The fundamental need every sports brand has is to find, grow and sustain an engaged fan base. Over the past few years, it’s become clear that the best way to accomplish this is through rich data that provides insights into how, when and where…
marketing
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,…
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…
The former Spurs exec gives us his take on the future of sports marketing. Earlier this month, Umbel brought Mike Malo, former VP of Brand and Marketing for Spurs Sports & Entertainment, on board as VP of Business Development to focus on strategic partnership…
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…
What we heard over and over again at the IEG 2017 conference: the pressure is on. The sponsorship market is bigger than ever, and 80 percent of marketers report the need to validate sponsorship results has increased significantly. The problem? Marketers aren’t responding to…
For most teams, the best opportunities to sell tickets come from your existing fan base. Retention is more successful and five to 25 times cheaper than acquisition. It also strengthens fan relationships, even creating lifelong fans. But you need to get the right message…
Data has been having its day for sports and entertainment companies around the world, becoming an indispensable source of fan knowledge before, during, and after events. For event sponsors, digital has become increasingly important as static billboard become digital displays, and websites and mobile…
Like many martech and adtech categories, data management platforms (DMP) are tricky to pin down. We wrote earlier about the difference between first-party DMPs and third-party DMPs, but another question is how DMPs mesh with enterprise data warehouses (EDWs). Since a sizable chunk of…