Identify the Dallas Cowboys Fan DNA by summarizing it as a specific consumer pro
ID: 413804 • Letter: I
Question
Identify the Dallas Cowboys Fan DNA by summarizing it as a specific consumer profile associated with the team. Site the resources you used to compile the information within the profile. List three marketing ideas you could apply to consumers within this sports marketing niche with the goal of creating competitive advantage and a return on investment for the team. Explain how incorporating each idea could create competitive advantage for the team and provide a return on investment (i.e., through increased sales of tickets, merchandise, etc.) while meeting the needs of consumers who fit the Fan DNA profile.
Explanation / Answer
Dallas Cowboys is the American football team which competes in Nation football league as a club member.
Dallas cowboys Fan DNA is an approach, which helps in identifying the fan who react the most in positive terms for the team. This will help in understanding the fan base for the team and will allow focusing more on increasing the fan base. In this analysis, the pattern of fans is analyzed based on their age group, geographical location and on their day to day routine. Based on this the fans are clubbed in different groups (where likeminded fans are kept in one group) and based on this, the Fan DNA can focus on the fans which will react most for the team.
Resources required for creating a fan base, will include the couple of people who will insure the online survey if filled by the maximum fan for the team, one or two resource for analyzing the data based on above defined criteria’s and a team manager to make sure the work is done on the time. We can also focus on identifying the needs for the fan to increase the sales of the products.
Marketing ideas:
Merchandise for the fans of the team. Based on the age group of the fans, there can be products with team picture or autographs of the player on T shirts, cups, hats, footballs, etc. can be sold to the fans. The group of people with age 15 to 25 will be very interested in such products and will buy and increase the sale for the team. With sale of such product we can also incorporate a contest where the online quiz can be introduced. Maximum correct answer person will receive free merchandise or free tickets for the game. This will again increase the fan base for the team.
Online Gaming contest can be introduce where fans can play virtual football with other fans online, the company will have advantage by not online having increased fan based, but also can increase revenue by app or by online gaming. There will be one time investment of creating a virtual football game and once more and more users sign up for this will increase the revenue for the company.
Along with the merchandise, the players branding for different brands, like, clothing, creams, shoes, etc. can be sold under the brand name of the team, like Dallas cowboys can make a manufacturing company, where it will sell the football shoes. Fans instead of buying shoes of other brand will prefer shoes of their favorite team brand.
This will overall help in increasing sells for the team.