Author: Chano Jimenez

Besides winning championships, Sports Clubs need to be economically viable and even profitable. In this battle, Sports Clubs have different income sources as for example sponsorships, publicity or match tickets. But one of the main sources is, of course, memberships dues. Memberships are important not only for their financial benefits but also for the social relevance they provide. Because of this, every single club includes, in his key objectives, to increase the number of members. To achieve this challenge it is advisable to apply marketing strategies. In this sense, every members adquisition system should begin with the so called marketing…

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In the future that is already here, the majority of new product/service launches and their respective marketing campaigns will be based on previous Neuromarketing studies that offer many more guarantees of success. Obviously, organizations with large financial resources will have easier access to these investigations and can order them specifically for their launches. However, companies with fewer resources also have strategic alternatives in the face of this reality that has to be imposed. In this sense, companies specialized in providing these studies are beginning to proliferate and their cost is declining, in some large capitals. On the other hand, faced…

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The term Neuromarketing is becoming more and more fashionable and it is doing so with all reason, because its foundations are scientific and it is discovering unsuspected truths of human behaviour of enormous usefulness for the business world. However, this concept should be defined and, in that sense, we can consider it as a specialized type of market research that uses peripheral and central psychophysiological measurements (brain activity, cardiac rhythm, magnetoencephalography, electromyography, magnetic resonance, skin galvanic response, etc.) of the subjects studied to obtain conclusions. It is also an advanced discipline, whose function is to investigate brain processes that explain…

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The term Automation is used in Digital Marketing jargon to refer to the sum of automated marketing actions that are used to attract customers. With an example we’ll understand it better: attracted by an Adwords ad on Google, someone interested in losing weight enters a gym website. On this website you can download for free a document with the 10 key factors to lose weight quickly and safely, after filling in a form that includes your e-mail address (what we call a Leadmagnet). Once that email enters the database of the gym’s email-marketing platform, a series of pre-programmed automatic actions…

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In the first part of this article, we saw an introduction to the Digital Marketing of sports centres and how to improve their management through Dashboarding and digital KPIs. In this second part, we will deal with the channels that generate the flow of visits to the website, as a previous step to the desired conversions of contact forms or online subscriptions. In this sense, when we study the results of our website in Analytics, we must pay special attention to the KPI´s distributed by the different traffic sources or channels, not only by the number of visits that each…

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In the sports facilities sector, Digital Marketing and some of its tools, such as social networks, can be used for many issues such as the development of brand image, the promotion of socialization among customers or certain communications, but the primary objective should be the achievement of new customers and the panel for the analysis of KPI’s (Key Performance Indicators) indicators that lead to this objective is the so-called Dashboard. The Dashboard must include KPI´s on the general operation of the center, such as the number of registrations, the number of cancellations, the percentage of clients that repeat from one…

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