TaiSPO Running events changing with the times. Challenges and consequences for the running market on the example of the BMW BERLIN-MARATHON

Transcription

1 Running events changing with the times Challenges and consequences for the running market on the example of the BMW BERLIN-MARATHON TaiSPO 2018 Marathon and Sports Marketing Forum March 09, 2018, Taipei

2 OVERVIEW 1 IMPRESSIONS FACTS/ ABOUT US CHALLENGES FOR RUNNING EVENTS THE RUNNING MARKET CONSEQUENCES FOR RUNNING EVENTS 2

3 IMPRESSIONS

4 IMPRESSIONS

5 FILM 5

6 OVERVIEW 1 IMPRESSIONS FACTS/ ABOUT US CHALLENGES FOR RUNNING EVENTS THE RUNNING MARKET CONSEQUENCES FOR RUNNING EVENTS 6

7 WORLD RECORDS The World s fastest course Ten world records, seven since

8 MARATHON OF THE DECADE In 2009 the BMW BERLIN-MARATHON received the AIMS* award Marathon of the decade. *Association of International Marathons and Distance Races 8

9 LARGEST MARATHON IN GERMANY One million spectators and more than 80 music bands along the course. The BMW BERLIN-MARATHON is under the patronage of the German Federal Chancellor. 9

10 BMW BERLIN-MARATHON COURSE Course through the city of Berlin Highly attractive and passing all significant places of interest Inner city closed to traffic for almost 8 hours 10

11 THE BMW BERLIN-MARATHON WEEK The BMW BERLIN-MARATHON is a four-day event featuring multiple competitions and supporting programs. 11

12 OVER 58,000 PARTICIPANTS FROM 122 COUNTRIES ABOUT 1 MILLION SPECTATORS ALONG THE COURSE Runners 41, SCC-Skating Kids Cup Inline Skaters 5,445 approx. 11,000 Breakfast Run mini-marathon 10, Handbiker Bambini 1, Wheelchairs 12 SCC EVENTS 2016

13 SCC EVENTS GMBH WE MOVE MORE THAN 185,000 PARTICIPANTS EVERY YEAR! Organisation and execution of 20 events in the field of running, skating, swimming and cycling in Berlin and Brandenburg Comprehensive services: e.g. sports medicine services, corporate health management, training groups. 57 permanent employees, 3 student assistants, 2 trainees, interns and many volunteers 13

14 EVENT CALENDER SCC EVENTS ST HALF YEAR Event Berlin New Year s Run BERLIN VITAL expo Berlin Half Marathon Airfield Run AVON Women s Run GERMAN MANAGEMENT RUN Berliner Wasserbetriebe 5 x 5 km TEAM-Relay AOK TEAM-Relay Brandenburg Date 01 January April 08 April 22 April 26 May 07 June June 28 June 14

15 EVENT CALENDER SCC EVENTS ND HALF YEAR Event SwimRun Rheinsberg adidas Runners City-Night BERLIN VITAL expo BMW BERLIN-MARATHON Cross Days New Year s Eve Run Berlin Date 01 July 28 July September 15/16 September 27/28 October 31 December Other events as co-organiser or service providers: Velothon Berlin / BARMER Women s Run / SportScheck RUN BLN

16 ABBOTT WORLD MARATHON MAJORS IN ICONIC CITIES CHICAGO NEW YORK BOSTON LONDON BERLIN TOKYO 16

17 ABBOTT WORLD MARATHON MAJORS MISSION ABBOTT World Marathon Majors is a series of six of the largest city marathons in the world: Tokyo, Boston, London, Berlin, Chicago and New York ABBOTT World Marathon Majors has a total of about 200,000 participants and 800,000 registrations annually The races are broadcasted on TV to international spectators in over 150 countries ABBOTT World Marathon Majors has set its goal to be a leader in the area of professional and amateur sports worldwide and considers itself to the Grand Slam of amateur running 17

18 ABBOTT WORLD MARATHON MAJORS MISSION The organizers of these six events are united in their effort to advance the sport, raise awareness of its elite athletes, and increase the level of interest in elite racing among running enthusiasts. Under the theme Life. To the fullest Abbott attempts to build a bridge from a healthier life through every day exercise, to the queen of the distances : the marathon. 18

19 ABBOTT WORLD MARATHON MAJORS MISSION The AWMM is not just about elite athletes but also honors non-elite runners who complete all six of the AWMM races in Tokyo, Boston, London, Berlin, Chicago and New York City Medal introduced in 2016 No. of current 6-star-finishers: about 2,700 19

