15 / 44
MOHAMED MARKETING
BIRMINGHAM BOWL
CAMPAIGN PLAN 2017
13
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.
Primary Research