POSITIONING MICROSOFT CRM 4 SPORTS & EVENTS IN BENELUX

Businesscase

Targeting: Membership, Performance and Ticketing

TRADITIONAL MEMBERSHIPS GENERALLY CONSIST OF SOME MIXTURE OF TICKETING ENTITLEMENT, MERCHANDISE AND CONTENT

‘Ticket scarcity’ in disguise – a way to assign a place in a queue for ticket products where demand > supply – season tickets, cup tickets, ‘one-off’ games etc.

Often ‘disguised’ via the packaging of a membership product with merchandise or publishing content (Club magazine).

But membership defined broadly as a mark of affiliation or support is key to the commercial (and cultural) future of professional sport and individual clubs in 21st Century.

CHARACTERISTICS OF THE POSSIBLE TARGET GROUPS

Elftal fascinates Dutch football fans

65% of respondents stated that they become excited when the Dutch national team plays in major tournaments. Although the fascination of the team has dropped slightly, the FIFA World Cup or EURO matches with Dutch participation were still considered highlights for the majority of football fans in the Netherlands.

Most Dutch respondents felt more affiliation to their national team than to respective local teams, which underlines the significance of the Elftal in the Netherlands.

Huge popularity of speed skating

Due to the long tradition and success of Dutch athletes at World Cup Competitions or at the Winter Olympics, speed skating (61%, Top-2-Box) was the most popular sport on TV besides football. The ranking of other popular sports watched on TV was completed by tennis (53%) and cycling (48%).

Darts almost on the same level as Formula 1

It is interesting to note that darts was popular among Dutch football fans. 33% of respondents stated that darts is their favourite sport on TV apart from football. Channels such as SBS6 or SportOne broadcast many major dart tournaments promoting the status of the sport.

Despite the appearance of Christijan Albers, merely 33% (Top-2-Box) of respondents named Formula 1 as their favourite sport on TV besides football.

Social activities more popular than watching sport on TV

Most Dutch respondents considered activities which involved family members or friends more attractive than watching sport on TV. At least, 36% stated that they would prefer to watch a sports event live at the stadium. Bron: Football Monitor Netherlands

2006 / 2007Wave II

Sport+Market

Population = 16.3 million people

Bron: Statistical Office of the European Communities (01.02.2006)Source II: Representative market research studies 11/2006

Persons betweenthe ages of 15 and 69 years

Approx.: 11.7 mill.

Persons betweenthe ages of 15 and 69 years withan interest in football (Top-3-Box)

Approx.: 9.1 mill.

MARKET VOLUME IN THE NETHERLANDS

Persons betweenthe ages of 15 and 69 years

Approx.: 11.7 mill.

Persons betweenthe ages of 15 and 69

years with an interest in football

Approx.: 7.6 mill.

FOOTBALL MEMBERSHIPS: OFTEN OVERLAPPING FOR THE INDIVIDUAL SUPPORTER

Football ‘memberships’ are organised into different levels: for Season Tickets (mostly Gold & Platinum), Match Ticket Eligibility and Prioritisation (Season ClubCards, ClubCards, SupportersClub ClubCards, Tickets Home and Away, Tickets European Competition), Youth (Junior Clubs) and Disabled supporters

Business Intelligence reports give the club a view of general supporter trends at a macro-level

Moving from one season to the next, a supporter can either renew a membership (“Renew”), leave one membership type but go on to take up another one (“Migrate In/Out”), leave the membership structure altogether (“Lost”) or purchase a membership having held no memberships in the past season (“New”)

Different memberships work in different ways – it is often ‘normal’ for a supporter to have more than one or multiple membership products at the same time

EXAMPLE ARSENAL: EXTREMELY COMPLEX AFFILIATIONS AND SEGMENTATIONS BASED ON HIGHBURY ‘SUPPLY’ RESTRICTIONS TO THE NEW EMIRATES STADIUM

ALTERNATIVES TO TRADITIONAL MEMBERSHIPS?

