DO NOT view this document if you think you know what your fans care about most - (especially if you think that winning is at the top of their list).
As fans cut back on spending, professional sports teams need to capture more of their share of local entertainment dollars. A new major league innovation provides the most actionable blueprint for competitive advantage available today.
I'm Raphael Louis Vitón (Raff), an innovation leadership & business transformation specialist. More than that, though, I help leaders move from 'innovation as practice' to 'innovation as lifestsyle'. What I do appears complex...its actually simple but not easy. It is however very rewarding for myself and those I work with. Want to know more?
With the abundance of platforms available to connect with your customer, some may consider email marketing an outdated format to reach their target audience. However, email is the most preferred channel for Millennials, and 77% of consumers said they prefer to receive permission-based marketing communications via email.
I'm Raphael Louis Vitón (Raff), an innovation leadership & business transformation specialist. More than that, though, I help leaders move from 'innovation as practice' to 'innovation as lifestsyle'. What I do appears complex...its actually simple but not easy. It is however very rewarding for myself and those I work with. Want to know more?
With the abundance of platforms available to connect with your customer, some may consider email marketing an outdated format to reach their target audience. However, email is the most preferred channel for Millennials, and 77% of consumers said they prefer to receive permission-based marketing communications via email.
The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...WassermanMediaGroup
What is the value of social media? That is a question everyone seeks to answer. If selected to participate in SXsports 2015, this panel will provide attendees with a look into the ways that sports fans are using social media, how that use differs from non-fans, and how those insights can be used to more effectively engage with and target fans moving forward. Panelists will utilize research from The Social Media Scoreboard, a comprehensive and insightful report on social media and its influence on professional sports from Navigate Research and Wasserman Media Group, to help attendees understand the value of fan engagement and social media assets within sports sponsorship. Panelists will then discuss practical, best-in-class examples that have utilized this research to effectively optimize social media for fan engagement.
For academic research, a survey was conducted to discover the motivations and behaviors of sports fans. It is hypothesized that consumers who are sports fans are motivated by the idea of being a part of the team.
20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENTBurst Insights
20 Premier League social video drills every sports club should practice to boost fan engagement. Insight taken from our 'Putting a Price on Social Video' research report. Visit www.burstinsights.com for more details.
Sports Social Media and Marketing - Running Conference Melb 090417Nick Gonios
Presenting this at the recent Running Conference in Melbourne, Australia. Objective was to communicate sports social media and marketing activities from around the world and how they could be applied to running communities.
Condensed presentation in slides about my thesis on Marketing to Female Sports Fans which I wrote for my USC Masters in Communication Management on marketing to female sports fans through the lens of ethnography and marketing surveys. Uses the 2014 FIFA World Cup as the case study, including observed comparisons of female sports fans in the United States and Brazil. Explores who female sports fans are, the commercial opportunities behind them from a marketing perspective, and how.
In November 2016, Momentum Marketing and the Sport Business Journal hosted the Sport Marketing Symposium, bringing together leaders of brands and teams in sports biz.
This is a collection of the best quotes, insights, and images shared via Twitter from the event.
For more, visit www.dsmsports.net or check me out on LinkedIn.
A business plan overview for the Sports Fan Development Institute powered by Game Day Communications prepared for Mark Cuban in response to his "Stimulus" Business Plan Challenge.
The Social Sports Poll by Coyle Media is a global survey of fans following sports team on Facebook & Twitter. The Poll is used by dozens of pro & college teams already. This deck provide overview.
Sports sponsorship is one of the few tools offering complete,
across the board opportunities to marketing professionals.
Competitive events transcend traditional language and overcome cultural and linguistic barriers, speaking in a uniform and consistent manner to wide-ranging audiences. Sport, adored in all its diverse manifestations, is the perfect partner for all the marketing activities of a company – from visibility to positioning, from the conquest of new markets to strengthening relations with customers.
And more than that, because the brand name/company becomes an integral part of the show, it can bypass the psychological barriers that the viewer erects against traditional advertising and is thus particularly effective in creating preferences for companies and products.
In the following pages we offer 10 tips for maximising the
effectiveness of sponsorship and sports marketing programmes.
www.rtrsports.co.uk
Sports fans may look like a homogenous mob, but within the "tribe" you find segments of fans more valuable than the rest. This deck highlights a few fan segments using data from Coyle Sports Poll 2011 (a survey of fans who follow team on Facebook & Twitter).
How Basketball Teams Drive Fan EngagementSimplyCast
Ever wondered how basketball teams engage their fans digitally? This guide will break it down and offer ideas for other teams to build a loyal fan base using marketing automation.
