lead acquisition

3 strategies for winning leads

Activate a lead acquisition strategy

Deprived of ticketing and of welcoming their fans, sports organisations are experiencing a very complicated year 2020. Fatality is not in our DNA, so we believe that it is also a great time to reinvent ourselves and activate a strategy to acquire new prospects. Let me explain: thousands of fans pass through your digital platforms (website, social networks, application) every day without you being able to reach them through targeted communication since you "mediate" the relationship with them. Unless you pay for access to privileged audiences, your only way to do direct marketing is to repatriate these audiences into your CRM 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 money before) and to get to know your fans already in base. The data collected thanks to your digital tools (email, first name, gender, age, city, email, phone number, center of interest, etc.) then fall into your CRM, feed your segments and amplify your sales actions : more leads = more people reached = more turnover (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.frIn addition, 67% of advertisers say they use the 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 (feel free 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 converting prospects). For example, use a banner on your website like the Racing Club of 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 CRM) 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

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 prospect. For purists, it isinbound marketing or the art of attracting the prospect to yourself. 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, the NRL takes advantage of its articles to highlight his 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

Do you want to carry out a data & CRM diagnosis of your organisation? Take advantage of 30 minutes of free advice by reserving your niche.

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