ASSESSING NEW YORK GIANTS FAN AWARENESS OF THEIR SUBWAY PROMOTION

Presented byConner O’Brien, Harry Hamparian, Jeff Gomez, Sean Ferris, Anthony Niebo

Department of Marketing, School of Business Montclair State University

INTRODUCTION Students surveyed 412 tailgating fans during

the 2013 Season and compared it to the 2012 tailgate survey.

Surveyed Games:

Starbucks McDonalds Subway Pizza Hut Burger King Dunkin Donuts (added)

0

50

100

150

200

250

300

350

400

13 22

342

2210 3

Which of the Following restaurants are an offical sponsor of the Giants?

Sponsors

Num

ber

of p

arci

pant

s

SPONSOR AWARENESSWhich of the following restaurant are an official sponsor of the Giants?

Burger KingPizza Hut Subway McDonaldsStarbucks0.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

20122013

Twitter4%

Radio15%

TV62%

Sta-dium Signs2%

Gi-ants.com2%

GameBill0%

Facebook6%

Word of Mouth4%

Other4%

If you answered Yes to question 2, where have you heard about the promotion?

COMPARING AWARENESS OF PROMOTION

Yes No0.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

18.60%

81.40%

57.40%

42.50%

Familiarity with Promotion

Fan Response

Perc

ent o

f Res

pons

es

COMPARING SOURCES FOR PROMOTION AWARENESS

Radio Twitter Giants Website

Stadium Sign

GameBill0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

37.90%

16.50% 18.40%23.90%

3.30%

62.80%

18.90%

8.90% 8.90%

1.30%

Where did you hear about the promotion?

Source

Perc

ent o

f Res

pons

es

COMPARING AWARENESS OF ASSOCIATION

The O

fficial B

reakfa

st

The O

fficial S

andw

ich

The O

fficial T

rainin

g Rest

auran

t0.00%

20.00%40.00%60.00%

9.60%

42.90% 47.60%

7.80%

57.90%34.20%

Subway's association with the Giants is which of the following?

Association

Perc

ent o

f Res

pons

es

SPOKESPERSON AWARENESSWhich current player is a Subway Famous Fan?

Eli Manning Justin Tuck Jason Pierre-Paul

Victor Cruz0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

20122013

PROMOTION PARTICIPATIONDoes Subway's status as an Official Sponsor/Training Restaurant make you more likely to eat Subway?

56%

44%

Will More Fans Participate?

YesNo

HOW DID THIS YEARS STUDENTS FEEL ABOUT TAKING PART COMPARED TO LAST YEAR?Answers were reported on a 5 point scale with 1 is strongly disagree and 5 is strongly agree

0.01.02.03.04.05.0

20122013

INSIGHTS: CHANGES TO SURVEY Fix survey: After question 1, question 2

asks about Subway promotion. This made it obvious after they answered the wrong sponsor it was for Subway. If they answer differently (ex: McDonald’s or Dunkin Donuts), end of survey.

Involve students in developing survey questions.

Offer incentive to urge fans to take the survey (free fountain drink at subway or Giants giveaway)

INSIGHTS: HOW TO IMPROVE PROMOTION When advertising this promotion, make it clear

Subway is “The Official Training Restaurant” of the New York Giants or change official sponsor to “the Official Sandwich” of the New York Giants.

Find more ways to improve effectives of Gamebills and Stadium signs.

Justin Tuck is no longer on team, for 2014 season have a new Giants player be the Subway Famous Fan.

Continue to increase awareness about the promotion through social media. The results weren’t a lot, but everyone monitors their Facebook or Twitter. Create a 10 second video to promote through it.

This will give you insight on what is the best form of communication.

ADDITIONAL INSIGHTSDetermine which social media platforms are heavily used by target market, (e.g. Facebook, LinkedIn, Twitter, Instagram etc…)

SUGGESTIONS: OVERALL PROCESS Start earlier in order to offer more

opportunities to collect surveys throughout the Giants season.

These changes will allow more flexibility for more students to partake in this data collection.

SUMMARY The faculty and students of the Department of Marketing and the School of

Business were HONORED and OVERJOYED that we could have worked with you on

this project!

We are completely confident that this project enhanced student learning about

sports marketing.

We know that projects of this type enhance scholarship for our faculty because

they allow us to gather insights about sports marketing in the real world.

We hope that we met the expectations of the Giants and

Subway, and we hope that we can continue to work with

the Giants on sports marketing research projects in the

future.

THANK YOU!We welcome your

comments,

questions, and

suggestions.