Kicking off our next instalment of our "What's Kraken Down Under" Series, we're leaning on the expertise of our partners from the Carlton Football Club, the Collingwood Football Club, and the Fremantle Dockers. A few months ahead in returning to live sporting events, our partners in Australia have some great insights into the trends that will drive fan engagement - even as live returns.
Interviewee:
Julian Wallace
Digital Manager, Carlton Football Club
What digital or fan marketing trend are we going to see a lot of from the industry this year?
Ooft, that’s a good question. I think we're going to see a lot more around building on "the at-home experience" and replicating as much of that in-stadium feeling as you can for those who can’t be at the game. This could be through AR, apps, competitions and exclusive social media content.
What does Carlton do well when it comes to data?
We’re really starting to use the data we collect on TBits to improve our segmentation elsewhere, and paint a nice picture for new sponsors. It’s much easier to have conversations with partners when you have good data and knowledge of your audience that you can talk to.
What’s been your Covid Keeper? - a habit or hobby you picked up last year that has stuck around
Sleeping during the day? Nah, I started a podcast with a colleague of mine called the ‘Content Catch-Up’ which has been something I’ve really enjoyed and something I’d love to keep going.
AFL players and their mullets…. Y or N?
A no for me. I’m looking for something more original this year. Bring back a nice perm.
Interviewee:
Hayley Hamp
Marketing and Communications Coordinator, Collingwood Football Club | Collingwood Supernetball Club
What digital or fan marketing trend are we going to see a lot of from the industry this year?
I think a lot of digital inner sanctum experiences are going to dominate the sports industry this year. As a lot of in person experiences are still unable to happen, the likes of zoom calls with players and coaches is the way clubs can engage with members, fans and partners. Another interesting trend I’d like to be involved with growing is the connection to international fans who could never attend games in person, regardless of COVID – the growth of the digital space to satisfy domestic fans (and recognition of how important it is) has made marketers realise the potential in the international market, so we’re likely to see a lot more fan marketing in this space as well.
What does Collingwood do well when it comes to data?
Like a lot of brands, including those outside sport, Collingwood are continuously working on gaining more quality data. As a Club which has AFL, AFLW and Netball teams, it’s super important that we have the ability to segment our data to ensure we’re giving our fans across all teams the quality content, news and offers they’re actually interested in. We regularly send communications asking fans and members to let us know what they want to hear about – merchandise offers, partner offers, membership updates and offers (just to name a few)! We also use research to better understand areas for growth, for example who of our AFL members would like to hear about (and attend) a netball match. We are currently on a marketing automation journey to further improve our connection to members and fans which is super exciting.
What’s been your Covid Keeper? - a habit or hobby you picked up last year that has stuck around
I think I became better with managing my time last year, as I lived alone for half the year I made sure I was exercising, cooking, and separating work VS home life to make sure my mental health was looked after. I really enjoyed having this structure and focusing on having the right balance between all my commitments, so it’s something I’m trying to keep on top of now that we’re working from the office and from home! I also improved my baking skills so I’m aiming to regularly bake a new dessert to keep that up haha.
AFL players and their mullets…. Y or N?
Haha! As much as I don’t like mullets in general, I think it adds an element of fun to an athlete’s personality. I think too often the media is very serious about athletes on field performance etc. so it’s nice to have something to joke about (and compare who has the more outrageous hair-do) – so in the context of FUN, yes… show me more wild haircuts.
Interviewee:
Cale Provan
Digital Media Coordinator, Frematle Dockers
What digital or fan marketing trend are we going to see a lot of from the industry this year?
I think NFT’s are really going to come to the forefront for a lot of the sporting industry. The hype around them has only just begun and soon enough they will be very mainstream and popular, i’m super excite to see where things go with them.
What does Fremantle do well when it comes to data?
It’s something we are still trying to perfect, but we’ve really ramped up our ability to run a campaign and turn the data around for it straight away and hit fans with a bespoke EDM or some messaging to get them on board with the club. We want to really maximise the potential of our data leads and there’s a strong focus on it from everyone involved at the club so it’s super positive.
What’s been your Covid Keeper? - a habit or hobby you picked up last year that has stuck around
Workplace flexibilty I think has been a good one. Just the ability to work off-site or from home if I need to/ feel like it and it not be an issue has been great. Covid developed a real trust in the workplace that people could get things done no matter where they are.
AFL players and their mullets…. Y or N?
I’m here for them every day of the week. Big yes.