marketing fundamentals for professional and amateur …...marketing fundamentals for professional...

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Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY

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Page 1: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

MarketingFundamentalsforProfessionalandAmateurSportsClubs

DAMIANKELLY

Page 2: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

MyExperience

Page 3: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

TellStories• MOSTPOWERFULTECHNIQUEFORGROWINGCONNECTIONWITHYOURCLUB

• CREATESANEMOTIONALCONNECTION• PERSONALISESEXPERIENCES• STORIESSHAREREALEXPERIENCES– NOT‘SALESY’

PROTEAM/GOVERNINGBODYCANHAVEASHINYCAMPAIGN,BUTITISMOREOFTENWHATISDONELOCALLYTHATGETSPEOPLEOVERTHELINE

Page 4: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Storytelling

EVERYPARTOFCLUBEXPERIENCESHOULDBEBASEDONHOWWEMAKEPEOPLEFEEL– MARKETINGSHOULDBEANEXTENSIONOFTHIS

• MAKEITRELEVANTANDSHAREABLE• KEEPITREGULAR• BASEITONYOURCLUBVALUES

Page 5: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Adapt&Innovate

Page 6: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Adapt&Innovate

Page 7: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Adapt&Innovate

Page 8: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Makethemostofyourmembers

CLUBMEMBERSACTASAMBASSADORSANDHAVEAGREATINFLUENCEONPEOPLESIMPRESSIONOFYOURCLUB

• ROLEFOREVERYONE• SKILLSANDKNOWLEDGEOFMEMBERSISPROBABLYTHEMOSTVALUABLEASSETOFTHECLUB

• DON’TASKPEOPLETODOTOOMUCH• VOLUNTEERSNEEDMANAGEDTOO

Page 9: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Digital/Social

UNDERSTANDWHATYOUWANTTODOANDCHOOSETHEAPPROPRIATEPLATFORMTOACHIEVEIT

• LEVELEDTHEPLAYINGFIELD• CENTRALTOONLINEENGAGEMENT• STRATEGY/GUIDELINES• INSIGHTS/ANALYTICS• LANGUAGE/TONEOFVOICE• CONSIDEROTHERAVAILABLERESOURCES

Page 10: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Website

YOURCLUBWEBSITEISTHEONLYONLINEPLATFORMTHATYOUCONTROLALLCONTENT– MAKEITYOURONLINEHUB

• SHOWCASETHEENTIRETYOFTHECLUB– NEWS,PHOTOS,FIXTURES,EVENTS,HISTORY,ACHIEVEMENTS,CURRENTACTIVITIES,FUTUREPLANS,CONTACTS,PITCHLOCATION,SPONSORSADSETC.

• ONE-STOPPLACEFORALLUP-TO-DATEINFORMATIONFORSUPPORTERS

• CMS/MOBILERESPONSIVE• KEEPITUPDATED!

Page 11: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Facebook

FACEBOOKISTHEMOSTPOPULARSOCIALMEDIAPLATFORM,WITHMORETHAN2BILLIONACTIVEMONTHLYUSERS

• 2-5POSTSPERDAY• PROTECTFROMOVERLYCOMMERCIALPOSTS• FACEBOOKLIVEFORMATCH-DAYCOVERAGE• SCHEDULEPOSTS• EVENTS• MANAGEMULTIPLEADMINROLES• USEFULINSIGHTS

Page 12: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

ConsumptionHabitsULSTERRUGBY

ALLSAINTSGAA

Page 13: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

GettoknowyourfollowersULSTERRUGBY

ALLSAINTSGAA

Page 14: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Twitter

TWITTERHASTHESHORTESTLIFESPANOFANYSOCIALMEDIAPOSTS–APPROX.18MINSPERTWEET

• SHORTESTLIFESPANOFANYSOCIALMEDIAPOSTS• LESSDETAILED,MOREFREQUENTPOSTS• 10-15TWEETSPERDAY(MOREONMATCHDAYS)• USEHASHTAGSTOENCOURAGEENGAGEMENT• TWEETDECKFORSCHEDULEDTWEETS

Page 15: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Instagram

ALMOST70%OFINSTAGRAMUSERSAREFEMALE

• 2-5INSTAGRAMPOSTSPERDAY• NONTIMESENSITIVEPOSTS• INSTAGRAMSTORIES• NOSCHEDULINGFUNCTION/CANONLYPOSTFROMPHONE

Page 16: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

EmbraceVideo

VIEWERSRETAIN95%OFAMESSAGEWHENTHEYWATCHITINAVIDEO,COMPAREDTO10%WHENREADINGINTEXT

• APPROX.80%OFALLINTERNETTRAFFIC• EASYTOCONSUME• MOREEMOTIONALENGAGEMENTTHANPHOTOS• CANBEANEASIERWAYOFGENERATINGCONTENT• TECHNOLOGICALADVANCES

Page 17: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Video- Standards

Page 18: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

Video- Short-form

Page 19: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

PhoneFilmingTips

• CLEANLENS• TURNONAIRPLANEMODE• OPENCAMERAAPP• HOLDPHONELANDSCAPE(16:9)• SUNSHINEONYOURSHOULDERS• CONSIDERAUDIO

– USEAMIC,ORGETCLOSE• FRAMEYOURSHOT• DON’TUSEZOOMCONTROLS

– ZOOMWITHYOURFEET• TAPRECORD😳• RECORD>10SECSFOREACHSHOT• SHOOTSTEADY

– NO/SLOWCAMERAMOVES• GETWIDE,MEDIUM,CLOSE-UPSHOTS

• KEEPBATTERYCHARGED• KEEP>2GBFREESTORAGE• USEPHOTOSAPPTOTRIM

Page 20: Marketing Fundamentals for Professional and Amateur …...Marketing Fundamentals for Professional and Amateur Sports Clubs DAMIAN KELLY. My Experience. Tell Stories • MOST POWERFUL

ThankYou

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