Relationship Management In Professional Sports

790 Words2 Pages
bulb-icon

Recommended: Customer Relationship management case scenario

Today’s most successful organizations are able to consistently demonstrate the ability to identify and cater to the ever-changing wants and needs of their customers. Long-term relationships with fans are the key to stability in today’s increasingly dynamic markets and top executives are pushing for their organizations to become more customer driven. Many professional sports teams are finding that Customer Relationship Management software can be a great tool for attracting and retaining new customers, and gaining insight within their existing fan base. Customer relationship technologies can be a great way to manage customer loyalty programs, merchandise, and promotions. The purpose of this paper is to give an insight into a few of the CRM strategies and loyalty programs used in the world of professional sports today. In the multi-billion dollar industry that is professional sports, the ability to connect with and retain customers has become increasingly difficult. The cost of being a fan is almost always on the rise. According to Team Marketing Report, the average cost for a family of four to attend a professional sporting event has risen to; $326.60 for an NBA game, $212.46 for an MLB game, $359.71 for an NHL game and $459.65 for an NFL game. Customer relationship management can help reduce costs and increase profitability by helping to organize and automize business processes that nurture customer satisfaction and loyalty in the sales, marketing, and customer service fields. (Microsoft) Practical Applications In only its fifth season, the Oklahoma City Thunder has done a great job at making their fans feel special through the use of CRM. Instead of just tracking the names and purchase histories of their fans, they use Microso... ... middle of paper ... ...mething we’ve been working on for a long time, and we’re excited to finally roll [it] out for 2013,” said Padres President Tom Garfinkel. “It started with a few core themes. First, the idea that we needed to tap into fan psychology more and create a sense of belonging. Being a fan is emotional, not rational, yet somehow we keep going to market trying to rationalize with people. Secondly, we needed to create benefits that can’t be transferred on a secondary market and create more reasons to be a season-ticket holder than ever before. Finally, we needed to have more of a direct relationship year-round with our fans and have more information about what is important to them so we can deliver on it.” According to the statistics, the new program has been a huge success and evidence suggests that membership benefits have been driving customers to upgrade their memberships.

Show More
Related

  • Sports Marketing and Mobile Technology

    968 Words  | 2 Pages

    Sports marketing has made its way directly to the fans. In the past, only the extremely devoted fans would check on their teams online but now, the norm has changed. Now the devoted fans learn new information before anyone else, and even get rewarded for it. In the article “The Passion of the Fan”, by Stewart Feil, fans are being rewarded for posting about their favorite teams on social media. The reason this is possible is because mobile apps have greatly contributed to the way fans follow their teams. In “Sports marketing and technology with the New England Patriots”, by Michael Krigsman, it reveals that fans have the capabilities of sending their favorite teams their input about the team. The most amazing part is their voice is being heard. Tracy Keller reveals how deeply mobile apps have helped fans and teams interact in her article, “The Rise of Mobile in Sports Marketing.” She goes into detail on how fans are closer to their favorite teams through new mobile technology involved in sports. To go along with mobile apps, websites are bringing new life into sports and professional teams. In Greg Johnson’s article, “Big-time backers are trying to breathe new life into high-flying sport of Slamball”, it discusses how Youtube has allowed Slamball to keep its fame, and it is also reviving the sport at the same time. Sports and fans have always been together. Sports marketers have made the interactions between fans and teams closer through social media, websites, and mobile technology.

    Read More

  • Sales and Sponsorship for the Golden State Warriors

    819 Words  | 2 Pages

    For this discussion, I have chosen the sports property of the Golden State Warriors. The Warriors play in the NBA within the Pacific Division and have a large local and regional fan base in the city of Oakland and state of California. Even though the Warriors have a large fan following, there are several ways of extending the Warriors brand reach beyond the basketball court with conventional sports minded consumers and non-sports fans. In order to accomplish this, the Warriors must think outside the box and look at attracting typically unaware markets and consumers that are missing the marketing and advertising plans that are currently being used. The Warriors can use partnerships, alliances, licensing, merchandising and sponsorship activation to build the brand awareness and effectively increase their revenue.

