Writing a New Chapter for Signature Experiences
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Trajectory branding and marketing presentation to New York Yankees Business Development Division, purpose of which was to help them drive non-baseball revenue.
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Writing a New Chapter for Signature Experiences
- 1. Writing A New Chapter Business Development Division
- 2. Our Experience New Energy for Customers, Brands, Businesses See In New Ways Perform Better Ignite New Growth Imaginative Stretch, Intelligent Focus Brand Strategy Launches & Re-Launches Integrated Programs New Revenue Streams
- 3. Planning Framework Discovery Measurement & Brand Development Refinement & Management Deployment Targeting Marketing & Sales Planning
- 4. Brand Opportunity Opportunity
- 5. Yankees Net: from spectators to active participants
- 6. Discovery
- 7. Looking Inside & Outside Strengths Weaknesses ⢠unequaled storied franchise ⢠baseball-centric product focus internal ⢠image that transcends the game ⢠no reputation beyond the field ⢠deep emotional connection ⢠lack of 2009 sales momentum ⢠differentiated, state-of-art venue(s) ⢠coherent organization-wide focus ⢠rich content, media, assets ⢠reality of Bronx backdrop Opportunities Threats external ⢠captive tri-state audience ⢠well-established, local competitors ⢠expanded value proposition/image ⢠venues that meet functional/emotional ⢠cross-sell existing/grow new fans needs; reflect well on customers ⢠shiny new toy for DMCâs/planners ⢠backdrop of economic downturn ⢠leveraging sales channels
- 8. Looking Inside & Outside Strengths Weaknesses ⢠unequaled storied franchise ⢠no market presence or reputation internal ⢠image that transcends the game beyond the field ⢠deep emotional connection ⢠lack of 2009 sales momentum ⢠differentiated, state-of-art venue(s) ⢠coherent organization-wide focus ⢠rich content, media, assets ⢠reality of Bronx backdrop Net: strengths make for distinctive & compelling positioning; ability to realize opportunities Opportunities Threats external ⢠captive tri-state audience ⢠well-established, local competitors ⢠expanded value proposition/image ⢠venues that meet functional/emotional ⢠cross-sell existing/grow new fans needs; reflect well on customers ⢠shiny new toy for DMCâs/planners ⢠backdrop of economic downturn ⢠leveraging sales channels
- 9. Understanding Competitors/Role Models Entertainment Venues Hotels Cultural Institutions/Museums Event Venues Online research, shopping for venues, collecting materials
- 10. Our Difference Versus Others Entertainment Venues Hotels Unparalleled experience; new state-of-the-art spaces surrounded by a story of sportâs greatest franchise Cultural Institutions/Museums Event Venues
- 11. Understanding Your Audiences Yankees Who What Lines of Business ⢠DMCâs Non-Game Day ⢠Event Planners ⢠Online research 1 Rentals & Usage ⢠Corp. Event Planners ⢠Leagues ⢠1-on-1 interviews 2 Special Content & ⢠Promoters Programs ⢠Networks⌠⢠Email end-user survey 3 Yankees Premium ⢠Corporate ⢠Consumer
- 12. What We Heard Lines of Business Venue/Location 1 Non-Game Day Rentals & Usage Amenities Price 2 Special Content & Programs Logistics Reflection 3 Yankees Premium Uniqueness Memories
- 14. Brand Development & Management
- 15. a. Branding The Division Goals ⢠One roof (multiple programs and strategies) ⢠Distinctiveness and specialness ⢠B2B and B2C ⢠Brand equity
- 16. Recommended Division Branding Strategy Signature Experiences⢠at Yankee Stadium
- 17. Rationale Signature Experiences⢠at Yankee Stadium ⢠Reflects business strategy ⢠Beyond baseball to individual experiences ⢠Leverages âYankeesâ ⢠Important promise
- 18. Recommended Program Branding Strategy Signature Experiences⢠at Yankee Stadium Premium Seats Social Occasions Special Events & Suites Corporate Events - Annual Luxury Suites - Meetings - Weddings - Sports - Outdoor Suites - Non-Profit - Non-Profit - Concerts - Day of Game Suites - Yankees Programs - Yankees Programs - Speakers - Arts, Film & TV - All Access VVIP - Spring TrainingâŚ
- 19. Rationale ⢠Associations from Signature Experiences⢠⢠Programs easy to shop ⢠Signature Experiences⢠equity
- 20. Why These (Four) Program Names Premium Seats & Suites Corporate Events -revolves around game - beyond the game - distinguishes vs. other - addresses distinct audiences âSignature Experiencesâ and needs - distinguishes versus âsocialâ Social Occasions Special Events - beyond the game - beyond the game - conveys more personal - umbrellaâs all possible nature of these events programs - distinguishes versus corporate
- 21. b. Signature Experiences⢠Positioning â Differentiated from⌠â Desirable to⌠â Deliverable across⌠â Durable intoâŚ
- 22. Positioning Building Blocks Ultimate Opportunity Challenges Differentiators Ambitions Emerging Skills Historical Strengths
- 23. Framing Our Positioning Like a good book, great brand stories draw us into their plot, their characters and their heroes â and make us feel like weâre part of something much larger than ourselves. They also build on themselves chapter by chapter â evolving to respond to changing customers, markets and opportunities. These brands also grow stronger by inviting audiences to participate and contribute their own chapters to their story. The New York Yankees (and the Stadium which is the backdrop to their story) exemplify a brand whose rich story and emotional connection rises above others. A brand whose story continues to be written. Which now invites participants to write and contribute their own chapter to this great story.
