Marketing for Customer Attraction in Sports Entities PDF

Marketing for costumer a raction in spo s entities rt tt About me Marketing consultant specialized in costumer a raction for spo s events. I have worked with Movistar Team, La Vuelta, Dakar Rally, Tour de France, Tit...

Marketing for costumer a raction in spo s entities rt tt About me Marketing consultant specialized in costumer a raction for spo s events. I have worked with Movistar Team, La Vuelta, Dakar Rally, Tour de France, Titan Desert, Triatlón de Sevilla, La Indurain, ALÉ, 226ERS or Škoda We Love Cycling among others. Associate teacher in Universidad Católica de Valencia, and teacher at La Liga Business School, Universitat Pompeu Fabra, Universitat de Vic, UCAM Murcia and Universidad Europea among others. tt rt  Marketing for costumer a raction in spo s entities Techniques and tools to connect with the event’s audience - Buyer Persona - Lead Magnets - Content Marketing - Sales Strategy - Digital Marketing basics - Social ADS - E-Mail Marketing tt rt Buyer Persona A Buyer Persona is a semi- ctional representation of a company’s ideal customer. It is based on research and data about existing and potential customers and paints a vivid picture of who the customer is, what they do, what their motivations are, and what their goals are. Source: Shopify | shopify.com/blog/what-is-buyer-persona fi Javi | Experienced Triathlete Javi | Experienced Triathlete Criteria - Fast circuit to achieve his goals. - Convenient transition area. - Quality feed zone. - Properly organized race. Javi | Experienced Triathlete Criteria - Fast circuit to achieve his goals. - Convenient transition area. - Quality feed zone. - Properly organized race. Informational behavior - Specialized triathlon media. - Whatsapp groups with fellow triathletes. - Social Media  Javi | Experienced Triathlete Criteria - Fast circuit to achieve his goals. - Convenient transition area. - Quality feed zone. - Properly organized race. Informational behavior - Specialized triathlon media. - Whatsapp groups with fellow triathletes. - Social Media Spo - Federated, insured. - Controlled training by a specialist. - Training is his main occupation besides work. - Concerned about proper nutrition. - High investment in material: Specialized brands. r  Javi | Experienced Triathlete Criteria Motivations - Fast circuit to achieve his goals. - Beat own personal best. - Convenient transition area. - Be er position on TT bike. - Quality feed zone. - Showcase new equipment. - Properly organized race. Informational behavior - Specialized triathlon media. - Whatsapp groups with fellow triathletes. - Social Media Spo - Federated, insured. - Controlled training by a specialist. - Training is his main occupation besides work. - Concerned about proper nutrition. - High investment in material: Specialized brands. tt r  Javi | Experienced Triathlete Criteria Motivations - Fast circuit to achieve his goals. - Beat own personal best. - Convenient transition area. - Be er position on TT bike. - Quality feed zone. - Showcase new equipment. - Properly organized race. Informational behavior Fears - Specialized triathlon media. - Bad hotels or long commute. - Whatsapp groups with fellow - Bad tarmac on bike sector. triathletes. - Crowded sta. - Social Media Spo - Federated, insured. - Controlled training by a specialist. - Training is his main occupation besides work. - Concerned about proper nutrition. - High investment in material: Specialized brands. tt r rt  Javi | Experienced Triathlete Criteria Motivations - Fast circuit to achieve his goals. - Beat own personal best. - Convenient transition area. - Be er position on TT bike. - Quality feed zone. - Showcase new equipment. - Properly organized race. Informational behavior Fears - Specialized triathlon media. - Bad hotels or long commute. - Whatsapp groups with fellow - Bad tarmac on bike sector. triathletes. - Crowded sta. - Social Media Spo Lexicon - Federated, insured. - Aero, bonking, pe ect transition, - Controlled training by a specialist. lactate, drafting, carb loading, - Training is his main occupation tapering, T1-T2, etc. besides work. - Concerned about proper nutrition. - High investment in material: Specialized brands. tt r rt rf Ana | Leisure Spo swoman rt Ana | Leisure Spo swoman Criteria - Proximity, convenience. - Price. - Safety. - Ease: Flat bike sector. rt Ana | Leisure Spo swoman Criteria - Proximity, convenience. - Price. - Safety. - Ease: Flat bike sector. Informational behavior - Doesn’t read specialized media. - Social Media. rt  Ana | Leisure Spo swoman Criteria - Proximity, convenience. - Price. - Safety. - Ease: Flat bike sector. Informational behavior - Doesn’t read specialized media. - Social Media. Spo - Main activities: Fitness, spinning, running. - Main achievement: 5K. - Non-supervised training or nutrition. - Training is secondary to her social life. - Low investment on material: Decathlon. r rt  Ana | Leisure Spo swoman Criteria Motivations - Proximity, convenience. - New experience, personal growth. - Price. - To get out of the gym. - Safety. - To have relatives or friends - Ease: Flat bike sector. cheering her. Informational behavior - Doesn’t read specialized media. - Social Media. Spo - Main activities: Fitness, spinning, running. - Main achievement: 5K. - Non-supervised training or nutrition. - Training is secondary to her social life. - Low investment on material: Decathlon. r rt  Ana | Leisure Spo swoman Criteria Motivations - Proximity, convenience. - New experience, personal growth. - Price. - To get out of the gym. - Safety. - To have relatives or friends - Ease: Flat bike sector. cheering her. Informational behavior Fears - Doesn’t read specialized media. - Swimming sector. - Social Media. - Expenditure on material. - Transition procedure. Spo - Main activities: Fitness, spinning, running. - Main achievement: 5K. - Non-supervised training or nutrition. - Training is secondary to her social life. - Low investment on material: Decathlon. r rt  Ana | Leisure Spo swoman Criteria Motivations - Proximity, convenience. - New experience, personal growth. - Price. - To get out of the gym. - Safety. - To have relatives or friends - Ease: Flat bike sector. cheering her. Informational behavior Fears - Doesn’t read specialized media. - Swimming sector. - Social Media. - Expenditure on material. - Transition procedure. Spo Lexicon - Main activities: Fitness, spinning, - Easy, at, a ordable, fun, beer… running. - Main achievement: 5K. - Non-supervised training or nutrition. - Training is secondary to her social life. - Low investment on material: Decathlon. fl r ff rt  Activity 10 minutes De ne 3 motivations, 3 fears and 3 words to connect with one of your Buyer Personas. fi  Using the Buyer Persona To a ract leads and potential registrations to an event. tt Using the Buyer Persona To generate a bond with a brand. Lead Magnet A Lead Magnet is a free resource or a special o er o ered to consumer in exchange of their contact information. Source: Zendesk | zendesk.es/blog/lead-magnet ff ff Lead Magnet | Examples In exchange for content | Blog Lead Magnet | Examples Webinar | Blog Lead Magnet | Examples X Giveaway | Facebook Lead Magnet | Examples Giveaway | Show Lead Magnet | Examples Access to stand | Show Lead Magnet | Examples Exclusive content | Show Lead Magnet | How to build one Hook Process Data Something perceived Make it easy To segment as valuable  Lead Magnet | How to build one Hook Process Data Something perceived Make it easy To segment as valuable Be er hook = Be er data tt tt  Lead Magnet | How to build one Hook Process Data Something perceived Make it easy To segment as valuable Be er hook = Be er data More data required = Worse results tt tt Activity 10 minutes Design a lead magnet specifying the hook, the process and the data you’ll gather. Content Marketing Content Marketing is a marketing strategy used to a ract, engage, and retain an audience by creating and sharing relevant a icles, videos, podcasts, and other media. This approach establishes expe ise, promotes brand awareness, and keeps your business top of mind when it’s time to buy what you sell. Source: Mailchimp | mailchimp.com/marketing-glossary/content-marketing rt rt tt  Marketing de Contenidos | By distribution Content in placements which are not from the brand and not paid Media impact Forums SEO EARNED Content created and/or shared by Content in paid channels the users Organic social media ADS Viral content SHARED PAID Sponsored content Sponsorships - In uencers Instant messaging MEDIA Paid publishing MEDIA Brand’s own channels Blog, Podcast, Webinars Own social media channels Employees fl Content Marketing | By distribution Owned Media | Facebook fanpage Content Marketing | By distribution Owned Media | Blog Content Marketing | By distribution X Paid Media | Youtube Content Marketing | By distribution Owned & Paid Media | Blog Content Marketing | By distribution X Earned Media | Runner’s World Webiste Content Marketing | By distribution X Earned Media | Runner’s World Webiste Content Marketing | By distribution Shared Media | Youtube Activity 10 minutes Design 4 contents (Owned, Paid, Earned y Shared) in accordance with your Buyer Persona.  