Mobile Opportunities for the Sports Industry April 4, 2012 at 2:00 PM - 3:30 PM Mobile Opportunities for the Sports Industry Mobile in sport has been around for a while now and most industry players have a strategy in place to maximise it's potential for them. The question is, what are they doing, and more importantly which approach works the best? SportBusiness dedicates a whole day to opening up discussions into questions just like this in its upcoming mSport Summit, and to give you a taste of what's to come we're offering you a FREE webinar on mobile sport. Title: Monetisation of Football Content Speaker: Tom Horsey Tom Horsey, Senior Partner of the Crazy4Media Group, and CEO of Froggie Mobile Marketing Solutions, will show you how sporting clubs of all sizes are making the best use of what mobile can offer. Including case studies on the use of mobile by small, medium, and large sized teams. This webinar features a guide to: * Creating and build effective relationships with local fans * Developing stronger relationships with distant fans * Using mobile as a successful CRM tool

2. Corporate information
The Crazy4Media Group is made up of various companies
specialised in different areas of the interactive marketing
sector. Each company runs complementary functions and
knowledge, thereby allowing us to offer innovative,
ambitious, and above all effective global interactive
marketing campaigns.
Currently we are a team of 60+ staff, with invoicing of over
20M€ in 2011.
Our client portfolio includes companies such as:
• Vodafone
• Vivaki
• LAN Airlines
• Sevilla FC

3. Should you be using mobile marketing?

4. What
is
mobile
marke.ng?
In
order
of
general
effec.veness
(in
our
experience)
• Direct
mobile
marke/ng
(SMS
push,
Audio
push,
Video
push,
App
no/fica/ons)
• Mobile
adver/sing
• QR
Codes
–
Couponing
• Smartphone
apps
• Social
Media
(SoLoMo)
• Video/Videocall
portals
• Proximity
marke/ng
–
Bluetooth/Wifi/NFC
Fuente:
Crazy4Media
Group
client
campaigns
from
2011

5. Why
mobile
marke.ng?
• Ubiquitous
(there
were
5.3
billion
registered
mobiles
in
the
world
in
July
2011.
76%
of
the
global
popula/on.)
Fuente:
Mobithinking
• Always
with
us
• Always
on
• Billing
mechanism
• Interac/ve
device
• Communica/on
device
=
Immediate
responses
• Personal
(1
to
1
communica/on)
• It
works!!
Low
cost
per
promo/onal
impact

6. The
mobile
audience
Smartphone penetration
(USA)
70%
60%
13-­‐17
50%
18-­‐24
40%
25-­‐34
35-­‐44
30%
45-­‐54
20%
55-­‐64
10%
65+
0%
Q3
2010
Q3
2011
Source: Nielsen , 3 Noviembre 2011
http://blog.nielsen.com/nielsenwire/
online_mobile/generation-app-62-of-mobile-
users-25-34-own-smartphones/

7. The
mobile
audience
Attitudes towards mobile marketing SMS, the lowest common
(Spain) denominator
80
O2 Media announces that O2 More
70
has reached 6 million users.
60
50
93% of users open a message within
40
5 minutes of receiving it.
30
20
Source: O2 Media, 7 September 2011
http://www.o2media.co.uk/news
10
0
Willing
to
receive
more
adver/sing
With
mobile
adver/sing
I
access
on
their
mobile
phone
in
exchange
informa/on
that
I
do
not
receive
for
something
of
value
through
other
channels
Source: IAB Spain y The Cocktail Analysis, Mobile Marketing
en España. November 2011
http://recursos.anuncios.com/files/457/97.pdf

8. Comparison
of
mobile/online
for
CPG
campaigns
Percent Impacted: Delta (Δ) CPG Mobile
CPG Online
+25.0
+9.3
+6.5
+5.1 +5.4
+1.7 +4.6 +1.6 +1.6
+2.3
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic MarketNorms for Online, Last 3 Years through Q1/2011
CPG Mobile N=41 campaigns, 37,649 respondents; CPG Online N=881 campaigns, 996,812 respondents. Delta (Δ)=Exposed-Control

9. What are other clubs doing right now?

10. Club objectives
1.
Direct
contact
with
fans
2.
Mone/sa/on
1.
CRM
2.
Mone/sa/on
3.
Direct
contact
with
fans
1.
CRM
2.
Mone/sa/on

11. Mobile content clubs
Downloading exclusive club content.
Adapting and
converting official
content into a
mobile download
format with an
exclusive code, and
incorporating
mobile options so
they can be paid for,
and downloaded by
users on their
phones.

