Marketing Fundamentals for Professional and Amateur Sports … · 2018-12-05 · Marketing...
18
Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY
Transcript of Marketing Fundamentals for Professional and Amateur Sports … · 2018-12-05 · Marketing...
MarketingFundamentalsforProfessionalandAmateurSportsClubs
DAMIANKELLY
MyExperience
TellStories• MOSTPOWERFULTECHNIQUEFORGROWINGCONNECTIONWITHYOURCLUB
• CREATESANEMOTIONALCONNECTION• PERSONALISESEXPERIENCES• STORIESSHAREREALEXPERIENCES– NOT‘SALESY’
PROTEAM/GOVERNINGBODYCANHAVEASHINYCAMPAIGN,BUTITISMOREOFTENWHATISDONELOCALLYTHATGETSPEOPLEOVERTHELINE
Storytelling
EVERYPARTOFCLUBEXPERIENCESHOULDBEBASEDONHOWWEMAKEPEOPLEFEEL– MARKETINGSHOULDBEANEXTENSIONOFTHIS
• MAKEITRELEVANTANDSHAREABLE• KEEPITREGULAR• BASEITONYOURCLUBVALUES
Adapt&Innovate
Adapt&Innovate
Adapt&Innovate
Makethemostofyourmembers
CLUBMEMBERSACTASAMBASSADORSANDHAVEAGREATINFLUENCEONPEOPLESIMPRESSIONOFYOURCLUB
• ROLEFOREVERYONE• SKILLSANDKNOWLEDGEOFMEMBERSISPROBABLYTHEMOSTVALUABLEASSETOFTHECLUB
• DON’TASKPEOPLETODOTOOMUCH• VOLUNTEERSNEEDMANAGEDTOO
Digital/Social
UNDERSTANDWHATYOUWANTTODOANDCHOOSETHEAPPROPRIATEPLATFORMTOACHIEVEIT
• LEVELEDTHEPLAYINGFIELD• CENTRALTOONLINEENGAGEMENT• STRATEGY/GUIDELINES• INSIGHTS/ANALYTICS• LANGUAGE/TONEOFVOICE• CONSIDEROTHERAVAILABLERESOURCES
Website
YOURCLUBWEBSITEISTHEONLYONLINEPLATFORMTHATYOUCONTROLALLCONTENT– MAKEITYOURONLINEHUB
• SHOWCASETHEENTIRETYOFTHECLUB– NEWS,PHOTOS,FIXTURES,EVENTS,HISTORY,ACHIEVEMENTS,CURRENTACTIVITIES,FUTUREPLANS,CONTACTS,PITCHLOCATION,SPONSORSADSETC.
• ONE-STOPPLACEFORALLUP-TO-DATEINFORMATIONFORSUPPORTERS
• CMS/MOBILERESPONSIVE• KEEPITUPDATED!
FACEBOOKISTHEMOSTPOPULARSOCIALMEDIAPLATFORM,WITHMORETHAN2BILLIONACTIVEMONTHLYUSERS
• 2-5POSTSPERDAY• PROTECTFROMOVERLYCOMMERCIALPOSTS• FACEBOOKLIVEFORMATCH-DAYCOVERAGE• SCHEDULEPOSTS• EVENTS• MANAGEMULTIPLEADMINROLES• USEFULINSIGHTS
UlsterRugby
AllSaintsGAA
TWITTERHASTHESHORTESTLIFESPANOFANYSOCIALMEDIAPOSTS–APPROX.18MINSPERTWEET
• SHORTESTLIFESPANOFANYSOCIALMEDIAPOSTS• LESSDETAILED,MOREFREQUENTPOSTS• 10-15TWEETSPERDAY(MOREONMATCHDAYS)• USEHASHTAGSTOENCOURAGEENGAGEMENT• TWEETDECKFORSCHEDULEDTWEETS
ALMOST70%OFINSTAGRAMUSERSAREFEMALE
• 2-5INSTAGRAMPOSTSPERDAY• NONTIMESENSITIVEPOSTS• INSTAGRAMSTORIES• NOSCHEDULINGFUNCTION/CANONLYPOSTFROMPHONE
EmbraceVideo
VIEWERSRETAIN95%OFAMESSAGEWHENTHEYWATCHITINAVIDEO,COMPAREDTO10%WHENREADINGINTEXT
• APPROX.80%OFALLINTERNETTRAFFIC• EASYTOCONSUME• MOREEMOTIONALENGAGEMENTTHANPHOTOS• CANBEANEASIERWAYOFGENERATINGCONTENT• TECHNOLOGICALADVANCES
Video
