudinal, motivational, emotional and behavioral
insights provides unique opportunities for prioritization and targeted strategies.
Understanding the different emotional motivations of segments enables more
powerful marketing strategies.
Opportunities to drive the implications through all parts of an organization, not just
marketing and media.

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Questions

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Thank you.

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Marketing
Intelligence
Practice
NEW YORK
WESTPORT, CT
BOSTON
LEXINGTON, MA
CHICAGO
The Sciences of Why….the Science of Success
Eric Paquette
Vice President
eric.paquette@isobar.com
617.936.1670