Addressing the problem of 'lightweight' marketing in football

A significant headline was created today by Jack Warner at the Leaders in Football conference associating England's 2018 World Cup bid with 'lightweight' marketing. MIG, who were exhibiting on stand 30 at the event, reported significant interest in targeted and digital marketing amongst clubs not only based in the UK but across the world. The businesses behind the clubs recognise that their brand franchise is monetised through the capture and management of their customer databases and marketing communications. In particular there is now significant interest in MIG's ability to add approximately £1 per annum per record to the bottom line of those businesses.

[UKPRwire, Thu Oct 08 2009] MIG are already working on ground breaking digital brochures for European Champions League winners Barcelona and English Premier League clubs such as Arsenal. Football clubs, like most retail businesses, have the ability to capture customer data from a variety of sources and - like those retail businesses - suffer the difficulty of not being able to integrate their data into one place to create a 'single customer view' essential for targeted marketing. MIG has solved this problem with Customer Innovator, a web-based data tool that enables secure connections to virtually any data source to automatically consolidate different customer data sets. The tool integrates with all of the other digital marketing solutions within MIG's portfolio to produce a complete targeted digital marketing solution, which enables clubs to maximise customer value and talk to their global customer base at will and without the need for technical knowledge.

"Our objective is to empower marketing people to unlock and realise the value from within their customer bases. We were simply delighted with the response from the football industry at the event. To date, within football we have been known as the 'iBrochure' people and now clubs and indeed international leagues and organisations have seen a fully integrated approach." said Rob Bielby, CEO of The Marketing Innovation Group ltd.

For more information please contact Alan Trafford on 01565 653000 or alan.trafford@m-i-g.com.