positioning microsoft crm 4 sports; events and player performance

8/14/2019 Positioning Microsoft CRM 4 Sports; Events and player performance

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: ,Ta rg e tin g M e m b e rsh ip Pe rfo rm a n ce a n d T ick


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TRADITIONAL MEMBERSHIPS GENERALLY CONSIST OF SOME MIXTUTICKETING ENTITLEMENT, MERCHANDISE AND CONTENT

Ticke t sca rcity in d isg u ise a w ay to a ssig n a p la ce in a q u e u e fo r ticke t p> , , - .d e m a n d su p p ly se a s o n tic ke ts c u p tic ke ts o n e o ff g a m e s e tc

O ften d isgu ised via th e p acka g in g o f a m em b ership p rod u ct w ith m erch an( ).p u b lish in g co n te n t C lu b m a g a zin e

B u t m e m b e rsh ip d e fin e d b ro a d ly a s a m a rk o f a ffilia tio n o r su p p o rt is ke y to( ) co m m ercial a n d cu ltu ra l fu tu re of p ro fe ssio n a lsp o rt a n d in d ivid u a lclu b s i


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CHARACTERISTICS OF THE POSSIBLE TARGET GROUPS

l ft al fa sc ina tes D utc h fo otb all f ans%65 of respondents stated that they become excited

when the Dutch national team plays in major.tournaments Although the fascination of the team

,has dropped slightly the FIFA World Cup or EUROmatches with Dutch participation were still

considered highlights for the majority of football.fans in the Netherlands

Most Dutch respondents felt more affiliation to,their national team than to respective local teams

which underlines the significance of the Elftal in.the Netherlands

uge popularity of speed skatingDue to the long tradition and success of Dutch

athletes at World Cup Competitions or at the Winter, ( %, - - )Olympics speed skating 61 Top 2 Box was the most

.popular sport on TV besides football The ranking ofother popular sports watched on TV was completed by

( %) ( %).tennis 53 and cycling 48

arts almost on the same leIt is interesting to note tha

. among Dutch football fans stated that darts is their f

.apart from football ChanneSportOne broadcast many maj

promoting the status of the spor

Despite the appearance of Chri% ( - - )33 Top 2 Box of respondents

their favourite sport on TV bes

ocial activities more popport on TV

Most Dutch respondents consideinvolved family members or fri

. than watching sport on TV that they would prefer to watch

.at the stadium

Bro


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= .ulation 16 3 million people

:Bron Statistical Office of the European: Source II Representative market r

Persons betweenthe ages of 15 and 69 years

.: . .pprox 11 7 millPersons between

the ages of 15 and 69 years with( - - )an interest in football Top 3 Box

.: . .pprox 9 1 mill

MARKET VOLUME IN THE NETHERLANDS

Persons between

the ages of 15 and 69 years.: . .pprox 11 7 mill

Persons betweenthe ages of 15 and 69years with an interest in

football. : . .pprox 7 6 mill


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FOOTBALL MEMBERSHIPS: OFTEN OVERLAPPING FOR THE INDIVIDSUPPORTER

:Fo o tb a ll m e m b e rsh ip s a re o rg a n ise d in to d iffe re n t le ve ls fo r S e a so n Tic( & ), (mostly Gold Platinum Match Ticket Eligibilityand PrioritisationSe

, , , C lub C ards C lub C ards Su pp ortersC lub C lub C ards Tickets H om e a nd A), ( )Tickets Eu rop ea n C om p etition You th Ju n ior C lu b s an d D isab led sup p

B u sin e ss In te llig e n ce re p o rts g ive th e clu b a view of g e n e ra lsu p p o rte r tr-a m acro lev el

,M oving from on e sea son to the n ext a su pp orter can eith er ren ew a( ),m e m b e rsh ip R e n e w le a v e o n e m e m b e rsh ip ty p e b u t g o o n to ta k e( / ),a n oth er on e M ig rate In O u t lea ve th e m e m b ership stru ctu re alto g

( )Lost or purchase a membership having held no memberships in th( )se a so n N e w

D iffe re n t m e m b e rsh ip s w o rk in d iffe re n t w a ys it is o fte n n o rm a l fo r asup p orter to h a ve m ore th an on e or m u ltip le m em b e rship p rod u cts a t

sa m e tim e


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EXAMPLE ARSENAL: EXTREMELY COMPLEX AFFILIATIONS ANDSEGMENTATIONS BASED ON HIGHBURY SUPPLY RESTRICTIONS TOEMIRATES STADIUM


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ALTERNATIVES TO TRADITIONAL MEMBERSHIPS?

