Our Blog Posts

We hope you enjoy our blog posts - they demonstrate the way we think and work.

The Sports Industry: Top of the Email Marketing League?

The sports industry really leads the way when it comes to some of our off-the-field activities:  we’ve been supporting our communities for years (before CSR ever became a watchword), 70% of all sponsorship budgets are spent on sport, and regardless of which member of the Royal family gets married, it’s either the FIFA World Cup or Summer Olympics that can claim the title of “the biggest global TV audience ever”. But when it comes to traditional marketing, we have to hold our hands up and admit we don’t do it as well as other b2c, or indeed b2b, industries.  In...

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SPONSORS – SWEAT YOUR ASSETS NOT YOUR BUDGETS

There are more companies in this world who are not sponsoring sport than are sponsoring it.  That’s a fact.  But as an industry, we want to two things – 1) more companies sponsoring sport, and 2) those companies that are sponsoring, spending more on it.  Well, actually we want three – we also want them to use their sponsorships to great effect, to achieve the optimum ROI and to directly influence the growth of their business (and if we achieve that, the natural result will be that we achieve 1 and 2).  That might sound obvious because let’s face it,...

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THE SINGLE CUSTOMER VIEW – IT’S NOT THAT COMPLICATED

“Experts” have a habit of making things sound more complicated than they are – this allows their expertise to appear even more valuable than it actually is.  So let me dispel a myth that seems to be perpetuated by the CRM industry – achieving the holy grail of data driven marketing, the Single Customer View (SCV), is not that complicated! Wikipedia’s definition is that SCV is “is an aggregated, consistent and holistic representation of the data known by an organisation about its customers”.  And that’s it.  No scientific formula, no techno-babble that has marketers running for cover.  It’s just all...

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ARSENAL THE REAL WINNERS IN DELOITTE FOOTBALL MONEY LEAGUE

Deloitte recently released the 16th edition of their Football Money League, a summary of the 20 highest earning clubs in the world (see the infographic here).  Their League is published eight months after the end of the previous season and is widely considered “the most contemporary and reliable analysis of clubs’ relative financial performance” in three key areas:  matchday, TV and commercial. Much has been reported about some of the key statistics, such as Real Madrid retaining its position at the top and breaking €500 million for the first time, and Manchester City’s meteoric rise from twelfth spot to fifth.  But...

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