Music, marketing, gaming, sports, digital in one room seems like an eclectic mix, but All That Matters conference in Singapore proved that there is one thing these 5 sectors share: the importance of putting #fanfirst.
We had the opportunity to connect and learn some of the most successful companies in their respective fields including Twitter, YouTube, Tencent, Weibo, Mercedes-Benz, Fox Sports, ONE Championship, Viacom, Ogilvy, SCOGA, WFA and Twitch.
Despite the different sectors, cultures, backgrounds, common threads emerged. Here are six key learning points in switching to a #FanFirst mindset.
- Know your audience: Price wars happen. With vast amounts of info at our fingertips, consumers are more price conscious than ever, but by knowing your customer — avoiding commoditization of your product is possible. Both Pernod Ricard and Cathay Pacific agree that brand-building and customer profiling go hand-in-hand. Without knowing who the customers are, brands struggle to send the right messages and could potentially fall into the dangerous territory of price wars.
- Relationships matter: Patrick Moxey from Ultra couldn’t stress enough how building relationships with local players and audience really matter, especially for international brands entering specific markets. Always learn from what has worked in those markets for others — you only get one chance to build the right customer experience.
- Less selling, more experience: Busy sporting months are ahead of us with WTA, AFC Champions League, Formula 1 and HSBC World Rugby Sevens Series coming. Customers are not prepared to tolerate a poor experience. AEG Presents and Lagardère Sports and Entertainment shared how finding the right venue, sports content and suppliers are the main drivers that ensure the economics of live sporting events run smoothly. But customers are not the only audience looking for better experiences — sponsors are no longer satisfied with a logo bolted on — they want to create an experience, engage with their audience and understand deeper data from on-the-ground activations. A successful example was the creation of Mercedes-Benz Arena in Shanghai, using a new model of ‘hospitality first’ mindset and commercial partnerships with local players.
- Engage and activate: AEG Presents recommends brands to use entertainment and hospitality to connect with partners and customers. This was echoed with Lagardère Sports and Entertainment’s top tip for those who are in the sporting entertainment industry; look beyond your sports content, engage with your audience and use data for a more personalised experience.
- Action your analytics: Lagardère Sports and Entertainment worked with NFL last year to improve fan experience by understanding learnings and issues from past events and looking through the results of their case study, it’s not rocket science. Ticketing, queue management and access to food and drinks — fans essentially just want organisers and brands to get the basics right.
- Be ethical: Our CEO, Jason Thomas, named a few things event organisers need to have to avoid any mishaps when deploying technologies to live events: robustness of the technology, preparation and communication, both internally and externally with your customers. After all, there’s only so much you could do to ensure things run smoothly, but if there’s one last thing that all industries need to do is to stay ethical — do what’s right and the rest will follow.
Tappit enhances live experiences, providing technology and insights to make events better and more profitable. The Tappit platform has cashless payments at its core and also offers access control, registration, detailed reporting and easy integration with existing systems. We reduce queues, maximise profit, eliminate fraud and provide event organisers with valuable data and insights.