Benefits of Mobile Marketing for Sports Properties

Traditional media has historically relied on a delayed response from consumers, for example, if a consumer sees a billboard or newspaper ad, hears a radio commercial, or watches a television spot regarding purchasing season tickets/game-day tickets, he or she may think about it for days or weeks before he or she takes action.

Frequently, with traditional advertising, consumers need to receive multiple impressions of an ad before the message sinks in enough to trigger a response, but SMS makes it possible for the consumer to respond instantly, within minutes of seeing an advertising message. Once he/she sends a mobile response and opts-in to the promotion, he/she becomes part of the brand, interacting with it through repeated contact.

· Mobile marketing is not forced advertising, but opt-in experiential marketing and brand interactivity. Unlike traditional advertising, it offers something to the consumer that is compelling and win/win for the consumer and brand alike.

· While mobile leverages traditional media, the way mobile users interact with mobile initiatives is very different. In short, mobile engages the consumer or audience with content they value in permission based interactivity with the brand.

· Mobile leverages content… and “Content Creates Contact”

· Loyalty builder providing a constant brand impression that lives on the consumer’s handset

· Content is an experience which is more valuable than just advertising

· Brand trust is residual–mobile can build trust that carries over into consumer’s behavior in other channels (retail, web etc.)

· Works towards the all important “goal alignment” between the consumer and the brand–they both want the same thing

· Mobile marketing can be desired communication, even more powerful than the “cool TV ad.” Mobile does more than advertise… it entertains.

· Mobile is experiential in nature, which should be leveraged to the max

· New Revenue Streams

· Drive Traffic to Events

· Build Campaigns that Attract New Partnerships & Enhance Existing Ones

· Influence Purchase Decisions

· Create Programs to Engage, Entertain, and Retain Your Fans

· Mobile Web “Call to Action” Platform

· Develop a Text Message Database

· Impact Tickets, Merchandise, & Concession Sales

· Produce Social Media Mobile Platform

· Ignite and Extend the Live Event Experience

· Integrate Mobile into an Existing CRM Strategy

· Generate Cross Channel Participation

· Increase Brand Loyalty

· Activate Traditional Media Spends


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New York Office:
Dean Steinman
 
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