What we do
Communication is the exciting part of marketing and innovation: it’s getting your message or efforts out to the outside world. Discover the process and different building blocks of a good communication strategy, an overview of channels you should keep in mind, and the services we offer.
Communication in sports is just as important as in other businesses or sectors. Perhaps even more due to the sometimes one-off character of goals we’re trying to meet such as attracting event attendees. Because why do we communicate? To attract participants, spectators, customers new players/employees to our sport or venue. The time you could just put up a billboard or open a shop and expect people to just come and discover you is over. With the overload of information at hand nowadays, carefully crafted messages need to be delivered to the right person in the right format in order to achieve results. But before we get into that, let’s take a look at what’s the definition of communication in sports.
Any type of interaction you have with a business can be labelled as communication. Including packaging of products, customer service, digital information on a website or social media, or simply direct contact with a sales person. Sports communication is the exact same thing but in a sports environment.
Communication through sports
“Marketing is the way you promote your business in order to achieve your goals. These goals can be sales oriënted such as genering more sales or upselling products, or marketing oriënted such as data capturing or fan engagement.
Communication for sports
Now sports marketing is defined as a subpart of general marketing. They are seen as an own branch within marketing because our market has industry specific characteristics different from other markets.
Communication is the translation of your internal business and values to the outside world – or internally to your employees and stakeholders. Effective communication combines this with knowing the pain points and needs of the audience who will be receiving these messages, as one argument might work for one group, but completely fails for the other.
Therefore the core of a good communication is thoroughly understanding what you stand for as a business and who your target audience – or more detailed: persona is.
This is why with each customer who asks me to set-up a communication strategy for them, I start by doing an audit of their marketing strategy: what’s your positioning (sender) and marketing (receiver) strategy. Because if this hasn’t been thought through sufficiently, you can communicate all the messages you want but you will never reach the business goals you had in mind. And waste a lot of money in the process.
Reaching your goals
Goals in sports
Communication is the key part of your business strategy, as no goal will be met without it. Here’s an overview of the typical goals within the sports industry that need to be met
How to reach that goal?
Techniques to keep in mind throughout the process.
As mentioned before, outbound marketing where you just shout as loud as possible to get your product ad out doesn’t work anymore. We’ve evolved from a sales model to an inbound marketing model, where you need high quality content and tools that provide added value to your customers in order to pull them into your sales funnel. No matter the goal, you should segment your communication efforts and channels into the different stages of the sales funnel, so that you clearly know where to prioritize.
Channel communication lifecycle
5 steps to get started with any communication channels
Goals & KPI's
Which customer do we want to reach or which campaign do we want to get out there.
Create an actionable content planning & action list
What’s the best way to use this channel on the long term
Know how to use that channel, implement the right tools and select the people to do it
How are you going to measure the results and make optimizations.
#1 Goals & KPI's
Planning for success
#2 overall planning
Getting your message out there
First is important to get some definitions right. When I first started, the difference between a communication strategy, communication plan, media strategy, media planning, content plan and content strategy were very unclear and seemed to be used by different people in different situations. Here’s how I divided the different sorts:
#3 channel STRATEGY
Once the overall strategy has been created, you should create a clear strategy and planning for each selected communication channel. Here’s an overview of the different communication channels you should think of and the related fields of expertise: One main difference with other industries is that sports people tend to be inquisitive people. Though online sales is skyrocketing, in general they want to try something before they go out and buy it. They also prefer personal contact which is why some items of the communication mix will require more focus.
time to make it happen
The right team, tools and processes will be crucial to execute your strategy successfully.
#5 Data & Analytics
HOW we can help
SEO is one of the communication channels that’s been least taken advantage of. One because it’s ever changing and quite challenging to set-up. Two because you need experts in the field in order to compete with the ever growing content online. SEA is often a black box, that’s being used but has much more to offer. I’ll help you to align both and take over Google together.
Influencer marketing is the biggest growing communication channel. I’ll help you set-up a complete influencer strategy, ranging from the value your offer, returns you’re expecting, how to select matching influencers, organizing a content & activation calendar plus the analytics of it all.
Sponsorships will always play a big role in any sports marketing strategy. Though many companies invest hugely in events, teams or athletes, very few reap the benefits to the fullest. Creating a good portfolio strategy, an in-depth content & activation plan and analytics to give you insights in what’s happening, will help increase your ROI of your sponsorship.
Social media channels and their respective audiences are constantly changing. Have you heard about Twitch? Do you know WhatsApp is becoming a sales channel? Did you know that Facebook is not dead even though it seems like Instagram is taking over? Let’s decide the most relevant channels for your target audience, and create an actionable and channel specific content & ad planning to ensure success.
PR is basically free media space, so it should be part of any communication strategy. But it takes more than a simple e-mail or launch event to actually get that coverage. Let’s work on building long-lasting relationships and a yearly PR planning to build your brand in the PR space.
Whether you’re organizing an event, have a booth present or sponsoring one, a good communication strategy before during after is what will get you the ROI you want. Fun activations focused on data capturing will ensure you can connect with users long after the event is finished.
Content is king is not one of the most used marketing quotes with no reason. In a world that’s full of cluttered messages screaming for our attention, high quality content is what you need to reach good results in your communication strategy.
Advise you on analytics and data tools, plus help in the implementation of them.
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Tel: +32 474 49 24 13