Striking new paths in Athletics Berlin 2018 More than a European Championships! 10.04.2018 European Athletics Communication Managers Seminar 2018 14-16 March Berlin, Germany
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
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: 1.000 person between 14 und 65 years *ca. 55,219 Mio. (Source: MA Radio 2015 I)
Strategic derivation Director Claus Frömming Set an intense focus on communications!
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
Main target market
Strategic derivation Start sales early to allow referral marketing! Create a strong brand identification!
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
Strategic Derivation 2016 2017 2018 07/08/2018 22/08/2016 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
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
Ticketing Develop a highly attractive ticketing concept and approach to the travel market!
Ticketing Family-Ticket Evening sessions starting from 16.50 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
London special
Market research For 60 % of the respondents outside Berlin the Events attractiveness increases through Berlin as hosting city
Strategic derivation Create a strong brand identification!
Branding
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: 1.000 person between 14 und 65 years *ca. 55,219 Mio. (Source: MA Radio 2015 I)
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
Strategies Berlin 2018 cooperates with external events
Strategies Berlin 2018 creates own events
Strategies Berlin 2018 has innovative appearances
Strategies Berlin 2018 cooperates with external media
Strategies Berlin 2018 cooperates with external media
Strategies Berlin 2018 produces own content 40.000 per edition 100.000 per edition
Strategies Berlin 2018 interacts with athletes
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: 1.000 person between 14 und 65 years *ca. 55,219 Mio. (Source: MA Radio 2015 I)
Ticketing 15/03/2018 157.000
Ticketing 03 / 2018
Ranking International ticket purchases Ranking Country Ticket purchases 1. United Kingdom 5695 2. Switzerland 3528 3. France 2482 4. Finland 2318 5. Norway 1962 6. Netherlands 1921 7. Sweden 1010 8. Belgium 942 9. Czech Republic 798 10. Poland 763
Average ticket price Average price / ticket Ticketmaster 44,24 43,44 Eventim 43,24 42,93 Berlin 2018 35,81 37,69 Ticketing goal 331.995 Total 43,61 43,01
Retargeting Campaign Costs Purchases Conversion Value Lookalike Audience 1.381,24 228 22.138,33 Shopping cart dropouts 1.152,71 1.113 116.521,56 Total 2.533,95 1.341 138.659,89
Strategic derivation Set precise focus on target markets! Increase investments in retargeting! Act more as a live entertainment advertiser and not as pure organiser!
How does the target group look like?
Berlin is spoiled!
Athletics is More Showdown. More Medals. More Thrill. More Fun. More Variety.
Athletics is more than two goals in 90 minutes!
European Championships 2 Cities 7 sports Berlin Glasgow
DAS SPORT FESTIVAL
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
145 days to go!