crm and data strategies to engage your fans and participants
DESCRIPTION
Alison Dalrymple from Goodform discuss how sports can improve their insight via data and CRM strategies. Presented at the Sport and Recreation Alliance's Sports Summit 2014.TRANSCRIPT
CRM & data strategies to understand and engage with your fans, participants and
customers
Alison Dalrymple & Matt Swindells
Goodform
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 FansGender
Income
57% 43%
Less than £30k More than £30k
41% 59%
Age
13%
20%
21%
19%
27%
18-24
25-34
35-44
45-54
55+
27% of sports fans are over the age
of 55
From “Know The Fan” Report May 2014
QUESTION
How important is data to your
organisation?
Addresses N=
Forwarding domestic address available inc. Royal Mail NCOA
15,233
No forwarding address suppressions
16,662
Deceased Suppressions 1,076ROI mailing a pack costing 0.70p sent four times a year
Wastage per year of
£47,789
Phone numbers available
5,740 consumer numbers 439 business numbers
Emails available
58,977 validated13,830 to be appended
Consumer gone aways & contact detailsIt 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
EXAMPLE
Figure 3 Age Append (based on 120,718 records)
Figure 4 Number of children in the household(based on 21,121 records)
AgeAge ranges available for 47% of records
ChildrenNumber 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 no children.
Lifestyle indicators
EXAMPLE
Figure 5 Wealth band tags available (based on 317 records)
Wealth tagging recordsIndividual 0.3%N=317
Constituent flags (based on 317 records)Company Directors 74%N=234
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.
Wealth Tagging
EXAMPLE
Capture, Engage, Inspire
postal code
“opt-ins”
telephone
number
first & last name
favourite rugby
team
date of birth
gender
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 known
• 91% of database has selected a favourite team
Website Capture Form
•Simple sign up and opt-in process
•Prime position on MUFC.com splash screen
•Capture data in return for rich media content
•Use YOUR best asset
#THANKYOUSIRALEXData Capture
DIGITAL ENGAGEMENT
Increase open rates
Before
After
Improved design
Improved content
Improved social media
links
Strong calls to action
Open Rates 8%
Open Rates 28-30%
MOBILE OPTIMISED
Over 50% of emails we send to fans of our clients are opened on mobile or tablets
If a website takes more than 5 seconds to load on mobile you will lose 74% of your audience
Website Optimisation
Client Case Study
15 distinct segments based on purchase history, preferences, email activity
Highly targeted, personalised e-communications
Average targeted open rates 34%, many over 50%
Personalised communication
Social fans following sports
66%
41%
39%
11%
1 in 4 fans consume sports via social
networking platforms
55% of these are aged between 18 and 34
From “Know The Fan” Report May 2014
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Social content & engagement
Case Study - Research to Revenue
Data Driven Insight
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 fans/participants
Locate new fans/participants based on the profile of existing fans/participants
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.
HOPE TO SEE YOU THERE!