20 ABBOTT WORLD MARATHON MAJORS KEY TOPICS Anti-Doping: - dealing with WADA/ NADA/IAAF - new technologies, endeavours - laws, own responsibilities, blood pass Standards that go beyond the AIMS and IAAF gold labels Security: - new technologies - new demands since 2013, administrative requirements, athletes & spectators Costs / Setting Pricing / Investments / Innovations: - different models of financing the events - visibility of the costs 20 Creating a brand: - marketing - charity - reputation - global communication

21 OVERVIEW 1 IMPRESSIONS FACTS/ ABOUT US CHALLENGES FOR RUNNING EVENTS THE RUNNING MARKET CONSEQUENCES FOR RUNNING EVENTS 21

22 CHALLENGES SECURITY CONCEPTS FOR LARGE EVENTS 22

23 23 TEMPORARY ON-SITE COORDINATION POINTS BERLIN HALFMARATHON, CHICAGO MARATHON

24 24 UTILISATION OF TECHNOLOGY REAL TIME MANAGEMENT

25 SECURITY CONCEPTS FOR LARGE EVENTS SECURITY CONCEPT IN BERLIN SCC EVENTS has independently developed its own security concept for many years The Berlin Marathon security concept is over 120 pages long Gold Standard in Berlin 25

26 SECURITY CONCEPTS FOR LARGE EVENTS BMW BERLIN-MARATHON 26

27 OVERVIEW 1 IMPRESSIONS FACTS/ ABOUT US CHALLENGES FOR RUNNING EVENTS THE RUNNING MARKET CONSEQUENCES FOR RUNNING EVENTS 27

28 MARKETING AND COMMUNICATION 28

29 MEDIA COVERAGE TV TV national Broadcasting Time (h:mm:ss) Number of programmes Range (million) Live-Coverage Live -Coverage Total of spectators 16:08: ,98 3 hours 5 hours TV International: Coverage and recaps in over 140 countries worldwide. 29 ValuMedia Report 2016

30 MEDIA COVERAGE PRINT Comprehensive coverage in regional, national and international print media. Total number of publications: 6,750 (national) Total circulation of copies: M. (national) 30 ValuMedia Report 2016

31 MEDIA COVERAGE MEDIA PARTNER Cover, special inserts, result list Circulation on weekends: 107,000+ copies Reach 238,000+ readers in Berlin/Brandenburg 31 mediaimpact

32 MEDIA COVERAGE RADIO Main target group: age 20 to 49 Listeners per hour ø Mon-Sat 6 am - 6 pm: 109,000 Main target group: age 40 to 59 Listeners per hour ø Mon-Sat 6 am - 6 pm: 113,000 Main target group: from age 40 Listeners per hour ø Mon-Sat 6 am - 6 pm: 176,000 Main target group: age 30 to 59 Listeners per hour ø Mon-Sat 6 am - 6 pm: 52, media sales and services

33 MEDIA COVERAGE INTERNET & SOCIAL MEDIA 2,400,000+ SESSIONS 1,500,000+ USERS 9,400,000+ IMPRESSION S 88,500+ LIKES ON FACEBOOK Google 33Analytics Oct 1, 2015 Sept 27, 2016

34 EFFECTIVE SPONSORSHIP BRANDING ALONG THE COURSE Start/ leading cars, hot spots, finish carpet, split time pylon, endless banners 34

35 EFFECTIVE MARKETING Viral Marketing Authenticity is important Emotional Marketing It is key to transmit information in a positive way - for both sides: particpants and the sponsors/partners Example: online pop-ups (advertising, spam) on an internet page while you read an article versus hindersome advertising along the course while the crowd is cheering 35

36 EFFECTIVE SPONSORSHIP PRINT Logo integration on all event relevant print material 36

37 EFFECTIVE SPONSORSHIP ONLINE Logo integration on website, internet banner, newsletter, social media 37

38 EFFECTIVE MARKETING PROMOTION Participant bag, clappers, expo, promotion, VIP tickets 38

39 EFFECTIVE MARKETING EXPO Participant bag, clappers, expo, promotion, VIP tickets 39

40 EFFECTIVE MARKETING INFLUENCER MARKETING Influencers already play a major role in helping form opinions for everyone By using the networks of influencers, one can greatly increase the marketing reach of a brand or a company in a short time 40

