Chelsea FC chooses SmartFocus for its supporter marketing
Chelsea has followed the recent move of Manchester United to use SmartFocus software to track and analyse their marketing campaigns to laser target them to their supporters and have a better result in the form of their ROI. This will allow them to merge all of the data gathered into finding out what the fans want.
SmartFocus technology will allow the football club to get inside their supporters head and find out what they are looking for from the club and use this information to release new products increasing their overall profit. Chelsea FC’s head of CRM, Natalie Waddell stated that as their business continues to grow it’s imperative that they maintain a good relationship with the supporters. They believe that with the correct tools they will be able to build a “one customer view” allowing them to tailor marketing campaign much more targeted and profitable for years to come.
The fans will also benefit from this move because in today’s world it’s not just what happens on the field to whether football clubs are successful and respected. The managers have to ensure that they market things in the correct way to avoid any negativity against the club itself. Correct marketing, consumer research could be an improvement of their overall fan base making them much more desired when it comes to the actual football games.
They appointed SmartFocus to design and integrate the software into their infrastructure which will then be managed by the current marketing team with the hope to gaining a better understanding of the fans. Building a more friendly relationship knowing what products and services they are looking for.
SmartFocus has been a very successful company handling the marketing angle for over 400 previous customers who include ASOS, Centerparcs, Harrods, Hilton International and many more.
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