Sports teams battling it out on the field are competing to win the contest. Meanwhile, organizers and sponsors are working as hard as they can to win fan engagement. Every player has something at stake. It’s just a matter of the prize being sought after. Enter the 360-degree fan engagement system for organizers and sponsors.
The big prize for organizers and sponsors is the fan base. Fan engagement is about capturing their attention and then winning their loyalty. The more fans organizers and promoters can win over, the happier sponsors are. Happy sponsors make for happy organizers, teams, leagues, and venues.
The Basics of a 360-Degree System
A 360-degree fan engagement system is essentially a software platform that equips sports teams, leagues, and marketing organizations to connect with fans across various channels and touch points. Solid connections lead to fan retention. Fan retention leads to brand loyalty.
KORE, a leading provider of sports data intelligence and sponsorship management tools, explains that incorporating a 360-degree system into an organization’s general fan engagement strategies is all about leveraging data. Actionable data can be sourced from:
- Social media
- Ticketing and CRM systems
- Mobile app and web engagement
- Merchandise and concession purchases
- In-venue fan experiences
As the name implies, a 360-degree fan engagement system should give organizers and sponsors a comprehensive view of fans, their behaviors, their tendencies, and their preferences.
Winning the Game With Data
Winning the fan engagement game goes back to how data is utilized. In the KORE platform, data is centralized in a cloud environment. It can be accessed by the sales team and event organizers. It can be organized, analyzed, and leveraged to make the relationship between marketing and sponsorship frictionless. Centralization is key.
Here’s what data centralization can do for fan engagement strategies:
- Encourage Personalization– The data gleaned from a 360-degree system opens the door to personalization. Teams and organizers can segment their audiences based on data. Then they can personalize experiences to each segment.
- Anticipate Behavior– The data can be run through sophisticated algorithms designed with predictive capabilities. This allows for anticipating fan behavior so that teams can proactively address individual needs. Even fan disengagement can be predicted.
- Revenue Enhancement– A 360-degree fan engagement system is a very useful tool for optimizing marketing to enhance revenue. A comprehensive view encourages targeted partnerships that deliver authentic value to both fans and partners.
- Gauge Fan Sentiment– The right data can gauge fan sentiment before, during, and after events. By doing so, organizers can better understand the types of content and experiences that resonate with fans.
The icing on the fan engagement cake is leveraging a 360-degree fan engagement system to build communities of fans across multiple channels. Communities can be built on social media sites like Facebook and TikTok. An exclusive community can be established within the venue on game day.
Building communities leads to fans feeling better about both their experiences and loyalty. Exclusive communities are where brands are strengthened. They are the foundation on which teams, leagues, and promoters branch out to bring new fans into the fold.
The Most Comprehensive View Possible
KORE reminds its clients that obtaining a comprehensive view is the whole point of investing in a 360-degree fan engagement system. Among all fan engagement strategies, this particular strategy offers some of the most helpful insights.
KORE invites teams, leagues, and venues to learn more about their software and data intelligence services. As for the 360-degree view concept, it’s all about getting the most comprehensive view possible. The better the view, the better the results.
