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Sam Canavan's (Sport Heroes Group) presentation at Mumbrella's Health & Wellness Marketing Summit

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Sam Canavan, Managing Director at Sport Heroes Group, presented on How Wearables are Changing the Marketing Landscape at Mumbrella's Health & Wellness Marketing Summit.

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Sam Canavan's (Sport Heroes Group) presentation at Mumbrella's Health & Wellness Marketing Summit

  1. 1. SPORT HEROES GROUP CREATI NG W ORLD- FI RST DI GI TAL SPORT EXPERI ENCES
  2. 2. Founded  in  Paris  in  2014,  we  expanded  to  UK  and  Australia  in  2016.   We’ve  raised  $5M  in  funding,  and  we’re  currently  securing    $15M  -­‐ to   expand  to  America,  and  continue  growing  existing  markets.
  3. 3. A collection of applications and connected devices generating global data O U R T E C H N O L O G Y Allows aggregation and distillation of big data about exercise We aggregate multiple data sets into usable information To create new localised digital experiences, ¹ O U R T E C H N O L O G Y +
  4. 4. Reward  efforts  by   offering  prizes Challenge  your   friends  or  colleagues Make  a  difference and  donate  to  charity Feel  part  of  an   engaged  global   movement Live  inspiring   adventures Meet  people  and enjoy experiences  together W H AT W E D O Inspiring and fun digital experiences to make exercise better
  5. 5. Targeted media platforms O u r o f f e r i n g i n t w o p a r t s Build connected digital experiences (apps and websites)
  6. 6. Member geographic split.The biggest digital community of runners and cyclists in Australia, and rapidly growing TH E BI G G EST RUNNI NG CO M M UNI TY ABOVE AVERAGE PURCHASING POWER 100% TECH SAVY 100% EARLY ADOPTERS 3 RUNS / WEEK 33 YEARS OLD 7.5 KM / RUN 55% WOMEN 20172016 2018 50,000+ users 10,000+ users 80,000+ users 20,000+ users
  7. 7. We build world-first digital platforms Sport Heroes creates customised and engaging digital connected experiences (apps and websites) for brands, charities, or events that want to motivate people to get moving.
  8. 8. We invented the concept of a Connected Event A tailor-made connected event (alone / in teams, duration, distance, sport etc.) Everyone can take part by using a smartphone or a GPS watch (syncing to our proprietary technology) Provides motivation for everyone: competition, fundraising, social, gifts… C o n n e c t e d E v e n t What if it was possible to remove the location and time restraints from a sports event?
  9. 9. 300+ PARTNERS S P O RT N U T R I T I O N L I F E S T Y L E
  10. 10. Device  awareness 91% of respondents claim to be aware of fitness tracking devices, of these, 99% are aware of either the smart phone applications, the wrist device or both. Base: all respondents, n=1,003 Yes, 91% No, 9% 80% 5% 14% 1% Both Phone Only Wrist Device Only Neither Q.  There  are  a  number  of  applications  and  devices  on  the  market  today  that  help  people   track  their  fitness…Have  you  heard  about  these  types  of  applications  or  devices  before? Q.  These  applications  come  in  two  basic  forms,  apps  that  you  download  onto  your   mobile  phone…and  devices  that  you  wear  on  your  wrist.  Which  of  these  were  you   aware  of  before  today?
