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The relationship between customers and companies has been a constant subject of research for many years. This leads to the concept of the customer journey, which is a process that includes all interactions between a company and a potential customer in the process of purchasing a product or service. Mapping the customer journey is the key to understanding potential consumers and identifying, from a customer-centric perspective, what obstacles and questions users have to overcome and analyze them before making a purchase. becomes essential.
Fan Journey: The Customer Journey in Sports
The sports industry is characterized by two important aspects: high competitiveness among companies and a sense of belonging among fans.
Organizations are constantly looking for ways to engage fans and improve the overall experience across all available virtual and physical touchpoints, including apps, social media, streaming, and in-venue. An important aspect is to understand and map the fan’s journey, which essentially corresponds to the customer’s journey in the sport.
Sports companies need to focus on three key aspects of the fan journey:
- Anticipation of a sporting event.
In the pre-event phase, fans have expectations, seek information, and are emotionally charged. Companies need to seize these moments and create quality content for their fans so they can fully engage. At this stage, brands can foster a sense of community, create expectations, and strengthen fan loyalty to emotionally connect fans to the brand. - Live sporting events.
At this stage, brands must be able to leverage technology to provide fans with an immersive and unforgettable experience, including offering additional interactive and exclusive services. - Participation after the event.
Regardless of the outcome of the sport, brands must maintain a lasting relationship with their fans and be able to leverage the emotion afterwards to continue engaging with them. For example, post-event highlights, interviews, and analysis are just some of the types of content that increase social media interaction and strengthen your sense of community.
The fan journey is a dynamic process that requires a deep understanding of your fans. This allows sports clubs to implement effective strategies based on technology, experience personalization, and community engagement. The result is building a long-term, loyal fan base.
Experiential marketing that increases perceived value and brand loyalty
Experiential marketing aims to create unique experiences for people and build emotional, personal, and lasting bonds between people and brands.
The intensity of the experience is built to be engaging, relevant and personalized to promote a lifestyle that goes beyond just the product or service being sold. Experiential marketing allows brands to “live” through events where consumers connect with the brand and its products.
Experiential marketing can be used in any situation, but it’s especially effective in sports. Using this technique, people share their experiences through word of mouth and social media. This positive sharing strengthens brand affinity as consumers feel closer to the brand and its philosophy, allowing them to build a more lasting relationship with the brand based on emotional factors.
Combining fan journeys and experiential marketing: The most effective strategy for creating memorable fan experiences
The first example concerns the use of experiential marketing during the fan journey stage before a sporting event. Brands can think about using music, lighting, and special effects to create an immersive atmosphere for fans.
A second example is when a brand decides to offer fans a special experience after a sporting event. Brands create unique experiential moments for fans, such as giving fans the chance to meet their sports idols, offering tours of locker rooms and sports facilities, and considering other customized experiences. may decide.
The digital revolution has highlighted the importance of technology in shaping the future of sport, redefining not just the game but players, fans and the industry as a whole. The critical role of technology in sports is clear, revolutionizing the way we reach audiences in new ways and forging vital connections that will propel the sports industry into a future of limitless possibilities.
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