360° Digital Marketing Strategy
Development and implementation of a 360° digital marketing strategy for a national-level sports club.
Knowing your audience in order to better engage them is obviously the primary objective of any marketer. This is even more true for sports clubs, whose relationship with supporters goes beyond simple customer relations.
They are more loyal than a simple customer, but because of their attachment to the club, they are also more critical and attentive to any direct or indirect communication from the club.
Refining your understanding of who your fans are is therefore vital for any professional sports club, and to do that you need to have the right foundations in place, then know how to activate them effectively.
01
Background & Objectives
The need
As with any company concerned with its own development, the digital era is a turning point not to be missed. This is also the case for this prestigious sports brand in French-speaking Switzerland.
The club had very little control over its database, which consisted of many duplicates and was not very well structured, and wanted to develop its customer relations through several digital channels, with the aim of engaging its fan base in a more meaningful way.
In detail
- Unusable database
- Outdated personas
- Overly general communication
Objectives
The club’s objectives were clear: to improve the quality of the database, increase its volume, and personalise messages with the engagement of customers (let’s call them supporters) on its digital channels through personalised messages. At the same time, they wanted to make the work process easier for the club’s in-house teams, using appropriate digital marketing tools to achieve greater efficiency for the same amount of effort.
In detail
- Engaging the community
- New communication channels
- Personalised messages
02
Expectations
Meeting the club's ambitions
Above all, it was necessary to meet the club’s ambitions. Not only did the club want new digital tools to help it achieve its objectives, it also wanted to make the work of its in-house teams easier and more productive.
In detail
- Raising awareness of digitalization
- Meeting the objectives
Take the club to the next level in terms of fan engagement
The club’s executives, well aware of the importance of getting to know their fans, wanted to be able to engage them as effectively as possible for a number of reasons: to improve the club’s income, of course, but also to better meet the expectations of its supporters and strengthen links with them, as they saw this as one of the responsibilities of the club, the regional sporting flagship.
In detail
- Increase club revenues
- Improve occupancy rates
- Getting ready for the next generation of fans
- Strengthening the links between the club and its fans
03
Implementation
Our agency has demonstrated its expertise through the following annual resolution process:
04
Conclusion
Achievement of all objectives, even beyond
The engagement of the database was greatly increased, and this on all communication channels. This led to the achievement of the KPIs determined in the preseason.
The icing on the cake, the internal marketing teams have gained in autonomy and productivity thanks to the various digital tools implemented by our agency.
- Improving the quality of the database
- Increase in the size of the database
- Achieving objectives
- Autonomy for in-house marketing teams
- 360° Digital Marketing