Hi Johannes, I think this is very dependant on the team’s strategy.
I would take a step back and say always think twice about what you send to your fan and in what context it is being sent in. Does the offer or message provide any value to the fan. If so, than proceed to step 2. Which fans will actually find this offer useful.
It’s important to define your audience in context first, so you can deliver the right message with the right creative and tone that’s useful for the fan. Hyper-targeted messaging will always work better rather than a wide spread blast.
So, if you know which fan entered a sponsored sweepstakes (let’s say by KIA for example) and are able to understand WHO of those fans also have tickets for the upcoming game, it will be valuable for the fan to receive a message to say “come early to the game, in partnership with KIA we are giving away limited amount of special toques at select gates today”. That will be powerful and of value to that fan.
A cool thing the Trail Blazers do is create a limited edition t-shirt that they sell at the team store. If you have bluetooth on and have the app, when you’re in the arena you will get a notification as you walk by to tell you about the limited edition merch and to come check out the design.
Sophistication behind how you track redemptions to offers will also matter in determining what type of offer and messaging works.
We try to provide the ease of being able to segment these sets of audiences so you can choose HOW to communicate with them when a message has relevancy.
Apps are a different animal, they can be a necessary evil for driving mobile ticketing etc. but it can be a big and expensive undertaking. I’m a fan of using mobile web or a chatbot to deliver a lightweight experience for the fan.
I’m sure desktop websites will have visits, but I’d always recommend to design mobile first.
I hope that answers your questions!
Johannes Wohlert: Thanks Lenny, it did. It's super interesting, using it as an sponsor activation like in your example but also on a more integrated level as a part of building the relationship with fans. I guess how you segment the fans differs too. This seems to add the possibility to segment them according to their behavior instead of just demographics.
lennygoh: Exactly. The behaviour element is key because it’s contextual. If we know things that spark fan passion like your fav player not only can we deliver messages tied to merch but it feeds intelligence on the type of content to create for fans in the future. Perhaps a day in the life video etc.
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