Você está na página 1de 8

PURCHASE INTENT (cont.

)
College sports attendees shop retail outlets more often than the national average. Here are three useful ways to use this information (among others): 1) Meet with a prospect who has been hesitant to schedule a meeting. I bet the local bike shop does not know that college sports attendees are nearly TWICE as likely to shop his or her store than the national average. 2) Use a touch point when you are awaiting feedback from a prospect/client. If you have a pitch out to a day spa and have not heard back, make certain they know that college sports attendees are 68% more likely to visit day spas than the national average. 3) Gain new prospects in new categories. If you have not hit up the local dry cleaner, florist or pool supply store, you now have reason to give them a call.

Dry Cleaners: 6 deals that average 12K per school school Salon & Spas: 7 deals that average 16.5K per school school Jewelry: 40 deals that average 18K per school per school

Pet Supply: 7deals that average 27K per Bookstore: 32 deals that average 21.5K per Audio/Video: 17 deals that average 13K

REACH THE BEST RETAIL PROSPECTS


COLLEGE SPORTS ATTENDEES ARE MORE LIKELY TO SHOP RETAIL OUTLETS
INDEX FOR COLLEGE SPORTS ATTENDEES & SHOPPING RETAIL OUTLETS PAST 12 MONTHS
Any bicycle shop Any day spa Any bridal shop Any florist Any dry cleaner Any jewelry store Any art gallery Any beauty/hair salon Any arts & crafts store Any pool/spa supply store Any music/video store Any bookstore Any toy store Any pet supply store
0 20 40 60 80 100
108 108 117 130 127 126 141 141 159 168 198

155
155

DID YOU KNOW? College Sports Attendees are 41% more likely to shop any jewelry store!

115

120

140

160

180

200

College Sports Attendee A fan is an adult 18+ who has watched, attended or listened to a game in the last 12 months Source: Scarborough Sports Marketing Multi-Market DMA 2011 Release 2

AUTO DEALERS
General Motors spent over $170 million in 2011 on sponsorship. 10 of the top 87 spenders were auto dealers. Needless to say, the auto market is back to their old spending ways. We bring A loyal and passionate fan base who is 18% more likely to buy vehicles and will again spend more this year! 217 deals in 2012-13 totaling over $11.1M, up 19% from 2011-12 Average deal is over 51K The average property has 4 auto dealers as sponsors Auto Dealers rank #5 among the 64 categories, ahead of beverage and fast food! In 2012, we have contracts with all the major auto dealers across the country! Top 10 DMAs for College Sports Fans and their intent to purchase new vehicles this year: 1. Raleigh/Durham 177 2. 3. 4. 5. 6. 7. 8. 9. 10. Des Moines/Ames 175 New Orleans 163 Memphis 160 Mobile/Pensacola 159 Syracuse 158 Little Rock 157 Columbus 157 Oklahoma City 153 Tulsa 150 Source: Scarborough Sports Marketing, 2012 Top 10 spenders in the auto industry: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. General Motors Toyota Ford Mercedes Chrysler Honda Kia BMW Volkswagen Hyundai

We Reach Attractive Fans:


18% more likely to buy a new car! 14% more likely to own 3+ cars! 36% more likely to spend $35K+! Source: Scarborough Sports Marketing, 2012

Source: IEG Sponsorships

REACH CAR BUYING PROSPECTS


GROW YOUR BUSINESS WITH LEARFIELD SPORTS
MARKETSHARE & INDEX -- MAKE OF ANY VEHICLE OWNED OR LEASED
30.0%
(105 ) 25.1%

25.0%

23.9%
(104)

20.0%
(109 ) 15.9%

20.0% 19.2%

15.0%
(101 ) 10.2% 10.1%

14.6%

(101 ) 8.7% 8.7%

10.0%
(113 ) (108 ) 5.0% 4.7% (102 ) 4.2% 4.1% (115 ) 5.3% 4.6% (111 ) 1.0%1.1% (121 ) 2.9% 2.4% (113 )

