Stadium

7 solutions to develop your database during the summer break

7 solutions to develop your database during the summer break

The summer break has begun or is about to begin for most of Europe's professional team sports leagues. It's a slow period for clubs, but one that can nevertheless be used to develop your database.

1) Subscriptions

Fans want to know about new prices, new benefits, etc. While some clubs are able to communicate as early as the day after the last match, or even before Most clubs wait a few days or even weeks to communicate.

You can take advantage of this period between the end of the championship and the beginning of the subscription campaign to collect data by creating a landing page or a contact form. In this form, you can ask for the surname, first name, date of birth, telephone number, status over the previous year (subscriber or not), the stand for which they would like information, whether they would like a family or student subscription, etc.

This data will allow you to enrich what already exists, but also to have a new segment to address at the launch of the campaign.

2) New jersey / New collection

It is also one of the highlights of the summer break: the release of new jerseys, or even new collections of merchandise (depending on the responsiveness of manufacturers...)

Although some clubs also do this at the end of the previous season, most clubs unveil their new jerseys in June or July, outside of match period. Here again, a landing page or a form with name, first name and email can be particularly effective in collecting contacts from fans interested in these new products.

3) The calendar for the new season

The publication of the calendar of matches for the coming season is eagerly awaited by fans. For those who are interested, clubs can offer to receive the calendar directly by email, via a dedicated form. With this form, it may also be possible to request the most anticipated match of the season (derby, reception of the champion, etc.).

4) Fan surveys

The summer break can also be a good time to take a step back and ask supporters about their vision of the club. This can be on a variety of subjects, such as the experience at the stadium, the club's communication on the web and on social media, the development of infrastructure projects, etc.

The interest of this kind of survey is twofold: they allow us to better understand the expectations of supporters (and to try to meet them) and of course, to collect new data.

5) OTT platforms

Although championships generally kick off in August, or even September, clubs play preparatory matches soon after training resumes. These matches can be marketed to TV channels, but this mainly concerns the big soccer clubs and national channels. If this is not the case, they can be broadcast by the organizing club (and visitor, in agreement with the organizing club) on an OTT platform.

By broadcasting these matches on Youtube, Facebook or Twitch, clubs can build up their audience on these networks, but will not capture any data. On the other hand, by using an OTT platform platform, clubs will be able to know the identities of the fans watching the match and even develop a new source of revenue by offering a full programme throughout the season (youth and women's team matches, long video formats, etc.).

6) Competitions

The competition is a particularly relevant and effective solution for acquiring new contacts in the database and enriching the knowledge of existing contacts.

Competitions can be daily, weekly or one-shot. Simple forms or dedicated applications can be used. Games on social platforms (such as "Comment to enter" or "Retweet to play") can increase the fan base on social media, but not the size of the database, although specialised platforms develop solutions to do so.

7) The newsletter

Finally, the newsletter remains a relevant acquisition channel, even during the summer break. However, it can be promoted in a slightly different way, for example by promoting transfer alerts.

Alexis Riotteau

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