Sports Clubs - Football & Rugby
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The intent of this document is to provide ideas of how Sports Clubs can use SMileS text messaging services. This will be done by explaining how two existing customers use the service. I will use our work with Huddersfield Town and Huddersfield Giants as examples. For sports clubs, both large and small, it's not just about winning on the pitch - it's also about winning commercially and with building loyalty.
HUDDERSFIELD TOWN
Driving ticket sales - 'bums on seats' campaign
The first campaign where HTAFC used SMileS was to promote a discounted ticket promotion.
Non-season ticket holders were sent a promo text the Saturday evening after an away win, which read something like ...
"To reserve your £5 discount off any ticket next Saturday, just text BOOK to 80988". A reply message was sent to each respondee reading “thanks for reserving your ticket discount, we'll ring you on Monday to reserve your seats".
From this very first text activity Hudds Town sold over 120 tickets to non-season ticket holders. Incremental income, a campaign profit, a great start.
Competitions, voting and data gathering
SMileS introduced a new idea to HTAFC, that being a Man of the Match voting system. We reserved the keyword of TOWN on the shortcode of 84383. During the second half of the match supporters are presented with a clear invitation on the stadiums massive digital screen, saying
"For a chance to win a fantastic money-can't-buy prize and to vote for your Man of the Match, text TOWN and player number to 84383. Eg text TOWN 7 to vote for Gary Roberts. Texts cost one standard network rate message plus £1.50. Ask bill payer for permission."
The text voting provided a consistent income stream and helped to build a database of new mobile numbers, all eager for information and offers from the club. A win-win situation.
Connections with businesses
We have chosen the keyword and shortcode combination of HTEA on 67777 to be used by the shiny new Huddersfield Town Enterprise Academy across all its promotional literature and online presence. Anyone interested in joining the HTEA can then show their interest by simply texting HTEA to 67777 at anytime of the day or night; each enquirer immediately receives a response message to tell them that their enquiry has been received,; concurrently Lisa Devine in the Huddersfield Town commercial team receives an email from the SMileS server advising her to contact the enquirer.
SMIleS will also be used to remind people by text message of events and meetings organised by the HTEA; and even to remind them of their complimentary ticket to a home game, to experience the benefits of a relationship with the Huddersfield Town Commercial department.
HUDDERSFIELD GIANTS
Season Ticket reminder
The Giants used SMileS to remind season ticket holders to reserve their existing seats for a new season; the initial two invitations were sent by email after which all those who hadn't responded were delivered a final reminder by text message. This final reminder worked really well, probably due to the fact that is actually was a final reminder sent very close to the end date of reserving, but also because is went direct to the person intended and included a contact method which was quick and easy to follow from a mobile phone.
Affiliate Marketing
As a goodwill gesture to both fans and a key sponsor, The Giants sent a promotional text message to a group of supporters asking them to consider using Thomas Cook to book their holidays; there was also the incentive of 10% discount if they showed the text message when booking. This built loyalty with both supporters and a partner company. Another win-win (&win).
Purely Promotional
The Giants used text messaging to give priority to season ticket holders when issuing cup match tickets during their successful run last season (all the way to Wembley).
A distribution list was produced which could be sent a text message within a couple of minutes of drawing up a new campaign. This helped to supply season ticket holders quickly, after which spare tickets were put on sale to others greatly improving the efficiency of ticket allocation.
The service from SMileS was first class and very supportive from start to finish. We look forward to working with them again next season."
James Brammer - Huddersfield Giants
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