Contact

Sean LangleyRelevant experience

Telephone: 07764 208181

Email: seanjlangley@hotmail.co.uk

Twitter: @seanjlangley

Please find detailed a small selection of the campaigns that I have been responsible for. This is simply a sample to provide further information of my experience and expertise so please contact me if you require further clarification.

Multi-channel marketing campaigns

The All star pool challengeObjectives: Improving brand profile, acquiring new customers and increasing visit frequency.

Mechanics: A nationwide campaign at Rileys Sports Bars that challenged new and existing customers to clear a pool table in the quickest time possible.

Marketing channels: To support this campaign I secured a comprehensive air time package including presenter involvement with TalkSport radio and provided additional support via in-club POS, email campaigns, website profile, YouTube, PR and social media.

Results: The campaign delivered over 15,000 recorded times and a 17% increase in customer acquisition (members).

More: See Ronnie O’Sullivan’s and Darren Gough’s clearance attempt here. http://www.youtube.com/watch?v=r9JrcfTPtYs

Multi-channel marketing campaigns

Free cue campaignObjectives: Create a multi channel campaign that would drive online sales and visits.

Mechanics: Using a free pool cue as an incentive, a campaign was created to deliver sales of a particular product but at the same time, construct it so that it delivered customer visits and therefore, additional revenue over and above the online purchase.

Marketing channels: TalkSport radio, online voucher sites, social media, email marketing, website.

Results: Over 300% increase in online sales

Brand development & management

Objectives: I implemented a series of branding initiatives to reposition and re-invigorate the Rileys Sports Bars brand. Rileys was a well loved heritage brand but out of sync with a contemporary sports bar business. Furthermore, it needed to reflect its membership base which was predominantly 18-29 year old males.

Activity: Implemented brand standards, created a consistent look, feel and tone of voice throughout all communication channels both on and off-line, changed external signage and created a new internal look.

CRM and database management

Objectives: Utilise customer contact data to deliver a CRM strategy to deliver additional sales, repeat visit and referrals. Rileys held data on over 650,000 members.

Mechanics: Track customer behaviour via EPOS data and set rules that would trigger CRM activity based on age, interest, membership type and spending profiles.

Marketing channels: Email, SMS and direct mail

Results: High level of engagement and open rates (over 30%), 19% increases in visit frequency and specific campaign activation rates of up to 40%.

Sponsorship and celebrity endorsement

Objectives: Use strategic and tactical sponsorship activity to re-position the Rileys brand, appeal to new customers and drive sales.

Celebs: • Phil Taylor – 15 time World darts champion• Ronnie O’Sullivan – 4 time world Snooker champion• Stan Collymore – Ex-England football international and now media pundit• Hayley McQueen – Sky Sports presenter• Paul Merson – Sky sports pundit and ex-England football international

Marketing channels: The celebrities mentioned were used for brand profile, launch events, PR events, website content, social media and tournament activity.

Sponsorship management: I was responsible for the research, initial assessments, budgeting, negotiation and contracting of the sponsorship agreements.

For example, I created a Future Stars of Snooker campaign featuring Ronnie O’Sullivan. The intention was to launch a nationwide talent search to find new snooker players using local, regional and ultimately, a national final.

Its objective was to raise the profile of snooker to new markets and drive customer visit. This campaign has been very successful and I persuaded the BBC to film it (for free) and then broadcast it on BBC2 resulting in viewing figures of 1.3m.

For a youtube video on the future stars programme click here: http://www.youtube.com/watch?v=ukAWGkLlRbo

Results: Excellent ROI from branding activity on televised sporting events, high attendance and spend at launch events and a high profile via social and digital media (you tube, twitter etc)

Sponsorship & events

Objectives: establish commercial partnerships with large brands that would drive revenue to boost existing marketing budgets, offer access to databases and execute contra marketing activity.

Mechanic: identify key components of the Rileys brand (database, fanzone, darts zone, in-club footfall etc) package them into commercial opportunities and sell the rights.

Results: I closed deals with brands such as Samsung, Rank, Betfred and JD sports delivering revenue of over £200k.

Commercial partnerships

Objectives: Create a social media strategy that would allow Rileys to communicate and sell to new and existing customers.

Mechanics: Take central control of individual club pages, standardise content, look and feel. Employ dedicated resource and drive followers/likes through continual dialogue with the intention of entertaining, informing and selling to customers.

Marketing channels: Facebook, Twitter, Flickr.

Results: 30% increase in Facebook and twitter likes/followers with an increase in online sales attributable to social media of 187%

Social media

Objectives: Create and establish tournaments that generate customer visit, improve brand visibility and position Rileys as market leaders.

Mechanic: The UK Open is one of the world’s largest darts events (£200k prize fund). It is televised on Sky Sports each year and since 2009 I have been involved in developing local and regional tournament activity to deliver 32 amateur players to qualify for the tournament.

Marketing channels: Driving entries was key to this activity so the following channels were used – PR, database management, trade press advertising, email activity, direct mail, social media and celebrity endorsement.

Results: Over 12,000 entries and directly attributable sales revenues of over £180k with a series of additional benefits such as darts team acquisition, new events, retail sales and new customers (members).

Tournaments and sporting events

Other marketing activity

National Snooker Week is a new initiative created by Rileys and World Snooker to encourage people of all ages to try Snooker.

From 25 to 29 of July (before 6pm) you can play snooker for FREE and receive FREE membership, saving over £15. All of Rileys 115 Sports Bars across the UK are included.

Simply go online to www.rileys.co.uk/snookerweek, download a voucher and present it to the club staff to receive your free play. No need to book in advance and you will be shown the basics of the game on arrival if you need help.

There will also be lots of activity planned for the week, including events, mini tournaments and competitions.

Snooker iS everybody’S game -

get in there and enjoy it.Snooker iS everybody’S game -

get in there and enjoy it.

www.rileys.co.uk/snookerweek