Q&A #6 – Email, Graduation & Sports movies

First question comes in from a former Sports Geek podcast guests and I'm sure he will come back for another episode. Shane Harmon, CEO of Westpac Stadium. But if you're listening to this in 2020, it will be known as Sky Stadium.

Congratulations on the naming rights there, Shane.

His question is, should there be more emphasis from sports on email marketing at the expense of social media? Given the decline in organic reach and risk associated with not owning those platforms?

To me, this is a big yes. Yes. Yes. I think we need the Daniel Bryan gif. If you're a WWE fan of the yes chant, if you're building something on someone else's land, there's always rent to pay.

Which is, you know, what we are doing on these social media platforms and not saying we want or have to abandon the platforms.

But we do want to make sure that we can start talking to the fans on platforms that we own. And that's where getting fan data from social and into your own CRM.

That's multiple pieces of data, whether it's email and or mobile, because it's becoming more and more that the platform of choice.

What can we get when we send an SMS?

So developing that email strategy, but also that data capture strategy is super vital.

So is having multiple methods to do it I think is vital as well because the 25 words or less competition is only going to work for so far.

So it is a mix of how do we make sure that our ticketing data gets captured and how we start communicating with them.

I think then the next piece becomes the different the different avenues you start talking to people. I think one of the one of the common mistakes is you get someone on a list and then boom, you try to sell them a membership or a or a ticketing package when they just potentially gone to one game.

So getting that, getting the personalization which is available now in different streams and if you're you know, if you're a big team and you're using different. CRM technology, you'd have that option.

But if you're a small team, a grassroots team, you can do these kind of things in in email systems like we used Drip or Mailchimp has now got a lot of really good personalization automation options.

Yeah. An email strategy is vital because if you do talk to a lot of the people that do sell a lot of tickets in in the in leagues, people are still buying tickets via email.

If they get the right offer, they will buy it via that.

So I think it is a mix of that. I mean, I'm not getting into how to sell tickets, but I think it is smart, to be honest.

Start getting more of that data out of the system because you don't know you don't know when that's when the tap will be turned off. And like Shane said, the organic reach will will fall to zero.

And you have to start again. So anything you have in your own CRM database gives you an advantage.