Proximity Marketing Tutorials: Stadiums
Written on Monday, June 22, 2009
Choosing the place where you run a proximity marketing campaign is crucial.
The same way you don't hand out leaflets in some random back alley (unless you are targeting homeless people), or don't pay for an internet ad on an abandoned site, you shouldn't run a proximity marketing campaign where you don't have the 'right' audience and enough of it.
Stadiums, and all sorts of sports courts and venues are ideal places for such campaigns. You have a very large concentration of people, and all have something in common. This is extremely random, and I think it is a great waste not to take advantage of.
Everyone is there to watch the sports event. What this entails is very important. It means everyone has great interest (varying degrees, yes, but enough to have made the effort to attend) in the event, and will also listen to any of your messages, as long as they are relevant, in some way.
It also means you can use a number of different mobile marketing approaches, to engage with your audience, and escape the boundaries of the plain 'push' campaigns, by offering value-added services.
Let's take a look at a few of the different mobile marketing campaigns that suit stadiums:
The content can be 'sponsored by ...', or fans might get some free, and then be required to pay a trivial amount by sending in an SMS, etc. There are many ways to monetize from this - as long as the content is worth it!
You can also add more interactive elements and other calls-to-action in this, such as links to websites, phone numbers, SMS contests, etc, which are very easy to follow directly from your mobile phone.
So why not make their voice even more heard?
For example, during many sports matches, the Most Valuable Player is announced from the speakers at the end of the match. This is usually decided by the reporters, or members of the sports press. Why not leave this up to the fans (which is a larger audience -- and thus more objective)? Simply set up an SMS Vote, or do it through a mobile phone application.
Fans can also vote for other things too, such as Best Goal, or for team sports, rank each player individually.
Again, they can participate via SMS, phone call, or mobile phone application.
The idea is that soon after a highlight occurs, you get a prompt on your mobile phone to download the highlight as a video on your mobile phone. The experience won't be as instantaneous as watching it on TV, but it's close. And it's interactive!
By receiving the video on your mobile, you can choose when to watch it, rather than 'just' missing it, and you can also watch it over and over. You can keep it on your mobile and show your friends who weren't at the stadium, or store it in your digital collection, by transferring it to your PC later on. Of course, you also have the option not to watch it at all -- you can't do this on regular TV and you miss the action sometimes when watching replays.
However, a great idea is to use mobile coupons (m-Coupons) for 'in-house' promotions, in order to 'redirect' fans to the stores to shop for gear. Give them a decent offer on their mobile, ask them to redeem it at the counter, and watch what happens..
I hope I've given enough ideas for you guys to start with. Do feel free to share your own, or your thoughts on these.
P.S: Also, please do forgive the sparse posts of late. For a few weeks still I will not be as available as I have been before -- I'm afraid it can't be helped.
The same way you don't hand out leaflets in some random back alley (unless you are targeting homeless people), or don't pay for an internet ad on an abandoned site, you shouldn't run a proximity marketing campaign where you don't have the 'right' audience and enough of it.
Stadiums, and all sorts of sports courts and venues are ideal places for such campaigns. You have a very large concentration of people, and all have something in common. This is extremely random, and I think it is a great waste not to take advantage of.
Everyone is there to watch the sports event. What this entails is very important. It means everyone has great interest (varying degrees, yes, but enough to have made the effort to attend) in the event, and will also listen to any of your messages, as long as they are relevant, in some way.
It also means you can use a number of different mobile marketing approaches, to engage with your audience, and escape the boundaries of the plain 'push' campaigns, by offering value-added services.
Let's take a look at a few of the different mobile marketing campaigns that suit stadiums:
- Sports Multimedia content
The content can be 'sponsored by ...', or fans might get some free, and then be required to pay a trivial amount by sending in an SMS, etc. There are many ways to monetize from this - as long as the content is worth it!
- Match program
You can also add more interactive elements and other calls-to-action in this, such as links to websites, phone numbers, SMS contests, etc, which are very easy to follow directly from your mobile phone.
- Votes (e.g. MVP Award, Best goal, Player ratings, etc)
So why not make their voice even more heard?
For example, during many sports matches, the Most Valuable Player is announced from the speakers at the end of the match. This is usually decided by the reporters, or members of the sports press. Why not leave this up to the fans (which is a larger audience -- and thus more objective)? Simply set up an SMS Vote, or do it through a mobile phone application.
Fans can also vote for other things too, such as Best Goal, or for team sports, rank each player individually.
- Contests
Again, they can participate via SMS, phone call, or mobile phone application.
- Highlights / Action Replays
The idea is that soon after a highlight occurs, you get a prompt on your mobile phone to download the highlight as a video on your mobile phone. The experience won't be as instantaneous as watching it on TV, but it's close. And it's interactive!
By receiving the video on your mobile, you can choose when to watch it, rather than 'just' missing it, and you can also watch it over and over. You can keep it on your mobile and show your friends who weren't at the stadium, or store it in your digital collection, by transferring it to your PC later on. Of course, you also have the option not to watch it at all -- you can't do this on regular TV and you miss the action sometimes when watching replays.
- m-Coupons
However, a great idea is to use mobile coupons (m-Coupons) for 'in-house' promotions, in order to 'redirect' fans to the stores to shop for gear. Give them a decent offer on their mobile, ask them to redeem it at the counter, and watch what happens..
I hope I've given enough ideas for you guys to start with. Do feel free to share your own, or your thoughts on these.
P.S: Also, please do forgive the sparse posts of late. For a few weeks still I will not be as available as I have been before -- I'm afraid it can't be helped.
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I have to say out of all that you have said here I like this idea
" * Contests
There are plenty of prizes related to the sports event that I'm sure fans would like to get their hands on. So why not ask them to participate in a contest?
Again, they can participate via SMS, phone call, or mobile phone application."
This is just great not only does it get your marketing out there but its also something fun for the people you are marketing. The next one that I also think is just great is this "Highlights / Action Replays By receiving the video on your mobile, you can choose when to watch it, rather than 'just' missing it, and you can also watch it over and over." for me this is just great not only can you keep it but if you were there and your friends weren't it can just be come piece of information that you can show off. Thanks for a really interesting post and such a nice read.