5 Tips for Today’s Sports Marketers and Digital DevelopersAugust 05, 2016
A results-driven community in sports that discusses strategic initiatives across technology, marketing, digital, social, ticketing and sponsorship sales, and operations executives – oh yeah you know I’m talking about SEAT (the Sports & Entertainment Alliance in Technology) and if this name is new to you, then let me introduce to simply the best conference in the sports vertical that anyone can attend when it comes to innovation.
This year, SEAT was hosted in Las Vegas, and with a city that spares no expense when it comes to entertainment, Zoomph partnered with Samsung to provide an immersive social experience to highlight some of the best social content on their stunning displays to complement their Samsung VR and 360-degree camera experiential zone.
Lucky for you, we tracked the entire conversation and I returned with the top 5 takeaways for today’s sports marketing teams and digital developers.
1. Data rules everything.
…as does contextual relevance. I had the pleasure of speaking on a panel with Jen Hinkle (VP of Digital at the Washington Redskins), TJ Ansley (Director of Digital Media at the Portland Trailblazers) and Richard Clarke (Editor of Colorado Rapids) about this. The top takeaway? Learn as much as you can about your customers without making it creepy. Make it fun for fans to share data. This data helps personalize the messaging.
The trailblazers saw a large lift in conversion rates when they used machine learning to create a predictive model #SEATVegas16
— Russell Scibetti (@rscibetti) July 17, 2016
2. Personalize consumer journeys.
This was highlighted by many, including keynote speaker R Ray Wang. Teams need to deliver brand promises via orchestration across personas, processes, and the graph. You need to let people choose their own adventure when it comes to digital, and provide options on how they can be rewarded. This lets you generate personalization at scale. This is also a great way to focus on influencers from outside sports to generate engagement and interactions with larger audiences whom you might not already be advertising to. Customer journey options should embrace what fans will be doing, what they might be doing, and a third wild-card option to keep them surprised. These customized experiences have shown to increase conversions from digital properties.
— R Ray Wang (王瑞光) (@rwang0) July 18, 2016
3. Mobile, mobile, mobile.
Key takeaways from MLBAM’s Chad Evans:
- Nothing works without connectivity
- Respect your users
- Don’t over-engineer solutions
- Be careful of hardware costs
- Don’t believe everything you read
- Be wary of gimmick features
- Be wary of one-off apps (think, “Is there already another app for that?”)
- Don’t fall victim to “featuritis”
4. “Teams need to start acting like agencies.”
This was one of my favorite quotes from Sean Callanan, Founder of SportsGeek (if you’re not listening to his podcast, shame on you) – fun fact: 40% of people who follow SEAT also follow Sean, according to our Twitter Follower Analytics. Agencies always find a way to make it work with sponsors. Teams need to do the same.
See who’s following today’s top Twitter handles. Click here to try Twitter Follower Analytics for free.
5. Don’t start with “more sponsors” to build a successful event.
- Start with a strategy, brand + building outreach + following
- Automate actions from analytics to reduce the number of points of friction or failure
- Most marketers spend their budget on awareness stage but a majority of targets don’t advance down the funnel
- Average consumer belong to 26 loyalty programs but active in 6, you need to do different things ex. surprise rewards
- Fans don’t care about technology…until they’re offered a bad experience. Until then, they focus heavily on your digital content and activity.
— Stephen Bourke (@sb01sport) July 19, 2016
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