    Read More

  • Sixers Marketing Strategy In Marketing

    1013 Words  | 3 Pages

    The Sixers are one of the teams that have embraced the concept wholeheartedly. They reach out to their fans through Facebook, Twitter and Instagram. Today’s fans enjoy the posts, photos and videos. The philosophy of the team is to bring more people to their sites, therefore creating more opportunities to sell tickets. Tim McDermott, the Sixer’s Customer Relationship Manager (CMO), recognizes the company’s primary focus is ticket sales. In order for this to happen, the operation needed to match the demands of today’s digital landscape. A major part of the Sixers marketing strategy is to collect better data which in turn produces positive marketing decisions and better ticket sales. McDermott has initiated a “content factory”, where all posts, photos and videos are produced and eventually disseminated to various markets. The Sixers have also invested in the infrastructure and software needed to advance marketing across the board and become a more “data-centric

    Read More

  • Sports Agent Case Study

    1284 Words  | 3 Pages

    Being a sports agent is a difficult job not just for women but any person in general.When speaking with Arthur, he suggested ways to find jobs in this sport industry.He started off by saying the biggest positive in this field is that it is always growing and jobs are always opening.He said internships are the first step in finding a job because you get to see if that career is really for you.Searching the internet and doing research will help narrow down all the jobs that interest you as a person as well.Being creative and doing things that make you stand out will separate you from the next candidate.Arthur said to be persistant in everything and be willing to work just as hard if you have the lowest job in the firm.To be a sports agent, you

    Read More

  • RBC Financial Group Case Analysis

    736 Words  | 2 Pages

    RBC Financial Group uses a customer relationship management (CRM) strategy that provides a variety of services for a variety of clients. The strategy allows for individual customers to trust RBC and develop a personal relationship with each and every client. One major factor that allows CRM to operate effectively is the use of technologies and analytics to help classify each client’s financial situation. These customer profitability-based techniques allowed RBC to categorize their clients into A, B, and C groups so that the sales teams could optimize their efforts in catering to these different clients. This strategy holds the following strengths: optimizing sales efforts to different customers, easily accessible electronic sales leads, centralized and standardized financial decisions, and building personalized and sustainable customer relationships. There are a few weaknesses to the system though including the complexity in predicting future positions of companies despite the use of analytics as well as the complexity in creating consistency when using these

    Read More

  • The Importance Of Community Relations In Major League Baseball

    818 Words  | 2 Pages

    More and more teams are getting more of their fans involved in their efforts as well as their players and members of their organization. The state of community relations in MLB is in a good place, especially since the great recession ended. The MLB organizations, fans and players all have more flexibility to be generous with their money. It is not just the money and the donations that make for a successful community relations department. Community service plays a major role in MLB team’s community relation departments. All 30 MLB teams are located in cities, which happens to be where poverty is more prevalent. This makes for a greater need for volunteers and the perfect opportunity to showcase the values of the MLB teams to the community. Many MLB players have also used their organizations community relations’ efforts as a platform to raise awareness for a cause that they are passionate about. There are many different aspects that a MLB team can contribute to make their community relations department and efforts more impactful as a

    Read More

  • CRM

    2689 Words  | 6 Pages

    CRM as we know it today has evolved out of a variety of stand-alone technologies, such as call centers, and sales force automation systems. During the 1980s companies had begun to notice that it was possible to consolidate these disparate technologies. Insurance companies and banks, in particular, saw a golden marketing opportunity in the customer data they had gathered. Call centers began to conduct outbound calls such as up-selling where they would persuade the customer to purchase: more products from their line, upgrades, or other add-ons and so on. Soon enough customers began to be seen as a single entity across all departments, which led to a single view of ‘the customer’. Customers soon got used to CRM care and their expectations rose.

