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Falcons off to a flying start with CRM strategy


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Data-driven Falcons

Having been voted the best Premiership Rugby club in communicating and listening to its fans, Newcastle Falcons were determined to reinforce this position by investing in its CRM strategy.

In June 2016, Falcons appointed 4Sight Sport and Leisure to deliver a comprehensive CRM and data marketing service, with the ultimate goal to develop a better understanding of its fan base and thus deliver more personalised communications, driving improved fan engagement and increased revenues.

A connected workforce = an engaged fan base

The club has placed a data-driven approach at the heart of its enhanced customer-focused strategy - recognising the benefits of adopting a top-down model to ensure its adoption was maximised.   

A key objective for the Falcons was to maximise internal efficiencies, connecting core business functions through one CRM platform. The focus was to combine multiple disparate systems into one integrated shared solution and thus, Green 4’s GO CRM platform was selected.

The development of the email marketing strategy was another key objective, as the club sought to deliver more regular and up-to-date communications from the club, with exclusive content, news and offers to be used as incentives for increased subscriptions and engagement. The club hoped to increase its advanced online ticket sales and understood the importance of such an approach to achieving this objective.

Deliverables 

With the new season looming, 4Sight’s hands-on team quickly established live data integrations and a suite of mobile-responsive email marketing templates to ensure the communication and marketing strategy could capitalise on this key period – despite the infancy of the partnership.

Both an ‘update your details’ and ‘sign-up’ campaign were developed, supported by a superb club initiative in which any supporters and season ticket members who provided either updated, or new information, would receive a free ticket offer for a pre-season home game.    

As additional data sources, such as Wi-Fi, corporate and community, were established within the system, 4Sight provided Falcons with a comprehensive database insight pack which included reporting on data quantity, quality and density, demographics and profiling metrics. This information will provide the foundation for the co-development of a long-term CRM & Data Marketing strategy, with regular monitoring of agreed KPI’s.

4Sight’s data experts put significant effort into cleansing and enriching the data in the initial period of the partnership. Duplicate and deceased contacts were removed whilst historical data was cleansed and updated into a single uniform format. Additionally, email subscribers were invited to choose their email preferences allowing for greater segmentation in future campaigns.

Results

  • Attendance increases: The Falcons have reported an 18.3% rise in attendances so far in the 2016/17 season, compared with the previous season.
  • Fan Sign-ups: 3,400 new supporters signed-up to receive Falcons new eCommunications via their online portal in just 2 months.
  • SMS updates: The use of SMS for direct messages to fans about ticket offers has led to increased ticket sales.
  • Ecommunications improvement: The improvement in the suite of eComms including exclusive ‘team news’ communications resulted in a 500% increase in campaign success.

Feedback

4Sight’s CRM Account Manager, Matt Hudspeth-Lamb, said: “It is clear to see that everyone at Newcastle Falcons has bought into its CRM strategy and the club is pro-active and committed to building a closer relationship with its fans. Falcons see the value in utilising data and insight to influence its marketing activities and I look forward to the partnership progressing going forwards.” 

Newcastle Falcons Managing Director, Mick Hogan, said: “The club is dedicated to better communication with our loyal supporters and continue to invest in new initiatives to enable this. We are delighted to have seen an increased interest at home matches and our new CRM system and marketing of fixtures have played a significant part in the growth.”

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