Marketing & Communication

The Italian Fencing Association

MIP – POLITECNICO Milan - 15 october 2010

Alessandro Noto

Marketing & P.R - Federscherma

Italian Fencing Clubs today

296 Clubs

126 Northern Italy

96 Center Italy

74 Southern Italy

Italian Fencers today

20.367 members

9.093 Northern Italy

6.625 Central Italy

4. 649 Southern Italy

Men 55 %

Women 45%

The Age of Italian fencers

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

7-14 anni 15-20 anni 20-35 anni 35 + anni

Esordienti/Prime Lame 3843

The most important competitions in the world last year

119 competitions around the world

The competitions around Italy last year

72 competitions

7 World Cup Circuits

6 Italian Championships

9 competitions under 14 – "Kinder+ Sport Cup"

World Championship Antalya 2009 –

9 medals

Youth World Championship – Baku 2010

9 medals

European Championship – Leipzig 2010

10 medals

Presence in the media during last year – October 2009/October 2010

3.051 articles on newspaper 308 television news

212 radio news 1.846 web news

36 hours on air on Rai Sport+ network

ITALIAN MEDIA

MEDIA – 2009 figures

10961310

1034

1875

0200400600800

100012001400160018002000

Gen-Mar

Apr-Jun

July-Sep

Oct-Dic

Web

TvRadio

Press

Italpress

Totale

MEDIA – 2010 figures

1026

11131190

0

200

400

600

800

1000

1200

Gen-Mar

Apr-Jun

July-Sep

Web

TvRadio

Press

Italpress

Totale

TRADITIONAL MEDIA IN ITALY

NATIONAL NETWORKS

PAY TV SPORT NEWSPAPE

RS

UNCONVENTIONAL MEDIA

THE OFFICIAL FIS WEB SITE

1,14 MILLION total visitors

300.962 contacts only

5,33 MILIONS page views

6 NEWS EVERY DAY !!!

MEDIA – the figures of the official web site in 2009

0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

Visite Uniche

Viste Totali

Ottobre:

34.254 visite uniche

124.187 visite totali

MEDIA – the figures of the official web site in 2010

184 hours live and on demand

25 competitions

http://www.atleticomtv.it/federscherma/

An average of 60.000 viewers for the single

event

FACEBOOK official page

Figures

The Power of Facebook

INTERACTION

MULTICHANNEL

INFORMAL

UNPUBLISHED MATERIAL

REAL TIME UPDATE

The power of Facebook

LINKS TO YOU TUBE… and others web sites

PHOTOSTORY OF COMPETIONS

EVENTS

You dont have to find the news, the news find you…

The differences about “the suit”

Direct Contact between fans and sponsor’s brands

Start up Official Merchandising on line

A big success in only one year

+14,55% contacts only to our official

web site

Other sport associations on Facebook….

We are starting on TWITTER

More formal then Facebook

No gallery, only links

Used like a press agency

Essential and Synthetic

Useful to talk with English-speaking people

The double Tweet

Other sport associations on Twitter….

For World Championship 2010 in Paris:

RAI SPORT PIU’ – semifinal and final live

FEDERSCHERMA TV – all the matches live, but semifinals and finals on demand after 24 hours

FEDERSCHERMA.IT – all the news in real time and every morning the

press reviewFACEBOOK – all the news and

photogallery in real time

TWITTER – all the news in real time, in italian and english

For World Championship 2010 in Paris:

GAZZETTA DELLO SPORT – half page for promote world championship

The Countdown..starts since 23th October

CASE HISTORY: Advertising Campaign for European Championship 2010

CASE HISTORY: Advertising Campaign for European Championship 2010

http://www.youtube.com/watch?v=wMD4oDb9UO4

Other videos on You Tube and Facebook

http://www.youtube.com/watch?v=1YKBHqMTDrY&feature=related

http://www.youtube.com/watch?v=JbMG1B3hEKs

http://www.youtube.com/watch?v=GJlDqNmEUb4

We are starting to use the QR CODE

MEDIA – Hours of fencing on tv

MEDIA – The profile of the tv viewer

MAN ( 40 - 54 years old)

HIGH SOCIAL STATUS

HE LIVES IN:

1) Lombardia

2) Lazio

3) Veneto

4)Sicilia

5) Piemonte

6) Emilia Romagna

We can complete the picture…

With traditional media we reach a

specific target (we’ve just seen in the last slide)

and only an italian audience

With web tv and social media we get the rest of the target. I mean a

young and international

target.

So I can complete the picture….

THE ATHLETES are fencing testimonials

http://www.youtube.com/watch?v=-pT7eSR1DcQ

The Athletes Value - EAV

POTENTIAL TOTAL VALUE

7.695.497,00 Euro

CASE HISTORY – CO.MARKETING about Cinema & Fencing

PROMOTION – RIMINI WELLNESS EVENT

0

1000

2000

3000

4000

5000

6000

2007 2008 2009 2010

People who trying fencing during the event

PROMOTION – FENCING AT SCHOOL

PHOTO ARCHIVE - 6000 photos in 1 year

ADVERTISING ON FIELD

THANKS !!!