- 24. Brand Positioning Statement Signature Experiences⢠at Yankee Stadium opens the door to unparalleled experiences and events, where legend and passion come to life for those who want to create their own one-of-a-kind story. The larger-than-life players, teams and accomplishments; whose stories are brought to life throughout the venue umbrellas all activities; beyond demographics and which no other venue can lifestyles, to a wider target equal in terms of the audience definition that reflects full experience attitudes and aspirations
- 25. Marketing & Sales Planning
- 26. Across All Lines of Business⌠Yankees Programs Awareness Consideration Leads Conversion Cross-sell Loyalty Advertising Digital Direct Events Experiential Guerilla On-site PR Social
- 27. Creative Brief Objectives Generate buzz, interest and sales Audiences ⢠B2B: DMCâs, event planners, corporate event planners, etc. ⢠B2C: Current fans (Yankees, baseball, NY) and new venue fans Main Idea The New Yankee Stadium â now hosting unrivaled Signature Experiences⢠Reason To Believe New state-of-the-art venues amidst a mosaic of rich history Tone of Voice Sophisticated, sexy, aspirational Practical Considerations Sub-brand signature, id guidelines
- 29. Table Tent cube with 2-D barcode/Jag Tag that sends rich media to mobile phones Video sent to any smart phone on Verizon or ATT
- 30. Concierge/Kiosk USB Pen with Video
- 31. Billboard Belly Band and Free Standing Insert in Yankee Magazine Twitter Account
- 33. Setting The Stage For Special Events Yankees
- 34. Hi-Impact, Dimensional Sales Kit with brochure insert and video screen Cover of Kit Interactive Sales Kit Inside Spread
- 36. Sales Strategy & Presentation For Premium Seats & Suites Yankees
- 38. Relationship with Niche Media
- 39. USB Pen (with Video) and invitation to tour suites and receive complimentary tickets
- 40. Building Loyalty Among DMCâs & Event Planners For Corporate Events Yankees
- 41. Dimensional DM inviting top planners to join Signature Exclusives Belly Band on Agenda Magazine promotes Signature Exclusives Rewards Program Godiva Chocolate branded with Signature Experiences
- 42. Signature Exclusives Registration Page
- 43. Proprietary CRM Tool -- Digital Planner delivering dynamic, customized content
- 44. Create Buzz For Social Occasions Yankees
- 46. Promotion Website Home & Second Level Pages
- 47. Banners on Yankees.com Premium Content pages
- 48. Guerilla marketing and Promo in Stadium on Game Day Viral Video on youtube Yankee fan/actor runs around NYC proposing to women
- 50. Signature Experiences Annual e-book Example of a Signature Story
- 51. Next Steps
- 52. Individual Business Planning Sessions Short-Term ⢠immediate needs ⢠in-process initiatives ⢠filling the gaps Longer-Term ⢠Division goals ⢠lessons learned ⢠individual marketing plans ⢠in-process initiatives ⢠filling the gaps ⢠new programs
Hinweis der Redaktion
- The conversation that we âd like to have with you today is ultimately about motivating each of your different audiences across your lines of business to share in the New York Yankees story in ways that they âve never been able to before. And while each audience will share a different experience, all will now have the chance to contribute their individual chapters to your story. One caveat. Each of your businesses has distinct offerings, audiences, channels, competitors and challenges. So this is like presenting to four different brand groups. In one hour. With fairly limited discussion to date. While we know that we need to develop fully integrated programs to move each of your audiences through the sales funnel, we can ât completely share these programs with you today. But we will begin to demonstrate our thinking, approach and creativity against your needs. That we understand the big picture, but also know that success is ultimately all about execution. In fact, we âve already started working on your business. While weâre not engaged, weâre engaged. And this is really our first work session. We âre thrilled about this opportunity. Itâs a great one for us. And we know that we can make a significant contribution to help you achieve all of your business goals.
- We have one slide about us, and 57 others about you. We had the opportunity to introduce ourselves a few weeks ago. But to quickly review: We work across both b2b and b2c companies, across a range of industries. Our goal is to serve as c reative Business Partners to our clients, helping them to imagine and create new value. Clients work with us to help them see new possibilities, carve out stronger or create new competitive spaces, to engage their customers in ways they value and want, and ultimately, to grow top-line revenue. And we âve been doing this, at Trajectory, for ten years. Prior to coming together, each of us served in senior leadership roles at leading clients, consultancies and agencies.
