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10 DATING TIPS TO

LAND A FAN 2 013 B I G T E N M A R K E T I N G M E E T I N G S

PRESENTED BY:


There is a parallel between dating and courting fans. Relationships are the same whether they are personal or professional. OVERVIEW

2013 BIG TEN MARKETING MEETINGS


All relationships take time to build. You have to work at them whether it’s friends, significant others or season ticket holders. Here’s how some sports pros have been working in 2012-13. OBJECTIVE

2013 BIG TEN MARKETING MEETINGS


1

Know You(rself) Before They Do Example: Migala Report migalareport.com

• Researched the past traffic to identify hot topics • Put together categories representative of Dan’s expertise • Found the best writers for each section • Added at least five posts per week • Created “Fun Is Good Friday” for additional variety of sports pros

2013 BIG TEN MARKETING MEETINGS


Stalk Your Dates

2

Example: Southern Illinois Edwardsville Social Hub cougarfanzone.com

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• Research your fans through social media • Get your social media platforms in order • Create a routine that keeps your page interesting • Track what your fans are saying about you • Respond casually and quickly • Ask them what they want •Listen to what they say • Be fun

2013 BIG TEN MARKETING MEETINGS


3: Get Their Digits Example: SIUE Social Hub

Example: Michigan Mobile Site

Example: Texas A&M mobile site

Example: Xavier X’s and O’s Trivia

cougarfanzone.com

ThisIsMichigan.com

12thmanmobile.com

XandOTrivia.com

After first game: Total visits.............................................2988 Total Pageviews..................................... 3731 Unique visitors...................................... 2406 Total Sign ups....................................... 1883

Over 1400 fans utilized the site for their first game. This site also leveraged video shorts to spread the message on upcoming events.

Goal: Increase traffic to the X and O Trivia website

•Enter to win captures data •Trivia question created a sense of urgency • The prize provided an incentive • Being mobile made it easy

Strategy 1: Keep it Updated! Strategy 2: Season Long Promotion to Keep Interest Strategy 3: Create a High Traffic Promotion

-WAIT-

THERE’S MORE!

2013 BIG TEN MARKETING MEETINGS


Strategy 1: Keep it Updated! Kept content fresh by adding in questions each Monday • Used trivia from the season, arena facts, player facts, player questionnaire answers Focused questions around themes • “Before you test your stomach on Thanksgiving, test your Xavier knowledge at XandOtrivia.com.” • Promotion: Keep it easy and routine • Goal: Promote site in three ways each day

Strategy 2: Season Long Promotion to Keep Interest Keep people interested through competition, deadlines and incentives Tuesday Trivia- Once a month for five months (single day competition) • Noon to 3 PM on the first Tuesday of each month • Fan with highest score received prize and entered to win VIP game day experience. Analytics: • Over 1,000% average increase on Tuesday Trivia days vs. typical Tuesdays

2013 BIG TEN MARKETING MEETINGS


Strategy 3: Create a High Traffic Promotion 12 Days of Giveaways This was a 12 day promotion that encouraged fans to play the X and O Trivia game. The basis of the giveaway was to giveaway 12 gifts on the first day, 11 gifts on the second, 10 on the third and so on. Each day there were fewer winners, but the prizes got better. The grand prize was a VIP gameday experience with the men’s basketball team. Marketing focusing mostly on social media. • Twitter • Facebook • In game announcements • Emails to their fan databases • Xavier website announcements (produced highest traffic to site)

Result? 1,570 visits 37,000 pageviews Over 4 minute average site visit

1,570 VISITS

2013 BIG TEN MARKETING MEETINGS

37k PAGEVIEWS

4 MIN+ AVERAGE VISIT


4

You’ve got the number, now what? Example: Old Hat NACMA Challenge With costs of traveling for conferences rising and departments keeping their purse strings tight, we knew our clients needed help paying for their trip to NACMA. Enter the inaugural Old Hat NACMA Challenge. A series of weekly video challenges were followed by an online voting campaign to select the collegiate marketing professional that deserved an all-expenses paid trip to NACMA 2012 in Dallas. Follow through ‌ pay attention to them. Once we picked the winner, we hung out with him all week and made sure that he felt part of the Old Hat family. We engaged all of our clients and potential clients by hosting an after-hours event on the first night of the convention People want to spend time with those they like. Make people like you.

