When it comes to digital marketing, the actions of a sports club or visitor attraction are only as good as the data they hold. If marketing communication campaigns are based on inaccurate fields within visitor and fan databases, this could expose clubs or visitor attractions to issues such as increased costs, poor reputations and risk of losing visitors and fans.
Email marketing is one of the most widely used and most effective ways for companies to reach their visitors and fans. The total number of worldwide email accounts forecast to be in use by 2018 is a staggering 5.2 billion – so there’s never been a more crucial time to hone the way you communicate with your fans and visitors.
SMS campaigns are utilised across a huge range of industries, and are an extremely popular method of getting messages out to supporters and visitors. Although they are simple and quick, the campaigns require planning to ensure that the results generated from them are maximised.
Many clubs today are realising the importance of looking after key segments of their fan base. From the die-hard season ticket holders to the international social followers, more and more clubs are introducing schemes and initiatives to reward fans for their affinity to the club. There have been many examples of failed loyalty schemes, so to help you avoid this I’ll cover some of the key considerations to ensure that your loyalty scheme is a success.
Every organisation understands that a data-driven Customer Relationship Management strategy is an essential approach in today’s world. The capturing and utilisation of visitor and fan data to generate insights can be used to improve engagement and build more productive relationships. Whilst selecting the right systems infrastructure is a key element of a CRM programme, success also involves much more than just new technology.
In the world of data and analytics, presenting and explaining insight can be just as important as the results themselves. So how do you avoid falling into the ‘death by PowerPoint’ trap and ensure that your results are delivered in the correct way?