Sports Market Segments Training

1. Sports Market SegmentsTraining

2. Aims of today • To equip you with the information you need to be a champion and ambassador for Sports Market Segments • How the segments are made • The main outputs from this work • How our stakeholders can use them to inform their delivery • Typical questions and suggested answers • Potential pitfalls and concerns to address • Session will combine • The facts • Chance to try out the tool • Discussion and debate • Time for questions • Any other aims? Creating sporting opportunities in every community

3. Agenda • What are the sports market segments? • How they are made • What they tell us • Limitations/pitfalls • Pen portraits • Main content • How they help us • Exercise • Web tool • Walkthrough the tool • Typical questions • Quiz • Exercise • Index tables • Key principles • Exercise • Any other questions Creating sporting opportunities in every community

4. Key messages • Market segmentation is a tool that can help all sports deliverers to better understand their market and target their offer more effectively • Aim of the refresh is to be more of the same as the last work…. but better! • There are three main outputs • Pen portraits • Web tool • Index tables • Web tool will to empower users to map segments, sporting behaviour and other characteristics • It should complement but not substitute local intelligence Creating sporting opportunities in every community

5. What are the sports market segments?

6. What is market segmentation? • Social stereotyping?  • Big brother?  • Extreme generalisation?  • Yes but…. • …………….helps sport deliverers target more effectively! Creating sporting opportunities in every community

7. Match the segment to their sport… Creating sporting opportunities in every community

8. Match the segment to their sport… Creating sporting opportunities in every community

9. The ingredients of segmentation sporting activity satisfaction gender marketing preferences age location life stage demographics origin Creating sporting opportunities in every community

10. The 19 segments by age and activity Legend Male Female Mixed Creating sporting opportunities in every community

11. Principles of the sports market segments – to help answer questions you may get • Do segments vary by location? • No - each segment has the same characteristics – no matter where they are based • So 3.1% of Ben’s play rugby league whether they’re based in Warrington or West Sussex! • How accurate are the segments? • It is a modelled dataset – based on likelihood and propensity to do certain things • If you go to the postcode level there is no guarantee that you will find exact matches • Why don’t I fit into any of the segments? • The segments are generalisations so you may not find an exact match • The ages are broader than you think • If you look at the options in an age band you can easily find the one you are not • Which segment am i? • Is there a BME segment? • No but each of the segments are made up of various origin groups • Pen portraits and index tables tell you more on this • Secondary names (in pen portraits) also help people to adapt marketing messages • Sporting Equals helped define the groups and provided images for us Creating sporting opportunities in every community

12. Principles of the sports market segments – to help answer questions you may get (2) • How does this work fit in with Active People? • The segments can help us to estimate participation at the local level using Active People data • This enables to estimate participation at levels below Local Authority level because we know what % of the population are Bens and what % of Bens play sport • But this work is not a substitute for Active People data and we should always use the participation data from Sports Market Segments with this caveat • What can we do about young people? • The segments begin at age 18 • As they are built up using credit data • What about people with a limiting disability? • We have limited/no information on disability - due to limitations in the data (this was included in the original work which had a larger sample) • But the pen portraits tell us about those who have a limiting disability or illness • And the tool also tells us about health as a motivator or barrier • Not all sports and facilities are on the tool • That’s true, but we can use postcode search for any place in England • And we can only use the sports where the response counts are high enough Creating sporting opportunities in every community

13. Exercise: put yourself in the shoes of one of your key stakeholders (Local Authority, NGB etc). Think about the potential benefits of using segmentation to explore your local market and any limitations – prioritise these using numbers (5 mins) WORK IN PAIRS Advantages • Different people like to do different things • Because you haven’t got money to deliver to everyone in your catchment • You can find out how best to reach certain people • Target services – save money • Take a more sophisticated approach to ‘sell sport’ Limitations • Will everyone target the same segment? • Will harder to reach groups be missed? • Does such a broad brush approach lose the detail we need? Creating sporting opportunities in every community

14. The 19 pen portraits

15. About the pen portraits • Prepared by Sport England • Information within them available from index tables • Download pdfs from the web tool • Click ‘segments’ from top of page • Designed to print in colour or black and white • Users can print them for themselves • Use to paint a picture of each segment • And how to reach them Creating sporting opportunities in every community

