Page 1 ... BECOME ENTERTAINMENT. ⢠CREATE FANS ENGAGEMENT⦠⢠STORIES TELLING. ⢠AND MORE ⦠... CREATES GLOBAL
YOU ARE NEVER A LOSER UNTIL YOU QUIT TRYING
Hungary and Belgium • 10mio vs 11 mio • Small, low profile and need to do a LOT with NOTHING or close
SPORT EVOLUTION
CHANGES FOR ONE PURPOSE • • • •
TECHNOLOGY WHO WE TALK TO SOCIAL & MEDIA HOW EVENTS ARE COVERED TO BECOME ENTERTAINMENT • CREATE FANS ENGAGEMENT… • STORIES TELLING • AND MORE …
FOMO
THE UNBORED GENERATION
MEDIA
ATHLETE IS A MEDIA
GAMES COVERING
PLAYERS POINT OF VIEW
CREATES GLOBAL FAN ENGAGEMENT
STORIES ARE TOLD
MORE REVENUES
WHY?
STORY TELLING • IF YOU WANT TO MAKE AN IMPRESSION, YOU CAN TRULY DO IT BY STORYTELLING. • IF PEOPLE CAN’T REMEMBER WHAT YOU SAID, THEY CAN’T TAKE ACTION, SO YOU MUST CREATE A STORY!
TOTAL FOOTBALL
WE HAVE TOO
MARKETING STRATEGY NEED BASIS BE BELGIUM NO POLITIC AMBIANCE MODERN YOUNG = FUTURE
NEED TO HAVE COMMUNICATION THAT WE CONTROL >< MEDIA ALWAYS NEGATIVE COMMUNICATE
FINISHED IN BEST 4 & QUALIFICATION FOR BEIJING 2008.
OLYMPICS BIG SUCCESS…
FIRST EUROPEAN NATION & FINISHED 4th AT THE TOURNAMENT FEDERATION GOT HIS PLAN
3 STEPS 1. Sign significant number of Media Partnerships to give more exposure to the different products of the Belgian Football Association… 2. Manage yearly media budget of 1.2 millions of Euro. Print-Press, Outdoor Advertising & TV (included in our TVRights) 3. Request budget to create a campaign 50.000€ budget
for a year.
February 2010, started working on new image campaign for qualification EURO 2012
added news directives :
• Focus on the players • Include the people « envolved » in the football in Belgium. • Modernity, creativity • Not result related
QUALIFICATION CAMPAIGN FOR EURO 2012…
Didn’t qualify but a big popular succes. 4000 supporters in Germany for the last qualifier.
March 2012…
• MORE FOCUS ON PLAYERS • INCLUDING SUPPORTERS • CREATE DIRECT LINK BETWEEN SUPPORTERS & PLAYERS VIA SOCIAL MEDIA. • TAKE RISK TO LINK WITH RESULTS.
800.000 Fans
120.000 Followers
BUZZ IS ALSO OUR BUSINESS
Marketing Strategy is build up over years •Give structure to the product •Impose your product. (media plan) •Communicate values of the product •Create dynamic that will come more and more commercial. •To Attract the supporters •To Attract the partners. •To Develop licensing/merchandising •Finally, if possible, enlarge your target….
THANK YOU
SPORTIZON THIERRY DE RIDDER STRATEGIC AND COMMUNICATION DIRECTOR BRUSSELS
