By: Sully Shore
The COVID-19 pandemic has had a significant impact on the sports industry, causing sports organizations to adapt their marketing strategies to reach and engage with their fans in new and innovative ways. In this blog post, we’ll explore some of the key lessons that brands can learn from sports marketing during the pandemic and beyond.
First, brands should prioritize digital marketing and engagement. With in-person events and activities limited due to the pandemic, sports organizations have had to shift their focus to digital marketing and engagement to reach their fans. According to the article “Lessons Brands Can Learn from Sports Marketing In The Pandemic And Beyond” by Forbes Communications Council, “digital marketing has been critical to keeping sports organizations connected with their audiences.” Brands can learn from this lesson by investing in digital marketing strategies such as email marketing, social media, and influencer marketing to reach and engage with their customers.
Second, brands should focus on creating memorable experiences for their customers. In the absence of in-person events, sports organizations have had to find creative ways to create memorable experiences for their fans. This includes virtual events, personalized interactions, and exclusive content. As the Forbes Communications Council article notes, “These experiences have the potential to create a lasting impact on customers, building brand loyalty and advocacy.” Brands can apply this lesson by creating unique and memorable experiences for their customers, such as virtual events, customized product offerings, and personalized interactions.
Third, brands should prioritize social responsibility and community engagement. Sports organizations have a unique ability to bring people together and promote social responsibility and community engagement. During the pandemic, many sports organizations have used their platform to promote public health messages, support their communities, and raise awareness for social justice issues. As the Forbes Communications Council article notes, “Brands that prioritize social responsibility and community engagement can create meaningful connections with their customers, build brand loyalty, and drive revenue.” Brands can learn from this lesson by prioritizing social responsibility and community engagement in their marketing strategies, such as through cause-related marketing campaigns and charitable giving programs.
In conclusion, the COVID-19 pandemic has presented significant challenges for the sports industry, but it has also provided valuable lessons for brands looking to adapt their marketing strategies. By prioritizing digital marketing and engagement, creating memorable experiences, and prioritizing social responsibility and community engagement, brands can build lasting connections with their customers, drive revenue, and promote positive social impact.
Dabbah, D. (2021, July 7). Council post: Lessons brands can learn from sports marketing (in the pandemic and beyond). Forbes. Retrieved April 25, 2023, from https://www.forbes.com/sites/forbescommunicationscouncil/2021/07/07/lessons-brands-can-learn-from-sports-marketing-in-the-pandemic-and-beyond/?sh=e545694c5c34
Normavh@gmail.com. (2020, July 2). Why marketing shouldn’t stop for covid-19. The Jakes Group. Retrieved April 25, 2023, from https://thejakesgroup.com/why-marketing-shouldnt-stop-for-covid-19/
Root. (2020, December 3). Marketing during the pandemic: Time to adapt and Double Down. Corporate Vision Magazine. Retrieved April 25, 2023, from https://www.corporatevision-news.com/marketing-during-pandemic-time-to-adapt-and-double-down/