25 Nov 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 CDP and thus gain your digital sovereignty.
A data collection strategy responds to 2 challenges: to capture prospects (those who are interested in your club but who have never spent any money yet) and to get to know your existing fan base better. The data collected thanks to your digital tools (email, first name, gender, age, city, email, phone number, interests, etc.) then falls into your CDP, feeds your segments and amplifies your commercial actions: more prospects = more people reached = more turnover (assuming you use our marketing methods).
There are many strategies for collecting data. Here is our selection:
1. Subscribe to a Newsletter
Some of you may still wonder what the point of a newsletter is, apart from wasting your time. However, our clients' subscription and conversion statistics show its value. Your fans need exclusive content, fresh information on players and to have regular contact with their favourite club. To encourage registration, the form should be visible (not hidden at the very bottom of a page on your site). Liverpool's is a great example. Look after its graphics, highlight the promise (a sign-up coupled with a promotional code in the confirmation for example), use punchy wording and personalised like: "Join us" or "I want one exclusive news item per week", all in a maximum 3 second read time and you'll have all the ingredients to get maximum 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 monetise 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 channels. Once the data has been collected, your marketing intelligence (and CDP) will optimise 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 CRM. It serves to transform the unknown visitor into a lead. For the purists, this is inbound marketing or the art of attracting the prospect to yourself. You who create a lot of content, take advantage of this to invite your readers to click on a link to a registration form (newsletter, competition or other). For example, LNV takes advantage of its articles to highlight its 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. 😉
Alexis Riotteau
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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