lead acquisition

3 strategies for winning leads

Activate a lead acquisition strategy

Without ticketing and fan reception, sports organisations are facing a complicated 2020. As fatality is not in our DNA, we believe that this is also a great time to reinvent yourself and activate a strategy to acquire new prospects. Let me explain: thousands of fans pass through your digital platforms (website, social media, application) every day without you being able to reach them with targeted communication because you "intermediate" the relationship with them. Unless you pay for access to privileged audiences, your only means of direct marketing is to repatriate these audiences to your CDM and thus gain your digital sovereignty. 

A data collection strategy meets 2 challenges: to capture prospects (those who are interested in your club but have never spent money yet) and to better know your fans already in base. The data collected thanks to your digital tools (email, first name, gender, age, city, email, phone number, interests, etc.) then fall into your CDM, feed your segments and amplify your commercial actions: more leads = more people reached = more business (assuming that you use our marketing methods).

There are many strategies for collecting data. Here is our selection: 

1. Subscribe to a Newsletter

Some of you are still wondering what a newsletter can be used for, apart from wasting your time. However, the registration and conversion statistics of our customers show how interesting it is. Your fans need exclusive content,fresh playerinformation and regular contact with their favourite club. To encourage registration, the form should be visible (and not hidden at the very bottom of a page on your site). The Liverpool one is a good example. Take care of its graphics, highlight the promise (a registration coupled with a promotional code in the confirmation for example), use a striking and personalized wording such as: "Join us" or "I want an exclusive info per week", all in a reading time of maximum 3 seconds and you will have all the ingredients to have a maximum of subscribers. 

2. Participation in competitions

According to the site eMarketing.com67% of advertisers say they use games to collect opt-in contacts. With its carrot at the end, it is clearly the tool that provides the most data on your fans (don't hesitate to go far enough). Once created, use ALL your digital platforms to capture participants and collect those famous opt-ins (you can even monetize the posts, you'll find the ROI when the leads convert). For example, use a banner on your site like the Racing Club de Strasbourg with its prediction game (you have to go down a bit...), announce it in your newsletter or in your digital ticketing and merchandising paths. Once the data is collected, your marketing intelligence (and CDM) will optimize the conversion of fans into new buyers.

Many providers will help you create great engagement platforms

3. Call-to-action on your content

The call-to-action is the link between your content (which attracts the fan) and your CDM. It serves to transform the unknown visitor into a prospect. For the purists, this isinbound marketing or the art of attracting the prospect to you. If you create a lot of content, take the opportunity to invite your readers to click on a link to a registration form (newsletter, competition or other). For example, you can use this opportunity the NVL benefits from its articles to promote your brand new newsletter. 

This collection strategy, Narbonne Volley set it up at the beginning of the season and it's already paying off (turnover generated by new prospects captured via a competition): 

The current situation leads us to keep a very strong link with our community and clubs compete creatively to keep the flame alive. Also think long term, tomorrow's buyers are the prospects you'll be able to capture today. 😉 

Pierre Gautier Arenametrix

Pierre Gautier

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

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