Sloan Sports and Analytics Conference Day 2 RecapNeil Horowitz
The annual Sloan Sports & Analytics Conference was held March 3-4, 2017 at MIT, bringing together thought leaders and practitioners in sports analytics, focusing on off-field and on-field topics.
This is a collection of the best quotes, images, insights, and observations shared via Twitter from Day 2 of the event (See the day 1 recap, too!)
Thanks to all whose tweets helped fuel this recap! For more, visit www.dsmsports.net and follow me on Twitter @njh287.
Strategic Plan ESPNStrategic PlanIntroductionT.docxdessiechisomjj4
Strategic Plan
ESPN
Strategic Plan
Introduction
The shopper gadgets industry is a flexible and focused business environment (Porter, Consumer conduct, retailer power and business sector execution in buyer merchandise commercial ventures, 1974). Rival organizations in this industry frequently endeavor to surpass their contenders through imaginative special systems, creating and reassessing their methodologies routinely in light of outer and inside components influencing the business (Teece, 2010). Advertising branches of organizations center their endeavors on distinguishing and envisioning the needs and goals of clients and outlining items and/or benefits that meet all desires of their customer base (Gummesson, 2002). Industry pioneers are normally organizations that have exceeded expectations in innovative work (R&D) and advertising capacities nearby their operational abilities, using the data accessible to them to create items that speak to their intended interest group and impart to their customers in an auspicious and important way.
ESPN at first began its operations as a games programming and stimulation system, which is claimed by ESPN Inc. which is a joint wander of the Walt Disney Company (80%) and the Hearst Corporation (20%). The mission and vision articulations of the ESPN are centering to serve the partners of games all over around the globe to engross them totally. ESPN Inc. has an extensive variety of games channels, magazine and news channels. ESPN has an extensive variety of games related projects and data on its different channels. All the results of ESPN are intended to submerge the purchasers in the games world. The system is putting forth scope for all significant games over the globe utilizing various channels and dialect settings. ESPN is getting to its clients by means of link, satellite and web streaming.
Strategic Planning for a Competitive Advantage
With the progression of innovation, it’s got to be more basic and moderate for the games sweethearts to get to game channels on their fingertips. In spite of the fact that, ESPN had appreciated an extremely solid position among the game channels, notwithstanding, with their current methodology, it will be hard for them to proceed with their prosperity and accomplishments.
ESPN Internal and External Analysis
To comprehend the outer and inner environment of the ESPN, the SW examination, contender investigation, client investigation and PEST examination will be led, so that ESPN could reexamine their methodologies for fruitful future operations.
Internal Analysis
SW Analysis
Strengths: The ESPN is putting forth the best data with respect to games. Sports significant others not just get news about their most loved games and groups, however, can likewise get data about different games occasions, alliances, and players. The ESPN association has various TV channels and dialects for diverse sorts of clients. The association has its own particular golf school, ESPN zone.
The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...WassermanMediaGroup
What is the value of social media? That is a question everyone seeks to answer. If selected to participate in SXsports 2015, this panel will provide attendees with a look into the ways that sports fans are using social media, how that use differs from non-fans, and how those insights can be used to more effectively engage with and target fans moving forward. Panelists will utilize research from The Social Media Scoreboard, a comprehensive and insightful report on social media and its influence on professional sports from Navigate Research and Wasserman Media Group, to help attendees understand the value of fan engagement and social media assets within sports sponsorship. Panelists will then discuss practical, best-in-class examples that have utilized this research to effectively optimize social media for fan engagement.
For academic research, a survey was conducted to discover the motivations and behaviors of sports fans. It is hypothesized that consumers who are sports fans are motivated by the idea of being a part of the team.
20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENTBurst Insights
20 Premier League social video drills every sports club should practice to boost fan engagement. Insight taken from our 'Putting a Price on Social Video' research report. Visit www.burstinsights.com for more details.
Sports Social Media and Marketing - Running Conference Melb 090417Nick Gonios
Presenting this at the recent Running Conference in Melbourne, Australia. Objective was to communicate sports social media and marketing activities from around the world and how they could be applied to running communities.
Condensed presentation in slides about my thesis on Marketing to Female Sports Fans which I wrote for my USC Masters in Communication Management on marketing to female sports fans through the lens of ethnography and marketing surveys. Uses the 2014 FIFA World Cup as the case study, including observed comparisons of female sports fans in the United States and Brazil. Explores who female sports fans are, the commercial opportunities behind them from a marketing perspective, and how.
In November 2016, Momentum Marketing and the Sport Business Journal hosted the Sport Marketing Symposium, bringing together leaders of brands and teams in sports biz.
