Geoff WilsonHead of Marketing & Communications,Irish FA

Our WOW moment!

It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times. John Quelch that appeared in The Financial Times (2008) SMEs see direct mail as offering the best return on investment of all their marketing spend.New Brand Vision Group 2008 Survey

Head of Marketing and Communications Irish FA Various Marketing Posts in BT Northern Ireland (Market research, Market Intelligence, Market propositions, Database Marketing, Business Marketing and Consumer Marketing TV production, Billboards, Press Ads, Online (emails, web), 3rd Party Channels, Telesales/Sales Channels, Direct Mail, Magazines, PR, viral campaigns, event management)2008 Marketing Director of the Year CIM (All Ireland)Re-branding work for the Ulster Grand PrixColumnist with a Daily Newspaper in NICurrently Marketing Consultant with UEFA

Background pre 2005Paper Based SystemOne Stand alone PC for ticketingDependence on Operator ExpertiseHigh staff resource demands especially ticketingManual data processing was time consumingNo communication with our customers or sponsorsImage of the Association

The ChallengeIntroduce a new database that will be able to touch all areas of the Association from 1.) Administration to 2.) Revenue Generation/MarketingIntroduce the new system in a short period of time 6 months to 1 yearAble to use the data generated in the new database for specific IFA requirements ie Marketing Campaigns

E-MarketingComp/Fixture ManagementMembershipLoyalty CapsLoyalty PointsEvent ManagementMediaAccreditationInternational ManagementE-LearningThe Overview; System ScopeRefereesTicketingCoachingHigh Performance

Main CRM System

Admin: Competition & Fixture Management

Admin: Player Registration

Admin: Discipline

Admin: Coaching

Admin: Refereeing

Admin: International Management

Revenue: E-Ticketing Loyalty Caps

Revenue: Fans Membership (inc Loyalty caps and points)

Marketing: Event Management

Marketing: E-Marketing Email

Marketing: E-Marketing Texting

The IFA todayIntegrated SolutionIncreased revenueSingle Record for each IndividualAudit trails and accountability ticket salesReduced Human Error due to applied rules in the softwareIncreased accessibility to data real timeFuture proof expansion able to add additional modules to the main CRM systemReduced demand on IFA staff ie ticketingAble to market and communicate to our fan base

Users of the SystemCompetition ServicesTicketing Department Finance review ticketing reportsMarketing DepartmentLeague SecretarysRefereesCoaching Department (including grassroots, excellence)Womens and boys FAsInternational Department

Advantages v DisadvantagesAdvantagesOne database, one record per individualPlug and play system with a company with previous history in the sports sectorTransformed our processesModular based system so the database can be expanded in the futureAccess to the system is via an internet browserDatabase for Marketing (Revenue generation and keeping fans informed) and administration (cost saving/more efficient in the way we work)

DisadvantageGuinea Pig it has been hard work! First users in some of the modulesCulture Change getting staff to change the way they are working Cost for change requestsIssues if the internet goes down

Learning'sThis is not an easy project!!It is good to have one project manager in your business who has previous experience and knowledge in database and data cleansing.Scope all areas first (be specific as possible and try to cover all areas) change request are costly!!Hold monthly conference calls and develop a work stack report

Learning'sAgree maintenance fee up frontAgree a change request fee up front push them down on price!Bring on board a partner who has previous CRM knowledge

Basic Tips Be clear on the business objectives for implementing a database Prepare a scoping document and involve all the key staff Implementing CRM solution can be expensive but if you dont have the funding start with collecting contact information and product history on Excel/Access. Or you can rent a CRM system! Identify departments and internal processes that will benefit from introducing a CRM system ie Customer Service, Sales, Marketing, Engineering Ensure you have captured the main decision maker in your database

Basic Tips Think about where you can generate data on your customers competitions, online, events etc Start building a picture on your current customers, where they live, what they have bought from you, buying patters, contact information Think about using geo-demographic data When your customers contact you, reconfirm their contact details keep the database up to date Dont just send on Direct Mail sequential DM strategies should be employed Introducing a CRM system will mean a cultural change and will require staff training be warned!

Basic Tips Pin Point those customers who buy from you and get them to spend more (high valued and most profitable) this is one of the ways to tough out the recession! Introduce a loyalty scheme to reward your customers Target new customers with the same profile as your current profitable customers Make sure your DM has the right message to the right customers, a call to action, may be lead with an offer Data Protection Act make sure you comply with this Act Make sure your database is flexible ie able to expand, add more fields etc.

Basic Tips If you are using telesales on the back of a DM campaign, make sure you have fully trained sales advisors in place If you can personalise your DM or telesales ie Dear Mr Wilson, then this would be preferred

Campaigns BT Direct Mail campaigns acquisition and retention and loyalty campaignsIrish FA: Renewal of our block booking ticket sales Identification of new Sponsors telesales

Campaigns: BT take BB during Christmas DM and call

Campaigns: Members promoting 10% discount and Summer offers Letter and email onlyDear Official Supporters Scheme Member,

The summer is now approaching and I am sure you are thinking about your holidays. So why not visit our online shop or our shop at 20 Windsor Avenue for a range of Northern Ireland merchandise - from shorts and t-shirts to baseball hats and the all important beach towel.As a member of the Official Supporters Scheme you automatically receive 10 per cent off Irish FA merchandise (excluding sale items) in store and online and in addition you are awarded loyalty points every time you make a purchase. So why not visit us today at www.irishfa.com/shop or call in our shop at Windsor Avenue.Regards

Geoff WilsonHead of Marketing and Communications

Campaigns: Referees Joining the OSS email and call

Campaigns: members to our legends evenings

Campaigns: Members IFA Magazine

IFA - (Sponsorship, Merchandising. PR/Communication, Database Management, Domestic Marketing and Corporate Marketing)

BackgroundEmailSMSFull ReportingTemplate set upBenefitsCheap method to get key messages to your databaseAble to dissect the data and be targeted on your communication ie target referees only or people who live in Aus in our databaseLearningsDont pay per email sent out we dont pay for any of our emailsHave a simple and advanced email template which you can changeSend out on a monthly basisSegment your base women, referees, adults, junior, those in US etc

Geo demographic data such as Mosaic or Cameo they use postcodes to help companies target their marketing and the most promising customers. They use data from the National census and electoral role and info from companies house etc