marketing fundamentals for professional and amateur sports … · 2018-12-05 · marketing...
TRANSCRIPT
![Page 1: Marketing Fundamentals for Professional and Amateur Sports … · 2018-12-05 · Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell](https://reader034.vdocuments.us/reader034/viewer/2022042416/5f3256f8272e4644eb5c9cbd/html5/thumbnails/1.jpg)
MarketingFundamentalsforProfessionalandAmateurSportsClubs
DAMIANKELLY
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MyExperience
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TellStories• MOSTPOWERFULTECHNIQUEFORGROWINGCONNECTIONWITHYOURCLUB
• CREATESANEMOTIONALCONNECTION• PERSONALISESEXPERIENCES• STORIESSHAREREALEXPERIENCES– NOT‘SALESY’
PROTEAM/GOVERNINGBODYCANHAVEASHINYCAMPAIGN,BUTITISMOREOFTENWHATISDONELOCALLYTHATGETSPEOPLEOVERTHELINE
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Storytelling
EVERYPARTOFCLUBEXPERIENCESHOULDBEBASEDONHOWWEMAKEPEOPLEFEEL– MARKETINGSHOULDBEANEXTENSIONOFTHIS
• MAKEITRELEVANTANDSHAREABLE• KEEPITREGULAR• BASEITONYOURCLUBVALUES
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Adapt&Innovate
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Adapt&Innovate
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Adapt&Innovate
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Makethemostofyourmembers
CLUBMEMBERSACTASAMBASSADORSANDHAVEAGREATINFLUENCEONPEOPLESIMPRESSIONOFYOURCLUB
• ROLEFOREVERYONE• SKILLSANDKNOWLEDGEOFMEMBERSISPROBABLYTHEMOSTVALUABLEASSETOFTHECLUB
• DON’TASKPEOPLETODOTOOMUCH• VOLUNTEERSNEEDMANAGEDTOO
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Digital/Social
UNDERSTANDWHATYOUWANTTODOANDCHOOSETHEAPPROPRIATEPLATFORMTOACHIEVEIT
• LEVELEDTHEPLAYINGFIELD• CENTRALTOONLINEENGAGEMENT• STRATEGY/GUIDELINES• INSIGHTS/ANALYTICS• LANGUAGE/TONEOFVOICE• CONSIDEROTHERAVAILABLERESOURCES
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Website
YOURCLUBWEBSITEISTHEONLYONLINEPLATFORMTHATYOUCONTROLALLCONTENT– MAKEITYOURONLINEHUB
• SHOWCASETHEENTIRETYOFTHECLUB– NEWS,PHOTOS,FIXTURES,EVENTS,HISTORY,ACHIEVEMENTS,CURRENTACTIVITIES,FUTUREPLANS,CONTACTS,PITCHLOCATION,SPONSORSADSETC.
• ONE-STOPPLACEFORALLUP-TO-DATEINFORMATIONFORSUPPORTERS
• CMS/MOBILERESPONSIVE• KEEPITUPDATED!
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FACEBOOKISTHEMOSTPOPULARSOCIALMEDIAPLATFORM,WITHMORETHAN2BILLIONACTIVEMONTHLYUSERS
• 2-5POSTSPERDAY• PROTECTFROMOVERLYCOMMERCIALPOSTS• FACEBOOKLIVEFORMATCH-DAYCOVERAGE• SCHEDULEPOSTS• EVENTS• MANAGEMULTIPLEADMINROLES• USEFULINSIGHTS
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UlsterRugby
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AllSaintsGAA
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TWITTERHASTHESHORTESTLIFESPANOFANYSOCIALMEDIAPOSTS–APPROX.18MINSPERTWEET
• SHORTESTLIFESPANOFANYSOCIALMEDIAPOSTS• LESSDETAILED,MOREFREQUENTPOSTS• 10-15TWEETSPERDAY(MOREONMATCHDAYS)• USEHASHTAGSTOENCOURAGEENGAGEMENT• TWEETDECKFORSCHEDULEDTWEETS
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ALMOST70%OFINSTAGRAMUSERSAREFEMALE
• 2-5INSTAGRAMPOSTSPERDAY• NONTIMESENSITIVEPOSTS• INSTAGRAMSTORIES• NOSCHEDULINGFUNCTION/CANONLYPOSTFROMPHONE
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EmbraceVideo
VIEWERSRETAIN95%OFAMESSAGEWHENTHEYWATCHITINAVIDEO,COMPAREDTO10%WHENREADINGINTEXT
• APPROX.80%OFALLINTERNETTRAFFIC• EASYTOCONSUME• MOREEMOTIONALENGAGEMENTTHANPHOTOS• CANBEANEASIERWAYOFGENERATINGCONTENT• TECHNOLOGICALADVANCES
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Video