This is a collection of the best quotes, insights, and images shared via Twitter from the event.
For more, visit www.dsmsports.net or check me out on LinkedIn.
A business plan overview for the Sports Fan Development Institute powered by Game Day Communications prepared for Mark Cuban in response to his "Stimulus" Business Plan Challenge.
The Social Sports Poll by Coyle Media is a global survey of fans following sports team on Facebook & Twitter. The Poll is used by dozens of pro & college teams already. This deck provide overview.
Sports sponsorship is one of the few tools offering complete,
across the board opportunities to marketing professionals.
Competitive events transcend traditional language and overcome cultural and linguistic barriers, speaking in a uniform and consistent manner to wide-ranging audiences. Sport, adored in all its diverse manifestations, is the perfect partner for all the marketing activities of a company – from visibility to positioning, from the conquest of new markets to strengthening relations with customers.
And more than that, because the brand name/company becomes an integral part of the show, it can bypass the psychological barriers that the viewer erects against traditional advertising and is thus particularly effective in creating preferences for companies and products.
In the following pages we offer 10 tips for maximising the
effectiveness of sponsorship and sports marketing programmes.
www.rtrsports.co.uk
Sports fans may look like a homogenous mob, but within the "tribe" you find segments of fans more valuable than the rest. This deck highlights a few fan segments using data from Coyle Sports Poll 2011 (a survey of fans who follow team on Facebook & Twitter).
How Basketball Teams Drive Fan EngagementSimplyCast
Ever wondered how basketball teams engage their fans digitally? This guide will break it down and offer ideas for other teams to build a loyal fan base using marketing automation.
Sloan Sports and Analytics Conference Day 2 RecapNeil Horowitz
The annual Sloan Sports & Analytics Conference was held March 3-4, 2017 at MIT, bringing together thought leaders and practitioners in sports analytics, focusing on off-field and on-field topics.
This is a collection of the best quotes, images, insights, and observations shared via Twitter from Day 2 of the event (See the day 1 recap, too!)
Thanks to all whose tweets helped fuel this recap! For more, visit www.dsmsports.net and follow me on Twitter @njh287.
Strategic Plan ESPNStrategic PlanIntroductionT.docxdessiechisomjj4
Strategic Plan
ESPN
Strategic Plan
Introduction
The shopper gadgets industry is a flexible and focused business environment (Porter, Consumer conduct, retailer power and business sector execution in buyer merchandise commercial ventures, 1974). Rival organizations in this industry frequently endeavor to surpass their contenders through imaginative special systems, creating and reassessing their methodologies routinely in light of outer and inside components influencing the business (Teece, 2010). Advertising branches of organizations center their endeavors on distinguishing and envisioning the needs and goals of clients and outlining items and/or benefits that meet all desires of their customer base (Gummesson, 2002). Industry pioneers are normally organizations that have exceeded expectations in innovative work (R&D) and advertising capacities nearby their operational abilities, using the data accessible to them to create items that speak to their intended interest group and impart to their customers in an auspicious and important way.
ESPN at first began its operations as a games programming and stimulation system, which is claimed by ESPN Inc. which is a joint wander of the Walt Disney Company (80%) and the Hearst Corporation (20%). The mission and vision articulations of the ESPN are centering to serve the partners of games all over around the globe to engross them totally. ESPN Inc. has an extensive variety of games channels, magazine and news channels. ESPN has an extensive variety of games related projects and data on its different channels. All the results of ESPN are intended to submerge the purchasers in the games world. The system is putting forth scope for all significant games over the globe utilizing various channels and dialect settings. ESPN is getting to its clients by means of link, satellite and web streaming.
Strategic Planning for a Competitive Advantage
With the progression of innovation, it’s got to be more basic and moderate for the games sweethearts to get to game channels on their fingertips. In spite of the fact that, ESPN had appreciated an extremely solid position among the game channels, notwithstanding, with their current methodology, it will be hard for them to proceed with their prosperity and accomplishments.
ESPN Internal and External Analysis
To comprehend the outer and inner environment of the ESPN, the SW examination, contender investigation, client investigation and PEST examination will be led, so that ESPN could reexamine their methodologies for fruitful future operations.
Internal Analysis
SW Analysis
Strengths: The ESPN is putting forth the best data with respect to games. Sports significant others not just get news about their most loved games and groups, however, can likewise get data about different games occasions, alliances, and players. The ESPN association has various TV channels and dialects for diverse sorts of clients. The association has its own particular golf school, ESPN zone.
The Elusive Measurement Dilemma of Sports Sponsorship ROIMichael Wolfe
Always elusive and difficult, using a method to ROI measurement of sports sponsorships is the preferred approach to a holisitic assessment. Sports sponsorship is a big business and this approach that is based on fan engagement is not only innovative but is long overdue.
