Sports havebecome one of the biggest entertainments for people across the United States.You almost can’t go anywhere without seeing sports being played on TV and asthey continue to see grow the more we will see them. As sports grow so does thefan base and major sports teams such as the NFL, NBA, MLS, NHL, etc. havegained some of the largest fan bases.
These major sports teams are alwaystrying to improve fan experience so that they can give their fans the bestexperience possible. Fan DNA is a way for teams to identify who and what their fanswant. Fan DNA categorizes fans based on their interest in a specific sport, andthe three things that they focus on are Trend Positive, Connectors, and Experts(Nielsen Sports, 2018). The better teams know fan DNA the better they’re ableto market to their consumers. TheDallas Cowboys have one of the largest fan bases in the NFL and have created afan experience that people enjoy. The NFL statistics show that more men thenwomen are interested in the sport, 65% are male and 35% are women.
The agerange that watches the sport most is 55+ which is 37% and those between theages 35-54 is 34%. The ethnicity is mostly white which is 77% and the income istypically around $40-$75k. (Opendorse, 2018). The Cowboys have done an excellentjob targeting these areas.
The Cowboy’s fan base goes beyond these statistics,it started in 1966 when the Cowboys had 20 consecutive winning seasons. This turnedthe Dallas Cowboys program around and the fan base grew to its highest and theybecame America’s team (Dallas Cowboys, 2018). Ever since then, the Cowboys has had a large fan base and that didn’tchange when they had bad seasons. The Cowboys were able to develop a loyal fanbase and continue to grow it.
TheCowboys main target audience are males white, ages 35-54, with an income ofanywhere around $40-$75k. (Opendorse, 2018). The Cowboys have a terrificopportunity to increase their revenue by designing a marketing plan that willdraw more of there target audience in. They could do this by adding bonustickets if individuals go to a specific amount of games or buy so many tickets.Another option could be adding a beauty salon for women, and final they couldadd a daycare for young children. I think that all of these can apply to thetarget audience. These three ideas have the potential to give back to the teambecause it’s offering more than just the game itself. By adding bonus tickets,it gives the buyer an incentive to buy future tickets and possibly even more atone time.
I think adding a beauty salon is probably the best possible idea tomake a profit. I say, this because not all women want to go and watch footballwhich can make it hard for their spouse who does. If the stadium had a salon itgives both the women and the men a reason to go, while the husband is watchingthe game, the wife could be getting a makeover. This opportunity gives bothindividuals the best of both worlds. Adding a daycare in there makes it evenbetter if you have young kids because while Dad is watching the game and Mom isas the beauty salon, the kids can be having fun at the daycare. This will applyto the target audience because typically males at that age have families. Byadding all three it gives families a chance to enjoy a day at the DallasCowboys stadium. Bonustickets, a beauty salon, and a daycare all have the potential to increasetickets sales, merchandise, as well as meet the needs of the Fans DNA ifmarketed right.
This also gives the Cowboys an advantage in the market becauseother teams don’t offer all three but merely some offer beauty salons. It is abig advantage by offering something for everyone to do, especially when itcomes to families. Being able to dosomething that involves all individuals in family will attract more peoplewhich could take away from other venues that don’t offer something similar. Ifyou want the best football experience do it where everyone in the family can havefun and that’s at the Dallas Cowboys.