Guest Entry: Making supporter communication more engaging – our e-marketing successes
Wednesday March 12, 2014
It’s fair to say that Leicester City Football Club are getting more than the average amount of attention at present, with the team sitting at the summit of the Sky Bet Championship table.
Extremely hard work is being put in at the training ground to ensure a successful bid for promotion to the Premier League, an opportunity that needs to be maximised within the Club’s marketing efforts.
We’ve always been keen to involve the fans. Their opinions and behaviours are what shape our marketing strategy and help us to ensure that we have a passionate set of supporters that get behind the team.
We’re always looking for new ways to improve our communications, trying to make them more engaging and set out to provide key information pre and post-match in a nice easy to digest format.
This has increased click-through rates significantly, showing that it’s been a positive move.
To drill into that statement a little further… on average our communications around a game have seen an increased click rate of 380%, with certain features of the email way in excess of this.
It’s come about just by making the design more appealing, making the information clear and most importantly, by giving the fans the content that they want without making them have to go searching for it.
It’s relatively simple stuff really, but it’s really powerful and is leading to decent results. We can track the level of engagement, open rates and clicks in our CRM system, which we get from Green 4 Solutions, allowing us to measure success and make further improvements.
There’s no doubt that we need to drive our ticket sales to upcoming games and by refining certain areas of our marketing activity we can drive extra clicks to the ticketing site in the short term.
However, the bigger picture of our communications is to connect our fans more tightly with the team and ensure they’re more engaged with the Club for the long term.
Written by Tom Crosse, Marketing Executive at Leicester City Football Club