Benson Chukwueke Benson Chukwueke Author
Title: Enyimba FC Audience Demographics – Score High for Team Marketing
Author: Benson Chukwueke
Rating 5 of 5 Des:
  There’s only one way to achieve the massive changes needed in Nigeria Professional Football League (NPFL). It is by first restru...



 There’s only one way to achieve the massive changes needed in Nigeria Professional Football League (NPFL). It is by first restructuring the league and the teams to start operating as serious business entities. Let’s take a look at Enyimba as a case study.

Enyimba football club of Aba is already popular in Africa, but still a small team team in terms of it financial outlay. The club is funded by Abia state government and operates as a not-for-profit organization, which has limited it’s growth and expansion over the years.

Enyimba won CAF Champions League back to back in 2003 and 2004, when the football loving governor, Orji-Uzor Kalu, was in power. And the fantasy of being positioned as a world class team in the mind of it’s audience is something that hasn’t been explored at all.



Enyimba audience has continue to display stable affluent characteristics. Approximately 50% of those attendees are traders and transporters earning income ranging from N50, 000 and above per month. Although, the business potentials of Enyimba is so visible, the team management hasn’t made any significant effort to sell it’s products to these passionate audience.

GreenHunters Sports International, a Sport Marketing and management Consult in Lagos Nigeria, has invested considerable research effort to prompt the team managers to jump start marketing drive. In this article, we present Enyimba FC Audience Demographics, an essential piece of information for team marketing.

1.    Demographics Information

Sex
Male………………………………………….. 89%
Female……………………………………….  11%

Profession
Traders………………………………………………. 42%
Transporters…………………………………..….. 23%
Civil Servants………………………………………… 15%
Students………………………………………….…… 10%
Bankers………………………………………………..… 3%
Others……………………………………………………. 7%

Income
N100K and Above………………………………… 17%
N70K – N99.999………………………………………. 19%
N50K – N69.999………………………………………. 22%
N30K – N49.999……………………………………….. 18%
N10K – N14.999……………………………………….. 12%
0 – N9. 9999………………………………………………. 4%

Purchasing Pattern
Purchase tickets on match day at the Stadium…………………… 62%
Purchase ticket after Half time play……………………………………. 20%
Purchase ticket 7days in Advance………………………………………… 1%
Fan club Cardholders (Free Entry)……………………………………….. 9%
VIP (Special Guests (Free Entry)…………………………………………… 6%

Audience Match Attendance Per Competition
Nigeria Professional Football League………………………………………. 62%
CAF Champions League………………………………………………………….. 82.5%
Nigeria Federations (FA Cup)……………………………………………………. 48%
CAF Confederations Cup………………………………………………….………. 46%
Friendly Matches……………………………………………………………………….. 30%
Super4…………………………………………………………………………………………. 28%




2.    Geographic Information

Audience Location
Aba and Environs…………………………………………………………. 67%
Umuahia and Environs…………………………………………………… 13%
Owerri and Environs…………………………………………………………. 9%
Port Harcourt and Evirons…………………………………………………. 7%
Onitsha and Environs…………………………………………………………. 2%
Others………………………………………………………………………………… 3%

Audience Clusters
Ariaria Market Aba…………………………………………………….…… 46%
Various Motor and Bike Parks………………………………………… 22%
Ogbosisi Market Aba………………………………………………………. 13%
Student Campuses in Aba and Umuahia………….………………......... 10%
Others……………………………………………………………......... 9%

Audience Attendence from Various Locations for each Competition
CAF Champions League……………………..(Aba, Umuahia, Owerri, PH, Onitsha)
CAF Confederations Cup…………………….(Aba and Umuahia)
Enyimba Vs Abia Warriors……………………………(Aba and Umuahia)
Enyimba Vs Heartland………………………………….( Aba and Owerri)
Enyimba Vs Rangers…………………………………….(Aba, UmUahai, Onitsha, Enugu)





3.    Psychographic Information

Audience Lifestyle and Opinions
Discuss team matches at market and motor parks
Discuss team match at Newspaper vendors’ stand
Wear Enyimba Replica Jersey to market and Office
Watch Enyimba match and training at the stadium
Watch fotball on TV or Viewing Center

Audience Interest
Purchase Enyimba replica jersey and souvenirs
Purchase Sports Newspapers
Go to sport bars and viewing centers
Mingling and interacting with team stars
Attend team road shows
Attend team Gala night and Award ceremonies
Attend Fans Fests

Audience Interest Ecalator
When Enyimba reach League stage  to finals of CAF Champions League
When Enyimba is NPFL title contender (Top3 on league table)
When Enyimba reach Semi finals to finals of Nigeria FA Cup
When Enyimba sign top star or coach, especially returnee from a popular Europe Club
When Enyimba player(s) return from a successful national assignment such as world cup or Nations cup victory…

Audience Other Competitive Interests
European League, especially English Premiership at Viewing Centers
Abia Warrior matches in Umuahia
Peak sales period on Saturday at Ariaria market
Wedding, Musical shows
Other occasions and Events

Advertisement

Post a Comment

 
Top