C lu b s h a ve tw o o p tio n s to b re a k th e ch a in s o f th is re strictive a n d lim ite d

b y p la cin g a p e rso n a l re la tio n sh ip w ith th e su p p o rte r b e fo re th e co m m e rsupporter

S u p p o rte rs d o n t b e n e fit fro m b e in g o n a clu b o r sp o n so rs m a il!re se n t it

S u p p o rte rs co u ld p o te n tia lly b e n e fit fro m e xc lu siv e h ig h ly ta rg esponsors

b y m o vin g from a sort of ticketin g q u eu e m e m b ership to a lo ya lty m o d

, ,Payin g m on ey for the op p ortun ity to h av e a cha ng e to m ay b eg o o d w a y to b u ilt a re la tio n sh ip w ith a su p p o rte r

A n y syste m th a t is ba sed o n su p p o rte r in vo lve m e n t o r loy a ltyb u ilt a lo n g te rm re la tio n sh ip w ith it s su p p o rte r


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PERSONALISING THE RELATIONSHIP: START WITH THE YOUNG

,Yo u th a n d Fam ily a re ke y ta rg e t a u d ie n ce re a ch e d p rim a rily th ro u g h Fie

O n lin eS o m e ,m e m b e rsh ip s are lim ite d to Yo u th w ith 3 a g e b a n d s to d iffe re n tia

, coh ort d em an d s or preferen ces this stillb ased on a fee an d a w elcom( )Merchandising in disguise as well as other benefits

O th e rs - h a ve g o n e a step fu rth er b y d e com m ercialisin g m an y asp ects o-M e m b ership Prog ram m e w ith b oa rd lev el fu n d in g a n d sub sid y

You th M e m b e rsh ip is fre e to jo in

E ve ry m e m b e r g e ts a clu b sh irt o n th e ir 6 thor 7 th ( Birthday fig!)clubs

Used then as a relationship builder for soccer skills and ticke


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YOUTH MARKETING AND SOCCER SKILLS AS PART OF MEMBERSHIPROGRAMME

.In th e U K th ere are m an y foo tb a llclu b s ru n com m u n ity p rog ram s Th ese

te a ch in g fo o tb a ll a t lo ca lsch o o ls to lite ra cy co u rse fo r p a re n ts w h ile . ch ild re n b u sy w ith Fo o tb a ll T h is is m o m e n ta rily in vo lve d in T h e N e th e)FC Tw en te

: For ex am p le S toke C ity s C o m m u n ity p rog ra m tou che s th e live, !3 0 0 00 child ren a ye ar

In o u r C R M p ro g ra m Fo o tb a ll S kills a n d Tra in in g C e rtifica tio n sh o u ld b e a.m e m b e rsh ip va lu e p ro p o sitio n

:S u ch a p ro p o sitio n sh o u ld in clu d e / (A m e m b ership loy alty ca rd som eth in g rea la n d tan g ib le th at h

)b e n e fits in clu d in g th e fa ct th a t it w ill sto p sh o p d a ta le a ka g e ( - )E ve ry kid it s ow n in d ivid u al m em b er pa g e sin g le sig n on , -Pe rson a lised clu b u p d a te s a n d spe cia lo ffe rs sen t via e m a ilo r T h e o p p o rtu n ity fo r p a re n ts to ch e ck o n th e ir ch ild re n s fo o tb a l


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SOCCER SKILLS MONITORING:

:W h at the se scree n s m u st show

A skills se ssio n in fo rm a tio n scre e n w h e re su rfa ce a n d w ea th e r ; , an d da tes can be en tered w he re Lo cation s Location C on tact;In stru cto rs ca n b e a ssig n e d a n d w h e re th e re is a list vie w o f

th e ir re co rd e d m e a sure m e n ts

,C lickth ro u g h to a n in d ivid u a l p a rticip a n t s co n ta ct p a g e w ith a co u rses a tte n d e d a n d o f allre co rd e d socce r skills m e a sure m e

T h e p ro ce ss o f e n te rin g skills m e a su re m e n ts m a n u a lly in to a ta

( )re le v a n t fie ld s in th is ca se S h o o tin gq


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CLICKTHROUGH TO AND THROUGHOUT MICROSOFT CRM 4 ONLINPRESENTATION

Demo PlayerPerformance
http://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.html


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LOYALTY SCHEMES ARE AN EXCELLENT WAY TO ADD VALUE TO AMEMBERSHIPS PROPOSITION BUT.