5.0%

(118 ) 2.2% 1.9%

(112 ) (108 2.2% ) 2.0% 0.8% 0.7%

4.6% 4.1%

(113 )

2.0% 1.7% 1.8% 1.5%

0.0%
Acura BMW Chrysler Ford Hyundai Jeep Lincoln Nissan

National Average

College Sports Fan


A fan is an adult 18+ who has watched, listened or attended a game in the last 12 months

Source: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

REACH CAR BUYING PROSPECTS


FANS PURCHASE NEW VEHICLES BECAUSE OF VALUE, SELECTION AND DEALER REPUTATION
PRIMARY REASONS USED CAR DEALER TO PURCHASE LAST NEW VEHICLE
30.0%
27.1%

25.0%

24.0%

20.0%
18.1% 16.8% 15.1% 15.6%

18.4%

16.3%

15.0%
11.7% 10.3%

10.0%

8.7% 8.6% 7.2%

7.9%

7.5% 7.9%

5.0%

0.0%
Financing through dealer Location Price - value Reputation of Selection of dealer makes/models National Average College Sports Fan Service Warranty Other reason

A fan is an adult 18+ who has watched, listened or attended a game in the last 12 months

Source: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

REACH CAR BUYING PROSPECTS


OVER 10% OF ATTENDEES PLAN TO BUY A NEW CAR THIS YEAR
VEHICLES HHLD PLANS TO BUY NEW NEXT 12 MONTHS
12.0%
10.4%

10.0%

FUN FACT:
.

8.0%

College Sports Attendees are 41% more likely to purchase a new vehicle this year!

8.7%

7.4%

6.0%

4.0%
2.3% 1.9% 1.6%

3.3% 2.6% 2.0% 1.6% 1.4% 1.2% 0.7%0.7%0.7%

2.0%

1.5% 1.2% 1.1%

1.0% 0.9% 0.8%

1.8% 1.4% 1.1%

0.0% Compact car Full-size car Luxury vehicle National Average Midsize car Pickup truck College Sports Fan Sport utility Van or minivehicle van College Sports Attendee Any New Vehicle

A fan is an adult 18+ who has watched, listened or attended a game in the last 12 months

Source: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

REACH CAR BUYING PROSPECTS


COLLEGE FANS WILL SPEND MORE ON NEW VEHICLES THIS YEAR
AMOUNT HHLD PLANS TO SPEND ON A NEW VEHICLE NEXT 12 MONTHS
4.5%
4.1%

4.0%
3.6%

3.5%
3.2% 3.1% 2.7%

DID YOU KNOW?


.

3.0% 2.5%

2.9%

2.8%

College Sports Attendees are TWICE as likely to spend $45K or more on a new vehicle this year!

2.1%

2.0%
1.7%

1.5%

1.3% 0.9% 0.7%

1.0%
0.5% 0.0% Under $20,000 $20,000 - $29,999 National Average College Sports Fan $30,000 - $44,999 College Sports Attendee

$45,000 or more

A fan is an adult 18+ who has watched, listened or attended a game in the last 12 months

Source: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1

REACH AN AFFLUENT FAN BASE


COLLEGE SPORTS FANS ARE THE MOST AFFLUENT FANS IN ALL OF SPORTS!

Fan Demo Comparison

National Average

Gender: Male College graduate (4 year college) Marital status: Married Occupation: Professional & Related Occupations Household income: $50,000 or more Own a home

48.7% 27.1% 54.8% 14.3% 52.9% 67.4%

59.7% 32.5% 58.9% 16.2% 59.9% 73.3%

63.0% 31.2% 54.5% 15.8% 58.6% 66.2%

57.4% 30.3% 57.9% 15.4% 59.5% 70.9%

56.7% 29.5% 57.7% 15.1% 58.4% 70.7%

64.3% 21.6% 59.1% 11.7% 54.5% 72.3%

A fan is an adult 18+ who has watched, attended or listened to a game in the last 12 months

Source: Scarborough Sports Marketing Multi-Market DMA 2012 Release 1