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Watford FC appoint Goodform to assist with management and data strategy

Wed 13th Nov 2013 | Marketing & PR

Championship side Watford FC have appointed Goodform to assist with the club’s management and data strategy.

Goodform’s work at Vicarage Road club will focus on the management and optimisation of their data to ultimately enable a higher level of engagement with, and knowledge of, their fanbase.

The ambitious Hertfordshire club join on a retained basis as the company already host their database and consolidate their different ‘pots’ of data from across their business into their internal CRM system to provide a single customer view (SCV). The data will be continually cleaned, enhanced, analysed and segmented to provide the club with a powerful database with which to communicate with their contacts and to target with relevant, personalised sales and marketing campaigns.

With the assistance of thier research arm, Sportswise, they have already undertaken some season ticket campaign analysis for the Hornets to provide an in-depth understanding of their supporter base. Using data collected over an 11 year period the insights created a clear and visual understanding to show historic trends which will assist the club with future planning.

The project analysed the churn and recruitment of new season ticket holders over the last 11 seasons and enables the club to understand in more detail the trends of season ticket purchasing in relationship to previous ticket buyers or brand new supporters, attracted by the club’s recent success on the pitch.

This information will support the communication strategy from the club and ensure that relevant messages are shared with the right segment of fans.  To further this level of understanding and engagement, last week goodform delivered a ‘Supporters Say’ survey designed specifically for fans to shape how the club makes improvements and developments for the benefit of everyone.

Richard Walker, Head of Supporter Communication & Sales at Watford FC, said of the partnership: “We see our partnership with Goodform as one which can flourish – and that means making the best out of every chance we have to interact with our supporters.”

“In an industry full of passion and loyalty, acknowledging that industry expertise could help us unlock our communication potential is for us the right step forward at the right time for our business.”

Michael Jones, CRM Services Director at Goodform adds, “We are delighted to add Watford to Goodform’s ever increasing client base.

“The club is investing heavily, in time and internal resource, to engage directly with its fans to ensure that delivery is optimised at every level. It’s easy to assume that decisions made are in the best interests of fans but until real interaction is generated it can often be misplaced activity. Watford are upwardly mobile on the pitch and it is great to see that the club are aligning its vision off the pitch to maximise potential."

For more information please contact Jennie Spillane, Marketing Manager at Goodform on 01926 458 180 or email jennie@goodform.info

(Image: Action Images)

 Posted by: Aaron Gourley

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