2 | SET 5 OBJECTIVES
FOR YOUR CLUB
Handy tools and usable insights will not have any impact if you do not attach any objectives to them. After all: what are tools or insights used for? A real digital vision, therefore, starts by attaching targets to the digital transformation. Which objectives should clubs set themselves?
1
Brand Equity – (brand value) – This is the financial value that is contained in the brand. This value mostly reconciles with the cash value of the future cash flows that can be allocated to the brand via relationships with fans or clients. This objective shows why relationships with fans and clients are so important;
2
Brand Reputation Performance (merkreputatie) – (brand reputation) – This is the approach of the marketing (and the most important milestones), that you should be able to summarise as a graphic overview on one single A4. This overview must be able to show that a rhythm is created in the communication of a club. This rhythm (the digital heartbeat) is hugely important and has a direct impact on your Brand Equity.
3 4 5
Marketing Efficiency – How efficient is your marketing? And is your marketing still traditional (inefficient) or digital (where your target group is)? As a club add context to data, so that you can deploy your marketing budgets in a smarter way; Business Acceleration – New technologies make it possible to accelerate existing business models. Clubs will centralize data, train teams and optimize their technological infrastructure for this; Business Activatie – In addition to the optimization of the existing business models, as a club, you also wish to develop new revenue models. Consider a mature eCommerce department or the digital exploitation of (video) content.
As a club, when you have determined your five objectives, you can commence with the nine steps of the Business Acceleration Plan.
5
HOW PARADISO BECOMES A SMARTER CLUB