Content Marketing | By goal Content in search of impact and human connection Funny content Emotional content Out of the box REACH How do we want to be Company’s expe ise perceived How-to 360º view of the issue CORE POSITIONING Sponsorships CSR From user’s point of view Speci c Media Company’s activity Product or service promotion Corporate news fi rt Content Marketing | By goal Activity | Facebook fanpage Content Marketing | By goal Activity | Twi er tt Content Marketing | By goal X Positioning | Youtube Content Marketing | By goal X Positioning | Runner’s World Webiste Content Marketing | By goal Positioning | Instagram Content Marketing | By goal X Activity & Positioning | Twi er tt Content Marketing | By goal Activity & Positioning | Website Content Marketing | By goal Core | Blog Content Marketing | By goal Core | Youtube Content Marketing | By goal X Core & Positioning | Youtube Content Marketing | By goal Core | Blog Content Marketing | By goal Core & Positioning | Blog Content Marketing | By goal Core & Positioning | Blog Content Marketing | By goal Reach | Youtube Content Marketing | By goal Reach & Core | Youtube Content Marketing | By goal Reach & Core | Youtube Content Marketing | How to reuse content 10 interviews With 5 common questions Content Marketing | How to reuse content Youtube Video For each interview 10 interviews With 5 common questions Content Marketing | How to reuse content Youtube Video For each interview 10 interviews Podcast With 5 common For each interview questions Content Marketing | How to reuse content Youtube Video For each interview 10 interviews Podcast With 5 common For each interview questions Post in blog For each interview Content Marketing | How to reuse content Youtube Video For each interview 10 interviews Podcast Press release With 5 common For each interview For each interview questions Post in blog For each interview Content Marketing | How to reuse content Youtube Video Twitter Video For each interview For each question 10 interviews Podcast Press release With 5 common For each interview For each interview questions Post in blog For each interview Content Marketing | How to reuse content Youtube Video Twitter Video For each interview For each question 10 interviews Podcast Press release Reels With 5 common For each interview For each interview For each question questions Post in blog For each interview Content Marketing | How to reuse content Youtube Video Twitter Video For each interview For each question 10 interviews Podcast Press release Reels With 5 common For each interview For each interview For each question questions Post in blog Shorts For each interview For each question Content Marketing | By goal Reach & Positioning | Youtube Content Marketing | By goal Reach | E-Mail Activity 10 minutes Think of 4 contents (Activity, Core, Positioning & Reach) in accordance with your Buyer Persona. Content Marketing | Aspect ratios & duration Instagram Stories Instagram Reels Facebook Feed Facebook Stories Facebook Reels Instagram Feed Youtube Shorts Twitter Feed 4:5 9:16 9:16 90 seconds (Reels) 15 seconds 180 seconds (Shorts) Youtube 16:9 Event sales strategy The sales strategy of an event establishes not only the price, but the way this evolves in time as we get close to the celebration date, inscription pave or combination of both. The goal is to get registrations as soon as possible to plan expeditures and achieve nancing. We achieve this through the creation of FOMO (Fear Of Missing Out). fi Sales strategy | By pa icipant quota Mediterránenan Epic Pros FOMO If sales are good sold out is faster Revenue prevision Cons Less control in communication moments Less revenue if not sold out rt Sales strategy | By pa icipant quota Mediterránenan Epic Pros FOMO If sales are good sold out is faster Revenue prevision Cons Less control in communication moments Less revenue if not sold out rt Sales strategy | By date Las Murallas Pamplona Pros FOMO More control in communication moments More revenue if registrations are late Cons Requieres more budget control Sales strategy | By quotas + date Titan Dese Pros FOMO If sales are good sold out is faster Revenue prevision Cons Might be confusing r Sales strategy | By giveaway Quebrantahuesos Pros More revenue Cons Only for events that are sold out Question Which system do you think works best? Sales strategy | Mass Events Matrix By quotas Involvement By dates Investment  FOMO Fear Of Missing Out FOMO (Fear Of Missing Out) is the fear of losing a chance on an o er or a unique oppo unity. It’s a feeling that produces a near compulsive action by the user. It is used in marketing to create