  11. 11. Device  usage 44% of respondents use a a smartphone or wrist device (or both) to track their physical fitness activity. The smartphone is the more popular choice with 33% of respondents using one (either alone or in conjunction with a wrist device). 24% use a wrist device (either alone or in conjunction with their phone). Base: aware of phone and/or wrist device, n=908 Q. Do you currently use either of these to track your fitness activities? 21% 12% 12% 56% Smart phone only Wrist device only Use both Neither
  12. 12. Frequency  of  activity  &  device  usage Not surprisingly, as frequency of physical fitness activity increases so does the use of a fitness tracking device. Base: aware of phone and/or wrist device, n=908 Q. Do you currently use either of these to track your fitness activities? 58% 53% 40% 43% 36% 20% Every Day 3-4 Times/Week 1-2 Times/Week 1-2 Times/Month Every 2-3 Months Less Often * Result significantly higher at 95% + Result significantly lower at 95% * * * *
  13. 13. 74% 62% 56% 55% 37% 32% 25% Running Gym/Workout Cycling Sport Walking Swimming Other Main  activity  &  device  usage Those whose main activity is running show the highest device usage. Those whose main activity is walking are less likely to use a device, but still nearly two-in-five use one. Base: aware of phone and/or wrist device AND engage in main activity Q. Do you currently use either of these to track your fitness activities? * Result significantly higher at 95% + Result significantly lower at 95% * + (N=76) (N=144) (N=32) (N=31) (N=443) (N=41) (N=51)
  14. 14. Consideration  among  non-­‐users Those that currently use just one type of device have a high likelihood of considering a second device (60% of those who use a wrist device only would consider the smartphone applications, 69% who use a smartphone only would consider the wrist device). Of those who do not use either, 50% would consider the smartphone option and 72% a wrist device. Q. How likely would you be to consider…mobile phone/wrist device for tracking and monitoring fitness activity in the future? Smartphone Consideration Base: do not currently use smartphone apps. ‘Use Neither’ n=499, ‘Use Wrist Device Only’ n=104 Wrist Device Consideration Base: do not currently use wrist device. ‘Use Neither’ n=499, ‘Use Smart Phone Only’ n=189 31% 60% 50% 16% Currently Use Neither Device Currently UseWrist Device Only Consider Not Consider 15% 69%72% 16% Currently Use Neither Device Currently Use Smart Phone Only Consider Not Consider
  15. 15. Opportunity:  the  ‘white  space’ More than half of all respondents did not use any device to monitor their fitness activities. Yet a considerable proportion believe that both devices are very helpful or have some benefits. There is an opportunity to focus on marketing outside of device functionality: motivational capacity, inspirational personalized narratives, ability for wearables to promote a sense of community etc. Base: Do not use any device 21% 12% 12% 56% Smart phone only Wrist device only Use both Neither 0% 12% 29% 7% 8% 9% 5% 30% 0% 15% 23% 7% 12% 11% 6% 26% Indispensible Very Helpful Some Benefit Fitness Fanatics Too Expensive Passing Fad Useless Don't Need One Smart Phone Wrist Device Base:  Do  not  use  any  device Device Used Attitude Towards Devices
  16. 16. 27    FEB– 5  JUNE 2017 www.theiconicsportchallenge.com.au • 9  teams  across  ANZ,  pitted  against  each  other  to  find  the  fittest  team • Teams  ranked  live,  tracking  average  km  per  person,  and  total  kms • A  13  week  experience  with  weekly  challenges  and  prizes • Galapagos  adventure  of  a  lifetime  on  offer  to  finish • Weekly  discounts  from  TIS  as  extra  motivation • A  world-­‐first  connected  digital  experience CASE STUDY: TH E I CO NI C SPO RT Chal l e nge
  17. 17. THE  ICONIC  SPORT  Challenge  experience
  18. 18. THE  ICONIC  SPORT  Challenge  experience
