Welcome to the session! Purpose of this hour is to provide an overview of the work that we do, as a specialist sports CRM agency, to share some case studies with you of what our clients are doing and also to give you the opportunity to share your experiences and challenges around CRM, data, digital and insight..
Intorduce Goodform and our client list – worked with many NGBS over the last 12 years….close links to Sport England and UK Sport…especially on our insight side of things with Sportswise – lots of research and insight work for British Athletics, Badminton England and British Eventing recently.
Going to start with the sexy stuff first – Data!!! Its something that we deal with every day – helping sports organisations to manage their data, formulate a strategy. Many different challenges - from which system? To consolidation to normalisation and cleansing. Challenge is to create a single, powerful, clean database that can be used to generate accurate insights and power targeted communications. ASK QUESTION ABOUT THE IMPORTANCE THEY PLACE ON DATA IN THEIR ORGANISATION (HAS IT CHANGED RECENTLY??)
We always start with data cleansing audit – running our clients data through processes to find out how many duplicates are on there, how many deceased contacts, how many people have moved house. Inefficiency and bad practice to be keeping out of date data and wasting money communicating with them – especially via direct mail! Football clubs seem to be the worst at updating their data…..Audits should be done regularly…
Once the data has been cleaned and consolidated then the next step is to run a Data Insight Report to find out more about your data base. Think about mosaic profiling. Finding out ages, number of children, demographics, income levels. QUESTION - ASK THEM HOW WELL THEY THINK THEIR ORGANISATION KNOWS ABOUT THEIR DATA? ANY CHALLENGES??
Another key indicator from the Data Insight Report is the number of millionaires on your database. This is important as potential targets for VIP experiences, sponsorship opportunities. Also can identify Corporate Directors (can be targeted for sponsorship opps/hospitality at events etc).
Another strategy we use with our clients to generate more insight is using our Sportsfan Panel. We also have, in conjunction, with British Equestrian Trade Assocociation, the Equestrian Fan Panel. Excellent way of getting thoughts, opinions from sports fans who may or may not enjoy or be close to your sport. Quick, accessible research (if budgets are tight!!). For example finding out perceptions of your sport, barriers to entry, reasons stopped playing etc….
Rugby World Cup – 3rd largest sporting event in the world and our client since 2010. Got it right from the start with their data strategy and are now reaping the rewards of having a highly engaged database. Data capture has been at the forefront from the start so that they can build momentum and excitement through digital strategies years out from the tournament.
For example have used The Front Row E-Newsletter to capture information. Not just name and email but gender, favourite team, telephone number etc and also opt-ins to hear about ticketing, volunteering, merchandising….creating opportunity to communicate with them about the aspects of the tournament that they are most interested in and also specific news about the team that they are interested in. Because we are sending such targeted communications – the average open rate is 45% (well above industry average of 19%) and click throughs are 11%, again well above industry average.
Once your data is clean, up to date and consolidated supported by an actively managed strategy then its time to start increasing your reach by collecting more data – more data on existing contacts as well as data on new contacts. Many opps these days to collect more data via digital and social strategies. Make sure your organisation is maximising your opportunies at every touch point. Good example here from Man United. Sports fans are passionate and loyal and want to hear from their club/sport so make the most of the opportunities. Think about the content you have to share to entice them. QUESTION = ASK IF THEY HAVE ANY GOOD EXAMPLES OF DATA CAPTURE STRATEGIES USED SUCCESSFULLY IN THEIR ORGANISATION
We have tracked that over 50% of the emails we send on behalf of our clients are opened on mobile or tablet devices. Important to make sure that they are therefore optimised to display effectively. Studies have shown that 80% of people delete an email if it doesn’t display correctly on their mobile. Earlier this year RBS 6 Nations increased their open rates by 8% through changing their email design to be mobile optimised.
Example of how engagement increased when the email was refreshed – Sheffield United. (consider here putting BEFORE image up and asking them to critique this email then flash up the AFTER email and also the outcomes…). Last email we sent for them generated nearly £200k in season ticket sales.
Also – no use having an email that is mobile optimised/responsive only to click through to a website that isn’t….QUESTION _ how many of you have emails/websites that are mobile optimised/responsive?
