Barstool's Brand Loyalty

Barstool Sports has a very loyal fan base, its users tend to visit multiple times a day and are loyal to the company's merchandise, especially their shirts. In a recent article published by Business Wire, Katherine Saviola describes the benefits of Barstool's customer loyalty following their partnership with Revcontent in June, 2015. Revcontent is a fast-growing advertising network that provides content recommendations to users online.

The Vice-President at Revcontent was quoted as saying, "Our partnership with Barstool Sports aims to deliver engaging content relative to their wide audience of loyal readers. We're excited to work with such an influential brand to further our content recommendation goals." This statement continues to emphasize Barstool's brand loyalty. Their readers are very loyal to their company because they feel they can easily relate to their writers. 

"Barstool generates 6.7 million unique visitors a month with 200 million monthly pageviews. Founded by David Portnoy, Barstool Sports has millions of loyal users around the globe. Their quality content and industry leadership is proven with their average session duration of 10 minutes and a 70% completion rate for original video content." -Saviola

Source: Barstool Sports Enters Exclusive Partnership with Revcontent

The Segmentation of Barstool Sports

Hello everyone and welcome back to the blog that reviews and analyzes the marketing strategies of Barstool Sports. As I believe was mentioned in previous post, Barstool has done a great job of branching out to other major cities across the United States. Barstool Sports originally started based in Boston, run by Dave Portnoy, but has many different branches currently. These branches include New York, Chicago, Philadelphia, DMV (Washington, D.C., Maryland, and Virginia), Iowa, BarstoolU, and their newest branch, Barstool Dixie.

Barstool Sports has segmented their different franchises using geographic segmentation. There are five general criteria to be considered when segmenting a company:

1. Simplicity and cost-effectiveness of assigning potential buyers to segments
2. Potential for increased profits
3. Similarity of needs of potential buyers within a segment
4. Difference of needs of buyers among segments
5. Potential of a marketing action to reach a segment

For Barstool, the only cost to creating segments in different regions of the country is employing people in those regions to run the operation. Since it is an online based company it is very easy to group content into segments in order for viewers to find the region they are interested in. The potential for increased profit through this segmentation is clear, by grouping content and sales promotions into groups, customers can find the region they are interested in, and view merchandise pertaining to their interests. By separating Barstool's content geographically, they can recognize different groups of people who may only be interested in certain segments. For instance, people living in New York tend to view the New York page mostly, and buy merchandise relating to their sports teams. Additionally, customers in different regions do not share the same interests, and separating the segments makes the viewer experience more friendly and easy to navigate. Finally, by segmenting this way, Barstool increases the effectiveness of each marketing action made in each city.