Marketing to MilleNnials Greenville Drive

Introduction

Client Meeting

Goals

Research

S U R V E Y

Survey

10 Questions

  1. Age & Gender
  2. Email address to enter ticket drawing
  3. Number of Drive games attended
  4. Number of “Dollar Drink” games attended
  5. Reason for attending
  6. Method of learning about “Dollar Drink Night”
  7. Social media account information
  8. Where participant lives in proximity to the stadium
  9. Several questions that ask for agreement/disagreement.
  10. Comment about experience and anything to be improved on based on experience.

Goals

Motivations for Attendance of Dollor Drink Night

Open-Ended Q's for Qualitative Data

Phenomenological, Based on Individual Experiences & Responses

Analyzed Results Separately

Pragmatic Quantitative Study for Baseline & Descriptive Statistics

Q U A N T I T A T I V E RESULTS

QUANTITATIVE RESULTS

Millennials

Figure 1. Different ways in which Millennials learned about Greenville Drive’s “Dollar Drink Night.” The source of the learned information is on the y-axis, while the percentage of respondents who chose that answer is on the x-axis.

Non-Millennials

Q U A L I T A T I V E RESULTS

Qualitative Results

  • Picked the trends in responses that frequently appeared in both millennial and non-millennial survey responses
  • Determined themes from open ended survey responses

Line/Area Improvement

Multiple responses indicated a theme of millennials not liking how long the lines were to get the cheap beer

Some thought the layout of distribution decreased functionality, specifically of the Iron Yard 500 Club

“Redesign of the Iron Yard Club. Include a second deck.”

“Possibly the only improvement would be a better or more efficient way to dispense the $1 beers because the wait in line is quite long.”

“Have another vendor spot to sell beer so lines aren't so long.”

Provides insight on why some may choose to attend a game on a different night and not when the promotion is going on

Change of Product Offered

“Better dollar beer!”

“Make it $2.00 and offer better beer”

Avoid Thursday Night Games

“Sometimes we’ve gotten stuck next to people who drink too much alcohol and get loud and rowdy. We can’t enjoy the game. Have a non-alcohol section like the old Greenville Braves did.”

“Too many people. Too much drinking”

Positive Response

Millennials said:

“It’s always been a blast! Pabst is a decent choice for dollar drinks, and there’s really never bad seating at the Drive stadium.”

“I love Greenville and cheap beer so it’s a great excuse to go to a baseball game. My friends love going and none of us like baseball. It's all about that Greenville (and PBR) pride.”

“Love it!”

Non-Millennials said:

“I always have a great time when I go to a Drive game!”

“Great experience. Nice improvements made this year.”

L I M I T A T I O N S & F U T U R E RESEARCH

Limitations

Survey E-Mails Rejected

Inability to Separate Age Groups In Survey

Research Conducted Out-of-Season

Future Research

In-Person Interviews

Focus Groups

Studies Regarding Millennial Behavior

In-Depth Consideration of Social Media Use

Reflexivity

Researcher Backgrounds

Unbiased and Educated Experimentation Conducted

R E C O M M E N D A T I O N S

Recommendations

Greenville Drive patrons have different motivations to attend games depending on age groups. Because of this, the Greenville Drive must increase marketing efforts catered to the younger 18-34 age group in order to increase their attendance on Thursday nights.

Social Media Strategy

#HASHTAGS posted at Fluor Field

Contests and promotions via Twitter, Instagram, Facebook hashtag games

Use the language Millennials love: EMOJIS

Area Improvements

More stations for Dollar Drinks to increase flow

Quicker lines mean happier fans

Thank you.

Credits:

Created with images by HPUPhotogStudent - "Vintage Field Sign - 029/365" • mwlguide - "Baseball" • slgckgc - "Beer and Baseball on the Party City Deck" • HPUPhotogStudent - "Runner on First - 030/365" • HPUPhotogStudent - "Night Falls on the Drive - 027/365"

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