Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional...
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Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY
Transcript of Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional...
MarketingFundamentalsforProfessionalandAmateurSportsClubs
DAMIANKELLY
MyExperience
TellStories• MOSTPOWERFULTECHNIQUEFORGROWINGCONNECTIONWITHYOURCLUB
• CREATESANEMOTIONALCONNECTION• PERSONALISESEXPERIENCES• STORIESSHAREREALEXPERIENCES– NOT‘SALESY’
PROTEAM/GOVERNINGBODYCANHAVEASHINYCAMPAIGN,BUTITISMOREOFTENWHATISDONELOCALLYTHATGETSPEOPLEOVERTHELINE
Storytelling
EVERYPARTOFCLUBEXPERIENCESHOULDBEBASEDONHOWWEMAKEPEOPLEFEEL– MARKETINGSHOULDBEANEXTENSIONOFTHIS
• MAKEITRELEVANTANDSHAREABLE• KEEPITREGULAR• BASEITONYOURCLUBVALUES
Adapt&Innovate
Adapt&Innovate
Adapt&Innovate
Makethemostofyourmembers
CLUBMEMBERSACTASAMBASSADORSANDHAVEAGREATINFLUENCEONPEOPLESIMPRESSIONOFYOURCLUB
• ROLEFOREVERYONE• SKILLSANDKNOWLEDGEOFMEMBERSISPROBABLYTHEMOSTVALUABLEASSETOFTHECLUB
• DON’TASKPEOPLETODOTOOMUCH• VOLUNTEERSNEEDMANAGEDTOO
Digital/Social
UNDERSTANDWHATYOUWANTTODOANDCHOOSETHEAPPROPRIATEPLATFORMTOACHIEVEIT
• LEVELEDTHEPLAYINGFIELD• CENTRALTOONLINEENGAGEMENT• STRATEGY/GUIDELINES• INSIGHTS/ANALYTICS• LANGUAGE/TONEOFVOICE• CONSIDEROTHERAVAILABLERESOURCES
Website
YOURCLUBWEBSITEISTHEONLYONLINEPLATFORMTHATYOUCONTROLALLCONTENT– MAKEITYOURONLINEHUB
• SHOWCASETHEENTIRETYOFTHECLUB– NEWS,PHOTOS,FIXTURES,EVENTS,HISTORY,ACHIEVEMENTS,CURRENTACTIVITIES,FUTUREPLANS,CONTACTS,PITCHLOCATION,SPONSORSADSETC.
• ONE-STOPPLACEFORALLUP-TO-DATEINFORMATIONFORSUPPORTERS
• CMS/MOBILERESPONSIVE• KEEPITUPDATED!
FACEBOOKISTHEMOSTPOPULARSOCIALMEDIAPLATFORM,WITHMORETHAN2BILLIONACTIVEMONTHLYUSERS
• 2-5POSTSPERDAY• PROTECTFROMOVERLYCOMMERCIALPOSTS• FACEBOOKLIVEFORMATCH-DAYCOVERAGE• SCHEDULEPOSTS• EVENTS• MANAGEMULTIPLEADMINROLES• USEFULINSIGHTS
ConsumptionHabitsULSTERRUGBY
ALLSAINTSGAA
GettoknowyourfollowersULSTERRUGBY
ALLSAINTSGAA
TWITTERHASTHESHORTESTLIFESPANOFANYSOCIALMEDIAPOSTS–APPROX.18MINSPERTWEET
• SHORTESTLIFESPANOFANYSOCIALMEDIAPOSTS• LESSDETAILED,MOREFREQUENTPOSTS• 10-15TWEETSPERDAY(MOREONMATCHDAYS)• USEHASHTAGSTOENCOURAGEENGAGEMENT• TWEETDECKFORSCHEDULEDTWEETS
ALMOST70%OFINSTAGRAMUSERSAREFEMALE
• 2-5INSTAGRAMPOSTSPERDAY• NONTIMESENSITIVEPOSTS• INSTAGRAMSTORIES• NOSCHEDULINGFUNCTION/CANONLYPOSTFROMPHONE
EmbraceVideo
VIEWERSRETAIN95%OFAMESSAGEWHENTHEYWATCHITINAVIDEO,COMPAREDTO10%WHENREADINGINTEXT
• APPROX.80%OFALLINTERNETTRAFFIC• EASYTOCONSUME• MOREEMOTIONALENGAGEMENTTHANPHOTOS• CANBEANEASIERWAYOFGENERATINGCONTENT• TECHNOLOGICALADVANCES
Video- Standards
Video- Short-form
PhoneFilmingTips
• CLEANLENS• TURNONAIRPLANEMODE• OPENCAMERAAPP• HOLDPHONELANDSCAPE(16:9)• SUNSHINEONYOURSHOULDERS• CONSIDERAUDIO
– USEAMIC,ORGETCLOSE• FRAMEYOURSHOT• DON’TUSEZOOMCONTROLS
– ZOOMWITHYOURFEET• TAPRECORD😳• RECORD>10SECSFOREACHSHOT• SHOOTSTEADY
– NO/SLOWCAMERAMOVES• GETWIDE,MEDIUM,CLOSE-UPSHOTS
• KEEPBATTERYCHARGED• KEEP>2GBFREESTORAGE• USEPHOTOSAPPTOTRIM
