Mapping our audiences
Accompanying our ability to segment sports spectators in South Australia, we can now clearly define and profile these segments (for confidential purposes, have not revealed these segments details). Understanding the behavioural and attitudinal differences between each of these audiences will continue and has already provided substantial strategic underpinning in who we're targeting, what we target them with and how we go about reaching them.
Mapping these segments also gives us a clear pattern – the greater the fandom, the greater the propensity to engage with the AFL. The more you centralise your life around the Club, or identify with it, the more likely you are to go to games.
You can see this specifically when applying our segments to the fan development spectrum.
The pattern is also the same with consuming AFL on TV (except for one segment who has a much higher rate of AFL TV consumption).
When looking at our total supporter base in South Australia (259,000), we can now clearly see that most of those that claim to support Port Adelaide are fans (AFL is their number 1 sport). But to counter the misguided belief that all sports fans are face painters who don’t miss a game, you can see in the graph below that the segment most reflective of these types of behaviours makes up only 15% of our total supporter base (final green piece of the pie).
Over the coming months, we will apply the segmentation model to our actual membership and non-membership databases through a series of initiatives to both provide ourselves with an even more accurate picture of our supporter base. This process alone will provide huge advantage in the sophistication and efficiency of our approach to:
Target and position the right membership / casual ticket product to respective individuals on our database, as opposed to the mostly blanket approach to-date;
Selling our commercial / sponsorship proposition to prospect partners by providing a detailed and deep understanding of our specific audiences;
Activating our partners tactical briefs and ensuring we’re capable of targeting the right part/s of our supporter base to drive more efficient and effective results tailored to their objectives;
Target and position our suite of events to the appropriate audiences who are more likely to engage with said event, as opposed to asking the entire database to purchase tickets to every event;
Target and position our evolving merchandise range to the appropriate audiences are more likely to buy that said merchandise, as opposed to asking the entire database to review and purchase every piece of merchandise advertised;
Tailor and communicate all Club initiatives to the most appropriate and relevant audience segments to drive more engaged responses, including priorities like China and everything around it.