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jerryking : event_marketing   12

How Data Is Revolutionizing The Sports Business
March 10, 2017 | Forbes | By Robert Tuchman , CONTRIBUTOR who writes about live events, deals, and brand marketing.

A top-notch record might be chalked-up to the right players and exceptional coaching, but a team’s increased brand awareness can be credited to its effective use of newly sourced data. The Panthers have been able to grow its business in a multitude of ways since it started acquiring and using key fan data....[there is] an array of data companies who are looking to assist organizations in this area.

Many of these emerging companies access information through individual data systems, third-party vendors, and social media sites. Beyond educating teams about the buyer of their tickets, these companies are helping teams better understand the individuals entering their building. This insight is a game-changer for teams as it can help to better service existing fans and develop new ones. To better service its fans, the Panthers created unique events that catered to their interests, which they learned from their data. For example, in a game against the Colorado Avalanche, Florida hosted an evening honoring the Grateful Dead. The Panthers organization secured a well-known and beloved Florida cover band, Unlimited Devotion, to play the hits of the legendary musical icons. Incentivizing “Dead Heads” to purchase tickets via the Internet, limited edition memorabilia was made available only for online ticket purchasers, with a portion of the profits going to the Grateful Dead's non-profit organization. These types of cross promotions work best when you understand the specific interests of your fans.

And the results are in. The Miami Herald reported that during the 2015-2016 season, attendance went up 33.5 % from the previous season. In addition, season ticket renewals are reportedly increasing at four or five times last year’s rate......In today’s fragmented world, it is more important than ever for teams to generate loyalty and create a personalized customer experience. As in the case of the Florida Panthers, the greater involvement a fan may have in a team’s activities, the greater the possibility they migrate from their living rooms to the venue. More fans equal more sponsors, which leads to greater revenue for teams.

Data companies can help teams better understand its fans. Innovative sports franchises are figuring out how to use this data to create stronger engagements with their actual fans.
sports  data  data_driven  Moneyball  event-driven  events  event_marketing  fans  fan_engagement  musical_performances  cross-promotion  customer_loyalty  personalization  customer_experience 
august 2017 by jerryking
Cirque, Sid Lee team up to create marketing ‘events’ - The Globe and Mail
Jun. 20 2013 | The Globe and Mail | SUSAN KRASHINSKY - MARKETING REPORTER.

Cirque du Soleil is bringing its sense for spectacle to the marketing world, teaming up with Montreal ad agency Sid Lee to launch a branded entertainment company. The joint venture will aim to help brands create experiences that people actually want to watch, listen to, and experience. The joint venture, Sid Lee Entertainment, has been a year and a half in the making, and is an attempt to address a fundamental shift in advertising: away from pushing messages to consumers, and toward creating engaging content....Marketers have been approaching Cirque for years to develop entertainment projects, Mr. Lamarre said, but the company was unable to figure out how to do that without having it conflict with its own brand.

The goal is to create events engaging enough that the brands behind them can sell tickets, Mr. Cesvet said – and to potentially create a new economic model for an industry in flux.

“With advertising, we’re still selling hours,” he said. “What we want to do with this entertainment division is transform the revenue stream of our business … what clients expect from agencies is a lot more complex. You have to do an app, you have to do interactive experiences. I don’t think the value is recognized.”
marketing  branding  brands  Cirque_du_Soleil  Montreal  advertising_agencies  partnerships  joint_ventures  events  event_marketing  ideaCity  product_launches  customer_experience  experiential_marketing  content_creators  live_performances  interactivity  inbound_marketing  entertainment  Sid_Lee  Susan_Krashinsky  creating_valuable_content  fascination 
june 2013 by jerryking
Putting on the Ritz For the rich marketing to the wealthy With so many luxury projects, GTA marketers are going to extremes
May 8, 2010. pg. 1 | Toronto Star | Tony Wong.

"This is a great example of marketers fostering tribes, grouping together consumers who have a certain passion for something," says Jay Handelman, an associate professor of marketing at Queen's University in Kingston. "You're not just blatantly pitching a product, you're also providing an emotional connection to the product by selling them a lifestyle. It's about mind and emotion."
ProQuest  luxury  high_net_worth  Michael_Lee-Chin  event_marketing  Oakville  tribes 
december 2011 by jerryking
News & Events | Ivey Business
MEDICAL TECHNOLOGY INNOVATION
Friday, June 10 and Saturday, June 11, 2011
Ivey  event_marketing  medical  medical_devices 
may 2011 by jerryking
Events find their feminine side
Jul 5, 2007 | Financial Times pg. 14 | by Brooke Masters and
Emiko Terazono. Companies are increasingly hosting private fashion
shows and boutique evenings to attract women executives.
ProQuest  women  business_development  networking  mentoring  gender_gap  event_marketing  sponsorships 
february 2010 by jerryking
Building Brand Runways
Jul 8, 2009 | Fast Company | by Joel Rubinson. Runways are
relationships your company can create with trading partners and
consumers that make your brands accessible, and give YOU access to
markets and marketing options you otherwise would not have. Ducati
motorcycles' sponsorship and hospitality presence (and winning record)
at the Superbike World Championship events is a runway into enthusiast
sports biking communities around the world.
sponsorships  branding  Ducati  motorcycles  Italian  marketing  events  event_marketing  relationships  Communicating_&_Connecting 
december 2009 by jerryking

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