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NBA consumer decision journey

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Phoebe Zhao
Phoebe Zhao

Phoebe moved from China to San Francisco three years ago and was not a big fan of the NBA. However, she has been to five Warriors games and is an example of how a customer can move from being a non-fan to becoming loyal. The document discusses three categories of NBA game attendees: super fans who attend over 65% of home games as season ticket holders; occasional fans who attend 25-64% of games; and non-fans who attend 0-24% of games randomly. It provides Warriors season ticket holder and attendance data from 2013 to illustrate this customer journey framework.

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Customer Decision Journey
My name is Phoebe. I am 27 years old graduate student at AAU.I am not a big fan of NBA. I moved from China to San Francisco three years ago. I have been to the Warriors game five times. I am a good example of how a customer makes a journey from NOT A BIG FAN to joining the loyalty loop.
NBA consumer decision journey
When you go to a NBA game? Do you think you know about these NBA people ? Who they are and why they are there?
Super Fan Enjoy the Game Not a Fan Attends 65% or more of the home games. Most of them are season ticket holders.These people are big fans of the NBA.They have stable and high income. Watching NBA games is part of their lives.They are the majority of the people in the stadium. Attends the game from 25% - 64%.They like to buy single game tickect. Even though they like to watch the game, they will not buy a ticket to every game. Sometimes they choose to watch games at home or at a bar.The reason they purchase a ticket depend on if any high score teams come to play with. This group of people have a high chance to become a Super Fan. Attends the game from 0% - 24%. This group of people are not NBA fans. Most of them are females and some of them don’t know about basketball.The reason they go to the game are very random. Maybe they haven’t been to a game and want to experience it. Maybe they have a Super Fan boyfriend or girl- friend. Maybe they just got a cheap or free ticket.
The Warriors now have 13,600 season-ticket holders from the data in July 2013. Golden State’s average home attendance last season was 19,371. What does it means? Resource: http://www.mercurynews.com/ci_23696390/golden-state-warriors-ticket-sales-are-booming
The largest two groups have already in the loyalty loop.

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NBA consumer decision journey

  • 2. My name is Phoebe. I am 27 years old graduate student at AAU.I am not a big fan of NBA. I moved from China to San Francisco three years ago. I have been to the Warriors game five times. I am a good example of how a customer makes a journey from NOT A BIG FAN to joining the loyalty loop.
  • 4. When you go to a NBA game? Do you think you know about these NBA people ? Who they are and why they are there?
  • 5. Super Fan Enjoy the Game Not a Fan Attends 65% or more of the home games. Most of them are season ticket holders.These people are big fans of the NBA.They have stable and high income. Watching NBA games is part of their lives.They are the majority of the people in the stadium. Attends the game from 25% - 64%.They like to buy single game tickect. Even though they like to watch the game, they will not buy a ticket to every game. Sometimes they choose to watch games at home or at a bar.The reason they purchase a ticket depend on if any high score teams come to play with. This group of people have a high chance to become a Super Fan. Attends the game from 0% - 24%. This group of people are not NBA fans. Most of them are females and some of them don’t know about basketball.The reason they go to the game are very random. Maybe they haven’t been to a game and want to experience it. Maybe they have a Super Fan boyfriend or girl- friend. Maybe they just got a cheap or free ticket.
  • 6. The Warriors now have 13,600 season-ticket holders from the data in July 2013. Golden State’s average home attendance last season was 19,371. What does it means? Resource: http://www.mercurynews.com/ci_23696390/golden-state-warriors-ticket-sales-are-booming
  • 7. The largest two groups have already in the loyalty loop.