16. What do the pen portraits tell us? • Demographic information • Age • Occupation • Lifestyle • Secondary names • Ethnic origin • Sporting behaviour • Top sports they do • Sports they’d like to do • Participation in 1 x per month, 1 x per week, 3 x per week • Organised sport • Motivations and barriers • Satisfaction • What else they like to do • What would make them do more • How to reach them Creating sporting opportunities in every community

17. 19 Pen Portraits To learn in depth about the segments and marketing techniques Creating sporting opportunities in every community

18. Meet Kev • Mainly aged 36-45 • 12% Asian British heritage, 6% Irish origin • Other names: Lee, Craig, Steven, Tariq, Dariusz • Slightly sportier than average, would like to do more • Top sports: gym, football, cycling, swimming, running • Would like to do more of the same plus golf, badminton, martial arts Creating sporting opportunities in every community

19. Exploring Kev in more detail Creating sporting opportunities in every community

20. How to reach Kev • Most responsive to: Television • Preferred information channel: SMS Text • Preferred service channel: Telephone/ internet • Decision style: ‘Experiential’ Creating sporting opportunities in every community

21. Exercise: Imagine you are one of your key stakeholders (LA, CSP, NGB, facility operator). Take a pen portrait and assume that they are your target market Think about what you could offer them and how you would reach them. Use paper provided to draft a mailout/poster/website WORK IN PAIRS -15 MINUTES • Type of stakeholder: • Segment: • What could you offer to them? • How could you reach them? • What would your key messages be? Creating sporting opportunities in every community

22. The web tool

23. Background • We developed a web tool in response to consultation • Strong demand for a web resource • And to enable more people to use the data for themselves • Limited resource within the Sport England • Guiding principle of the web tool • Keep it simple • …. but allow for complex analysis • We have designed this to be as intuitive as possible • We have had to make some sacrifices • But have some budget to upgrade based on feedback • Sophisticated users can have raw data for their own GIS systems Creating sporting opportunities in every community

24. What is the Sports Market Segmentation web tool? • Free, online, simple, intuitive tool • Two steps – set segment input and location • Map, chart and table outputs • Raw data download - includes unit postcode • http://segments.sportengland.org/ Creating sporting opportunities in every community

25. http://segments.sportengland.org/ Creating sporting opportunities in every community

26. 1 Use the tool to find a segment and a pen portraitSave or print it Creating sporting opportunities in every community

27. 1 Find a segment Creating sporting opportunities in every community

28. 1 View, save or print Creating sporting opportunities in every community

29. 2 Find the dominant segment in your Local Authority or CSP Area Creating sporting opportunities in every community

30. 2a Choose ‘dominant segment’ set area of interest Creating sporting opportunities in every community

31. 2b Results by map Creating sporting opportunities in every community

32. 2c Zoom out and in – note changing boundaries Move map around with your mouse Creating sporting opportunities in every community

33. 2d Results by chart Creating sporting opportunities in every community

34. 2e Results by table Creating sporting opportunities in every community

35. 3a Right hand buttons Refine search – change the segment or area Creating sporting opportunities in every community

36. 3b Right hand buttonsOutput options – show facilities on the map change map base layerchange size of polygons Creating sporting opportunities in every community

37. 3c Right hand buttonsExport the results to use in your reports Creating sporting opportunities in every community

38. 4 Choose a single segment Creating sporting opportunities in every community

39. 4 Single segment displayed on map Creating sporting opportunities in every community

40. 4 Change to ‘pixel view’ via ‘output options’ Creating sporting opportunities in every community

41. 4 Pixel view - results Creating sporting opportunities in every community

42. 5 Find the catchment of a facility(based on Active Places data or postcode and distance) Creating sporting opportunities in every community

43. Which segments play a particular sport?Use ENGLAND to find national results Creating sporting opportunities in every community

44. Which segments play a particular sport?Use CHART to show the differences Creating sporting opportunities in every community

45. 6a You can also use this function at the local level although the map results are aggregated so you will not see much variation Creating sporting opportunities in every community

46. 6a but the charts and tables show variation Creating sporting opportunities in every community

47. 6b You can also look at LATENT demand choose the sport they ‘would like to play’ Creating sporting opportunities in every community

48. Characteristics search“where are people located who would like to play sport to lose weight?” Creating sporting opportunities in every community

49. Characteristic searchSimilar to sport results – map all one colour Creating sporting opportunities in every community

50. 7 But charts more meaningful Creating sporting opportunities in every community