The NHL’s employment of audience targeting is an object lesson for marketers. The organization has reached out to new audience segments while growing a core fan base that is predominately young, well-educated, upper-income and frequent purchasers of luxury goods, vehicles and tech products. The NHL also recently signed a $2.9 billion, 10-year licensing deal with NBC and has plans to significantly expand its digital media offerings. Mike DiLorenzo, the NHL’s Senior Director of Social Media Marketing and Strategy, speaks about the NHL’s successful use of audience targeting to build a fan base that is luring brands seeking in-roads to an affluent audience.
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