Clubs have two options to break the chains of this restrictive and limited model by placing a personal relationship with the supporter before the commercial relation with

the supporter Supporters don’t benefit from being on a club or sponsors’ mailinglist, they usually

resent it! Supporters could potentially benefit from exclusive highly targeted offers from club

sponsors by moving from a sort of ticketing ‘queue’ membership to a ‘loyalty model’

Paying money for the opportunity, to have a change, to maybe buy tickets is not a good way to built a relationship with a supporter

Any system that is based on ‘supporter involvement’ or ‘loyalty’ will help the club built a long term relationship with it’s supporter

PERSONALISING THE RELATIONSHIP: START WITH THE YOUNG

Youth and Family are key target audience, reached primarily through Field Marketing and Online

Some memberships are ‘limited’ to Youth, with 3 age bands to differentiate between age cohort demands or preferences, this still based on a fee and a ‘welcome pack’ (Merchandising in disguise) as well as other benefits

Others have gone a step further by ‘de-commercialising’ many aspects of the Youth Membership Programme with board-level funding and subsidy Youth Membership is free to join Every member gets a club shirt on their 6th or 7th Birthday (fighting the ‘big clubs’!) Used then as a relationship builder for soccer skills and ticketing

YOUTH MARKETING AND SOCCER SKILLS AS PART OF MEMBERSHIP PROGRAMME

In the UK there are many football clubs run community programs. These programs vary from teaching ‘football’ at local schools to literacy course for parents ‘while keeping the children busy with Football’. This is momentarily involved in The Netherlands as well (PSV, FC Twente) For example: Stoke City’s Community program touches the lives of more then 30,000

children a year! In our CRM program Football Skills and Training Certification should be at heart of any

membership value proposition. Such a proposition should include:

A membership/loyalty card (something real and tangible that has many added benefits including the fact that it will stop shop data leakage)

Every kid it’s own individual member page (single sign-on) Personalised club updates and special offers, sent via e-mail or print The opportunity for parents to check on their children’s football progress

SOCCER SKILLS MONITORING:

What these screens must show: A skills session information screen where surface and weather conditions, times and

dates can be entered; where Locations, Location Contacts, Teachers and Instructors can be assigned; and where there is a list view of all participants and their recorded measurements

Clickthrough to an individual participant’s contact page, with a history of all courses attended and of all recorded soccer skills measurements

The process of entering skills measurements manually into a tab populated with relevant fields (in this case Shooting)

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Demo Player Performance

LOYALTY SCHEMES ARE AN EXCELLENT WAY TO ADD VALUE TO A MEMBERSHIPS PROPOSITION BUT….

Running a loyalty scheme is complicated…. Retail partners are a must have… But finding and managing retail partners is job on itself And there is lot’s of competition: AH Bonus Card, Airmiles, MovieMiles etc.

A possible proposition for football clubs whereby: Cronos or partners of them delivers the actual cards and infrastructure plus they find

and manage the retail partners The clubs market the Cronos product to their fans The Clubs get a percentage of every euro spend and so does the supporter The clubs pays a monthly fee to use the membership infrastructure

LOYALTY REQUIRES INFRASTRUCTURE AND MANAGEMENT

Cards & Readers Loyalty System Club Program Partner Program Supporter Marketing

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Demo Player Loylaty

MARKETING AND MEDIA

In media production companies as many Professional Football are, there are various trends and developments demands for option formats, media channels and advertisers constantly aligned. To be a clear profile of all three elements required Microsoft Dynamics CRM may well meet this need. Microsoft Dynamics CRM to work, which advertisers can easily be determined best fit a given production, one media channel.

A Dutch company developed a template that media producers can quickly get started with much needed profiling and segmentation functions. The media template is suitable for Sports and Events:

Cross-media production companies as Eyeworks TV producers as Eyeworks Publishers Music publishers and record companies Broadcasters Online content providers Concert and theater producers

MARKETING AND MEDIA 2

The media template for Microsoft Dynamics CRM, can media and entertainment companies include determining:

Which fits the advertiser production? Which medium suits the consumer (and audience)? What format / production which fits the consumer (and audience)? Who has advertised in production A production but not in B? What was the most effective marketing campaign?

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AND OF COURSE ..........................TICKETING

The ticketing template for Microsoft Dynamics CRM, in combination with Sharepoint Landing pages fits the gap between:

An expensive ticketingsystem Daily work on the office Instead of outsourcing

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Thank you!

Hans van Raaij – Havara – Eindhoven – Netherlandswww.havara.net