.R u n n in g a lo ya lty sch e m e is co m p lica te d

R etailp a rtn ers a re a m u st h av e B u t fin d in g a n d m a n a g in g re ta il p a rtn e rs is jo b o n itse lf

: , , A n d th e re is lot s of co m p e titio n A H B o n u s C a rd A irm iles M o v

:A p o ssib le p ro p o sitio n fo r fo o tb a ll clu b s w h e re b y

C ro n o s o r p artn e rs o f th e m d e live rs th e a ctu a lca rd s a n d in fra sfin d an d m a n ag e th e re ta ilp a rtn e rs

Th e clu b s m a rket th e C ron o s p rod u ct to th e ir fan s Th e C lub s get a p ercentag e o f eve ry e uro spe nd an d so do es th

Th e clu b s p a ys a m o n th ly fe e to u se th e m e m b e rsh ip in fra stru c


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LOYALTY REQUIRES INFRASTRUCTURE AND MANAGEMENT

&C a rd s R e a d e rs

Lo ya lty S yste m C lu b P ro g ra m

Partner Program

S u p p o rte r M a rke tin g


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CLICKTHROUGH TO AND THROUGHOUT MICROSOFT CRM 4 ONLINPRESENTATION

Demo PlayerLoylaty
http://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.htmlhttp://dev2.keyparker.co.uk/green4/Animations.html


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MARKETING AND MEDIA

In m e d ia p ro d u ctio n co m p a n ie s as m a n y P ro fe ssio n a lFo o tb all a

,va riou s tren d s an d d ev elop m e n ts de m an d s for op tion form ats m e d ia

.a d v e rtise rs co n sta n tly a lig n e d To b e a cle a r p ro file o f a ll th re e e le m e n. D yn am ics C R M m ay w ellm ee t th is ne ed M icroso ft D yn am ics C R M to w

, a d ve rtisers can e a sily b e d ete rm in e d b e st fit a g ive n p ro d u ctio n o n e mA D utch com p a n y d ev elop ed a tem p late th at m e d ia p rod u cers can q u

.m u ch n e e d e d p ro filin g a n d se g m e n ta tio n fu n ctio n s T h e m e d ia te m p la:S p orts an d E ve n ts

-C ross m ed ia p rod u ction com pa nies a s E ye w orks

TV prod ucers as E yew o rks

P u b lish e rs

M u sic p u b lish e rs a n d re co rd co m p a n ie s

B ro a d ca ste rs

O n lin e co n te n t p ro v id e rs


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MARKETING AND MEDIA 2

,Th e m ed ia te m p late for M icro soft D yn a m ics C R M can m ed ia an d en tertai

:in clu d e d e te rm in in g

W h ich fits th e a d v e rtise r p ro d u ctio n ?

( ) W h ich m ed iu m suits th e con sum er an d a u dien ce ?

/ ( ) W h at form at p ro d u ction w hich fits th e co n sum er an d au d ien ce ?

W h o h a s ad ve rtised in p rod u ctio n A p ro d u ctio n b u t n o t in B ?

W h a t w as th e m o st e ffe ctive m a rke tin g ca m p aig n ?


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CLICKTHROUGH TO AND THROUGHOUT MICROSOFT CRM 4 SESSIO


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AND OF COURSE ..........................TICKETING

,T h e ticke tin g te m p la te fo r M icro so ft D yn a m ics C R M in co m b in a:Lan d in g p ag es fits th e g ap b etw ee n

A n e xp e n sive ticke tin g syste m

D a ily w o rk o n th e o ffice

In ste a d o f o u tso u rcin g


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Thank you!

Hans van Raaij Havara Eindhoven Netherlands. .www havara net

positioning microsoft crm 4 sports; events and player performance

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