Coming very soon to a baseball, football, hockey, basketball game, golf tournament, race, concert, play and more near you is the ability to truly connect with the event and / or the arena, stadium or theater where it takes place. It will be up to you to decide if this is something you want to take advantage of and at what level. As many professional, minor league and collegiate teams begin discovering and rolling out their own mobile apps to connect with fans, they are also discovering the ower of beacons to connect with those fans in real time. While fans may shake their heads and worry about possibly getting bombarded with advertisements while trying to enjoy their favorite event, take heart they are not only reminding you to drink and act responsibly, but doing so in a responsible manner and keeping a customer centric approach to add value while adding additional revenue. Here are just a few of the ways events will connect with you and give you ways to stay in touch;
Agendas, starting and ending times, facility maps, safety warnings and guidelines. While many fans are skeptical of how mobile technology to deliver notifications will be used there are a many that will be beneficial to downloading and keeping the apps used to connect with the event, team, artist, etc. of choice for the event you are attending. Maps of the venues to show handicap accessible areas, restrooms, concessions and more will be available as well as any entrance and exit closures due to security, lists of approved things you can bring to the events and more will be time and frustration savers along with the usual possible annoyances like “no flash photography”.
Seating layouts with ticket discount or last minute deals at the event. Everything from single and unsold groups of seats discounted at the last minute to concession deals, merchandise discounts, restaurant packages and more will be made available to entice you and add value to your visit for the event. Look for any number of product providers to “team up” with teams or arenas to offer spur of the moment deals for you to use your mobile device to take advantage of.
Special “fan only” discounts for event attendees. For events like Golf tournaments or races where people often travel miles to see the event, you may be offered discounts on preferred hotels, restaurants or even gas in the area to enjoy before or after the event or even on your commute to or from the event. look for arenas and event manager to get creative for some of these types of event. For local teams and events look for them to grow deeper roots in the community to give local businesses the chance to connect with sporting event and concert going audiences to deliver offers and add value.
Special event listings and areas of interest. With new stadiums popping up regularly these arenas are not only huge sporting and concert event complexes but showcases for the companies sponsoring them. IBM, Mercedes, Target and more all have huge sponsorship deals for stadiums where their name is prominently displayed on the arena as well as showcase areas inside and outside the stadiums themselves. Don’t be surprised if you have a Target app or some other way to connect if the sponsors don’t reach out to offer other events like “backstage tours”, VIP offers, Clubhouse / after hours tours or scheduled events like meet & greet opportunities and special ceremonies. With destination stadiums like the Hard Rock in Miami there will likely be other attraction based events as well that the arena/stadium/theater may announce via a app or use data gathered from previous events to use programmatic or email campaigns.
The bottom line……Teams, artists, event businesses, arenas, stadiums, theaters and more who are not taking advantage of this technology to engage fans and audiences are missing a golden opportunity to have a two way conversation to drive revenue and take experience marketing over the top. The ones that use it to do special player outreach sessions or run special events etc. will see huge opportunities to show engagement, drive incremental revenue and make amazing connections with their core customers, fans and even business sponsors to bring them all together for win/win campaigns and events. By capitalizing on mobile location data alone and using it to reach the fans and attendees to create audiences and segments that can then be reached to promote any number of other events and opportunities that will add value, and add to the experience for the consumer, this presents a huge opportunity to incease ROI in ways not seen before.
Datastreams’ Ingage 360 Allows you to have a complete view of your target consumer with records that are all opted in, and consumers can be targeted offline by postal and telemarketing efforts, online by keyword, interest, and intent. Audiences can be targeted by intent to purchase categories, IP Address (B2B & B2C), and by a device (desktop, tablet, and smartphone). Data can be licensed for append purposes, marketing purposes, and hygiene & verification uses. Datastream will also enhance and enrich a companies existing records through their Ingage 360 platform.
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