CRM have on your club? Stuart Dalrymple

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1 What impact can CRM have on your club? Stuart Dalrymple

2 Stuart Dalrymple Career Summary Founder & Managing Director: Goodform Ltd 2002 Marketing Director: Newcastle Utd FC Marketing Director: Warwickshire CCC Development Director: Synchro Systems (Ticketmaster) Business Development Director: Wembley Stadium General Manager: David Lloyd Clubs Account Director: Sports Marketing Agency Recognised the need for sports rights holders to improve their commercial activity, specifically by engaging with their customers more actively and personally. General Manager: Fulham Football Club Merchandising Manager: Wembley Stadium

3 Goodform The CRM Experts Worked for over 200 sports clubs & national governing bodies on CRM, membership, sales & marketing projects. Use 7 different CRM systems in our offices. Advise on strategy, software, personnel and campaigns. Analyse systems and processes, research requirements and make recommendations. Not a software vendor and completely vendor neutral. Provide the resources for clients to do CRM properly.

4 Goodform s Clients

5 The Purpose of this Session Help understand what CRM is. Provide a background on Sports CRM. Highlight the challenges of CRM in Sport. Easy steps that can make a difference. Your next steps.

6 So what exactly is CRM? We know the acronym means Customer Relationship Management but CRM means many different things to different people.

7

8 So Why CRM Now? Tough economic environment Tight budgets need bang for buck Cheaper tools and systems available CRM Customer expectations have risen Increase in digital use

9 Current State of CRM in Sport? 5 to 10 years behind other industries. Haven t learnt lessons from other industries. Mis-sold CRM by IT vendors. Other aspects of CRM ignored. Many failed attempts. Lack of proper planning/strategy. Lack of resources allocated.

10 Question Why do you think CRM is so difficult in sport? Answers Please.

11 Numerous Customer Touch Points Tickets Online / Phone / / Stadium Social Media Conference & Events & Tours Retail Online/Stadium/ City Centre Web/ Mobile Membership Transportation Entry Food & Drink Match day Hospitality

12 Typical Example of Disparate Systems and Data

13 Ideal Situation: Integrated Systems CRM Database

14 CRM is a JOURNEY not a destination!

15 CRM Key Components CRM

16 Single Customer View (SCV) Holy grail is a SCV of all of your customers a very powerful tool. Contact details Purchase history Communications History Preferences Profiled

17 Question Why do you want to do CRM better? Why are you here today?

18 Pre-Event Survey 50% of RFL clubs responded to our pre-event survey & provided us with excellent information on the current state of their CRM...

19 Which CRM topic is, overall, of most importance to you? E-communications Best Practice 17% Data Profiling & Targeted Marketing 17% TIME Database Growth & Customer Retention 34% CRM Strategy Development 34%

20 CRM System & the Single Customer View (SCV) Does your club have a CRM system in place? Does your system give you a SCV? TIME Yes No INVESTMENT Yes No 100% of respondents do have a CRM system. 50% of respondents do have a SCV.

21 How Much Data Are You Capturing? What percentage of ticket purchases for your matches are made online / or you hold the data for? 6 5 TIME Number of clubs % of all tickets sold that are purchased online/or you hold data for?

22 The Customer Journey Once a ticket has been purchased online, how many s do you send to the customer regarding their purchase? 34% send one No s One 66% do not send any s

23 Which of the following objectives does your club have plans & targets for? Customer Loyalty & Retention Growing The Database Driving Sales 66% have plans 50% have set targets 83% have plans 66% have set targets 83% have plans 50% have set targets

24 The 5 Stages of CRM development Stage of CRM development Revenue Per Person Per Annum 1 Have not started on the CRM journey, no CRM system in place & limited software to support the business, have some data but not using it to its full potential. 1 TIME No CRM system but good software systems in place: these systems aren t integrated, data is used to run one off campaigns but no updating of database. CRM system in place: not an integrated solution, internal resources not using it to its full potential, no single customer view Marketing led CRM: Have a single view of the customer, data used in marketing for data analysis and e-campaigns. Communicate with database in a personalised, targeted manner. Not integrated into other functional areas INVESTMENT 5 Fully integrated CRM: Have a totally integrated CRM solution across all functions of the business. 60

