Why sports franchises need to segment and personalize their marketing efforts

It’s a beautiful sight: fans piling through your doors and filling your venue with that slightly nervous, mostly excited energy. All the work from your sales, marketing, and game presentation teams is about to create memories for these fans that will last a lifetime.

But how well do you really know all those people walking into your venue? You’ve likely collected what type of ticket they have (individual, seasons, price level, where they live, how many tickets they purchased) and their purchase history from your ticketing system. You’ll know which sales rep may have connected with them via your CRM. You’ll also know how many clicks your digital ads had and who opened your pre-game email campaign.

Typically, not much of this data is consolidated and accessible to more than just a few people in each department. How many people in your organization actively use all this data in order to tailor messages to different fans, at different times? How do you know what’s working and which fans are most similar in their behaviors? Probably most importantly, can your organization pull out these insights when you’re in a time crunch?

Using the knowledge you are collecting in order to personalize how you communicate with fans has never been more important. No two fans are alike and there is more competition for their attention than at any time in history.

The good news is that information creates a competitive advantage for your organization. Personalization can deliver five to eight times the ROI on marketing spend, and can lift sales by 10% or more.

If you’re worried about whether using your fans’ data to further personalize your marketing messages is worth it, check out these stats (via V12):

  • 86% of consumers say personalization plays a role in their purchasing decisions

  • 73% of consumers prefer to do business with brands that use personal information to make their experiences more relevant

  • 80% of consumers like when emails contain recommended products based on previous purchases

If that’s not enough of an incentive and you’re still balking at asking your fans to share their personal data, check out this stat from Deloitte Consulting (2018):

79% of people will share personal data for clear personal benefit

Your fans are more than willing (for the most part) to share their personal data with you - as long as you actually use it to provide them with better service!

Personalized messages show your existing fans that you care, and that you’ve taken the time to get to know them. It shows them that while you’d obviously like to them to spend some of their hard-earned disposable income on attending a game (or merchandise item,etc.), you’ve taken the time to understand what they’re likely to find most interesting about your brand. For new fans, personalization allows organizations to cut through the marketing noise. You’re not just competing for sales; you’re competing for attention.
Our Customer Data Platform empowers teams to maximize the potential of their data and segment their audience beyond transactional and demographic data in order to more effectively personalize messages and convert buyers. We do this in an automated way, so you get the answers to your questions immediately, when you need them most.

Want to find out more about how we help teams better segment and personalize their sales and marketing efforts? Contact us today!


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