41 EFFECTIVE MARKETING ADVANTAGES OF INFLUENCER MARKETING Advantages: Cost-effective advertising options Transfer of marketing messages through a level of trust Great effect through multipliers Better networking by taking advantage of the influencers followers Increased reach of the marketing efforts 41

42 EFFECTIVE MARKETING CUSTOMER MONITORING The BMW BERLIN MARATHON has a new motto for the runners every year (2018= #berlin42) Every marathon in the AWMM still has its own unique profile (e.g. Berlin: flat, fast, unforgettable ) This unique profile is essensial for customer retention and successful marketing 42

43 EFFECTIVE MARKETING CUSTOMER MONITORING Databanks are essential not only as an administrative tool, but also to gain information about the participants In addition, solid and continuous market research is necessary The goal is to have frequent contact with the customers, before, during and after the event (from A-Z) Examples: Newsletters, prize drawings/competitions, campaigns, websites, social media, app, charity 43

44 EFFECTIVE MARKETING CUSTOMER MONITORING Every year, a detailed survey is conducted among the participants and spectators The goal is to steadily increase the reach of the brand There are benefits from the global effects and from the cooperation within the AWMM There is already clear interaction between the measures taken by the individual 6 marathons and the measures taken by the AWMM as an association 44

45 EFFECTIVE MARKETING CUSTOMER MONITORING Berlin has by far the highest number of participants from abroad The smartphone app is now being utilized by every second visitor, and more frequently by foreign visitors The social media buzz about the BERLIN MARATHON has almost tripled compared to the previous year This strong growth is mainly due to Instagram posts 45

46 TOP-10-NATIONALITIES INCLUDING SKATERS Germany UK Switzerland USA France Netherlands Italy Spain Denmark Sweden 3% 2% 2% 2% 2% 2% 1% 6% 6% 57% Location of the events is crucial for marketing Connection to public transport and international airports Berlin is waiting for the completion of the BER (new and larger international airport) 0 5,000 10,000 15,000 20,000 25,000 30, SCC EVENTS 2017

47 DEMOGRAPHICS PARTICIPANTS AGE Ø-Age: 42.5 years old GENDER Quota of women 35% participants slightly 30% increases 18% Female 26% The shorter the courses, the more women do take 14% Male 74% part 3% U29 y.o y.o y.o y.o. 60+ y.o. 47 SCC EVENTS 2017

48 RUNNING MARKET 3.0 After experiencing two decades of increasing numbers of finishers, in 2013 a peak was reached on the US market (overall) In 2015, there was a decrease of 9% in the number of finishers (Source: USA research running group, Sports one source ) 48

49 RUNNING MARKET 3.0 More than ever, well-established marathon events have experienced a drastic reduction of finishers or stagnation for years More than ever, marathons like Abbott World Marathon Majors, but also the Paris Marathon, are still in high demand, and when possible from an organisational standpoint, increase their numbers of finishers Marathon as the supreme discipline should be highlighted as such, also from the marketing point of view 49

50 RUNNING MARKET 3.0 CHANGING WITH THE TIMES Lifestyle Passion Religio n Time Individuality The Extraordinar y Competitio n Communit y Self- Awareness Expectation s Entertainmen t Myth Inspiratio n Fitness Men/ Women Goal s Charit y Healthines s Club Emotio n 50

51 HUNGER FOR VARIETY - MULTISPORTS VS. TRADITIONAL RUNNERS "I don't run 5Ks because I'm a runner. I run 5Ks because I like to be fit. " "The fun-running space is going through a little bit of an identity crisis," 51

52 RUNNING MARKET 3.0 CHANGES IN THE RUNNING MARKET The participants demands are changing Running market is dwindling and becoming harder to monitor More and more players in the game: independent running communities, employers, sporting goods companies, gyms, etc. provide services and offers What role do clubs and associations play now and in the future? The running scene is creating more and more networks of information (newspapers, online), health, fitness The focus is changing from a race for a personal best to an active lifestyle 52

53 BERLIN VITAL FALL EXPO STATION BERLIN The health and fitness expo BERLIN VITAL at the STATION Berlin: On three days more than 160 national and international exhibitors welcome more than 95,000 visitors 53

54 RUNNING MARKET 3.0 CHANGES IN THE RUNNING MARKET The entertainment-factor is playing an increasing role This requires a new approach Berlin is offering participants and spectators more experiences outside of the race itself: Expo, merchandising, child care, professional warm-up at the start, monitors throughout the entire pre-start and starting area, starting block entertainment with several moderators and fan TV 54