- Our general framework for understanding your situation and challenges, and for branding and marketing your Division and each of your businesses is shown here. As such, this also represents the flow of our meeting.
- Our brand opportunity for the division and each of your lines of business is to create the face of your business strategy and a strong, yet differentiating emotional connection with audiences. It âs based on uncovering and then driving from the sweet spot of: the equity of the world âs greatest SPORTS franchise the state-of-the-art new NY Yankees Stadium VENUE the UNIQUE motivations of each of your audiences In light of your new customer experience brand direction. In ways that competitors just can ât match. We mention the customer experience because given the thrust of the Division (shifting away from just baseball to hosting events), you âre now in the services business. So we simply need to widen our lens as we develop our programs to take into account the practices of great customer service companies.
- Our goal in order to generate revenue for each of your lines of business, is largely about moving audiences from passive spectators of this already beloved brand, to creating engaged participants who can contribute their own chapters to your story. To extend the brand experience beyond just Baseball.
- Our work starts with Discovery. It â s an active and critically important phase, where we â re looking, listening, discussing and observing with total objectivity. Where we â re considering your organization, your brand, your customers, channels, competitors (and role models). We have done A LOT of due diligence the last two weeks, reaching out to audiences, investigating media, talking to your prospective customers and clients. We also have online and offline (press kits) on many key competitors. But we still have some Discovery to do with each of you and your sales counterparts to identify needs/wants as well as delving into more options once we know the budget.
- We first considered the marketplace at large, and have highlighted strengths and weaknesses inside, and opportunities and threats from outside. Clearly, we âre missing one important ingredient to this analysis, and thatâs each of you and your teams.
- Our initial insight based on this analysis is that your Division strengths lend themselves to a distinguishing and compelling positioning; and ability to realize opportunities.
- We also dove deep into competitors, but based on time, primarily into Emily â s competitive set. While some were doing internet searches, three people on our staff had numerous conversations with venue representatives as they are in the midst of planning their (surpise) weddings and bar and bat mitzvah â s.
- Our ability to stand apart from competitors is based on providing an unparalleled experience that dovetails new state-of-the-art spaces with the story of sports greatest franchise.
- While we started our work into understanding each of your audiences, we dove very deep into Emily âs business. We conducted a lot of online research. We had telephone conversations and Interviews with DMCâs and Event Planners. And we conducted an email survey among end-users to understand their priorities, desires and decision-making practices as it relates to choosing venues for their social occasions.
- Primarily relating to Emily âs audiences for Non-Game Day Rentals & Usage, we learned about influencer and end-user priorities. About product-based needs (the must-do âs) and brand-based emotional benefits (potential differentiators). Importantly, every one of the email survey responses we received cited both sides of the coin. As did our conversations with DMC âs And Event Planners. If we don ât first deliver on the must-doâs, the emotional connection just doesnât matter. But -- the emotional-side is where we can really distinguish ourselves. It âs where we have a wonderful story to tell, and where we can help audiences create and tell their own interesting stories.
- Prior to marketing, we need to develop the branding strategy that will formally introduce audiences to the Division, and the positioning that will drive our interactions, marketing and communications.
- Our goals for branding the Division include: Creating an umbrella name (and promise) to house each of the businesses and to drive new expectations; thereby insuring that individual programs and strategies reflect one overall promise 2. Conveying the distinctiveness and specialness of these largely ânon-baseballâ offerings 3. Creating a brand that communicates and motivates both B2B (e.g. DMC âs, Event Planners, Promoters) and B2C audiences 4. Building relationships and financial value back to this brand
- Our recommended name for the Division is Signature Experiences at Yankee Stadium.
- Our rationale includes: The name reflects your business strategy of growing non-baseball revenue The name leverages âYankeesâ and all the associations around it It suggests not only beyond baseball; but a uniquely individual and emotive promise 4. But it âs a promise that comes with responsibility and represents a great opportunity, that Signature Experiences is delivered at each touchpoint with b2b and b2c audiences. It must be delivered before, during and after people âs events. Everything we do should reinforce the expectation of a Signature Experience.
- The four recommended program names, and the specific offerings within each line of business, are: Premium Seats & Suites Corporate Events Social Occasions Special Events
- Rationale for these names is provided above.
- Our second Branding requirement is positioning Signature Experiences. The positioning should be: 1. Differentiated from competitors across segments 2. Desirable to both b2b and b2c audiences 3. Deliverable across all touchpoints 4. Durable in that it has legs into the future
- We help clients position their brands through the use of these Building Blocks. It provides a solid framework to ensure that how we position brands (how they want to be perceived among competitors) Is grounded, yet reflects their (and their audience) ultimate ambitions.
- Our positioning grows out of this commentary.
- Our business opportunity across all lines of business, while strategies and tactics will be different, Is to move audiences from learning about the division through to booking revenue, cross-selling audiences and maintaining post-sale relationships.