September is a big month for sports enthusiasts. In Australia, the countdown to the AFL grand final has begun. Whilst on a global scale, the Rugby World Cup is about to reach top gear. With any large sporting event, large sums of money are invested in creative and innovative marketing campaigns to be played during matches. It has been predicted that by 2017, sports marketing will have global revenue of 90.9 billion dollars. It could be suggested that the plethora of marketing avenues available has helped in achieving this.
A short advertisement can bring your message to many people, but is not targeted. If you consider that a sports team is essentially a business, as a company they are trying to bring in new investment, mainly more people coming to games. Then by using a digital format, you can reach your intended customer, without spending large amounts of money.
As most sporting teams play once a week, the supporters do not ‘put away the scarf’ at the end of the game. They are constantly fans. Examples of a 24/7 marketing strategy would be creating sporting fan forums, exclusive content, and tweets from players.
These practices are not exclusive to sports marketing, and many businesses can reflect this kind of behaviour.
1. Round the clock
- Your customer does not stop being a brand ambassador when they leave the store. Creating an open line of two-way communication can allow for closer ties to our customer, but also give the business greater insight to the needs of your target audience.
2. Digital strategy
- Traditional methods of advertising can be very beneficial, but highly expensive. For small business, a social media strategy can bring in unique customer interaction at a low cost.
- By using multiple platforms to relay your key messages, you reinforce the message. A campaign needs to be consistent and detailed for your key audience to take notice.