In sports and entertainment, fans are the equivalent of the retail sector’s customers. Just like retailers need to engage with customers to build brand loyalty, sports and entertainment companies need to engage with fans. Success hinges on the fan engagement strategies an organization utilizes.
Organizations do not lack options. One could make the case that there is more than enough to overwhelm some marketing teams. However, we can look to trends to better understand what the most successful organizations are doing. Sports and entertainment companies can also turn to partners like KORE Software for business intelligence and engagement data that can guide decisions.
Below are five fan engagement strategies recommended by companies like KORE. Incidentally, KORE Software helps teams, sponsors, and promoters engage with fans in meaningful ways. Contact them to learn more about their services.
1. Harness Interactive Digital Platforms
Today’s fans interact with their favorite sports and entertainment venues digitally. Therefore, harnessing interactive digital platforms just makes sense. KORE recommends utilizing seamless ticketing integrations that connect both ticketing data and CRM activities. They say that by-directional integration leads to clean and actionable information. Organizations should also consider:
- Mobile apps with interactive features.
- Interacting with fans on social media during events.
- Creating online communities where fans can connect.
Where circumstances allow, implementing augmented reality experiences can pull fans in at a much deeper level. Such experiences tend to be most practical on-site.
2. Create Exclusive Access Content
Brand loyalty is enhanced when fans feel like they are part of an exclusive club. Organizations can create these sorts of experiences through exclusive access content. For example, offering behind-the-scenes player interviews and training insights that are available only to registered fans is always a big hit. Likewise for VIP game-day experiences, limited-edition merchandise, and members-only hosted events.
3. Personalize Every Fan Experience
Although some fans really want access to exclusive content, others are happy to continue without such access. That does not mean teams and promoters should not interact with them. They should, particularly through personalized experiences.
By leveraging data analytics, organizations can create personalized experiences that tap into fan behaviors and interests. They can deliver personalized content and offers, implement loyalty programs open to everyone, and create targeted messaging.
4. Engage With Gamification
One of the best fan engagement strategies targeting mobile users is gamification. Gamification incorporates game-like elements that incentivize fans to continue interacting on a regular basis. Basic typical include:
- Awarding points for various fan activities.
- Creating fan challenges and competitions.
- Offering virtual or physical collectibles.
Gamification works extremely well when tied to leaderboards. A leaderboard allows every participant to track their progress against other fans. Leaderboards encourage competition and camaraderie.
5. Connect Through Community Involvement
Not all fan engagement strategies have to be directly related to events and promotions. Some should focus on community involvement. Outside of the stadium or arena, making a point of organizing community events brings fans together in a different sort of way.
Offseason community involvement can also be a big hit. For example, teams and promoters can partner with local charities to address community service projects. Fans come out to work side-by-side with their favorite athletes, all for a good cause.
Other ideas include hosting youth clinics, engaging fans in off-season decision-making, and fostering grassroots programs to grow fan support.
Also read: Brand Identity
The best fan engagement strategies contribute to a long-term approach to building a solid fan base that grows year after year. Teams and promoters might utilize short-term strategies from time to time, but the long-term goal is always there.
