Throughout the semester we have discussed “tracking” consumers. Paco discusses in-depth how he and his trackers follow consumers around the stores and parking lots and note their behavior. However, Chapter 2.1 of the online readings notes sport organizations are often "daunted by the task of collecting, analyzing, and utilizing information" on consumer behavior and at times hire marketing firms to take on these tasks for them. This often comes at a great cost and is hard to afford for sport organizations that fall outside the “Big 3” (i.e., NFL, NBA, and MLB).
Taking all this into consideration, imagine you are the CMO (Chief Marketing Operator) for Orlando City FC of the MLS. You are about to enter your second year of operation and believe you need to gather information on your consumers to learn more about them so you may more effectively market to them. To keep cost down you decide to train a number of your employees to track costumers on game days.
How would convince your bosses to undertake such a project?
What would you train the employees to track? Why would you train them to track these “things”?
How would you train them? (Hint: Paco does discuss this in his book a bit)
How often would you have your employees track costumers? Why?
Where would you have them do the tracking (be specific)?
How would you utilize the information your employees gather through tracking to help increase the number of fans who are highly identified with your team?