MLSE Team to be studied: Toronto Raptors (Re)Considering Fanless Arenas

* Your marketing plan should be a strategic presentation of your strategy to introduce * new * marketing mix elements to your selected organization (don’t tell me what they are already doing: new concepts)!
* It should include a review of a new consumer segment – or segments – that you wish to target in your marketing recommendations (often, we see 2-3 segments identified (such as families, women and girls, etc.)). This can include ‘user’ segments as well. The reason for this is, of course, that you want to demonstrate that your recommendations will drive new and/or increased consumption of the sport product and/or extensions for your chosen organization (use this as a litmus test when thinking about your plan, to ask ‘have we accomplished our task’).
* It should be ordered and reasoned, as per the MMP that we have reviewed (helping me shee what organization you studying, what is the current landscape (SWOT) of that organization, what data/other research do you have to help best understand your topic – then move to your marketing mix recommendations). Your 5 P’s then come from this analysis and assessment (see below).
– The ‘heart’ of your marketing plan (and evidence of creativity) should be when you speak to your actual strategic marketing mix recommendations (the 5 P’s), which target the new consumer segments you have earlier identified (i.e. what programs you are going to roll out for your organization). These should be detailed, and integrated (i.e. synergies amongst the 5 P’s).
– The recommendations should thus be new and creative and strategic, as linked to the details and organizational landscape you have presented earlier in your assessment.
* Your marketing plan should NOT just discussion a review and/or integration of one or two promotions and/or a community engagement initiative. Again, it also needs to be authentic, engaged, and strategic.

MLSE Team to be studied: Toronto Raptors

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MLSE Team to be studied: Toronto Raptors (Re)Considering Fanless Arenas
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(Re)Considering Fanless Arenas

We hope to evaluate the future of sports arenas due to the pandemic known to be COVID-19. Everyday, the pandemic is getting worse and we will never know if we will be able to watch another live basketball game. Through this project, we hope to find alternative ways to engage key consumers/users, presuming that fans will not be back in the arena for the upcoming seasons. For example, we plan to look at virtual reality options for fans to watch live games and feel like they are actually at the arena. For other solutions to the problem sports arenas are facing right now, we have listed a couple below with sources we plan on using. Some of these include promotions, products and placements:
We found 4 potential suggestions. Note, these are from the article titled “4 Mission-critical Actions for Sports Leagues and Marketers to Engage Fans” and would help us along our brainstorming process.
Inspire them with greatness with legendary historical matchups.
Engage fans with curated collections from their teams.
Remind them of what inspired them as children.
Inspire them now by showing them how the elite players and organizations stay top of their game.
In depth documentaries about players on the raptors, i.e. Fred Vanvleet, Pascal Siakham and others who have contributed to the success of the Raptors.
The documentaries could show various aspects about the players:
Early childhood
Diet/ Workout regime
Other suggestions:
Selling single seat tickets that can be seen using “virtual reality”
Pairing up a company that could deliver a virtual reality headset for cheap (i.e. google VR, which retails for $13). This would allow for an immerse customer experience and the feeling of being at a stadium
Other sports leagues have adopted this technology already. In 2019, the NHL partnered with tech company NextVR and Disney to enhance the VR experience, aiming to bring fans “closer to the on-ice action” and “make them feel like they are at a live NHL game.

Consumer Segmentation (User Group Profiles)/Market Research –
According to organization analysis and market research findings, what are the 3 (three) market segments to be targeted?
Must include rationale for selection of specific targets, including details of marketplace and SWOT analysis into recommendation (s) (i.e. why should your client spend resources on these segments) and used to direct marketing mix recommendations( THE 5 P’S: Product, Price, Promotion, Place, and People)


MLSE: (Re)Considering Fanless Arenas. Choose a MLSE sport property (Raptors) and develop an appropriate marketing strategy anchored around engaging key consumer/users, presuming that fans will not be back in arena for the upcoming season. Links to the 5 P’s expected.

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