Top 10 #Sportsbiz Stats From #SEAT2014

The annual SEAT Conference was held July 20-22 in Miami, FL, where sports business, marketing, sales, and technology professionals got together to share best practices, ideas, insights, and to network. Here are the top 10 stats shared via Twitter during the conference.

Also see the #SEAT2014 Recap decks

80%
People’s most trusted sources for information: 80% surveyed answered “people like me” (Edelman PR), the highest response vs. family/friends, professionals, brands, etc.

This was a statistic that had people talking and, for good reason. It reinforces the importance of storytelling so that fans and consumers can identify with your brand and product/service.

52
The Oklahoma City Thunder have an average of 52 data points for each of their season ticket holders

An incredible piece of information. Of course, they know how to use them, which to utilize, analyze, etc.

12
If you play a sport, you’re 12x more likely to buy something related to that sport

A fun stat here that can be taken in all sorts of directions, but, again, reinforces the value of personally identifying with the team through deep-rooted, emotional ties.

4,244,000 and 87,000
PensPoints program recorded 4,244,000 unique fan activities from 87,000 program participants

The results of the Pittsburgh Penguins loyalty program (built with Loyalty Tree) were astounding and is among the leaders in this space in sports, setting a bar to which others can aspire and learn from.

110%
Loyalty program members had 110% higher food & beverage spend than those not in the program for a pro sports team

Whether this is through rewards, identifying the best (and most valuable) fans, creating positive karma inducing more spend, or any number of factors, it’s clear that the more ingrained one is with a team, and the less friction there is to redeem offers and make purchases, the more fans will spend.

$4
Washington Nationals fans with e-cash spend $4 more per capita than those not using e-cash

An auspicious statistic for the growth and potential of e-spending, whether through beacons, mobile apps, RFIDs, or some other solution yet to arrive. Kind of like how that tab goes up quickly on a cruise ship, the more removed one is from their money being spent, the easier it is to spend.

26.%, 3.9%, 0.9%
Email averages for sports: 26.6% open rate, 3.9% click rate, 0.9% bounce rate (Mail Chimp)

Some good benchmarks to know. Don’t go nuts over these numbers, as everyone’s audience is different, but if you’re way above or below these benchmarks, it could certainly merit a deeper dive into your email analytics and tactics. It’s also even more important to track conversions, in the end, as well.

65
ESPN used to have 65 different mobile apps, but they are now down to a few for a more customized experience

A perfect example of less being more. If fans have too many choices, they won’t like a piece-meal experience and you won’t be able to produce quality content across so many presences.

20%
Brooklyn Nets say 20% of fans opted into free WiFi in exchange for personal info during NBA playoffs

Fans want Wi-Fi and are willing to give some data to get it. Enough said!

61%
61% of PGA Tour web traffic comes from mobile devices

A very telling, informative statistic that reinforces the absolute necessity to build with a mobile-first mindset.

PRICELESS
Priceless: The value of relationships formed and knowledge shared at this year’s and every year) SEAT Conference

Be sure to shout out Christine Stoffel (@CBRCIO), SEAT Conference (@SEATConference), and Sean Callanan (@SeanCallanan), among others, on Twitter for making this year’s SEAT Conference another incredible event. #SEAT2014 was informative, memorable, and we can’t express our appreciation enough.

 

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