By Todd McPhee, founder of tech consultancy Engaging.io
Aussies love watching sport, that’s hardly breaking news. As a nation of sports nuts, more than eight million of us fork out an estimated $1.7 billion a year to watch our favourite AFL (go the Swannies), NRL, netball, basketball or cricket team, tennis, golfing or swimming star take to the field, court, course or pool, all in the name of competition.
Sport is big business and in the new attention-based economy, that competition extends to attracting and maintaining ongoing and meaningful relationships with those fans. Connecting with fans should go beyond the excitement on the field or court. It’s about creating a seamless, engaging experience from the moment a ticket is purchased to long after the final whistle.
Technology, in particular CRM platforms, are now playing a much greater role in driving closer integration with fans and the sporting teams they passionately follow. While some are ahead of the curve, many are still missing out – including adding valuable additional incremental revenue to their bottom lines.
Unifying marketing and data insights
Traditionally, marketing automation and ticket sales have operated in silos, leading to fragmented communication strategies. Integrating all marketing activities into a single CRM platform can bridge these gaps. We’ve just completed work with a major US NBA team on exactly that. Implementing HubSpot to centralise their marketing efforts has allowed them to create cohesive campaigns spanning pre-game, game day, and post-game interactions. This has enabled the marketing team to meticulously track customer journeys, linking ad spend directly to ticket sales and new fans while driving a greater understanding of which marketing strategies are most effective.
Enhanced fan engagement
A robust CRM allows sports franchises to segment their audience with precision for more targeted communications. For example, by analysing ticket purchase data, teams can identify fans’ preferences, such as seating choices or favourite event types. This insight allows for personalised upselling and cross-selling opportunities. Imagine a fan who consistently buys upper-level seats being offered an upgrade to premium seating, or a sports enthusiast being introduced to other events being held at the venue. This level of personalisation not only enhances the fan experience but also drives additional revenue streams.
Streamlined operations and increased efficiency
A CRM system can significantly reduce the time and effort required for campaign management. Before our project, the NBA team’s marketing team faced time-consuming manual processes for creating and updating campaigns. By migrating their CRM system, they were able to automate these tasks, drastically reducing the time needed to launch new campaigns. This newfound efficiency freed up the marketing team to focus on creative strategies and fan engagement activities, rather than being bogged down by administrative tasks. Additionally, automated processes ensured timely and relevant communication with fans, enhancing their overall experience.
Comprehensive reporting and analytics
One of the standout benefits of a unified CRM platform is the ability to generate detailed reports and analytics. In our NBA example this meant no longer cobbling together data from disparate sources to understand marketing performance. They can easily track and report on email campaigns, landing page performance, and fan interactions across various touchpoints. This real-time visibility into marketing effectiveness has allowed for quick adjustments and continuous improvement, ensuring every marketing dollar is well spent.
Improved fan feedback
Engaging with fans doesn’t end when the game does. Gathering feedback is crucial to improve future experiences. An example of this is establishing automated feedback surveys that are triggered based on ticket scans to ensure only attendees receive them. This precise targeting provides valuable insights into what fans enjoyed and what could be improved. These direct feedback loops are invaluable for making informed decisions about event management and fan services.
By centralising marketing efforts, enhancing fan engagement, streamlining operations, and leveraging comprehensive analytics, a robust CRM platform can elevate sports marketing to that benefits both fans and the business. For sports teams wanting to stay competitive and deeply connect with their fan base, embracing technology is a big scoring opportunity.
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Top image: Todd McPhee