5 rules for success in a post COVID-19 Sports Industry

by Rupert Pratt

My 5 rules for success in a post-COVID-19 Sports Industry.

1. It’s NOT about BIG NUMBERS

Reach, impressions or broadcast distribution – it’s all the same.

2. It IS about QUALITY

Quality of content, audience, engagement and most importantly the quality of your ability to active that audience to do something e.g. consider, recommend and purchase (because that is ultimately what matters). Quality always rises to the top.

3. Invest in REAL insight that matters

When you remove the BIG NUMBERS your proposition can look potentially weak or unappealing against the competition (whether this be against other rights holders or justifying the success of your campaign internally). Invest time in proving cause and effect – this will help you re-evaluate and justify ROI.

4. Re-evaluate ROI – Return on objectives, impact and therefore investment

Focus on the bottom of the sales funnel and work your way up. It’s better to have a smaller number of highly engaged fans than a big number that isn’t. Quality numbers are often in the thousands, tens of thousands, hundreds of thousands at best – but proving you’ve assisted sell a thousand cars directly as a result of your activity is more meaningful than not.

5. Invest in digital inventory and tools

We all know digital advertising spend had been increasing for years now, overtaking traditional spend. I’ve been saying for years that if only 20% of your inventory is digital, you’re selling a commodity that’s decreasing in value and demand. However BIG broadcast numbers have been propping up the commercial model. Now we have all seen that plateau and potentially begin to fall. With more content than can be possibly consumed you need to do more to capture, engaged and activate an audience. Never before has there been a more important time to start investing in your digital commercial proposition and inventory.

This is a guest post by Rupert Pratt, Director of Sales and Marketing at Snack Media.

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