Digital Marketing for Sport – 3 Reasons Why Sports Marketers Need Social Media
Sponsoring an athlete, sports team or an event is not just about signing a cheque. It’s more than just getting your name on the side of a car or a sign in the stadium. For those of you that know me you know that Sport is my passion and I’m also involved in business consultancy and digital marketing so here is my take on Sports Marketing.
Basically, if you want your sponsorship pounds to be an effective marketing tool, you need to double your total sponsorship just to promote the fact that you have a sponsorship deal. If you’re sponsoring a rugby team, you need to tell your customers about it, and get them to cheer for “your” team. If you’re sponsoring a football team, you need to get your best customers into the luxury suite to see and hear the game. Even if you’re sponsoring a small local village football team, you need to find a way to bring the parents into your store or restaurant after the game.
The Same Old Problem – You Can’t Effectively Measure Traditional Marketing
Sports marketing is no longer just about soliciting cheques from big companies – you have to be able to demonstrate the ROI of a sponsorship. Measurement and analytics for off-line marketing is nearly impossible. It is almost impossible to know which TV commercials increased sales, and which ones lost money. You don’t know which billboards brought visitors to your website. And you certainly don’t know which logo placement or interview plug was responsible for the increase in sales.
But social media can do all of that, and more. Here are three things social media can do for sports marketers:
1. Social Media Can Prove ROI in Sports Marketing
The great thing about social media is that it’s easy to demonstrate the ROI. Thanks to simple tools like Google Analytics and bit.ly, it’s possible to come up with a basic system to see how many people found your website, requested additional information, or bought something.
You can measure a campaign’s success and figure out which variables, messages, and even time of day brought the best results. See if you get spikes in traffic before, during, or after an event. And whether the spikes are taking place in the city, or if they’re spread out. You can even set up different URLs and landing pages, and do A/B testing to see which variables brought the best results.
With social media, you can pay attention to who’s talking about your brand, and interact with the ones who are the most vocal, whether positive or negative. You just can’t do that with a billboard or a TV spot.
2. Social Media Can Grow a Sports Marketing Audience
There are more social media tools than you can shake a stick at. Suffice it to say, there are plenty of ways to connect with your customers online. Use tools like Twitterment, NearbyTweets, and even Twitter’s own search function to find people who are interested in your team. Use Twitterfall or TweetDeck’s search feature to watch for discussions about your team or the event.
Connect with those people, and discuss the team, the players/drivers/crew, and the event itself. Don’t sell them anything or talk about your company. if you have to, hold a special contest or make a special offer. “If our team finishes in a certain place or higher, the first 500 people to tweet us gets a coupon for a free widget.” But other than that, talk about the thing that interests the fans (hint: it’s not you).
3. Social Media Can Deepen Relationships With Fans and Customers
Enhance your customers’ experience on race day by live blogging, tweeting, and video streaming from the stands, the sponsor’s tent, or even Victory Lane.
- Get some behind-the-scenes looks (assuming you get permission from the team) at what it looks like in a garage or locker room.
- Hold a special Twitter chat with a driver or crew member.
- Have a player give a special video greeting or tour for fans.
- Ask different team members to blog about their experiences over the season, complete with photos and videos.
Social media lets fans see the things they might be missing, but help them feel like they’re part of the experience. By doing this, you help them feel more like a part of the team. They’re insiders, with special knowledge about the team, the athletes, and the event. By feeling like they’re connected, they’ll become more of a fan, not only of the team, but of the organization or brand that helped them get there.
If you want any advice on digital marketing or social media plans the contact us on our business webpages