marketing to sports fans has changed a lot in recent years and facing new marketing challenges to bring the fans in the stadiums.
start with the fact that the economy is still terrible for the generation of younger millennium. The jobs they get do not pay much, and their wages are not rising. According to the Survey on the current population of the Government, the median income for people between 25 and 34 fell in all sectors, but major health care since the Great Recession began there nearly 10 years. Add to that rising prices for sporting events, parking, food and beverages in stadiums. And with advances in television technology and video, consumers can enjoy “the best seat in the house” from their couch with the HD screen action and replays without spending money and the time it takes (sore traffic, parking, concession and restroom long lines).
With these challenges, it is more important than ever that sports brands are focused on creating experiences that enrich the live events and respond to tech-savvy enthusiasts who could (and want) hire . with four or five screens when the game
It is common for fans – 90 percent have a smartphone – wait “intelligent stage” so they can use their devices in the games respond to offers and other improvements to the experience. And the younger generation, in particular, expects connectivity. Cisco in this report, young professionals said that the Internet is as important to them as air, water, food and shelter. Without connectivity, the younger generation of fans can not buy tickets, or they can be bored throughout the game if they can not connect to the Internet or upload photos to social media.
Enter stages connected
Until recently, Barclays Center, home to the NBA’s Brooklyn Nets, was considered the coolest stadium in the country, but they lost this title during the opening stage of Levi last year, in the heart of Silicon Valley and the home of the San Francisco 49ers of the NFL. During the Super Bowl 2016 – organized at the Stade de Levi – 27.316 unique Wi-Fi enabled fans used 10.1TB of data! To put this in perspective, it is equivalent to the estimated size of the printed collection of the Library of Congress. The Super Bowl has seen 20,300 concurrent users advanced, and they were able to maintain average download speeds time of 15-23 mbps -three faster than the fastest Wi-Fi stage last year.
offer intelligent marketing stages, teams and tremendous opportunities to significantly improve the fan experience brands for ticket holders.
The opportunity for brands
Let’s look at some of the opportunities for brands:
- Between Timers, fouls or penalties, mi -time, etc., the actual playing time during a game is limited. People want access to content – player and game stats, video highlights, updates on their fantasy-league points and other media – when the live game does not take place. And sometimes, even when it is. It makes sense to allow fans to watch a recovery from multiple angles that are not shown on the Jumbotron. Look at how your brand can capitalize on this: delivering messages, in-app advertising, and other contextual content for different elements of a game experience or even in different environments (eg watch other games on your phone for you’re at the store, in a train, etc.)
- one thing that can be frustrating when major sporting events are the long lines. – for stores and kiosks team, food and drinks, and do not forget the toilet. This is an opportunity to add value – as an application guide fans directly to their seats, helps them find the nearest toilet with the shortest waiting time, or provides a map of the stadium. Think about what you can bring fans to make their experiences more convenient, and people appreciate that.
- Beyond improving the fan experience, connected stages provide opportunities to increase the team’s profitability through additional purchases and increased ticket sales. Offer fans the opportunity to upgrade their seats from a mobile device, purchase a limited edition shirt for this game, or to order a sandwich and imported beer to be delivered directly to their seats by example.
If brands are not taking advantage of these marketing opportunities, money is left on the ground.
advice to sports organizations that seek to take advantage of this
Honing in the teams themselves, here are some tips on how to take advantage of this emerging revolution Marketing
- scan racing stadiums are in partnership with companies to deliver integrated technologies. To be part of this, you will need a robust platform, built to manage your content across all channels and touch points. Organizations need to leverage a holistic and integrated platform that is easy to use and is based on common data sets and fully integrated workflow. They can not rely on assembling and separate disparate technologies and to reach your fan base. What works best is a strong, integrated digital base.
- It is essential that background infrastructure is able to scale up. A system based on the cloud provides the necessary level of scalability and elasticity.
- It is equally important to understand the customer experience of the sports fan, which is a very non-linear way. For example, a friend of a avid sports fan, when invited to a game, could become a fan through the connected experience. There are opportunities at every touchpoint regardless of the screen, channel or device.
- Fans – like nearly all connected users – are demanding highly customized ,, amazing contextually relevant experiences in real time. For this, teams must have data on their fans – who are more than happy to provide if they get great experiences in return. You can not provide these experiences without analytical data and the ability to select the right audience. Analytics can improve all divisions of your organization -. To create the best user experience to recognize and treat potential trends that help boost your business
- Once you have some experience with the data you select, are you optimizing the ‘fan experience? Are you providing the most ideal and optimal experience to enhance the experience of your website?
- Do not forget the global opportunity. A football club in the UK, with a healthy regional market of 5 million, realized he had fans around the world, it was not used. It then increased its reach to 500 million!
- Stay ahead of the wave. The NFL has asked all its stages to provide Wi-Fi for the fans by the end of this year. He knows that the fan engagement through an immersive mobile experience is the key to improving the fan experience and maximizing revenue.
The number of connected mobile devices has already exceeded the world’s population, and in 2018, it is estimated that there will be over 10 billion. An average of 60 percent of Americans are sports fans (76 percent are men in high-income), and internationally, the numbers are staggering – 3.5 billion for the only soccer. This is a wave marks certainly want to ride.
This article was originally published on VentureBeat. See the original story here.