the sensation that you are missing something if you don’t act immediately. ff rt Creating FOMO | Hybrid system Benidorm Half Marathon Pros FOMO More control in communication moments More revenue if registrations are late Cons Requieres more budget control Keys to create FOMO for an event Days of the month Beginning of the month Avoid festivities Keys to create FOMO for an event Days of the month Beginning of the month Avoid festivities Days of the week Thursday Sunday Keys to create FOMO for an event Days of the month Beginning of the month Avoid festivities Days of the week Thursday Sunday Hours of the day Midnight to raise prices or registration closing Creating FOMO | Early bird & Missed Chance Creating FOMO | Missed Chance Creating FOMO | Oppo unity that expires rt Creating FOMO | Oppo unity that expires rt Activity 10 minutes Create a FOMO strategy FOMO | Teaser Campaign Phase 1 FOMO | Teaser Campaign Phase 2 FOMO | Teaser Campaign Phase 3 FOMO | Teaser Campaign Phase 4 Question What do you think was the key of this campaign’s success ? Basic concepts of Digital Marketing - SEO - SEM - Youtube ADS - Banners - Display - Key metrics SEO vs. SEM SEO (Search Engine Optimization) consists in positioning our website in the rst results of web nders such as Google. SEM (Search Engine Marketing) consists in launching paying ads inside web nders. fi fi fi SEO vs. SEM SEO vs. SEM | Di erences SEO SEM Takes time to build Fast strategy Mid-long term results Immediate results Very sensitive to algorithm swifts Sensitive to budget and competitors Focused on brand but also sales Focused on sales No direct expenditure Expenditure per click ff  SEO | Factors On-page O -page Loading speed of the website Link building Quality and periodical content Distribute content Keyword research Local SEO Keyword density Reviews Usability Traditional media Design a website easily readable by Google Get linked by website with high authority and and with interesting content for the user. with related content to yours. ff SEM | Kinds of ADS  SEM | Tricks Keywords & ADS Keyword research - SEM Rush Negative words Landing page Try di erent copys A/B test Not only text ADS A good keyword research and a lot of testing. ff Youtube ADS Inside Google’s ecosystem we have Youtube, also integrated in Google Ads. It’s a very powe ul tool to create visibility and brand recognition to big audiences, not very suited for clicks and sales, and it’s more expensive than other platforms. rf Youtube ADS | Formats Key metrics | By channel SEO-SEM Youtube ADS Conversions Conversions Cost per conversión Cost per conversión Clicks Clicks - CPC - CTR CPC (Cost Per Click) Video views CTR (Click Through Rate) Impressions Meta Ads Facebook Ads refer to online adve isements that are created and published on the Facebook platform to be targeted to its users. Facebook Ads are a type of display ad and can only be seen by the platform’s users who have been selected using Facebook’s targeting tools. Source: Loomly | blog.loomly.com/facebook-ads-de nition/ fi rt Meta Ads Meta Ads Meta Ads Meta Ads | Main components Ads Meta Ads | Main components Ads Goals Meta Ads | Main components Ads Goals Audiences Meta Ads | Goals Meta Ads | Goals Meta Ads | Goals Meta Ads | Goals Meta Ads | Goals Meta Ads | Audiences Meta Ads | Audiences Meta Ads | Audiences Customer database Meta Ads | Audiences Lookalike audience in Customer database Facebook & Instagram Meta Ads | Audiences  Meta Ads | Strategy CONSCIENCE People that may not Content focus on creating know us, but is a potential awareness of our product/ costumer service EVALUATION People who have seen the Content to convince of the event’s video a ributes of our product/service Engagers and web visitors CONVERSION Content to conve interested people in leads/costumers Leads / Costumers tt rt Meta Ads | Strategy Meta Ads | Strategy  Meta Ads | Campaigns A raction Video Goal Reach Audiences Costumer database Database Lookalike Web visitors FB & IG engagers tt  Meta Ads | Campaigns Post Goal Reach Audiences People who have seen 15 or more seconds of the a raction video Web visitors FB & IG engagers tt Meta Ads | Campaigns Giveaway Goal Engagement Audiences Database Meta Ads | Strategy  Meta Ads | Campaigns Last minute - FOMO Goal Conversions Audiences People who have seen 15 or more seconds of the a raction video Web visitors FB & IG engagers tt Meta Ads | Results Meta Ads | Lead Ads Campaign Lead acquisition Goal Leads (Instant forms) Audiences Costumer database Database Lookalike Web visitors FB & IG engagers Meta Ads | Lead Ads Campaign Meta Ads | Results  hola@albe valero.com rt