Is it a good time for more personal interactions?

I had a birthday recently (thank you 😁 🎉 ), and it was interesting to see how different organisations celebrated it with me, and those that did not.

This left me wondering whether sports could be leveraging the data we have to provide more value in our participants, fans and volunteers' lives.

Because Nike & IKEA gave me examples of how leading global brands nurture relationships, and how local sports franchises show up for their customers.

But there are many other sports organisations, clubs, and event providers that I didn’t hear from.

𝘞𝘩𝘪𝘤𝘩 𝘭𝘦𝘧𝘵 𝘮𝘦 𝘸𝘰𝘯𝘥𝘦𝘳𝘪𝘯𝘨... 𝘤𝘰𝘶𝘭𝘥 𝘵𝘩𝘦𝘺, (𝘰𝘳 𝘴𝘩𝘰𝘶𝘭𝘥 𝘵𝘩𝘦𝘺?) 𝘣𝘦 𝘥𝘰𝘪𝘯𝘨 𝘮𝘰𝘳𝘦?

Many of us still feel a bit uneasy when brands, apps, etc seem to know more about us than we know about ourselves, or that we feel they should.

But I feel like today’s reality is as long as it’s making my life better, being used for good and not for evil, then it's OK.

And, if they aren’t, then I’m probably drifting away from them, and they’re probably falling behind others that do.

I do quite like Spotify personalising my listening experience, YouTube making suggestions on videos to watch, and yes it was quite good to hear from Nike and co-on my birthday.

So, should NSOs, SSOs, Clubs, events and other sports providers be using the data more?

I'm certainly on the database of many.

𝗦𝗼 𝗶𝘀 𝗶𝘁 𝘁𝗶𝗺𝗲 𝗳𝗼𝗿 𝘀𝗼𝗺𝗲 𝗺𝗼𝗿𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗲𝗱 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀?

When designing sporting experiences we are also very conscious that milestones in people's lives, like their birthdays, are a good time to be showing up.

The research shows us that people look to make lifestyle changes, signing up for events and new activities around ‘temporal landmarks’ in their lives, so birthdays seem like a good time to be celebrating with your customers!

So ‘Dates of birth’ are certainly one piece of data that we all have, but there will be many more examples of how you might provide interactions that are more relevant and valuable for your customers.

𝘈𝘯𝘥 𝘧𝘰𝘳 𝘺𝘰𝘶.

You may have that in place, but if you don't, its a good time to be exploring how a more personalised relationship may drive more recruitment, retention and revenue.

#sport #events #sportsmarketing #experiencedesign #sportexperiencedesign

𝘐’𝘮 𝘩𝘦𝘭𝘱𝘪𝘯𝘨 𝘴𝘱𝘰𝘳𝘵𝘴 𝘨𝘦𝘵 𝘮𝘰𝘳𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘮𝘰𝘳𝘦 𝘪𝘯𝘷𝘰𝘭𝘷𝘦𝘥 𝘧𝘰𝘳 𝘭𝘰𝘯𝘨𝘦𝘳.

(𝘳𝘦)𝘥𝘦𝘴𝘪𝘨𝘯𝘪𝘯𝘨 𝘴𝘱𝘰𝘳𝘵𝘴 𝘸𝘪𝘵𝘩 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦𝘴 𝘸𝘦 𝘤𝘢𝘯 𝘢𝘭𝘭 𝘣𝘦 𝘱𝘳𝘰𝘶𝘥 𝘰𝘧.

𝘐𝘧 𝘺𝘰𝘶 𝘯𝘦𝘦𝘥 𝘴𝘰𝘮𝘦 𝘩𝘦𝘭𝘱 𝘸𝘪𝘵𝘩 𝘵𝘩𝘢𝘵, 𝘱𝘭𝘦𝘢𝘴𝘦 𝘥𝘰 𝘭𝘦𝘵 𝘮𝘦 𝘬𝘯𝘰𝘸