Embedded Files
Buyer Persona
Buyer Persona
Pictured above is the Tricarico Fmaily. They are from Lincoln. Their two kids currently play soccer and are in T-ball programs. Their parents are the coaches of their teams. The Tricarico is higher class and shop at Lululemon and Nike for a majority of their clothing purchases. They like to watch sports as a family.
Pictured above is the Denardo family. They are from the Omaha area. They are middle class and love sports. Their daughter plays softball, and her parents played sports in college. They shop at Macy's and their daughter likes to shop at Nike. The father also participates in fantasy baseball and likes to go to sports bars.
Profile
Profile
Our ideal customers would be families, in the midwest, with median incomes. Omaha is one of the largest cities in the midwest, which allow for a large attendance at games. The midwest is the second biggest area that attends minor league baseball games.
We understand that the majority of our fans are coming to the ballpark from the greater Omaha area. We acknowledge the impact that we can have on the community and would love to explore these options further.
Demographic Variables
Demographic Variables
This graph describes an online survey pertaining to MLB interest in the U.S. as of September 2021. Under the assumption that MiLB interest takes under the same demographic data, this is useful for determining a target market for the Storm Chasers organization. The data suggests that we have equal fan representation throughout each age demographic, even within the three levels of fan devotion. Because this is such a broad piece of evident data, we need to break it down into smaller graphs that outline more specific pieces of demographic data.
Source: https://sportsmarketanalytics.com/researchsfia.aspx?csid=1090
The table seen above simplifies the graph targeted at the MLB by focusing just on Minor League Baseball attendance percentages. As stated, the percentages between all age groups (with the exception of 13-17 yrs) are within a 4% range of each other, which means our fan age demographic has no specific target group. Adults ages 18 to 34 account for 25% of Minor League Baseball attendance, while adults ages 65+ account for a similar amount, almost 22%. Baseball is a unique market because of this wide range of fans of all ages and from all backgrounds. Because of this conclusion, we aim to have our product reach every age group, so we coordinate family-oriented activities and events for each game.
Source: https://sportsmarketanalytics.com/researchsfia.aspx?csid=1090
This table surveys Minor League attendance by gender. It is pretty clear that males dominate attendance in previous years, but because the league still attracts almost 40% women, organizations have to take that into an account as well. We certainly can not target our games solely to men. This research is important because without it, we would have assumed it would be more male-dominated than it actually is. We made this assumption partially based on the comparison of male and female baseball participation, as males make up 88% of this category. This also reinforces our statement about prioritizing families because it's a great way to include everyone while inside the ballpark.
Source: https://sportsmarketanalytics.com/researchsfia.aspx?csid=1090
This table details Minor League attendance along with corresponding household income. This is helpful because we see what is attainable for our fans in terms of merchandise and marketing. The data helps us get a sense of the overall attendance by household income, but it is also important to look specifically into the greater Omaha area in order to further narrow our efforts. In 2019, the median income for people living in Omaha, Nebraska was $60,092. This piece of data doesn't aline perfectly with this table, as that would fall in the column with the second highest-percentage. There is also a 13% poverty rating in the city, and those people would fall out of our target market. Its safe to assume that our audience is narrow and specific. Taking this into consideration, we need to market and set ticket prices accordingly.
Sources: https://www.census.gov/quickfacts/omahacitynebraska
https://sportsmarketanalytics.com/researchsfia.aspx?csid=1090
Being aware of Minor League popularity geographically is crucial because it helps teams attain more insight on that target market. The data suggests that the midwest is the second most attended region for Minor League baseball teams. If we can market more and more effectively, this will likely draw more fans to attend because of its already established popularity. This says a lot about the future for midwestern teams as well, because if they are able to maintain this level of attendance, that will keep numbers up for years to come. Omaha is one of the largest cities in the midwest, and if we can take hold of much of that population, we will be able to grow immensely.
Another way to market based off geographic region would be to take advantage of the College World Series that happens in Omaha each year. If we could find a way to get players to the game or get a sponsorship at the park, I think that would benefit the organization immensely. It's safe to assume that locals (especially families) who attend the College World Series would also enjoy attending an Omaha Storm Chasers game.
Source: https://sportsmarketanalytics.com/researchsfia.aspx?csid=1090
Psychographic Variables
Psychographic Variables
Our fans are sport-minded. We know that they like to be able to have information at their fingertips, and that is why we continuously update our app to be as helpful as possible. We also target our vendors to the fans, as we try to sell relevant jerseys, souvenirs, and other merchandise options for every family. Additionally, we appreciate the competitiveness of our fanbase, so we also have gaming options around the ballpark. This includes, but is not limited to, mid-game competitions, batting cages, and kids gaming and entertainment sections.
This is a table that describes baseball participation based on household income and geographic region. The geographic region data suggests that central regions have one of the largest (East North Central- 15%) percentages of baseball participation. Omaha is located in West North Central America, and that accounts for only 6% of nationwide baseball participation. It is one of the smallest regions listed on this graph, but the higher the percentage is here, the more baseball-minded fans there are and that is important for surrounding MLB and MiLB teams.
Source: https://sportsmarketanalytics.com/researchsfia.aspx?csid=1090
Additionally, fantasy baseball users can give us an idea about the adult baseball audience. According to the Fantasy Sports and Gaming Association, fantasy baseball users account for almost 40% of the fantasy users, behind only football. 80% of fantasy users also bet on sporting games and stats which is a notable piece of data as well. This reinforces our assumption that our fans are sport-minded and heavily in tune with the sports world. The table also shows the steady increase in yearly fantasy users which will continue to grow in the years to come.
Source: https://thefsga.org/industry-demographics/
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