25 CRM Desirables Commercial Growth More customers Revenue uplift from existing customers - Increase spend per transaction (up/cross sell & self serve) - Greater customer insight and personalised sales and marketing - Capture of greater customer data Operational Excellence Creation of unified sales team - Reduction of commercial & customer service heads & outsourced cost (e.g. Ticketline) Transparent, scalable and flexible management reporting Staff efficiency savings through improved workflow & processes Increase self serve transactions Supporter Experience Supporter experience improvement Online Single Basket Supporters to interact how/when/where they desire

26 Who Can Help You on the Journey? Internal CRM Manager Data Manager IT Manager (who understands marketing) Junior database marketing executive External CRM consultants CRM agencies Digital Marketing agencies Data Management companies

27 Advantages of the Agency Solution Cheap. Quick. No IT issues. No politics. A team of experts working for you.

28 The Agency Solution Retail POS Conf & Events Booking Community Tickets & Membership CRM Agency Credit card Magazine Access Control TV / Online Match by Match Hospitality Website registered users Online Store

29 CRM in Action at The Rose Bowl We started working for The Rose Bowl in 2010 & were appointed as their CRM Agency in Actively managed the customer journey to enable the venue to build up long term relationships with customers. Responsible for the implementation of CRM strategies to drive ticket sales for their first ever Test Match. Used a very focused CRM marketing approach throughout very targeted, personalised campaigns driven by good quality data. Increased customer engagement through highly personalised marketing campaigns.

30 The Personal Approach to E-Marketing We designed & broadcasted personalised, targeted e-marketing campaigns to increase ticket sales for the Rose Bowl s first ever Test Match in June We undertook significant data segmentation & postcode penetration activities to target most likely ticket buyers. The Results?

31 The Results This Andrew Strauss themed returned an open rate of 20% (way above industry average) and generated 12,400 in ticket sales. Giving our client a fantastic ROI on this campaign.

32 Our strategy involved the Ten Town Plan, in which ten towns were identified from our research & analysis into the characteristics of previous Test Match ticket buyers. The Ten Town Plan We targeted these core towns with strong sales messages via a variety of mediums such as; advertising, leaflets, local media, posters, third party engagement, local television adverts and radio competitions. Postcode penetration was used to produce addresses of those most likely to buy tickets based on demographics such as age, gender, marital status and other lifestyle indicators such as type of newspaper read.

33

34 Managing the Customer Journey E-communications formed a pivotal part of the customer journey strategy. Improve long term engagement between The Rose Bowl and its customer via an enhanced customer experience and to aid up-selling & cross-selling. Once a customer had purchased a ticket they received a pre-match , with a full preview and information on hospitality and merchandise. Also a post-match was sent to thank them for attending. Details were also Also a post-match was sent to thank them for attending. Details were also provided for The Rose Bowl s next fixture, to keep them on the customer journey.

35 CRM at Swindon Town FC Swindon Town FC appointed us as their CRM Agency in 2010 We provided the resources and expertise for them to learn We provided the resources and expertise for them to learn how to execute CRM effectively and then handed it back to them to run in-house.

36 We hosted their data on our CRM system & undertook the following activities... Hospitality Retail Website Swindon Town s data Tickets

37 We hosted, cleansed, consolidated, enhanced, segmented and profiled their data. We undertook customer research - a Supporter Survey to understand the fan s attitudes to Season Tickets. We implemented data capture strategies. We managed their e-communications from design to broadcast. We designed & implemented their sales & marketing campaigns to drive ticket sales. We provided consultancy services on best practice CRM.

38 Season Ticket Sales Campaign 2010/2011 We used a focused CRM marketing approach to implement and project manage the club s sales & marketing activity to drive season ticket sales and engage with the fan base. Utilised E-marketing, sales promotions, telesales, social media, third party database marketing to interact with fans in a targeted manner. RESULTS?

39 Season Ticket sales were up by 32% on the previous year. A remarkable 23% of these were first time season ticket buyers. Increased merchandise sales in the on-line shop. Increase in ticket sales for one off league games. A strengthened relationship between Swindon Town and its fans, through a better understanding of their needs & regular, personalised communication.

40 What do you need to do now? 1. Strategy > create a plan > get help if you need it. 2. Short term tactical activity >start generating new revenue. 3. Data > consolidate > clean > enhance > profile > use it! And capture more! 4. Look at what resources you have available > get more if you can. 5. Secure budget to do it properly. 6. Review your systems > see what s on the market. 7. Create a CRM culture within your organisation! 8. Long term plan > vision > its not a quick fix.

41 Good luck & enjoy the rest of the day!

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