Tanya Gallina on why serving your fans is so important

On this week's episode, Sean chats with Tanya Gallina, General Manager Consumer Services and Tasmania of the Hawthorn Football Club. Tanya knows membership having worked at multiple clubs in Melbourne. Now at Hawthorn she is constantly looking for ways to better connect with fans and deliver them an experience to deepen their ties to the Hawks.

On this podcast you'll learn about:

  • The changes that Hawthorn put in place after winning the 2008 Premiership and their membership offerings
  • Tanya's fan centric approach and how this is the key to service your fans
  • How the membership team works with the digital team to grow their membership sales and fan base
  • The partnership with Tasmania and the emphasis of connecting to the community
  • Why communication and segmentation is so critical to the membership department
Tanya Gallina on putting your fans first

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Highlights from podcast with Tanya Gallina

4:59 Tanya Gallina’s backstory on how she landed in the sports industry

6:53 Tanya talks about moving from Melbourne Victory to Hawthorn FC

9:01 How her mindset, as a membership manager, changed after their Premiership win

10:44 Tanya dives in some of their KPIs for Hawthorn FC

11:43 How the club’s membership developed over the years with digital and social

12:59 Tanya on Hawthorn FC’s fan development strategies

13:49 Hawthorn’s Tasmania strategy

17:04 Tanya on how they balance their long term strategy views

18:33 How their digital team are able to develop their data

21:08 Hawthorn’s new flexi product introduced

24:24 AFL, MCG and Ticketek collaborating on bringing the fans back into the stadiums

27:35 How fan experience has changed over the past years

30:59 Tanya on their planning and preparations to join AFLW

34:34 The changes and trends in #sportsbiz

37:03 Sports Geek Closing Five

Some tweets you may have missed

30 years since the Premiership win against the Dees

Now this is persistence

New Indigeneous jumper for 2018

That's a wrap! Absolutely loved my gig at Melbourne International Comedy Festival!

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Thanks for the review on iTunes

Insightful & Interesting

★★★★★ in Apple Podcasts by sportssasha from UK on January 23, 2018

I can’t wait for this podcast to come out. It is so interesting and insightful and is extremely helpful for someone keen to know more about the industry. Keep up the good work!

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2018-07-16T11:43:06+00:00

About the Author:

Sean understands the sports digital landscape, that’s why he started Sports Geek. Working with clients across the sports digital world he helps teams & leagues drive more revenue from digital and is focussed getting "cheeks on the seats" in stadiums. You can hear him on Sports Geek Podcast or presenting keynotes at sports conferences around the world. Send him a tweet @seancallanan or message him in Sports Geek Nation Slack community.

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