How to Engage with Sports Fans: During the Game and BeyondScribbleLive
Whether you cover an internationally-loved professional team, your local high school's sporting events, or something in between, check out our best practices for digital fan engagement.
Big Data and Analytics are playing an important role to improve the performance of game and players on the field, off the field through predictive decisions.
1. Return on Commitment™ (R.O.C.)
The Ultimate Measurement Tool
for How to Attract and Keep Fans
Raphael Louis Viton
Raff@maddockdouglas.com
Copyright 2010 Maddock Douglas, Inc.
1 MaddockDouglas.com Copyright 2010 MaddockDouglas, Inc. Return on Commitment
2. Why R.O.C.?
• Do you really know the answers to these questions…
– Why do your fans go to your sporting event instead of doing something else (having
dinner with friends or seeing a movie)?
– How much are your fans “investing” in being a fan, and are they getting what they
expect in “return” for being a fan?
– Ultimately, do you know how to best serve your fans - and provide them with the best
overall experience (and get a higher share of their entertainment dollars)?
– And, are your marketing communications and promotion efforts measured against
these metrics over time - and improving because of them?
• We noticed that NO ONE had a true quantifiable measure that provided specific
answers to these questions.
• Instead, teams relied on false assumptions for what mattered - like providing a
great “fan friendly” environment or winning (those rank 6th and 11th,
respectively, in terms of what fans find important)
• So we invented Return on Commitment - a single number to measure all your
efforts compared to other entertainment options
2 MaddockDouglas.com Copyright 2010 MaddockDouglas, Inc. Return on Commitment
3. What is R.O.C.?
> Maddock Douglas’ R.O.C. (Return on Commitment)
is a critical diagnostic tool that identifies what your
fans care about most in return for their commitment
to a sports franchise.
> MD has learned, from years of sports fan and
franchise research, that the R.O.C. is an essential
measurement of the overall health of a team and
the loyalty of its followers.
> The R.O.C. is derived from understanding the relationship between three key elements
of fandom investment: Time, Money and Emotion
> Time spent following the team: attending, watching, reading about, talking with friends
> Money spent on all aspects of fandom: games, merchandise, technology, fantasy sports,
betting
> The emotions fans feel over the highs and lows of a season
> The flip side of the R.O.C. is the return fans get from their time, monetary, and
emotional investments in their team – leading to renewed commitment over time
3 MaddockDouglas.com Copyright 2010 MaddockDouglas, Inc. Return on Commitment
4. Does R.O.C. Matter?
• We’ve utilized R.O.C. for teams and we know unequivocally that
it DOES matter
• Fans who report a high “return” are far more valuable than
those who report a lower return:
– They spend more annually - 2.3x more
– They have a stronger commitment to the team and are more likely
to say their commitment is increasing
– They are more likely to say they plan to attend more games next
year than they did this year
– They are more likely to say they plan to spend more next year than
they did this year
Low Return = 100 Annual Game Expenditures
Spending Index:
Q: How big is the return you get for the time, money, and
emotion you put into a game?
4 MaddockDouglas.com Copyright 2010 MaddockDouglas, Inc. Return on Commitment
5. R.O.C. Outcome:
Entertainment Option Blueprints for Action
Another important output of R.O.C. is understanding what truly is important to
fans - and how well teams perform relative to other entertainment options
– We measure what’s desirable to fans generally in an entertainment option, as
well as how being a fan of a team compares on those attributes to other
entertainment choices
– Thus, we can see how teams “compete” for entertainment dollars in a competitive
context. The tool to do so are Innovation Blueprints (1/ea.entertainment option):
5 MaddockDouglas.com Copyright 2010 MaddockDouglas, Inc. Return on Commitment
6. R.O.C. Outcome:
Score Comparison to Other Entertainment Options - EXAMPLE
Return Index (0-10 scale, Mean = 6.8)
6 MaddockDouglas.com Copyright 2010 MaddockDouglas, Inc. Return on Commitment
7. How can you get R.O.C. measured for your team?
• Two Options:
Option 1: Option 2:
- Custom study - Multi-sponspored (4-5 teams
- Uniquely tailored & proprietary from similar regions - e.g., NY,
data Chicago, LA)
- Choice of competitors, attributes - Shared data (except competitive
& R.O.C. scoring team data)
Price: $150,000 per client Price: $50,000 per team sponsor
(+ 10k per focus group) (+ 10k per focus group)
7 MaddockDouglas.com Copyright 2010 MaddockDouglas, Inc. Return on Commitment