• by Bryon Morrison , September 6, 2011

Mobile marketing has been breathing new life into sports venue marketing over the last few seasons, and sponsors are showing consistent interest in fan-favorite micro events, such as in-venue contests, quizzes, and other fun interactions via mobile devices.

For venue owners, it means an increase in demand from both sponsors and fans for highly interactive marketing elements that drive products and provide downtime entertainment from within the venue.

I use the word "downtime" because, as sports fans well know, there's quite a bit of it when it comes to watching a game live. Take the average pro football game, for instance. According to The Wall Street Journal, what the networks show on TV breaks down like this:

--67 minutes of players "standing around;"

--17 minutes of replays;

--11 minutes of actual playing time; and

--3 seconds of cheerleaders.

Of course, there's more going on live, including performances and presentations before the game and during breaks; but the fact remains: there are only about 12 minutes of action if you're watching it in person.

While professional football is just one example, it's a good representation of what happens across all sports, and it illustrates my point: There are a lot of opportunities for marketers to engage with fans through their mobile devices during downtime.

Interactive micro events are not new -- think Jumbo Trons, venue announcers, and sponsored breaks -- so what makes them so much more popular when mobile devices are added into the mix?

For one, it's the limitless depth that keeps fans intrigued -- the speed of mobile technology means that micro events become more interactive and more complex each year. What started only a few years ago with simple "text-in to win" promotions and coupons has since developed into Jumbo Tron-sized QR (quick response) codes that link a mobile phone's camera (via scanner app) to sponsor sites, coupons, media, etc. And that technology is quickly being bypassed by newer ways of engaging fans.

Another factor driving in-venue mobile marketing's popularity is the "linkability" that mobile devices provide to fans' other day-to-day activities. Those that revolve around social media sites and personal database connections (friends, events, places) give fans the opportunity to expand the live event outside the venue's "walls."

Think about it: what percentage of fans takes at least one picture before, during, or after the game -- then immediately sends that picture to friends or posts it online? If the number turned out to be anything less than 75%, I would be shocked. Marketers have a major opportunity to provide the vehicle for such outside-the-venue expansion through their campaigns. Those sponsors, teams, and venue owners who develop clever ways to provide such linkability will quickly gain exponential fan interest and become prime movers in in-venue mobile marketing.

So what are some everyday associations and trends between sports fans, their teams, their sports, and their mobile phones? Here's a quick snapshot:

Social Media and Team Commerce

Fans are using social media and mobile apps to follow their teams and sports. For example, in 2011, according to Harris Interactive (sponsored by IMRE Sports), nearly one in four online American adults (23%) said they would be using some form of social media to follow the men's NCAA Tournament in March. Of these adults, 27% planned to use a mobile application to do so. Another trend is the migration of team sites to social media sites, such as Facebook -- sites where fans participate long after the game is over. This is where merchandising and sales are getting a lot of attention.

Location-based Customization

Location-based customization (LBC) allows sponsors to provide special access and features to targeted fan segments. For example, venues can give fans access to special mobile venue-only Web sites. The possibilities here include special discounts and messages, based on fans "being there." Location-based promotions that come to mind immediately are special merchandising/concourse deals, and the offering of discounts on the venue's next games or events.

LBC takes advantage of the moment -- and encourages the fan to purchase memorable merchandise and/or relive all the fun they are having "now," in the future. It's also a way to capitalize on the fan's location for direct ticket sales, thus cutting down on intermediary ticket distribution.

CRM Databases and Fan Clubs

Mobile devices give teams and venues an easy way to collect customer relationship management (CRM) database information. These databases, traditionally associated with businesses as a way to appeal to loyal customers, have become a huge tool in maintaining contact between teams and their fans. Accumulating CRM data is also useful for inside sales -- as they give teams, venues, and owners leverage for future branding and merchandising opportunities.

Fan clubs have provided an excellent example of unlocking such CRM potential. For example, in 2010, the a text alert sent to Michigan fans on July 18 resulted in $49,642 in individual Football ticket sales and 2,939 clicks on the shortened URL, bit.ly/codeTEXT.

Mobile marketing gives venue operators and teams an opportunity to partake in the "game within the game." Live events present opportunities to capitalize on the atmosphere created by being there. By engaging fans during the right downtime moments, marketers not only provide them with interactive micro events that keep them entertained, but create a lasting impression that stays with the fan long after the lights are turned off.