How can sports teams use SMS marketing?
With over four hundred different internationally recognised variations, it's safe to say that sport has a huge influence on our lives. Its inclusiveness and ability to unite us through either participating or spectating is what makes it special. It dominates the betting industry, online fantasy games and goes simultaneous with tailgating and meeting up with friends. With large scale events like the FIFA World Cup and Super Bowl Sunday, even the most casual of fans are likely to get involved in some way or another. And, with the global sports market reaching a value of nearly $488.5 billion in 2018, the numbers back it up.
When it comes to marketing, sport is an interesting industry because professional teams have a die-hard fan base that is extremely loyal and is heavily influenced by geographical location. Therefore, once a fan has selected the team that they are going to support, it is usually very unlikely that they will the change teams in the future. That being said, high-quality marketing should not be overlooked because it can help to convert casual fans that only watch a few games per season into yearly season ticket holders. Simultaneously, great content by a local team could be the difference between attracting new fans or losing them to global brands like Manchester United or the New England Patriots.
Professional sports teams are generally very effective when it comes to marketing their teams, especially on social media. Some great examples would be Bristol City's goal GIFs or the Sacramento Kings Twitter page. However, one marketing channel that is overlooked by many professional sports teams is SMS marketing. By using text messages to communicate with fans, sports teams can get their updates placed directly into customer inboxes. Furthermore, with open rates of 98%, professional teams can feel confident that their messages will be seen by almost all of their fan base. Additionally, in 2018 the number of UK households with a mobile phone in 2018 was 95%, but only 73% of the population owned a smartphone. This means that there is a significant number of people that are accessible via SMS but not via other online channels, providing teams with a great opportunity to target supporters that often lose out on hearing about team updates. Here are some of the different ways that SMS marketing can be used by sports teams: