1.Best Practices in Sports and Entertainment Digital Fan MarketingKristin Hambelton 03/09/2011

2. Why Digital Fan Marketing Challenges in Digital Fan Marketing Why Embrace Marketing Automation Where and How to Get Started Agenda Neolane confidential Copyright Neolane - 2011 3.

About Neolane

Conversational marketing technology to build and sustain one-to-one lifetime dialogues across both inbound and outbound channels

4.

Digital Fan Marketing - Driven by the Fan

Brand GoalsHavent Changed

• Sell more

• Sell more often

• Sell longer

CustomersHave Seized Power

• Information is ubiquitous

• Purchases are ever easier

• Every buyer is a prescriber

Fickle and Nomadic

Informed

Disloyal

Expressive

Overly Solicited

Educated

5.

Digital Fan Marketing - Driven by the Fan

Traditional MarketingLosing Relevance

• Impersonal

• Unidirectional

• Perceived as intrusive

Reestablish Customer Intimacyvia Conversational Marketing

• Personal

• Conversation

• Unify Service & Marketing to Create Value

6.

Challenges in Digital Fan Marketing without Marketing Automation

Centralized view of the fan Scalability Measurement Coordination across channels inbound/outbound, offline/online 7.

Challenges in Digital Fan Marketing with Marketing Automation

8.

Overcoming the Challenges Why Embrace Marketing Automation

Organize and optimize marketing processes

Unify inbound and outbound communication channels

Leverage every opportunity of contact to inflect individual behavior

Personalize every conversation

9.

Guide Every Individual on a Unique Value Creation Journey

1er Achat 2e Achat Abandonnistes Customer Value Time Social AdvocacyOutboundReactivation InboundQualification InboundCross-sell OutboundLoyalty Up-sellTriggerInboundMaturation OutboundAcquisition 10.

Where and How to Get Started

People

• FanOne is expert in customer acquisition, retention, and measurement

• Make sure your own organization is committed to the importance of automating assign resources

Process

• Evaluate your own processes dont automate bad processes

• Start slowly and get some quick wins to build momentum if you can

Technology

• You need a marketing automation platform to gain any scale and real results over the long-term

11.

Summary

Digital fan marketing is truly driven by the fan

Channel coordination; single view of the customer; measurement and scalability are key challenges

Embracing marketing automation drives effectiveness, efficiency, and accountability in new world order of fan relationships

Getting started requires:a decision/commitment to do it;the right people; the right processes;and the right technology