Sports marketers should build strategic partnerships, listen to fans, use athletes’ social media, and incorporate mobile marketing. They must be flexible and take advantage of all available technologies to connect with fans. Strategic partnerships can help reach younger demographics, while social media allows for real-time communication with fans. Athletes’ social media can also be utilized, and mobile marketing can provide fans with what they want when they want it.
Top tips for sports marketing include building strategic partnerships, listening to fans, using athletes’ social media, and incorporating mobile marketing. Marketers must be flexible with their sports marketing plans, constantly monitoring campaign feedback and making changes as necessary. Sports marketing campaigns should take advantage of all types of technologies and resources available, such as social sites and mobile marketing, in order to better connect with fans.
Creating strategic partnerships in sports marketing can help marketers attract an audience that they might otherwise struggle to reach. For example, developing a game for tablets and smartphones can help reach younger demographics in a fun and engaging way. Not all types of partnerships, however, require as significant an investment as those with restaurants and websites. To create a competitive advantage, the sports marketer must research which businesses the target market frequents and find a way to create a partnership that is mutually advantageous for both companies.
Listening to the fans is the best way to determine if a sports marketing campaign is on the right track or if adjustments need to be made. While surveys and focus groups were helpful in the past, today social media sites allow sports marketers to open constant lines of communication in real time. Marketers can get information about their needs, wants and expectations. They’ll be able to know immediately if fans haven’t reacted to the latest marketing campaign and make quick adjustments without having to wait until it’s over.
Utilizing an athlete’s fan base can create an advantage for any sports marketing effort. When hiring an athlete to promote a product, it’s a good idea to research to see how dedicated and active their social media fan base is on their personal pages. If his fan base is energized and active, fans are more likely to respond to the product the athlete is promoting. The sports marketer should also include a statement in the contract requiring him to promote the product through his social media networks.
Incorporating mobile marketing into a sports marketing plan can help marketers reach their younger, more tech-savvy demographics. This type of marketing can be used to provide fans with what they want when they want it, such as game scores and stats, via SMS messages. Mobile apps can also be created to add a higher level of interaction with fans, including engaging content, custom commercials and special contests. When used successfully, mobile marketing gives marketers the ability to continually connect with fans on a personal level.
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