Best Club Marketing Initiative – Premier League 2017
Everton Football Club conducted a Club record-breaking marketing campaign for the 2017/18 Season Tickets.
An unprecedented level of insight and analysis underpinned the creative campaign, which led to the Club personalising marketing and communications more than even before. This involved the Club creating bespoke e-mail campaigns and organising several fan events tailored for different supporter groups.
In addition to innovative marketing initiatives, a new retention risk analysis led to a number of new initiatives being introduced for supporters, including a new price band for young supporters and new payment options.
At the conclusion of the campaign, we achieved record retention rates amongst supporters, putting the Club in a strong position to sell every available Season Ticket for the 2017/18 Season.
The primary objective for the 17/18 Liverpool FC Home Kit campaign was to surpass sales targets and historical kit launch KPIs. Secondary objectives were to engage LFC fans globally and to raise awareness of the Clubs’ 125th anniversary.
The marketing campaign saw four special fans be delivered a brand new 17/18 Home Kit by one of their LFC idols, captured in their own environment. The outcome was highly emotional, putting our fans first and joining a diverse Global fan base in four memorable moments that they all could relate to. This video piece took the forefront of the marketing plan and was implemented across all channels, ensuring stand out for both the kit, and the Club.
In the last few seasons, Southampton FC, our ‘little South Coast Club’, has made a global name for itself by doing things differently, on and off the pitch. Shirt launches are no exception.
To launch its new 2017-18 kit, which featured an 80s throwback, we tied into fan sentiment around the over-achieving players as super heroes – creating a digital-first, global campaign that spoke to fans of all ages.
Through a unique series of animations, strategic media partnerships and next-level fan engagement, our campaign delivered record-breaking engagement with fans, and delivered best-ever shirt sales for the club’s most successful kit launch of all time.
Swansea City AFC
Give A Jack A Jacket was a social inclusion marketing initiative that aimed to not only give back to the community, it aimed at bringing the fans and the club together.
As a Premier League football club, we have the power to improve the lives of our fans and the less fortunate within our local communities, and that was the challenge we set ourselves when devising this social inclusion marketing campaign.
A simple, yet inventive initiative, Give A Jack A Jacket wasn’t just a positive piece of PR, it was a campaign that the whole club and community got behind to give back and to do some good.
Tottenham Hotspur FC
Tottenham Hotspur’s Stadium Project Virtual Reality Suite (SPVRS) uses the cutting edge technology of Virtual and Augmented Reality to showcase premium packages at its new stadium, set to open in 2018, to potential customers.
The unique SPVRS experience has set a new benchmark in the premium sales and marketing field by helping the customer truly visualise the premium areas and seat views of the new stadium before it is built within a fully immersive VR dome, Oculus Rift headsets and a collection of AR apps.
A comprehensive marketing and PR effort has supported the SPVRS since its official launch on 20 January 2017 contributing to more than 3,000 visitors to the suite. The number of the Club’s Executive Members has already doubled compared to White Hart Lane, with 12 months remaining in the process.
West Ham United FC
To encourage interest amongst fans in renewing and purchasing season tickets for the upcoming 2017/18 Premier League season, West Ham United launched a campaign called ‘We are West Ham United’ to promote the relationship between the club and its fan base.
With over 57,000 seats to fill, the digital team released content reflective of the club’s rich history but also promoting the exciting direction the club is now moving in.
The content included a surprise home visit from Julian Dicks for the first UK fan to renewal. The first global fan to renew received a personal invitation over Facetime from his Norwegian compatriot Håvard Nordtveit for a tour of the stadium. Other popular content included West Ham superfan Marbel receiving a visit from the manager and some star players on her 101st birthday.
The 80-day campaign was a tremendous success when measured against ticket sales. In the first 48 hours of the campaign over 10,000 tickets were renewed with the club ultimately selling 52,000 season tickets with a further waiting list of over 50,000 supporters This means West Ham currently have more season ticket holders than any other London club.