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Brentford Appoint Goodform As Retained CRM Agency

Wed 6th Aug 2014 | Marketing & PR

Newly promoted Championship club, Brentford FC have appointed Goodform as retained CRM Agency for the new season.

Brentford is seeking to further develop and enhance the relationship that they have with their fans by placing a stronger focus on their CRM, data and insight strategies.  

Mark Devlin, CEO of Brentford, commented, “With promotion to The Championship and with a new stadium to fill within the next three years, the time was right to capitalise on all the information and data the Club has collected over the years.

“We needed CRM expertise to assist in our growth strategy and ambitious marketing plans. A central part of that is to dramatically improve our communication with our fan base.

“We were very impressed with Goodform’s CRM credentials and their experience and success with other sporting organisations and I’m delighted to be partnering with them at a pivotal time in the Club’s history.” 

As CRM Agency our remit spans design, data and digital, including; an initial re-design of their email comms, hosting and optimising their data, receiving data feeds across ticketing, retail and hospitality, broadcasting their email communications as well as overseeing their transition into a new stadium, which is due to be ready for the 2015/16 season.

Our initial focus during close season has been promoting their season ticket sales, which has included a telesales campaign, as well as both the home and away kit launches. 

Speaking of the appointment, Goodform’s CRM Services Director Michael Jones, said, “We are delighted to have joined forces with Brentford FC at such an exciting time in the Club's history.

“We have already undertaken an extensive audit of their data and we are using our unique insight techniques to target fans appropriately.  Using this targeted approach we have already began to see excellent results from our email communications. 

"With our vast experience of data growth, Goodform will support Brentford FC in ensuring all existing data is fully optimised and segmented into one single customer view, alongside leading strategically as the Club embarks on its journey to a new stadium.”

Posted by: Aaron Gourley 

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