Compared to males without kids at home, Dads and dad figures with kids at home (under 16 yrs.) are 1.4 times more likely to have attended live sport in the past 12 months AND are 1.8 times more likely to support a brand that sponsors women’s sport.
This got the team at Honoco thinking about the FIFA Women’s World Cup landing in New Zealand and Australia in just 48 days.
- What does this audience data mean for potential commercial and marketing strategies?
- How could the 3 P’s of Personalisation, Purpose, and Products connect this group of sports fans to the FIFAWWC 2023?
Now, in this instance, the Product is the World Cup itself. More specifically, each game, and at the most granular level, each ticket sold.
A key measure of success for the FIFAWWC 2023 will be tickets sold. And if males with kids at home are more likely to attend live sport, then they’re a perfect target audience for tickets.
So how can smart Personalisation connect the Product (tickets) to the right audience (males with kids younger than 16 at home)?
And is there an opportunity to connect even more deeply to the audience by introducing Purpose too?
Personalisation & Product
There’s an opportunity for a value add here, leading to more ticket sales. If this audience has kids at home, could they be encouraged to purchase tickets for them too?
We love examples like these past campaigns:
- Daughters and Dads (watch this 4-minute video from the FIFAWWC 2019)
- Family-friendly marketing like this special offer for T20 Cricket World Cup free kids tickets – launched on the International Day of Families in 2022.
Purpose & Product
As this audience also have a particular affinity towards brands that sponsor women’s sport, how can the stories of these exceptional female athletes be shared with the daughters of these Dads and Dad figures?
Connecting the right audience to the right product alongside something personalised and purposeful could result in an immediate uplift in ticket sales if every Dad or Dad figure brought one or more children (or the whole family!) to a game.
Team Heroine and Correct The Internet Founding Partner, ex-NZ Football Fern and (lucky us) Honoco consultant Rebecca Sowden has helpfully packaged up the best women’s sport campaigns of 2022 for us all to enjoy.
Check them out here.
The team at Honoco are regularly collecting data from New Zealanders on their sport consumption, interests, motivations, habits, preferences, and behaviours around sports.
The business’ name and its role in the world originate from Hono – te reo Māori for connect. We strive to strengthen collaboration with whomever we are working with. We’re also about connecting organisations with their target audiences – and great measurement and research are key to that.
PS. As a topic for another day, interestingly, when it comes to bums on stadium seats, women prefer to consume sport in a different way than men, being more likely to use Facebook, Instagram and TikTok to get their fix. But women find it harder than men to find the content they want to consume. Which makes it a supply issue, not a demand problem!