12. Database generation
Online
promotions to
generate
databases of
premium users.

13. TV Chat
Interactive participation.
Allowing fans to send
text messages to the
their television screens.

14. Raffles and opinion polls
Up-to-date promotions and information.
Premium SMS and voice
platforms that let us obtain fans’
up-to-date votes and opinions
on a proposed topic: match
sweepstakes, opinions about
new signings etc.
Used particularly by radio stations
in conjunction with Social Media
platforms.

15. Direct mobile marketing
Send promotions,
notifications, or any
other club information
via SMS/WAP/video
push and smartphone
application push to opt
in fan databases.
abril
12
CORPORATE
15

16. Video Portals
Interacting via 3G videocalls.
3G videocall portals
where fans can find all
the information they
need about the club,
interact with other
fans and even have
videochats with the
players, trainers, etc.

17. Video Scoreboards
Interactive encouragement during matches.
Real time SMS and video call
service where users can
send comments, opinions
and words of encouragement
to their team which appear
on the scoreboard screens at
the grounds whilst the game
is on. Also possible to do the
same with games etc.

18. Smartphone apps

19. Done that. Now what?

20. 1.
Op.mise
your
website
for
mobile
and
tablets
In EU5, Over 13 Million Smartphone Users
Access Mobile Retail Sites
Mobile retail is one of the fastest growing
activities amongst smartphone users, with more
than 13.6 million EU5 smartphone owners
accessing a retail site in October 2011. Similar
to other trends revealed in this study, the UK
had the largest audience with 4.7 million people,
but Germany accounted for the largest increase
in users with a 112 percent growth year-over-
year.
http://www.mobile-ent.biz//news/ http://www.comscore.com/connected-europe
read/40-per-cent-of-tablet-users-
encounter-problems-when-browsing-
websites

21. 2.
Incorporate
mobile
payments
to
your
offerings
http://www.wired.com/epicenter/2012/03/opinion-grimshaw-sink-
swim/all/1
http://www.nielsen.com/us/en/insights/reports-downloads/2012/us-digital-consumer-report.html

22. 3.
Think
about
mobile
SEO
&
SoLoMo
• Different searches (shorter) • Google Latitude
• Different competition (90% of all • Foursquare
websites are NOT mobile • Facebook
optimised) places
• Different titles/descriptions (less • Gowalla
text) • Uwanna
• Local results are important • Oikian
• etc….

23. 4.
Use
QR
codes
and
coupons
to
link
“physical”
and
“digital”
Starbucks mobile
• Discount coupons
• “Likes”
In only one year Starbucks in the USA
• Websites
has processed 26.000.000 mobile
• Links to payment pages
transactions
http://www.youtube.com/watch?v=or6U0GeZ4j0
http://www.youtube.com/watch?
v=fGaVFRzTTP4

24. 5.
Use
professionals
Percent Impacted: Delta (Δ) Mobile Best Performers
Overall Mobile Performers
Mobile Worst Performers
+44.4
+29.8
+19.9
+18.1
+16.3
+14.5
+12.1
+5.9
+3.9 +4.7
+2.4
-2.7 -4.0
-1.3 -4.9
Aided Brand Mobile Ad Message Brand Purchase
Awareness Awareness Association Favorability Intent
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011
Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control
24

25. Many
thanks
for
listening.
Tom
Horsey
Senior
Partner
Crazy4Media
Group
Calle
Arquitectura
2
Torre
11,
Planta
7
41015
Sevilla
tomhorsey@crazy4media.com
Phone:
954
98
08
48
Linkedin:
hjp://www.linkedin.com/in/tomhorsey
Twijer:
@tomhorsey