Portsmouth FC Adopts New Digital Strategy
Fri 9th Aug 2013 | IT & Technology
Portsmouth FC is planning to engage fans and the local community with a comprehensive and sector-leading digital strategy.
The club has brought in media agency Navigate Digital, led by lifelong Pompey fan John Kimbell, as pro bono digital consultants.
There are a number of strands to the club's strategy, which will generate additional revenue for the club and put Portsmouth FC right at the forefront of how UK football clubs use online channels and digital technology, some of which include:
- An affiliate marketing programme to drive traffic and revenue at the club’s online store
- Special Groupon offers for match tickets to increase matchday attendances
- The use of an augmented reality app to bring to life traditionally ‘static’ content
- The introduction of ‘QikServe’ technology that will allow fans to order food and drink to be delivered direct to their seats.
Pompey engagement manager Micah Hall said: “We’re putting digital at the heart of how the club engages with fans and the local community.
“Despite a limited budget we’re boosting our presence on social media to get the word out, while offering a better service to our loyal supporters and creating a digital presence that even many Premier League clubs would envy.
“None of this would be possible without the support and time given freely by fans such as John.
“With smartphones and tablets now so commonplace and so much commerce done on the internet, we want to make sure Portsmouth FC is seen as the club other clubs aspire to when it comes to using online channels.”
John Kimbell, managing partner at Navigate Digital, added: “Micah and the team at Portsmouth have done an amazing job after the ownership tribulations of recent years.
“We’re aiming to create something truly special for the Supporters’ Trust that owns the club, the fans who come every Saturday and the local community in Portsmouth.
“In essence, we want to show the world how football and other sports clubs should be using digital technology – and it’s terrific that Portsmouth FC has the desire and aspiration to be one of the first out of the gate.
“We have a number of projects in the pipeline that will be rolled out across the coming months.”
Posted by: Aaron Gourley
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