  19. 19. THE  P A R T I C I P A N T S 15,015 E NT R A NT S 35 Top  five  teams: AVERAGE   AGE 1. TASMANIA 2.  AUSTRALIAN   CAPITAL   TERRITORY 3.QUEENSLAND 4. NEW  SOUTH  WALES 5.SOUTH  AUSTRALIA 182.6km PARTICIPANTS 149.5km PARTICIPANTS 148.6km PARTICIPANTS 131.04km PARTICIPANTS 127.44km PARTICIPANTS -­‐20 21-­‐30 31-­‐40 41-­‐50 51-­‐60 61-­‐70 Age  breakdown: 2% 32% 27% 23% 15% 1%
  20. 20. PARTICIPATION DURING  THE  EXPERIENCE 43 MARATHONS 184  Perth  to  Auckland RETURN  TRIPS   46  TIMES  ROUND  THE  EARTH 1,847,180.21 KMS  COVERED Female Male Total  Users Total  Kms Average Kms TAS 104 58 162 29,575.53km 182.6km ACT 126 63 189 28,262.115km 149.54km QLD 980 545 1,525 226,599.75km 148.59km NSW 3,107 1,092 4,199 550,236.96km 131.04km SA 542 606 1,148 146,301.12km 127.44km WA 1,327 579 1906 239,298.3km 125.6km NT 48 36 84 10,266.48km 122.22km VIC 2,249 1201 3,450 410,325.75km 118.9km NZ 1,702 738 2,440 206,314.2km 84.5km Total  Female Total  Male Total  users 10,097 4,918 15.015 1,847,180.21km
  21. 21. OVERALL,  PARTICIPANTS   SAID  THEY  WERE  VERY  SATISFIED   AND  READY  TO  TAKE  PART  AGAIN  NEXT  YEAR. O V E RALL  SAT ISFAC T IO N 97% OF  PARTICPANTS  WOULD  TAKE   PART  IN  THE  NEXT  EDITION 82% MORE  MOTIVATED  TO  EXERCISE SATISFACTION  RATING 4.2/5
  22. 22. Perception  of  THE  ICONIC  SPORT  brand 67%41% 93% 45% PRIOR  USE  AND  ENGAGEMENT  WITH  THE  ICONIC  WEBSITEAWARENESS  OF  THE  ICONIC  SPORT,  PRIOR  TO  CHALLENGE   WILLINGNESS  TO  PURCHASE  FROM  THE  ICONIC  SPORT PRIOR  PURCHASES  FROM  THE  ICONIC  SPORT THE  ICONIC  SPORT  SPECIFIC CRITERIA  ASSESSED 4.4/5 SENTIMENT  TOWARDS  THE   BRAND
  23. 23. CASE STUDY: TH AI AI RWAYS › Promote Thailand asa sportsholiday destination › PositionThai Airwaysasa majorplayerin the runningspace in Australia › Engage and excite ourrunningcommunitytowards theirbrand and values › Creationofthe biggestchallengeto date (3 all- inclusivetripstoThailand) › Creationandpublication ofmedia content in Thailand totell the storyofthe winners › Publicationofunique surveyto collectqualitative insightsfromengagedcommunity › Most popularcampaign in the lifestylecategory › Approximately 1,000runnersfillingoutthe entire survey › 9 out of10 runnersengaged through thecampaign would considerflying withThai Airways O B J E C T I V E R E S P O N S E R E S U L T S
  24. 24. CASE STUDY: K O ALA › Raise awarenessabout theimportance ofhigh sleeping quality to improverunningperformance › Acquire newcustomerson a commission model › Publicationofan article about the sleep impact on yourrunning › Creationofa demandingchallenge aligned withthe recommended sleeping time (8h) › Promotionofvery attractiveoffer($150 discount on any mattress) › Among the top3 most popularchallengesin the lifestylecategory › Strong ROIon the full campaignactivation › Top 3 most read articleson the RunningHeroes Blog O B J E C T I V E R E S P O N S E R E S U L T S
  25. 25. CASE STUDY: BO SE › Promote newSoundSport product line targeting avid runners › Highlightkeyfeaturesofthe newproduct in an innovative way › Creationofa blog article “5 soundsrunnershear and hate” tocommunicate keybenefitsthrough native content › Conception ofa challenge offering theproductas winningpricebefore market release › Most popularchallenge in sportsgearcategoryat the time › Active contribution to establishingearphonesasthe most popularproduct categoryin thecommunity › Among the Top3 click-throughratestoBose website O B J E C T I V E R E S P O N S E R E S U L T S
  26. 26. COMMUNITY  COMES  FIRST We  are  all  more  connected  than  ever,  with  fewer  meaningful  connections. Amidst  all  the  data,  statistics,  and  noise,  a  human  touch  is  paramount. Sport  Heroes  puts  community  at  the  heart  of  everything  we  do. Community  comes  first.
  27. 27. K EEN TO CO NNECT? Sam Canavan Managing Director, Sport Heroes e: sam@runningheroes.com w:sportheroesgroup.com

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