Would you consider fan engagement the holy grail of sports and entertainment marketing? After all, engaged fans are more easily transformed into loyal fans willing to come back time and again. Fans who leave an event without being fully engaged are less likely to be compelled to come back again.
It’s easy to make the case for better fan engagement based exclusively on this truth alone. The hard part is figuring out how to actually do it. That’s where tailored marketing solutions come in. An organization that figures out how to tailor its marketing is golden.
It All Starts With Data
It’s a given that tailored marketing solutions start with data. An organization relies on data analytics to create a single fan view that integrates data from a variety of sources. From that view, the organization can then segment audiences and target them based on key metrics.
Marketers should be aware of the fact that data sources and the types of data analyzed matter a great deal. It’s not enough just to collect data on fan behaviors and preferences. You have to collect and analyze relevant data. Chasing metrics for their own sake won’t get it done.
A business intelligence organization like KORE can be a difference maker. KORE’s innovative platform is capable of collecting, analyzing, and leveraging all the right data sets for tailored marketing solutions.
Engage With Ticketing
In terms of actual marketing solutions, consider ticketing. Far too few organizations engage with the ticketing process despite the fact that it is a treasure trove of valuable information. For example, you can harness current ticketing information to identify opportunities for add-on sales. Ticketing information can also be leveraged for lead generation and retention purposes.
Every ticketing touch point can be tailored to ticket holders based on their data. Ticketing and marketing teams can use fan data to customize every aspect of ticketing to create a more impactful outreach that fuels growth and retention.
Engage With Fans on Social Media
Speaking of touch points, social media is one of the most powerful touch points in the digital universe. Social media is where fans hang out. It’s where they discuss their teams, the latest entertainment events, the culture, and so forth.
Tailored marketing solutions within social media engagement provide opportunities to interact with fans. Furthermore, marketing efforts don’t even have to look like marketing. Effective fan engagement can be achieved with interactive posts, quizzes, polls, and even live streaming events. Here’s an example: running a poll to choose the MVP of last night’s game.
Exclusive Offerings for Exclusive Fans
Although offering exclusive content and promotions to select guests is a practice as old as marketing itself, it is still relevant in the era of tailored marketing solutions and fan engagement. It’s still relevant because it works.
Engage with the most loyal fans by offering exclusive content they can’t get anywhere else. Hook them up with promotions, like special Q&A sessions with players and performers. Give them glimpses into what goes on behind the scenes. Exclusive offerings for exclusive fans make those fans feel special and valued. Not only are they likely to return, but they are also likely to spread the word to encourage others to become exclusive.
There is so much more about fan engagement and tailored marketing solutions that could be discussed if space allowed. But this post needs to be wrapped up. If you’d like to know more about how you can transform data into fan engagement and tailored marketing, reach out to KORE. They’ve got the solutions to your marketing challenges.
