Most clubs overcomplicate the process of creating effective sports marketing campaigns while others oversimplify this. Finding the right balance can be a complex task, and mistakes can happen. In this episode we discuss ten common mistakes that clubs may make when developing their sports marketing campaigns:
One, some lack clear Objectives: Failing to establish specific and measurable objectives for the marketing campaign can lead to aimless efforts and difficulty in evaluating success. For example for your next campaign, are you focusing more on increasing attendance first and foremost or are you interested in increasing revenue? While these objectives are not mutually exclusive, for some clubs, particularly smaller clubs or women’s clubs who are still developing their audience, it can sometimes be a choice between the two. So before you start your next campaign, think through your objectives and the order in which you will prioritse them.
Something to keep in mind also is to avoid an overemphasis on Sales: Putting too much focus on direct sales or promotional offers in every campaign can lead to fan fatigue and reduce the authenticity of the marketing efforts. This is a common mistake that clubs make.
Another common mistake that clubs make is neglecting the target audience: Not understanding the preferences, demographics, and behaviors of the target audience can result in campaigns that do not resonate or connect with fans. This mistake usually arises from another mistake - Ignoring Data and Analytics: Failing to use data and analytics to inform decisions and measure campaign performance can result in missed opportunities for optimization. No matter how small your club is, you can still use data to inform all your decisions when it comes to creating campaigns. Check out our platform demo in the description below to see how this can look.
Neglecting Fan Feedback: Failing to consider and address fan feedback and suggestions can result in missed opportunities for improvement and fan engagement. Fan feedback can be a whole host of activities. For example, a drop in attendance or purchases is one of the biggest feedback possible. And if there is a tendency towards a drop or an increase in purchases at a certain time of the sports cyle or whenever your club is playing in a specific location, that is all the feedback you need to know that you need to make a change.
Another common mistake that clubs making when sending out campaigns is
Poor Timing: Launching marketing campaigns at the wrong time can cause them to go unnoticed or overshadowed by other events and promotions. This mistake is made worse by Insufficient Creative Content: Inadequate or uninspiring creative content can fail to capture the attention and interest of the target audience. For example, if you are facing relegation, it is not enough to send out your next campaign with please buy tickets for the next game. You have to use effective storytelling techniques to appeal to your fans.
In sum, to create successful sports marketing campaigns, clubs should set clear campaign objectives, avoid an overemphasis on sales, understand their supporters, through the use of data, and take on fan feedback. Avoiding these common mistakes can help clubs better connect with their fans and achieve their marketing goals.