By: Jared Levin
Hello #sportsbiz professionals, checking in again for a modified version of #4TRENDS. First off on behalf of 4FRONT, I hope everyone is staying safe and staying at home for the foreseeable future. As the sports world (and society as a whole) is in an unprecedented point in time, now doesn’t seem like the right moment in time to be highlighting key trends within the industry – as the only highlight revolves around the effects of coronavirus. This virus has created unpredictable issues across the world, but it is imperative that we all came back stronger as sports business professionals and human beings.
The last few weeks have heavily revolved around ideation and approach for how to navigate this strange moment in time. Marketing dollars, for the most part, have been paused due to the lack of events and social interactions and therefore sports properties are scrambling to figure out ways to bring in revenue and stay top-of-mind until sports (and life itself) return to normalcy.
4FRONT has worked tirelessly over the past few weeks to be there as friends as well as business associates for all our partners and prospects. As we all attempt to weather the storm, the ideas below stem from feedback across the industry with a view into how to maximize this time to prepare for the inevitable return to live sports. Like you, we can’t wait for that day to come!
Without further ado, here are #4WAYS we can help. Stay safe out there!
The digital extension of your sponsorships
This is a challenging time for partnerships teams globally as brands re-assess dollars being spent while no sports are being played. With the Force Majeure clause of sponsorship contracts being prevalent, Fan Network can still assist with sponsor make goods. The goal is to amplify the reach of an initiative, sponsorship or piece of content through data and digital media. 4FRONT uses its digital expertise to execute targeted campaigns that are co-branded for your property, athlete AND the brand-of-choice. The added value and revenue opportunities are immense especially as consumers shift their behavior even further into the digital ecosystem. We have executed dozens of Fan Network campaigns for properties such as the Chicago Bears, Hendrick Motorsports and IMG College. Let us help you add value to your sponsors through digital!
Deliver impressions via digital media
It is imperative to stay top-of-mind with your fan base. With the increased digital traffic caused by the coronavirus, digital media is the perfect way to stay in front of your fans. There doesn’t need to be a direct call-to-action, but a simple campaign revolved around delivering impressions and continuing the conversation with your fans can really pay dividends in the long run. Campaigns usually have business objectives such as to sell tickets or merchandise, but an awareness play could be exactly what fans need right now. They want to see their favorite teams and athletes when surfing the web, but not necessarily have the incentive to buy something. Whether it’s Facebook, Instagram, Connected TV, Search or Digital OOH, our digital team can build an awareness campaign for you.
Why even consider paid digital strategies right now?
Good question. In our years of work with our teams and leagues, an average of only 10% of your total audience is reached through organic digital media. With the appropriate messaging, we can help you reach a wider audience of fans who do want to stay engaged with their favorite sport and team.
A thriving business that can be leveraged while traditional sports are on hiatus.
Video games (esports) might be as popular as they have ever been due to the current situation. There are no traditional sports happening currently, but due to the nature of esports – they still go on. Athletes, properties and brands need to take full advantage of the potential eyeballs that a strategic esports-oriented strategy has at this moment. Whether it’s tuning in for a live stream, new merchandise sales, athlete-focused invitational tournament or using data to evaluate sponsorships, 4FRONT has the expertise and capabilities to grow your esports property to the next level.
Engage with your audience through the creation of a virtual studio
Teams and Leagues need to stay in front of their digital audience by any means necessary during these uncertain times. The ability to interact and present via communication platforms such as Zoom, WebEx, Skype and others is imperative, but what if you had the ability to change the game? 4FRONT Technologies is equipped to deliver you state-of-the-art screens, cameras and tripods for your home to create the closest thing possible to an in-person presentation. We are all tired of technical difficulties through screenshare – this solution would eliminate some of the challenges and add value to any future webinar or internal presentation.
Interested in learning more? Click here.
This is arguably the most unique situation that any of us have ever experienced. Nobody has a playbook for how to manage and operate this and nobody is certain when exactly our industry will return to normalcy. 4FRONT is here to help and be part of the plan for planning your return. The ideas above are just a handful of ways our team is uniquely positioned to get your property through these difficult times, and digital campaigns, esports and technology innovation are just a few of the many assists our team can offer at this time.
If you’re interested in learning more about HOW we can help. Feel free to reach out to me at Jared@Team4FRONT.com.
Please stay safe! We will get through this together.
“Obstacles don’t have to stop you. If you run into a wall, don’t turn around and give up. Figure out how to climb it, go through it or work around it.” – Michael Jordan