CDP for sports clubs

CRM - top5 benefits for a sports club

CRM : TOP 5 BENEFITS FOR A PROFESSIONAL SPORTS CLUB

Customer relationship software (CDP) has become essential in the development of a professional sports club. Here are 5 key uses!

Passionate about their favourite team, sports fans have the distinction of being more emotionally engaged than the average consumer. For clubs, this passion is an extraordinary connection to exploit. But beware: it also generates expectations that are sometimes difficult to meet. This is where CRM solutions  help clubs to create a unique relationship with their fans.

The top 5 benefits of a CRM for a sports club

CDP benefits

1. Build a qualified database

Many professional clubs (Stade Français, le Red Star or even Nanterre 92) use the CDP Arenametrix to build and feed data into their fan profiles: tickets purchased, matchday consumption, socio-demographic information, behavioural data...

2. Automatically send marketing campaigns to target groups

Renaud Charles, communications manager at FOS Provence Basket on his use of CDP Arenametrix: "Thanks to segmentation, the opening rate of targeted emails has reached 50%!. By means of relevant targeting, fans can be provided with all the information they need before, during and after the game. To save precious time, Arenametrix marketing automation allows you to save time by setting up automatic scenarios (birthday, post-match satisfaction, abandoned cart etc.)

3. Sell more tickets

With a 360-degree view of each fan, it is possible to determine who is most likely to come to each meeting. By analysing their profiles according to their tastes, their time habits, their geographical proximity, etc., it is possible to determine who is most likely to come to each meeting. The personalisation of offers and marketing approaches is also an undeniable lever for boosting sales. Antoine Momper, from Sélestat Alsace Handball, assures us that " emailing campaigns to promote a championship match, carried out with Arenametrix, have enabled me to double web sales".

4. Attracting more sponsors through campaigns that are finally quantified

Like the fans, sponsors are constantly raising their expectations. Simple brand visibility is no longer enough. Sponsors want to create engagement with fans, with a view to ROI. The solution? Again and again, CRM , which allows the emergence of targeted and sponsored marketing programmes. It offers the possibility to communicate quantified returns to advertisers. For more information on data sponsoring, contact us.

5. Keep your fans loyal

The data analysis aggregated in a CRM allows to define effective and ROI-strategies to retain fans. "The number of club subscribers has increased by 45% since I started using Arenametrix.says Gabrielle Pinho, communications manager ofIvry Handball. By knowing what fans want and how they behave, users of a CRM start with a head start.

Olivier Spaeth

Olivier Spaeth

Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.

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7 Comments
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    Posted at 14:59h, 05 December

    [...] It is fortunate that social media has become part of the overall sporting experience. The integration of digital has extended the sports event from a weekend to a year-long entertainment experience. As a result, sports organisations have found ways to monetise the reach of their online communication activities. Indicators are evolving towards engagement, interaction and ROI - objectives shared with partner brands. Rightsholders are becoming social enterprises, prompting market leaders to consider professional teams as media in their own right. As media, via content distributed over digital and social channels, sports organisations carry the value of their digital rights into spheres that are highly attractive to brands - hence the global growth of brand investment in sports sponsorship. Sport, like society, is constantly evolving; and that's good news for sports organisations and brands alike as they adapt to this new playground of algorithms, analytics and most importantly, entertainment! Discover the top 5 benefits for a professional sports club! […]

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