Sports Technology

Leading activities and events data solutions provider ACTIVE Network has announced the introduction of a new digital marketing team focused on providing event organisers with the opportunity, at no additional charge, to access online marketing services and insights built upon ACTIVE’s 16+ years of industry experience.

This newly formed global digital marketing team will provide ACTIVE’s customers with locally tailored, practical and actionable ways to better leverage digital marketing, social media, user research and design practices to improve overall participant engagement while growing their activities and events. ACTIVE’s digital marketing consultants (DMCs) apply a hands-on approach with customers to fill races, youth sports leagues, childrens’ camps and extra-curricular classes to capacity.

ACTIVE’s DMCs leverage the company’s unparalleled data insights to help customers better understand the needs of their participants, the market in which their customers operate and their overall competitive landscape. ACTIVE’s deep understanding of what motivates people to participate in a variety of programs and events across the globe, combined with its unique event marketing expertise, creates a valuable resource for organisers that is unmatched in scale or capability by any other technology company in the industry.

Commenting on ACTICE Network’s support, Jack Tucker, Events Manager at Mega Adventure Events explained “the guidance and advice ACTIVE provides have been incredibly helpful in allowing us to measure what we are doing, enabling us to proceed with a more targeted digital strategy.

“We have seen an increase in registrations since working with ACTIVE’s team of digital marketing consultants.

"This is an invaluable service for us as we look to engage and connect with existing and potential participants, and, it fits within our budget.”

ACTIVE’s DMCs help organisations properly and more exhaustively navigate their ACTIVE Net®, ACTIVEWorks® and ACTIVE Network Activity Cloud® software as well as digital media to better understand the online landscape and more skillfully manage social media and online properties.

Some of the touchpoints where ACTIVE’s DMCs offer added value include:

Some of the touchpoints where ACTIVE’s DMCs offer added value include:
• Websites – Maximising online presence takes some know-how. ACTIVE’s DMCs work with organizations to ensure their websites are effectively optimized and provide tips to increase conversion, making sure businesses get the most out of their marketing investments.
• Social media – Managing multiple social channels can be a challenge, especially with limited time and budget. ACTIVE offers advice on how to effectively leverage platforms like Facebook® and Twitter®, and the recent beta launch of ACTIVE Target Marketer® application automates this manual process. ACTIVE also offers a marketing engagement calendar to keep organizers’ momentum and engagement with participants consistent.
• Email marketing – ACTIVE helps organizers create compelling marketing campaigns that connect their brand with consumers. ACTIVE’s DMCs also work with organizations to support them in developing an email strategy that creates long-term brand building, devises email templates and shares best practices to target participants at the right time.
• Participant promotions – Offering special promotions and discounts offers positive return on investment of participant acquisition. ACTIVE’s DMCs help identify the best promotions to offer, when to offer them and to which participants to maximize revenue during the registration period. 
• Consumer fanfare – Using tools to get “word of mouth” going is an effective and easy way to attract interest in a program or event. ACTIVE’s DMCs help organizations harness the excitement around a registration launch or event opening by identifying ways to encourage sharing within the online community – helping to excite potential participants.

ACTIVE Network Chief Administrative Officer Sejal Pietrzak explains “ACTIVE’s lengthy experience and deep understanding of digital marketing offers incredible value that can be shared with our customers so they may take full advantage of available opportunities to grow their businesses.

“We are pleased to share ACTIVE’s 16-years of event technology and marketing experience to provide our customers with digital marketing ideas, proven processes, market insights and support to help grow participation for their activities and events.”

For more information, click here to contact the Active Network via their entry in the Australasian Leisure Management Supplier Directory.

Images: Youth participants in the Standard Chartered Marathon Singapore (top) and the Color Run (below).

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