2013 BIG TEN MARKETING MEETINGS


5

Find Out How They Like To Communicate Example: Cincinnati Social Hub / South Carolina Ticket Wizard bearcatssocialhub.com /tickets.sc-tickets.com Cincinatti Social hub:

•Brings the social media together to follow the conversation the way they feel comfortable having it • Even people who aren’t on all platforms can still be part of the conversation

South Carolina Ticket Wizard:

• Guided fans through the process based on their preferences, not everyone else’s

FIRST WEEKEND SUMMER 2012

18

LEADS $5M FB TICKET SALES

$15k in TICKET SALES

18.9k LEADS

2013 BIG TEN MARKETING MEETINGS


6: Out of Sight, Out of Mind Don’t be the guy/girl: • Who just calls only when they need something • Who does something nice because they are sorry for something

365 Days of Communication

Example: OKC Thunder Downloads

Example: Washingington Wizards/Mystics Holiday Card

cougarfanzone.com

thunder.nba.com

www.verizoncenter.com/holidayecard/

Little Things Add Up: •Thank you notes • Thank you calls • Facebook posts • Individual tweets to your followers • Birthday cards

Give fans ways to show they are proud to be part of the team: • Customized Facebook cover photos • Twitter backgrounds • Pintrest images • Desktop & Mobile Wallpapers

2013 BIG TEN MARKETING MEETINGS

• Allow yourself to be surprised by fan creativity • Empower them to be creative


Don’t Smother

7

Example: WAC Basketball Tournament Site WACBasketball.com

• Show you care without out going overboard

• The WAC reached out to its schools to help tell their story

• The ease of implementing the social media plan made it easy

• Having other people say you’re cool makes you even cooler

2013 BIG TEN MARKETING MEETINGS


8

Think of Other People First Example: Central Michigan Gameday Central www.centralgameday.com/

• Central Michigan wanted open communication with its fans

• They put it all out there so fans knew what was going on each week

• They wanted to make sure the fans had the best time possible • They put their fans first

2013 BIG TEN MARKETING MEETINGS


9

Don’t Let Yourself Go Example: Running with Russell RunningWithRussell.com

• Once you’ve landed someone, you still need to keep trying everyday

• You can’t start wearing sweat pants to dinner

• Make a habit of doing something fun

• Surprise them

• Show another side of yourself

2013 BIG TEN MARKETING MEETINGS


10

Sometimes We Fight

Example: Experience the New Mean Green experiencethenewmeangreen.com/sales-team

• Don’t hide in the group

• Introduce people individually

• Provide the best customer service because they feel like they know the person on the other end of the phone, email, Twitter, etc.

• People buy things from those they trust, so be genuine

• Be committed to your fans and to your staff

• Invested fans and staff members reduces turnover, which keeps costs down

2013 BIG TEN MARKETING MEETINGS


11

Divorces Are Expensive Example: 12th Man Challenge 12thmanchallenge.com/

• When people rally around something, it puts a spark back into the relationship

• Go big when it comes to special occasions, like anniversaries

• Pulled out all the stops to shake things up in Aggie Nation

• The fun around this event led to 25 people doing all of the challenges

• And so many more taking part in the voting

2013 BIG TEN MARKETING MEETINGS


12th Man Challenge

• Contest to determine Ultimate 12th Man (user submitted entries with voting)

• Partnered with local fan message boards and radio show to build fan interest

• New Trivia game each week that was a secondary way for fans to win prizes

2013 BIG TEN MARKETING MEETINGS


12th Man Challenge-Results

• Reached 34 countries

• Over 185,000 page views in four weeks

• Averaged over 250 unique visits a day

• Totaled over 500,000 votes.

REACHED 34 COUNTRIES

185k VIEWS IN 4 WEEKS

AVG. 250 UNIQUE VISITS/DAY

500,000 VOTES

2013 BIG TEN MARKETING MEETINGS


12

Do it Because You Love Them Example: Meet Miami Basketball Site meetmiamibasketball.com

• The Miami Athletic Department loves their student-athletes

• They weren’t sure if everyone in the 305 knew their teams were just all around good, fun people

• We created this site and shot the video to showcase their personalities

• For those who watched all of the videos, they received a VIP experience at the game, and Miami collected data on these fans

• This site allowed Miami to shout it out that they love their student-athletes ... and isn’t that why we are all in this business?

If you love what you do, telling people about it is easy. Listening is what can be hard.

2013 BIG TEN MARKETING MEETINGS


10* DATING TIPS TO LAND A FAN 1. Know You(rself) Before They Do

7. Don’t Smother

2. Get To Know Your Potential Suitors

8. Think of Other People First

3. Get Their Digits

9. Don’t Let Yourself Go

4. You’ve Got the Number, Now What?

10. Sometimes We Fight

5. Find Out How They Like To Communicate

11. Divorces Are Expensive

6. Out of Sight, Out of Mind

12. Do it Because You Love Them * Give or take a couple.

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