    Read More

  • Sports Marketing

    969 Words  | 2 Pages

    Mihai, Alexandru. “The Strategic Sports Marketing Planning Process.” Manager. Manager Journal, 2013. Web. 6 December 2013.

    Read More

  • Matthews & Company Case Summary

    740 Words  | 2 Pages

    CRM is a new Point-of-Sale system that Barry wants to implement at Matthews & Company in hopes of better understanding customers in order to give them better service. It would use sales data, integrate the marketing and transaction databases, track customer information as well as trends, and create a centralized system for the company. It would not only increase sales, but also increase customer loyalty. Further, it would help with the flat sales the company has recently been experiencing.

    Read More

  • UFC Media Strategy

    1846 Words  | 4 Pages

    For the sport industry, social media has enabled fans to have a closer relationship with sporting organisation operations while allowing their organisation to be strategic and more proficient with limited amount of capitals. This has helped sports to get involved in the business of “relationship marketing” (Grönroos 2004). This is mainly because social media enables the organisation platform to adopt a long term relationships with fans and continue to shape the idea of community once a game ends or season comes to close.

    Read More

  • Loyalty Program Case Study

    1099 Words  | 3 Pages

    Ninety percent of Canadians are enrolled in at least one loyalty program. Market research has shown that loyalty programs are growing to be very popular in today’s market. A loyalty program is a program offered by a company to customers, who make frequent purchases. Loyalty programs are of benefit to both the consumers and the business. The consumers benefit by receiving coupons, special access to sales and new products whereas the company benefits by gaining an abundance of knowledge about the consumers, through their purchasing habits. Loyalty programs have proven to be very successful for several companies such as Target, Starbucks, and Shoppers Drug Mart. The senior management in sales and marketing believe that initiating a loyalty program

    Read More

  • Sports Fan Development

    1084 Words  | 3 Pages

    Development of A Sports Fan We define a fan as an enthusiastic devotee of some particular sports consumptive object. Thus, a fan is a consumer of organized sports. We use the term devotee to mean that the fan has some level of attachment with an object related to sports. Fans manifest their attachment through specific behavior toward the object.

    Read More

  • Reflection Paper In Sports Management

    932 Words  | 2 Pages

    Honestly, coming into this class, I had no idea what to expect. I have never been in a sports management class, and honestly don’t know much about sports with the exception of baseball. All I knew coming into this class is that it was online, which was a benefit to me as in I’m a better learner when I get to work at my own pace. However, when I read the syllabus and figured out that this class would be mainly writing proposals on different topics, it began to worry me. The last time I had written an essay was my senior year of high school, so I knew I’d have to bring out some of the old knowledge to be able to write a quality paper again. Even though writing papers is a dislike of mine, these proposals turned out to be a good experience

    Read More

  • Information Technology

    805 Words  | 2 Pages

    One source of technology that Marketing companies use is called Customer Relationship Management Systems. For many corporate senior executives Customer Relationship Management has introduced itself in their boardroom meetings with mixed reviews-initially appearing to be a great opportunity to increase efficiency, revenues, and profitability, as well as providing a process for getting to know the customer better. Software companies and consultants have communicated with both large and small companies about using the CRM strategy. They have also made it clear that if they didn't jump on the bandwagon they would loose out a great deal to their competitors who are more open to new corporate practices. CRM is a great asset to use with business-to-business and business-to-consumer relationships. However while the systems are being purchased by companies they are wither not using it to the best of it's ability or the companies are not properly implementing the CRM system, which in turn is a waste of the company invested time, effort, and most important money.

    Read More

  • Coca-Cola's Customer Relationship Management Strategies

    1064 Words  | 3 Pages

    Customer relationship management is a cross-functional process to achieve a continuing dialogue with customers, across all their contact and access point, with personalized treatment of the most valuable customers and to ensure customer retention and the effectiveness of marketing initiatives. It is also provide the chance for customers to interact with the brand.

    Read More

More about Relationship Management In Professional Sports

Open Document