THE STATE OF MARKETING IN 2021
We are in the middle of a global pandemic that has taken the lives of more than a million people. During this economic crisis we’ve learned to work remotely, while being isolated from the world. Not able to connect with colleagues, friends nor family.
For all 850.000 subscribers of Eleven Sports, gameday of there favorite Belgian football club was something to look out for. Feeling connected with a community that shares the same dreams and values as of their own. In order to connect with fans all over the world, I’m sharing lessons on how to make an impact as a sports brand.
Not trends, but lessons. Lessons I’ve personally learned during my career. Lessons that can help us to perform not only more, but above all better.
1. Neuromarketing research of Martin Lindstrom proves there’s a strong mental correlation between successful brands & religions
Als we foto’s te zien krijgen van bekende merken meten neuromarketeers dezelfde hersenactiviteit als wanneer we religieuze beelden te zien krijgen.
Repose en paix Robbie Rensenbrink, Kobe Bryant, Diego Maradona.
2. Needless to say that sense of belonging is always a strong component of any successful brand
Où étiez-vous pendant la victoire de la Belgique contre le Brésil?
3. Make sure to have – and to express – a powerful vision
To bring inspiration and innovation to every athlete in the world
Nike Inc.’s corporate mission
The company further states that everybody is an athlete, based on Nike founder Bill Bowerman’s statement, “If you have a body, you are an athlete.”
This mission statement represents the company’s strategic goal of reaching out to the global leisure and sports footwear, apparel and equipment market.
4. Rivalry forces brands to grow and perpetually challenge one another for market leadership
Club Brugge, is dat die ploeg met 82% minder volgers op sociale media dan RSC Anderlecht?
5. Be real, be relevant, be part of a bigger story
Are the Olympics authentic?
The answer to this is unambiguously yes, because it contains the four defining components of authenticity. It’s real, it’s relevant, it has rituals and it is part of a story.
Ever thought about the efforts the family of an athlete had to make, for him/her to be able to achieve greatness?
6. Consistency is king
You know what time you’re able to expect the line-up in front of a match; you know you need to hurry to your seat when the club anthem starts to play before the game; you know how (you want) to book a ticket for that next European clash (let’s hope we can, very soon).
The fact is that more and more brands realize the importance of brand consistency, not only in terms of its graphics, but also in terms of every aspect that represents the brand.
Donc, ne touche pas à Anderlecht Champion du Grand Jojo avant le match!
7. Extreme focus on quality makes A-brands what they are today
Klanten – en dus ook fans – hebben anno 2020 meer én hogere verwachtingen. De digitale transformatie leerde elk van ons om tickets te bestellen in pakweg vier muisklikken, we ontvangen leveringen van webshops binnen de 24u, we verwachten customer support van de hoogste kwaliteit aan lichtsnelheid via elk mogelijk kanaal, …
8. Symbols are a universal language
Le grand Jojo avant chaque match.
Les trois étoiles au dessus de notre logo.
Des légendes comme Paul Van Himst, Robbie Rensenbrink, Luc Nilis, Enzo Scifo, Ludo Coeck, Pär Zetterberg, Vincent Kompany, Romelu Lukaku et Youri Tielemans.
9. Mystery is the secret ingredient of any good story
Het geheim van Neerpede?
Je bent acht jaar en je voetbalt graag. En iedereen zegt dat je talent hebt. In je hoofd ligt de wereld aan je voeten.
Tu veux devenir le meilleur. Mais devenir le meilleur, ça ne se fait pas seul.
Des problèmes à la maison, des doutes dans la tête. Une couleur de peau qui n’est pas toujours facile.
Il y a un endroit où chaque pas est un pas en avant. Un endroit où le talent Belge n’est jamais seul.
10. If you remove certain rituals from a small group of powerful brands you’ll soon notice their power disappearing.
Ce n’est pas la même chose sans des spectateurs au Lotto Park, n’est ce pas?
11. Try to offer a unique sensory experience.
Each religion offers a unique sensory experience. There is incense and bells, incantations and candles. The world of branding can learn a lot from this.
It’s not the NBA season any of us expected, but our mission at Pacers Sports and Entertainment is the same: creating the ultimate fan experience for everyone who loves the Indiana Pacers and the Indiana Fever.
Jill Marchick, Vice President Customer Insights and Engagement at Pacers Sports and Entertainment
Before the pandemic, that experience centered on live events, so our digital marketing efforts focused on driving ticket sales, engaging with fans during the game, and growing our fan base. But with the shift to the web and television, digital marketing (assisted by techb like A.I., quantum computing, 5G, …) now creates the fan experience.
Moeten we praten?
Frederik De Roo
e: hello@frederikderoo.be
t: +32 (0)474 30 09 34