With the fragmentation of how fans consume sports and sponsoring brands vying for those fans’ attention, personalized advertising from first-party data is a must for marketers in sports and entertainment. Particularly when the new EU regulation, GDPR, restricts the use of third-party demographics (along…
Segmentation
Sports and other live entertainment organizations thrive off understanding their fans. You can try to guess what fans want or go off demographic clues (e.g., you have lots of millennials in your audience, so you should anticipate short attention spans). Or you go to…
You’re never going to have trouble selling some of your events—your home openers, playoff games, and if you play host to non-sports events, concerts for bands like U2s or Guns N’ Roses (yes, still!). But what about your other events? Those middle-of-the-season, middle-of-the-week, middle-of-the-day…
You might think it’s easier than ever to reach fans, but when we view 4-10,000 ads a day, billboards and television ads aren’t going to cut it when you need to drive attendance, sell merchandise, and make sponsors happy. So with all that competition,…
This article has been reposted with permission from Mediapost. When Billy Beane, the Oakland Athletics’ GM, approached the 2002 MLB draft, he threw out the old statistics teams used to gauge players. Avoiding subjective metrics like stolen bases and fielding percentage helped the A’s…
With limited attention spans and limitless competition, a marketing strategy aimed at anyone and everything can’t succeed. So you segment your audience: you serve ads to people who have visited your site, you focus email campaigns on people who have engaged on certain parts…
You’ve got PPC campaigns on #allthenetworks, your email nurtures could not be better, and you’re advertising on social networks some people haven’t even heard of yet. So, what’s next? Before you jump into another channel, are you sure you’re making the most of the…
When chatrooms were in their infancy, people would introduce themselves with three simple facts: age, sex, and location (A/S/L). For years, marketers have clung to those demographics, too. Now, when strangers connect online, they can know far more before one another before initiating that…
Reaching fans isn’t necessarily what sports and entertainment companies struggle with—it’s reaching the right fans with the right message. Umbel users have always been able to find and act on their most important audience segments, but we just made it a lot easier to…
It can be daunting to find new customers, ticket buyers or donors. Where do you look to find new leads? And once you find them, how can you be sure that they’re qualified? And if they are qualified, how do you verify that they…