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International federation data workshop LAUSANNE, March 22 gustavo arellano, Marketing manager
International federationdata workshop LAUSANNE, March 22 gustavo arellano, Marketing manager
New calendar as of 2017
New era for basketball
The implementation of the new competition calendar raises high expectations in
terms of activation and revenues
The market
Sports landscape is premium-oriented and more competitive than ever
New forms of competition (digital)
clients need to justify the return of investment and are more demanding
@fiba
Partial knowledge on basketball fans
Lack of consistent data /methodologies
Gaps in the analysis of performance: no 360°approach
Limited valuable information available
FIBA MARKETING 2017+In order to demonstrate the value we need to:
Better know fans (profile, behaviour)
Generate ‘sales’ oriented data
Use consistent methodology
Make a comprehensive Assessment of FIBA value proposition
StakeholdersSales • Association with brands
• Assess return of investment
Marketing • Engage fans • Enhance promotion campaigns
Media • Value of the content• Understand audiences behaviour and competitive set up
Communications • Targeted content according to channels• Increase audience reach
Competitions • Leverage host country candidates for FIBA Competitions• Deliver unique fan experiences
Development • Identify barriers to grow the sport
Benefits
RESEARCH PROGRAMME
Consumer insights
crm
360 Media EVALUATION
events legacy
CONSUMER INSIGHTS
CONSUMER INSIGHTSObjective
understand Basketball Fans, the competitive set up and identify opportunities in the market
BENEFITS
data to support sales process and activation opportunities
CONSUMER INSIGHTScONTENT
Market size, interest level, followership and sponsorship behaviour, fan profile, vs other sports
SOURCE
Syndicated reportsAd Hoc Survey
CONSUMER INSIGHTS@FIBA
Consumer Research 2016:
Syndicated report: 30 Markets. Focus: level of interest and media consumption
Ad Hoc Survey: 12 Markets. Online survey 1,000 National representative
360 MEDIA EVALUATION
360 MEDIA EVALUATIONObjectivemeasure, quantify and follow the value of fiba properties across relevant channels with a cost/efficient approach
BENEFITSUnderstand audiencesIdentify opportunities Assess the new era of Basketball
360 MEDIA EVALUATIONcontent:CoverageSponsorship valuationAudience informationSocial media reach and engagement
SOURCE
Media Research partners
360 MEDIA EVALUATION@fiba
Long term partnerships 2017-2021Modular approach according area of expertise Consistency in methodology to assess progress
Media research tender 2017+
CRM
Objective
Complement traditional research with broader analysis and translated into robust actionable insights and effective fan strategies to deliver return of investment
CRM
BENEFITS
CRM
A platform able to collect and analyze meaningful data from different sources to provide market insights to different FIBA Stakeholders in order to:Own & Monetize our audience
Manage customer relationships at every touchpoint to drive participation and engagement with sponsors
Protect and grow our business in the future
Areas to cover
SOUrce
Data from: Online subscriptions, participation, digital, ticketing
CRM
Fan experience, fan segmentation, fan engagement, sponsorship sales & activation, digital strategy and more
@fiba
CRM
Segment fans and understand level of engagement
Optimise digital content strategy
Strengthen partner propositionAdd value to FIBA stakeholders
Consumer Intelligence Solutions project:
Events legacy
Events legacyObjectiveDevelop a consistent strategy to assess FIBA events legacy with special focus in economic impact and sustainability
BENEFITSEstandarise the analysis on the impact of our major events to communicate better the holisticbenefits of hosting FIBA events
Events legacycontent
Economic, social and environmental impact
source
LOC and research partner
Events legacy@FIBA
Develop strategy for events assessment 2017+ with the main purpose of leverage candidates for FIBA competitions
Thank you!
