Portland Trail Blazers's Kevin Kinghorn on Driving Fandom Through Authenticity and Consistency

Max speaks with Kevin Kinghorn, Chief Marketing Officer & Executive Vice President for the Portland Trail Blazers. They discuss how to build a marketing strategy that drives fandom and emotional connection, the importance of authenticity and storytelling, and why focusing on fewer audience segments allows for more consistent brand-building. They also talk about the importance of stadium experiences beyond the game and how to leverage data to identify areas of underperformance.

 

Topics discussed:

• Understanding the drivers of fandom and the "jobs to be done" so you can build your marketing strategy.
• Why having fewer audience segments results in more consistent brand-building across channels.
• Why marketers should focus on the "double funnel" of both acquisition and retention.
• Why the age of season tickets and just watching a game are dead, and why sports brands need to focus on a more holistic stadium experience.
• How to create consistency across channels through aligned storytelling.
• How regional sports networks are changing how sports brands reach their fans.
• Why data insights can help you identify where you're underperforming in the market.