Post on 13-Jul-2015
Marketing & Communication
The Italian Fencing Association
MIP – POLITECNICO Milan - 15 october 2010
Alessandro Noto
Marketing & P.R Manager F.I.S.
Italian Fencing Clubs today
296 Clubs
126 Northern Italy
96 Center Italy
74 Southern Italy
Italian Fencers today
20.367 members
9.093 Northern Italy
6.625 Central Italy
4. 649 Southern Italy
Men 55 %
Women 45%
The Age of Italian fencers
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
7-14 anni 15-20 anni 20-35 anni 35 + anni
Esordienti/Prime Lame 3843
The most imp or tan t competitions in th e wor ld la st yea r
1 competitions around the world
The competitions around Italy last year
72 competitions
7 World Cup Circuits
6 Italian Championships
9 competitions under 14 – "Kinder+ Sport Cup"
World Championship Antalya 2009 –
9 medals
Youth World Championship – Baku 2010
9 medals
European Championship – Leipzig 2010
10 medals
Presence in the media during last year – October 2009/October 2010
3.051 articles on newspaper 308 television news
212 radio news 1.846 web news
36 hours on air on Rai Sport+ network
ITALIAN MEDIA
MEDIA – 2009 figures
10961310
1034
1875
0200400600800
100012001400160018002000
Gen-Mar
Apr-Jun
July-Sep
Oct-Dic
Web
TvRadio
Press
Italpress
Totale
MEDIA – 2010 figures
1026
11131190
0
200
400
600
800
1000
1200
Gen-Mar
Apr-Jun
July-Sep
Web
TvRadio
Press
Italpress
Totale
TRADITIONAL MEDIA IN ITALY
NATIONAL NETWORKS PAY TV SPORT NEWSPAPERS
UNCONVENTIONAL MEDIA
THE OFFICIAL FIS WEB SITE
1,14 MILLION total visitors
300.962 contacts only
5,33 MILIONS page views
6 NEWS EVERY DAY !!!
MEDIA – the figures of the official web site in 2009
0
20.000
40.000
60.000
80.000
100.000
120.000
140.000
Gen
naio
Febbr
aio
Mar
zo
Aprile
Mag
gio
Giugn
o
Lugl
io
Agosto
Sette
mbr
e
Otto
bre
Nov
embr
e
Dicem
bre
Visite Uniche
Viste Totali
Ottobre:
34.254 visite uniche
124.187 visite totali
MEDIA – the figures of the official web site in 2010
184 hours live and on demand
25 competitions
http://www.atleticomtv.it/federscherma/
An average of 60.000 viewers for the single event
FACEBOOK official page
Figures
The Power of Facebook
INTERACTION
MULTICHANNEL
INFORMAL
UNPUBLISHED MATERIAL
REAL TIME UPDATE
The power of Facebook
LINKS TO YOU TUBE… and others web sites
PHOTOSTORY OF COMPETIONS EVENTS
You dont have to find the news, the news find you…
The differences about “the suit”
Direct Contact between fans and sponsor’s brands
Start up Official Merchandising on line
A big success in only one year
+14,55% contacts only to our official
web site
Other sport associations on Facebook….
We are starting on TWITTER
More formal then Facebook
No gallery, only links
Used like a press agency
Essential and Synthetic
Useful to talk with English-speaking people
The double Tweet
Other sport associations on Twitter….
For World Championship 2010 in Paris:
RAI SPORT PIU’ – semifinal and final live
FEDERSCHERMA TV – all the matches live, but semifinals and finals on demand
after 24 hours
FEDERSCHERMA.IT – all the news in real time and every morning the press review
FACEBOOK – all the news and photogallery in real time
TWITTER – all the news in real time, in italian and english
For World Championship 2010 in Paris:
GAZZETTA DELLO SPORT – half page for promote world championship
The Countdown..starts since 23th October
CASE HISTORY: Advertising Campaign for European Championship 2010
CASE HISTORY: Advertising Campaign for European Championship 2010
http://www.youtube.com/watch?v=wMD4oDb9UO4
Other videos on You Tube and Facebook
http://www.youtube.com/watch?v=1YKBHqMTDrY&feature=related
http://www.youtube.com/watch?v=JbMG1B3hEKs
http://www.youtube.com/watch?v=GJlDqNmEUb4
We are starting to use the QR CODE
MEDIA – Hours of fencing on tv
MEDIA – The profile of the tv viewer
MAN ( 40 - 54 years old)
HIGH SOCIAL STATUS
HE LIVES IN:
1) Lombardia
2) Lazio
3) Veneto
4)Sicilia
5) Piemonte
6) Emilia Romagna
We can complete the picture…
With traditional media we reach a specific
target (we’ve just seen in the last slide)
and only an italian audience
With web tv and social media we get the rest of the target. I mean a
young and international target.
So I can complete the picture….
THE ATHLETES are fencing testimonials
http://www.youtube.com/watch?v=-pT7eSR1DcQ
The Athletes Value - EAV
POTENTIAL TOTAL VALUE
7.695.497,00 Euro
CASE HISTORY – CO.MARKETING about Cinema & Fencing
PROMOTION – RIMINI WELLNESS EVENT
0
1000
2000
3000
4000
5000
6000
2007 2008 2009 2010
People who trying fencing during the event
PROMOTION – FENCING AT SCHOOL
PHOTO ARCHIVE - 6000 photos in 1 year
ADVERTISING ON FIELD
THANKS !!!