Expert Insight: Creating communities, achieving buy-in and working with rock solid data - three key steps to sports marketing success from Art of Cloud Strategic Consultant and Daniela Forsyth
We recently welcomed the very brilliant Daniela Forsyth to our Art of Cloud team, to work alongside our existing sports sector specialists.
In the latest instalment of our sports marketing series, she shares some key insights for brands looking to boost their commercial offering and success.
My aim in working with Art of Cloud is all about providing as many experiences and insights as possible gained from working in depth and breadth within the sports industry. In doing so, and having already seen how eager the Art of Cloud team are to ensure that they are at the forefront of development and innovation, I’ve never been more confident that the go-to-market offerings being honed by this team will transform the digital opportunity landscape for rights holders of all shapes and sizes.
Creating communities
The thing which sports does so well is creating communities and shared passions. Art of Cloud already have that passion in heaps, so I think the next step is to build upon that passion shared with all their existing clients to create a community of sports leaders, all engaged and excited by knowledge sharing and open to collaboration, working together to tweak and evolve the Art of Cloud offering to create the most innovative and comprehensive digital platform for the sports industry.
Staying on top of data
The teams and individuals I’ve worked with will probably tell you that all I ever bang on about is “quality not quantity” when it comes to data.
But when data is the bedrock and foundation for what informs your decision making and the fans behind that data are the people you most want to engage and provide an unbelievable experience to… why would you not want the best system and processes possible to ensure your own success?
This is something which I’ve seen sports organisations often become very complacent about over time, ignoring the knock-on negative impact that poor data collection, management and analysis can have on all areas of the business.
This is where Art of Cloud are able to consult and assist organisations by developing a data eco-system and set of processes which create that solid foundation for success.
Winning hearts and minds
At the heart of any change or new project within any organisation, the need to ensure you have full stakeholder and user buy-in from the ’get go’ is imperative. The first metric I always advise organisations to be monitoring closely is the user adoption within their own organisation.
Are your teams engaging with the changed or new platform?
Are they regularly sharing tips and tricks between themselves? Are they coming to you with ideas or suggestions for how the platform could even better support their day to day?
Beyond that, it becomes about really getting to grips with all this fresh, instant access to high quality valuable data, reporting and insights.
Are you able to spot trends quicker and act upon them, seizing opportunities to maximise growth opportunities?
I could talk for hours about all the ways in which organisations can measure success based upon their individual objectives, but you have to let me buy you a coffee first!
Get in touch for more insights (and coffee) and to find out more about how we can help you grow your sports business audience.
