Fanbase Fan Profiles have made their way into Salesforce! The Paciolan community has already seen great success leveraging this data through digital marketing campaigns, and it was made available for segmentation purposes in Eloqua earlier this year. Now, in an effort to share data across the entire Pac marketing ecosystem, they are available to view at the account level in Salesforce.
For those needing a refresher, Fan Profiles are made possible through a collaboration with Learfield’s Fanbase team. Accounts in your ticket data base are enriched with third party data appends that include data points such as household income, presence of children, education level, and more. The Fanbase team then takes all of those data points and assigns your patrons to one of ten specific Fan Profiles, offering you actionable insights at no additional cost!
College Grad Families
These are college graduates who have kids and live in the suburbs. They are younger than the average fan and are one of the most active ticket buying groups for college football and basketball.
Trendy Urbanites
These city dwellers do not have college degrees and are one of the younger segments. Their brand interests trend towards more modern brands and styles, including healthy eating and technology.
Invested Professionals
This group of higher-income, graduate school-educated individuals significantly over-index in their support of college athletics. They live in the suburbs and are among the most active donors and ticket buyers.
Suburban Blue Collar
This older-than-average segment lives in the suburbs and is not college educated. Despite not having a college alumni affiliation, this group still purchases tickets and donates at about average rates.
Metropolitan Middle Class
This profile features college graduates with higher-than-average incomes who live in cities. They exhibit stronger advocacy for college sports but buy tickets and donate at a below average rate, which may be due to relocating to major cities away from their college campus.
Big City Affluent
The wealthy city dwellers in this profile are highly educated and more established in their careers. They are characterized by both their high levels of interest in and their strong promotion of college football and basketball.
Country Consumers
These individuals live in rural areas and are not college-educated. They over-index in outdoor activities like fishing and hunting, auto brands associated with trucks, and agricultural stores.
Empty Nesters
The suburbanites in this group are older-than-average and no longer have kids in the household. They support college athletics at above average rates through both donations and ticket purchases.
Small Town Supporters
This segment features individuals living in rural areas who are college-educated, including some with graduate degrees. They buy tickets and make donations at above average rates.
Cost Conscious Young Families
One of the younger profiles, these people have kids and live in the suburbs. Their interest in college sports has led to them buying tickets at above average rates, but they donate at below average levels.
If you are already signed up with Fanbase and are not seeing profiles in your Salesforce instance, please reach out to your Salesforce Admin. If you would like to learn more about Fanbase or how you can enroll, reach out to your client partner!
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