Striking new paths in Athletics

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1 Striking new paths in Athletics Berlin 2018 More than a European Championships! European Athletics Communication Managers Seminar March Berlin, Germany

2 Agenda Athletics position in Germany Market research Results and effects How to reach our target groups? Communications, strategy & experiences Berlin 2018 More than a European Championship Connection to Glasgow DAS SPORT FESTIVAL

3 Market research Football Motor Racing Athletics 36% 36% MARKET RESEARCH Boxing 35% & DERIVATION (19,99m)* Biathlon 32% Swimming Alpine Skiing Ice Hockey Handball Cycling Tennis Basketball Gymnastics Top-2-Box: very interested + interested 24% 23% 22% 31% 29% 28% 28% 28% 39% 64% not interested 38% very interested 12% less interested 26% interested 24% Top-2-Box: Top-3-Box: 62% (34,18m)* *representative sample: person between 14 und 65 years *ca. 55,219 Mio. (Source: MA Radio 2015 I)

4 Strategic derivation Director Claus Frömming Set an intense focus on communications!

5 Communication medium Market research Magazines Sports Magazines 6.30% 7.40% Radio 11.40% Club Information Internet Newspaper 17.80% 18.40% 21.70% Private recommendation 32.30% TV 41% others 26.90% *multiple answers possible

6 Main target market

7 Strategic derivation Start sales early to allow referral marketing! Create a strong brand identification!

8 DNA of Berlin 2018 Our communicative goals and principles: valuable surprising different in love with detail Berlin 2018 is NOT just another big sporting event Berlin 2018 will be a live entertainment experience Development of a CD / CI at the beginning of the ticket sales process

9 Strategic Derivation /08/ /08/2016 phase I: Berlin start of ticket sales and online communication Focus: Berlin & awareness 02/2017 phase II: Germany onsite acquisition Focus: awareness & penetration 04/08/2017 phase III: Europe intl. media & fans, influencer, new target groups Focus: awareness, retargeting, penetration, involvement Early start of the ticket sales, Influencer marketing & creation of multiplicators phase IV: event visitors, tourists, intl. media & fans Focus: involvement

10 Market research 51 % See Ticket- and Hotelprices as most crucial for their buying decision 14 of 16 States in Germany have school holidays 40 % Consider high prices as obstacle 4,8 Days Average duration of stay during WC 2009

11 Ticketing Develop a highly attractive ticketing concept and approach to the travel market!

12 Ticketing Family-Ticket Evening sessions starting from per capita Combined Events Tickets 140 for cat. 2 individual choice of seats per session Special group offer (7-18 years) 15 or more person = 35% discount on cat. 3 Tickets + 1 free ticket for an accompanying person

13 London special

14 Market research For 60 % of the respondents outside Berlin the Events attractiveness increases through Berlin as hosting city

15 Strategic derivation Create a strong brand identification!

16 Branding

17

18 Market research Football Motor Racing Athletics 36% 36% COMMUNICATION Boxing 35% & EXPERIENCES (19,99m)* Biathlon 32% Swimming Alpine Skiing Ice Hockey Handball Cycling Tennis Basketball Gymnastics Top-2-Box: very interested + interested 24% 23% 22% 31% 29% 28% 28% 28% 39% 64% not interested 38% very interested 12% less interested 26% interested 24% Top-2-Box: Top-3-Box: 62% (34,18m)* *representative sample: person between 14 und 65 years *ca. 55,219 Mio. (Source: MA Radio 2015 I)

19 Communication Concept Be creative, Be innovative, Be brave and inspirational Improve the image of athletics Support the city marketing of Berlin Bring the diverse, easy-going and sophisticated Berlin lifestyle to the global public Impress with emotions, stories and insights Create and experience for all senses of the sport and the atmosphere

20 Strategies Berlin 2018 cooperates with external events

21 Strategies Berlin 2018 creates own events

22 Strategies Berlin 2018 has innovative appearances

23 Strategies Berlin 2018 cooperates with external media

24 Strategies Berlin 2018 cooperates with external media

25 Strategies Berlin 2018 produces own content per edition per edition

26 Strategies Berlin 2018 interacts with athletes

27 Market research Football Motor Racing Athletics Boxing Biathlon Swimming Alpine Skiing Ice Hockey Handball Cycling Tennis Basketball Gymnastics Top-2-Box: very interested + interested 24% 23% 22% 31% 29% 28% 28% 28% 35% 32% 39% 36% 64% RESULTS not interested 38% very interested 12% less interested 26% interested 24% Top-2-Box: 36% (19,99m)* Top-3-Box: 62% (34,18m)* *representative sample: person between 14 und 65 years *ca. 55,219 Mio. (Source: MA Radio 2015 I)

28 Ticketing 15/03/

29 Ticketing 03 / 2018

30 Ranking International ticket purchases Ranking Country Ticket purchases 1. United Kingdom Switzerland France Finland Norway Netherlands Sweden Belgium Czech Republic Poland 763

31 Average ticket price Average price / ticket Ticketmaster 44,24 43,44 Eventim 43,24 42,93 Berlin ,81 37,69 Ticketing goal Total 43,61 43,01

32 Retargeting Campaign Costs Purchases Conversion Value Lookalike Audience 1.381, ,33 Shopping cart dropouts 1.152, ,56 Total 2.533, ,89

33 Strategic derivation Set precise focus on target markets! Increase investments in retargeting! Act more as a live entertainment advertiser and not as pure organiser!

34

35

36

37

38

39 How does the target group look like?

40 Berlin is spoiled!

41 Athletics is More Showdown. More Medals. More Thrill. More Fun. More Variety.

42 Athletics is more than two goals in 90 minutes!

43 European Championships 2 Cities 7 sports Berlin Glasgow

44 DAS SPORT FESTIVAL

45 Next steps / opportunities Cooperation with DFL regarding TV spots Cooperation with Berlin professional clubs The News Market (EPC) European Mile Connect first week of Glasgow with BERLIN 2018 Consistent TV branding Consistent venue dressing

46 145 days to go!

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