How a C’mon Sports acquisition campaign using Arenametrix’s CRM and data marketing tools helped attract new fans, optimize revenue, and refine the marketing strategy of Groupe Grenat clubs.
Genève sport - Groupe Grenat
Lead generation and data: Maximizing fan acquisition and long-term value
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A strategic growth opportunity for the clubs
Genève Sport oversees marketing, sports events (hospitality, game day, security), sports performance, and commercial rights management (sponsorship, ticketing, merchandising) for four professional clubs within Groupe Grenat (Servette FC, Genève-Servette HC, Servette RC, Servette FC Chenois Féminin).
Ahead of the season ticket campaign, the clubs set two key objectives:
- Identify and attract new prospects through a data-driven strategy.
- Expand the fan base while generating additional revenue, thereby optimizing club profitability.
Groupe Grenat has therefore turned to C’mon Sports and Arenametrix to design and implement a smart acquisition campaign using data from Servette FC’s database.
A targeted and effective acquisition strategy
To maximize the impact of the campaign, a multi-phase approach was implemented:
1. Exclusion of existing database
An initial analysis segmented the existing fan database and excluded it from advertising tools.
This ensured that efforts focused solely on acquiring new supporters and optimizing advertising resources.
2. Paid campaigns on Meta
A targeted advertising campaign was launched on Meta platforms (Facebook and Instagram). These channels enabled broad yet precise audience targeting based on behavioral and interest-based segmentation.
3. Personalized and engaging content
Tailored content was developed to resonate with the interests and behaviors of the target audience, enhancing engagement and participation.
4. Performance analysis with Arenametrix
Arenametrix was used to track engagement, refine targeting, and, most importantly, analyze the long-term value of newly acquired fans throughout the season.
Measurable impact and a replicable model
Key benefits for the clubs:
- Acquisition of new supporters through strategic targeting.
- Optimized acquisition costs using a data-driven approach.
- Enrichment of the CRM database with qualified contacts.
Why this strategy is a model for success
The success of this campaign is built on several key factors:
- Intelligent targeting to optimize advertising investments.
- Personalized content to maximize audience engagement.
- A data-driven approach with Arenametrix, ensuring precise analysis of the long-term value of new fans.
2600+
Leads generated
0.83CHF
average investment per lead
16%
of new fans made a merchandising purchase
This initiative highlights how a well-structured lead generation strategy can not only attract new supporters but also create sustainable revenue opportunities.
How can you turn your campaigns into a growth engine?
With our expertise in fan acquisition and data-driven marketing, take your club’s engagement to the next level!
About our partner C'Mon Sports
C’mon Sports is a Lausanne-based agency that advises sports organizations on how to better engage their fans and maximize their revenue. The company tailors its solutions to the clubs' needs to improve the fan experience and ensure sustainable growth.