Leaders
Dallmeier

Business Directory

Browse the Directory

Sign Up to the Directory

Levy
FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

How Brands Use Sporting Events to Engage with Customers

Thu 26th Jan 2017 | Football Sponsorship

DiscountIF have been discussing the way brands use sporting events to engage with their target audience, whether it’s through sponsoring the event or the team or advertising through the different marketing channels available, brands will shape their marketing messages around a sporting event.

Below is the 4th and last way brands can choose to communicate with their audience around a sporting event.

VISA, who were the main sponsor for the summer Olympics in Rio, ran a campaign to support their sponsorship of the event. They’ve given all customers who have a VISA the opportunity to win a free ticket to the summer games.

DIF_VISA (Image 1 (1).png)


By doing this they have not only reinforced their image as the main sponsor, but also engaged with their entire customer base. These kind of marketing campaigns are not very costly to run; in fact it’s probably costing them ‘peanuts’ to run in conjunction with their sponsorship of the Olympics.

"There is possibly less of a chance to win this competition than a lottery"

However although the rewards a campaign like this can reap for the brand, they are not engaging their customer base. Most of these promotions, in which one winner is announced from hundreds of thousands (if not millions), rarely influences the customer into purchasing more or opting in for the promotion.

DIF_IMAGE (Image 2 (2).png)

Even though all VISA users are automatically enrolled in the competition when they make a purchase with their VISA card, they are not directly linked to the promotion. Thus customers’ buying patterns are not really influenced by the promotion as the chances of winning are extremely slim and most customers don’t believe they have a chance of winning. There is possibly less of a chance of winning this than a lottery.

Through the use and implementation of DiscountIF, brands have the opportunity to enable offers were their customers' chances of getting a reward is in their own hands. DiscountIF help create a more relevant and personalised experience for their client’s audience. For example had VISA implemented DiscountIF’s platform, they could have ran a campaign offering customers different levels of cashback if they correctly predict the country with the most Gold medals.

This would enable VISA to still run a marketing campaign and support their sponsorship of the Olympics; however they would be engaging with the individual on a personal level when using DiscountIF's tool.

Written by the team at DiscountIF

Posted by: Aaron Gourley 

RETURN TO LATEST NEWS SECTION
SUBSCRIBE TO THE FCBUSINESS RSS FEED
 
If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk

To subscribe to our range of football newsletters including news, products and jobs CLICK HERE.

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

Manchester City Women Sign Hays Recruitment Partnership

Fri 21st Apr 2017 | Football Sponsorship

Hays is expanding its already strong relationship with City Football Group by becoming the Official Recruitment Partner of double title winning side Manchester City Women’s FC. Manchester City...

Liverpool Ladies FC Announce First Shirt Sponsorship Deal

Wed 19th Apr 2017 | Football Sponsorship

Liverpool Ladies Football Club has announced a new shirt sponsorship deal with women’s beauty and cosmetics company, Avon Products Inc, ahead of the WSL Spring Series. The three-year deal is the...

Southampton FC Partners With TLCBET

Tue 18th Apr 2017 | Football Sponsorship

Southampton Football Club has announced TLCBET as its Official Asia Betting Partner and Official Global Casino Partner for the remainder of the 2016/17 Premier League season, as well as the following...

Hisense Becomes Official 2018 FIFA World Cup Sponsor

Thu 6th Apr 2017 | Football Sponsorship

Hisense has become an official sponsor of the 2018 FIFA World Cup, becoming the first-ever Chinese consumer electronics brand to sponsor the tournament. As an Official FIFA World Cup Sponsor, Hisense...