55 RUNNING MARKET 3.0 ENTERTAINMENT 55

56 RUNNING MARKET 3.0 PARTICIPANT EXPECTATIONS 56 The race as an allaround experience (=activities before and after the race) Sport as a part of a lifestyle High technical expectations (= Simultaneous broadcasting on social media and other online media) Entertainment at the start, finish and along the course

57 INNOVATION 3D COURSE ANIMATION 57

58 OVERVIEW 1 IMPRESSIONS FACTS/ ABOUT US CHALLENGES FOR RUNNING EVENTS THE RUNNING MARKET CONSEQUENCES FOR RUNNING EVENTS 58

59 CONSEQUENCES FOR THE RUNNING MARKET ORGANISATION OF RUNNING EVENTS 3 large marathon races in the top 50 in the world: Hamburg, Frankfurt a.m., Berlin Marathon events are subject to the temporary implementation of more difficult conditions and prerequisites than indoor events (including stadiums), which must heed the general regulations for large gatherings The requirements presented by local administrations are becoming increasingly greater (and even within Germany the requirements differ) 59

60 CONSEQUENCES FOR THE RUNNING MARKET ORGANISATION OF RUNNING EVENTS The form of organisation of events will change in the future Specialisation and implementation of multiple areas of expertise Marketing: Everyone is cooking his own little soup (A German phrase) Drastic changes in the world political situation Internationally, hardly anyone (only Berlin) puts on a pure marathon Tendency to include other distances in addition to the marathon 60

61 CONSEQUENCES FOR THE RUNNING MARKET ORGANISATION OF RUNNING EVENTS In the future, regulations (especially regarding safely and liability) will increase nationwide in conjunction with the size of the event The danger of an event having to be cancelled entirely or in part will increase = added costs There is a great responsibility for event organisers to support young talents and top athletes from the national pool 61

62 CONSEQUENCES FOR THE RUNNING MARKET ORGANISATION OF RUNNING EVENTS Young talents from the national pool are currently being neglected, but it is a big reason that events are attractive to sponsors, spectators, media and reporting a norm discussion is counterproductive Myth of the Marathon : It is an obligation of event organisers to further the development of the idea that the marathon is the king of popular running sports 62

63 RUNNING MARKET 3.0 CHANGES IN THE RUNNING MARKET The Asian market is just forming, and there is more potential for expansion and growth there International elite sports Marketing and financing will become increasingly more difficult GOAL: events should be able to pay for themselves through the participant fees, the sponsor money should be on top Running series/partnerships = create and profit from synergies Asian marathon league, IAAF marathon league and more running series are 63 counterproductive as they dilute the market

64 RUNNING MARKET 3.0 The 25 largest marathons in 2016 DATE VENUE Finisher 06 NOV TCS New York City APR Schneider Electric Paris OCT Bank of America Chicago APR Virgin Money London FEB Tokyo International SEP BMW Berlin* OCT Osaka APR Boston AUG Ciudad de Mexico MAR Yokohama FEB Skechers Performance LA DEC Honolulu * finisher in JAN Xiamen International JAN Walt Disney World OCT Marine Corps MAR Nagoya Women's NOV Kobe MAR Zurich Barcelona OCT SSE Airtricity Dublin NOV Valencia Trinidad Alfonso DEC Shonan International JAN Nanohana FEB Kyoto DEC Naha MAR Itabashi City DEC Taipei

65 RUNNING MARKET 3.0 AWMM AGE GROUP RANKING New AWMM age group ranking installed starting in 2018 Within the AWMM series, participants in the mass races can now earn points throughout the year Within each appropriate age group, points are collected for every run; the age-group winners are determined after the last run of the series This creates another incentive to be part of the AWMM family 65

66 OUTLOOK AND CONCLUSION The percentage of women participants is growing Lists of best times no longer play a role Multisports will become a key element over the next few years of sporting events 66

67 OUTLOOK AND CONCLUSIONS There is a tendency for people to now avoid large events Consequence: only safe events will be successful in the long run What we have learned from the Abbott WMM: It is good for top athletes, amateurs, sponsors and spectators when elite sport and sport for the general public are combined In the future, it will be essential for a successful event to have: 1. International top athletes 2. A national colour An interesting, moving, and well-told story relating to the race

68 OUTLOOK AND CONCLUSIONS Building blocks for a successful event Community Series Marketing Standards Running Experience Emotional Connection Communication Channels Additional Offers Associations between running event organisers, creating synergies Anti-Doping Security Markting / Costs Event Character Additional Distances Innovations 68

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