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Best Practices in Sports and Entertainment Digital Fan Marketing  Kristin Hambelton 03/09/2011
Why Digital Fan Marketing Challenges in Digital Fan Marketing Why Embrace Marketing Automation Where and How to Get Starte...
<ul><li>About Neolane </li></ul><ul><li>Conversational marketing technology to build and sustain one-to-one lifetime dialo...
<ul><li>Digital Fan Marketing - Driven by the Fan </li></ul><ul><li>Brand Goals  Haven’t Changed </li></ul><ul><ul><li>Sel...
<ul><li>Digital Fan Marketing - Driven by the Fan </li></ul><ul><li>Traditional Marketing  Losing Relevance </li></ul><ul>...
<ul><li>Challenges in Digital Fan Marketing without Marketing Automation </li></ul>Centralized view of the fan Scalability...
<ul><li>Challenges in Digital Fan Marketing with Marketing Automation </li></ul>
<ul><li>Overcoming the Challenges – Why Embrace Marketing Automation </li></ul><ul><li>Organize and optimize marketing pro...
<ul><li>Guide Every Individual on a Unique Value Creation Journey </li></ul>1er Achat 2e Achat Abandonnistes Customer Valu...
<ul><li>Where and How to Get Started </li></ul><ul><li>People </li></ul><ul><ul><li>FanOne is expert in customer acquisiti...
<ul><li>Summary </li></ul><ul><li>Digital fan marketing is truly driven by the fan </li></ul><ul><li>Channel coordination;...
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Best Practices in Sports and Entertainment Digital Fan Marketing

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Best Practices in Sports and Entertainment Digital Fan Marketing

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Best Practices in Sports and Entertainment Digital Fan Marketing

  1. 1. Best Practices in Sports and Entertainment Digital Fan Marketing Kristin Hambelton 03/09/2011
  2. 2. Why Digital Fan Marketing Challenges in Digital Fan Marketing Why Embrace Marketing Automation Where and How to Get Started Agenda Neolane confidential Copyright Neolane - 2011
  3. 3. <ul><li>About Neolane </li></ul><ul><li>Conversational marketing technology to build and sustain one-to-one lifetime dialogues across both inbound and outbound channels </li></ul>
  4. 4. <ul><li>Digital Fan Marketing - Driven by the Fan </li></ul><ul><li>Brand Goals Haven’t Changed </li></ul><ul><ul><li>Sell more </li></ul></ul><ul><ul><li>Sell more often </li></ul></ul><ul><ul><li>Sell longer </li></ul></ul><ul><li>Customers Have Seized Power </li></ul><ul><ul><li>Information is ubiquitous </li></ul></ul><ul><ul><li>Purchases are ever easier </li></ul></ul><ul><ul><li>Every buyer is a prescriber </li></ul></ul>Fickle and Nomadic <ul><li>Informed </li></ul><ul><li>Disloyal </li></ul><ul><li>Expressive </li></ul><ul><li>Overly Solicited </li></ul><ul><li>Educated </li></ul>
  5. 5. <ul><li>Digital Fan Marketing - Driven by the Fan </li></ul><ul><li>Traditional Marketing Losing Relevance </li></ul><ul><ul><li>Impersonal </li></ul></ul><ul><ul><li>Unidirectional </li></ul></ul><ul><ul><li>Perceived as intrusive </li></ul></ul><ul><li>Reestablish Customer Intimacy via Conversational Marketing </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Conversation </li></ul></ul><ul><ul><li>Unify Service & Marketing to Create Value </li></ul></ul>
  6. 6. <ul><li>Challenges in Digital Fan Marketing without Marketing Automation </li></ul>Centralized view of the fan Scalability Measurement Coordination across channels – inbound/outbound, offline/online
  7. 7. <ul><li>Challenges in Digital Fan Marketing with Marketing Automation </li></ul>
  8. 8. <ul><li>Overcoming the Challenges – Why Embrace Marketing Automation </li></ul><ul><li>Organize and optimize marketing processes </li></ul><ul><li>Unify inbound and outbound communication channels </li></ul><ul><li>Leverage every opportunity of contact to inflect individual behavior </li></ul><ul><li>Personalize every conversation </li></ul>
  9. 9. <ul><li>Guide Every Individual on a Unique Value Creation Journey </li></ul>1er Achat 2e Achat Abandonnistes Customer Value Time Social Advocacy Outbound Reactivation Inbound Qualification Inbound Cross-sell Outbound Loyalty Up-sell Trigger Inbound Maturation Outbound Acquisition
  10. 10. <ul><li>Where and How to Get Started </li></ul><ul><li>People </li></ul><ul><ul><li>FanOne is expert in customer acquisition, retention, and measurement </li></ul></ul><ul><ul><li>Make sure your own organization is committed to the importance of automating – assign resources </li></ul></ul><ul><li>Process </li></ul><ul><ul><li>Evaluate your own processes – don’t automate bad processes </li></ul></ul><ul><ul><li>Start slowly and get some quick wins to build momentum – if you can </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>You need a marketing automation platform to gain any scale and real results over the long-term </li></ul></ul>
  11. 11. <ul><li>Summary </li></ul><ul><li>Digital fan marketing is truly driven by the fan </li></ul><ul><li>Channel coordination; single view of the customer; measurement and scalability are key challenges </li></ul><ul><li>Embracing marketing automation drives effectiveness, efficiency, and accountability in new world order of fan relationships </li></ul><ul><li>Getting started requires: a decision/commitment to do it; the right people; the right processes; and the right technology </li></ul>

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