Golden State Warriors

Adopt-a-Team Report The NBA’s Golden State Warriors are not only known for their performance on the court but also for their successful marketing program. They create experiences for their fans through social media and their website which drives merchandise and ticket sales due to customer engagement. The Warriors capitalize on many aspects of the business including retail, community involvement, and entertainment which surrounds the basic foundation of playing basketball. Within the marketing department, they have three branches: the digital/social experience, the game center experience which is comprised of everything on-site including the gates and arena, and the studio/content group which generates videos and photos for the social and

They had a 2,900% return on their spending in advertising through remarketing which is targeting people that have visited their website or used their app. The Golden State Warrior’s highly successful strategy in social media and remarketing have lead them to have an ROI of 30-40x. Also the Warriors’ slogan which is “Strength in Numbers” proves that emphasizing the team aspect of the organization has helped fan engagement. Their top three posts on Facebook has together an earned media value (EMV) of $700,000. The social media division has a much targeted plan for remarketing to customize all the factors of having specific ads to their audience based on highly detailed criteria such as how recently they visited the Warriors’ website or if they have the mobile app. They also do a lot of testing to see what videos and photos to post, and how far ahead to advertise games to generate the most revenue. Likes, comments, shares, follows, Google searches, and any sort of conversation on the different channels promote engagement which boosts sales. Good videos are extremely effective, especially on Instagram. 10 second plays seems to work the best for them according to their data as 75-80% of Facebook traffic is mobile. Their audience are mainly younger males, tech geeks, and San Francisco Bay Area

They do this to figure out the best time to boost and promote posts to different groups of targeted audiences. Based on their market research, one member of a custom audience is equal to $1.42 per season in comparison to one fan who is only equal to 70 cents. It takes the Warriors only 3 cents to convert a fan to a custom audience so with ROI from this, they can predict their revenue from the engagement generated by the custom audiences. They use both organic and paid reach for marketing through email, online, social media, and