ESPN EVENT BIRMINGHAM BOWL CAMPAIGN PLAN

MOHAMED MARKETING BIRMINGHAM BOWL CAMPAIGN PLAN 2017

family to bowl game?” When asked why they would want to take their families to a bowl game, two of the men said that they would do so because it is something f un and d i f f e r ent to do . One a l so shared that bowl games are a bonding experience that allows them to share a common interest with their sons. In terms of what might make them them not want to purchase tickets to a bowl game, two out of the three respondents shared that expensive ticket price would turn them away from purchasing tickets since they would most likely be purchasing tickets for other family members as wel l. Two of the three respondents also shared that they either have or would like to attend the satellite events that occur prior to a bowl game. The one that attended satellite events in the past shared that his experience at the 2005 Peach Bowl in Atlanta was an experience he will always remember. He still reflects fondly on memories of attended the “Fan Zone” event as well as the parade, sharing that it was something he and his entire family really took pleasure in. All respondents shared that they would consider purchasing bowl game tickets in the future as a gift for the holidays. Overall, the personal interviews gave a deeper insight into consumer attitudes regarding purchasing decisions around bowl games. They also provided some perspective on the experiences that are developed from attending a bowl game. These personal interviews showed that the campaign’s main target, sports fans ages 25 to 54 with families, values the family aspect of college bowl games. They also value the memories that these games, as well as the related events leading up to them, produce.

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Primary Research