PUTTING IT ALL TOGETHER – talk about what Silverstone are doing…..
We can’t talk about digital without talking about social networks. Massive opportunities to engage with sports fans with 1 in 4 using social networking platforms. Reason “Know The Fan” Report found that facebook is still the most popular but Twitter is catching up. Social CRM is also a big area – how to find out more about your social followers and bring them closer to your organisation. (Expand)
Encourage your most passionate members/participants/competitors to generate and share content and photographs….
Consider deleting this and just speaking about it in above infographic???
Another organisation that we work with – British Athletics – puts data and CRM at the heart of their business and due to the increased insight and engagement created they are reaping the rewards. Also strong strategy in place to collect more data.
Overview of benefits of insight and analysis
Thank you for your time and if you have any questions please talk to us over lunch. We also host the Sports CRM Summit which will take place on 16th September at the ICC in Birmingham. Numerous NGBS have already signed up.
CRM and data strategies to engage your fans and participants
CRM & data strategies to understand and engage
with your fans, participants and customers
Alison Dalrymple & Matt Swindells
5th June 2014
• Established 12 years ago
• Experience of working with over 100 sports clubs,
venues, organisations and NGBs
• Consultancy, strategy and delivery of research, data,
digital and CRM
• Exceptional relationships in the sports industry
• Host the annual Sports CRM Summit
THE LEADING SPORTS CRM AGENCY
Innovative ● Sports-Mad ● Customer Focused ● Vibrant ● Specialist ● Quality
Who are we?
Understanding UK Sports Fans
Less than £30k More than £30k
of sports fans are over the age
From “Know The Fan” Report May 2014
How important is
data to your
Forwarding domestic address
available inc. Royal Mail NCOA 15,233
No forwarding address suppressions 16,662
Deceased Suppressions 1,076
ROI mailing a pack costing
0.70p sent four times a year
year of £47,789
Phone numbers available
5,740 consumer numbers
439 business numbers
13,830 to be appended
Consumer gone aways & contact details
It is essential that address details and suppressions are managed and updated to enhance the commercial viability of the
database. The audit process has found a number of ways to enhance the data by removing goneaways which will improve
12% of the records, additional contact details can be sourced for over 14% of the records.
Table 1 Address updates available
Figure 3 Age Append (based on 120,718 records)
Figure 4 Number of children in the household
(based on 21,121 records)
Age ranges available for
47% of records
Number of children in
household available for
67% of records
A more accurate level of segmentation can be achieved by considering lifestyle indicators such as age and children within a
household. Ages can be appended to more than half of the records. The majority of records that can be appended show
that over a quarter are aged over 45. Half of records that can be identified with the age of children in the household have
Figure 5 Wealth band tags available
(based on 317 records)
Wealth tagging records
(based on 317 records)
Wealth tagging identifies records of wealthy and influential people able to make or influence a donation of £5,000 or more.
The wealth of an individual is based on their free assets. The audit process has found a total of 0.3% of records can be
marked with a Wealth Tag matched at an individual level. Availability of this data will enable targeted approaches to be made
to these individuals.
date of birth
Rugby World Cup 2015
• 96% of database's country of
residence can be identified
• 98% of UK contacts can be
located down to postcode level
• 93% database's age known
• 99% of database‘s gender
• 91% of database has selected a
Website Capture Form
•Simple sign up and opt-in process
•Prime position on MUFC.com splash
•Capture data in return for rich media
•Use YOUR best asset
15 distinct segments based
on purchase history,
preferences, email activity
Highly targeted, personalised
Average targeted open rates
34%, many over 50%
Social fans following sports
1 in 4 fans consume sports
via social networking
55% of these are aged
between 18 and 34
From “Know The Fan” Report May 2014
Benefits of insight and analysis
Target different segments of supporters with personalised, relevant and
targeted communications and marketing messages
Grow and optimise opportunities from an engaged database of
Locate new fans/participants based on the profile of existing
Aid retention levels
Maximise cross-selling and up-selling opportunities
Provide more value to your sponsors through a deeper knowledge of
your fan/participant base.