Converting Local Fans into Lifelong Brand Advocates with the New Orleans Pelicans

Fandom Unpacked

When the New Orleans Pelicans take the court at Smoothie King Center, they're not just playing basketball – they're celebrating the soul of a city renowned for its distinctive culture, resilience, and community spirit. This captivating conversation with Mel Barry, Senior Director of Brand Marketing for the Pelicans, reveals how the organization has masterfully woven the essence of New Orleans into every aspect of their brand.
"If you love New Orleans, it'll love you back," Barry shares. This philosophy guides how the team approaches fan engagement across an increasingly complex ecosystem of touchpoints – from the in-arena experience to broadcast partnerships, social media, merchandise, and community initiatives.
What sets the Pelicans' approach apart is their deep understanding of audience segmentation. They recognize that different fans are motivated by different experiences: some seek premium all-inclusive packages, others respond to themed nights or giveaways, while community groups connect through specially designed experiences like Veterans Appreciation Night. This nuanced understanding allows the marketing team to craft personalized journeys that resonate with diverse fan segments.
Technology plays a crucial role in this strategy, enabling the team to conduct sophisticated A/B testing across platforms, build comprehensive fan profiles, and deliver increasingly personalized communication. Yet Barry emphasizes that the human element remains paramount – particularly in how the organization supports players' personal brands and community initiatives.
Perhaps most compelling is Barry's description of those magical moments when everything aligns – when 20,000 fans rise to their feet in unison, creating an electric atmosphere that transcends the game itself. Even in defeat, as when fans gave the team a standing ovation after a playoff elimination, these shared experiences forge powerful emotional connections that keep fans coming back season after season.
Ready to experience the unique blend of basketball and New Orleans culture? Join the Pelicans faithful and discover why this team has captured the heart and soul of one of America's most distinctive cities.

Recorded Tuesday, November 12th, 2024
Host: Damian Bazadona, CEO & Founder, Situation
Guest: Mel Barry, Senior Director of Brand Marketing, New Orleans Pelicans
Producer: Peter Yagecic, Innovation Advisor, Situation

Chapters

1. Converting Local Fans into Lifelong Brand Advocates with the New Orleans Pelicans (00:00:00)

2. Introduction to Mel Barry and NBA Fandom (00:00:19)

3. New Orleans Culture and Pelicans Identity (00:01:17)

4. Marketing Integration Across NBA Touchpoints (00:02:51)

5. Weather Challenges and Fan Communication (00:05:10)

6. Understanding Core Ticket Buyers (00:08:14)

7. Technology and Fan Data Collection (00:16:44)

8. Player-Brand Relationships and Community Impact (00:24:22)

9. The Electric Game Day Experience (00:28:20)