The Unique Factors that Drive Marketing in the Sports & Entertainment Space 

The first baseball game using modern rules was played in Hoboken, NJ in 1846. The goal is still to hit the ball and score as many runs as possible against the other team. While there have been rule changes including moving the mound back, shrinking the strike zone and introducing the pitch clock, the game itself has not substantially changed in over 178 years. The biggest changes to baseball may be how we consume the games. We can still attend a live game, catch it on the radio or TV, or read about it in theabout in the newspapers. But today we can also subscribe to the MLB app and watch a live or archived game, gather around a large screen in the living room or stream it on our small smartphone screen. 

Modern mass marketing has been around for a long time. The ethos is still to drive people to engage with the brand by providing relevant content at the right time. The biggest changes may be how and where that content is accessed. The Internet was the dawn of digital marketing, fed by expanding access to broadband and more recently revolutionized by the widespread adoption of smartphones. In sports and entertainment, the smartphone has significantly impacted the way tickets are purchased. This single trend to paperless tickets has resulted in an expanded fan base who are experiencing an increase in overall attendee satisfaction and engagement. (Verified Market Research)

In addition to the change in ticketing purchasing, the speed at which information is shared and available has significantly impacted how marketing is executed in the sports and entertainment industry. There are two key factors that almost seem juxtapositioned but are actually two sides of the game coin. 

It’s Very Personal. Sports teams don’t just have consumers, they have FANS ranging from interested attendees to “religious” zealots. They show up in costumes and painted faces, adorn their bodies with fandom tattoos, and celebrate with parades. Their frenzied emotions can be dictated by a single loss or win.

This very personal relationship requires providing fans with highly personalized and targeted content. They revel in being part of something bigger and expect to feel special and appreciated. This advanced personalization must be executed for the lifetime of the fan, from the first purchased event to renewal reminders for season ticket holders, and every step in between. Where else can you perform at the bottom, year after year, and still have a committed following? We need to look no further than the Chicago Bears fans, who took pride in their unwavering loyalty though years of losing seasons.

It’s Very Public. Not only are the games or concerts public events themselves, the personalities and stories of the athletes and coaches are discussed, reacted to and scrutinized in the arena of public opinion. They are our personal champions and heroes, and we can be lifted or devasted by happenings in their professional lives or what we perceive to know about their personal lives. These individuals can shape our team dedication and love of the game. We will shell out big bucks to be part of it all.

This very public focus means that marketing must be prepared, flexible and always on brand for any unexpected incident. The marketing team often learns that a coach or player is leaving at the same time the public finds out. Every day is game day for the marketing team. They are building the brand through transactional messaging and engaging stories of personalities. They are reaching the fans where they are with a relevant message at any moment on any day.

So how do sports and entertainment organizations consistently deliver on their brand? It is with a focus on two key drivers, relevant data and the right technology, but on steroids.

Relevant Data

Gone are the days of batch and blast and one size fits all marketing. We know too much about our customers, and they know we know. They want it personalized, they expect it, and even require it.

Our marketing efforts are certainly about generating revenue and building brand recognition. But we also strive to cut through the noise and make the lives of the fans easier. Ultimately it is about creating an “experience” that they will treasure now and come back for again and again. We’re living in the era of  “experiences.” They’re inescapable. (So much so that a couple recently decided that their wedding was an “experience” and charged a fee to attend.)

That experience starts with personal interactions and that means data. We are data driven and data dependent. We gather data, analyze data, and utilize data.

For the best marketing, we need a 360-degree view of our fans and prospects. By analyzing and leveraging both behavioral and demographic data, we can deliver a better ticketing experience, more targeted information and a more memorable event.

That 360-degree view means data must be gathered from numerous sources and include years of historical information. Think about the young college student becoming a football fan, continuing that support for a lifetime with season tickets for a spouse, followed by tickets for the children. Typical data needs to comes from:

  • Web
  • SMS
  • Emails
  • Ticketing Platforms
  • CRM
  • Proprietary Apps
  • Preference Centers

Access to all the data means targeted loyalty campaigns, meaningful cross-sell/upsale opportunities, VIP merchandising offers, timely renewal campaigns, personalized invoices, and special birthday wishes.

Right Technology

The data is only relevant if it can be packaged and delivered to fans in a meaningful timely way. This brings us to the second key focus, the right technology.

Technology is paramount to the overall marketing endeavor. Remember that the marketing team is not the only consumer of the tool. While it should be easy and efficient for your team, it also must be able to deliver the entire costumer experience, seamlessly and on brand.

It has to be flexible to respond to an ever changing landscape. Which means it must be robust and scalable to service a growing customer base and your ongoing maturity in the space.

There are many platforms that can support marketing efforts. You must do your due diligence to determine the right fit. Below are two for your consideration. (For tips on evaluating your marketing stack, read Five Steps to Assessing Your Marketing Technology Stack for tips on evaluating your marketing stack.)

Oracle Eloqua – Marketing Automation Platform

With as many as 300 customers in the sports and entertainment industry in 2023,

Oracle Eloqua has a long history of connecting and an innovating the fan experience.

It can support sophisticated data models and integrate with numerous data sources via:

  • Custom API connections
  • Oracle CX and Salesforce CRM apps
  • SFTP file transfers
  • Oracle Cloud Marketplace

There is an extensive list of apps and tools available for integration including:

The robust segmentation engine allows you to target the right audience using both demographic and behavioral data. Seamless experiences are created across emails, SMS and landing pages utilizing field merges and dynamic content for personalization.

Bringing it all together are easy drag-and-drop email and landing page editors, and orchestration canvases. This allows the marketing team to deliver effectively on brand and at scale.

Watch the Oracle for Sports Marketing on-demand webinar to see how Paciolan is using Eloqua to support college sports teams.

Braze – Customer Engagement Platform

Braze, a leading customer engagement platform, offers tools to help sports and entertainment organizations enhance their marketing efforts. Braze has a significant presence in this industry, working with various well-known teams, leagues, and media companies. For example, read how the NBA uses push notifications to streamline their marketing communication using Braze.

Here’s how Braze can make a considerable impact:

  • Personalized Fan Experiences: Braze allows teams and leagues to send highly personalized messages to fans based on their individual preferences, purchase history, and behavior. This can include tailored promotions, game alerts, and exclusive content.

  • Real-time Engagement: Braze’s real-time messaging capabilities enable organizations to send timely notifications about game updates, ticket sales, and other important events. This helps keep fans engaged and connected.

  • Segmentation and Targeting: Braze’s segmentation tools allow teams and leagues to divide their fan base into different groups based on demographics, interests, or other criteria. This enables targeted marketing campaigns that are more likely to resonate with specific segments of fans.

  • A/B Testing and Optimization: Braze’s A/B testing and optimization features help sports and entertainment organizations experiment with different marketing strategies and identify the most effective approaches. This can lead to higher engagement rates and better results.

  • Analytics and Insights: Braze provides detailed analytics and insights into fan behavior, allowing organizations to track the performance of their marketing campaigns and make data-driven decisions.

By leveraging Braze’s capabilities, sports and entertainment organizations can deliver relevant content, build stronger relationships with their fans, drive ticket sales, and increase revenue.

Data + Technology = Right Message at the Right Time, Every Time

With reliable data and the right technology, you bring the same passion and intensity to your marketing efforts that your fans bring to every game.

Interested in learning more about marketing in the sports and entertainment industry? Relationship One is here to help.