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Berlin 2018
More than a European Championships!
Striking new paths in Athletics
European Athletics Communication Managers Seminar 2018 | 14-16 March | Berlin, Germany10.04.2018
Agenda
▪ Athletics’ position in Germany• Market research• Results and effects
▪ How to reach our target groups?• Communications, strategy & experiences
▪ Berlin 2018 | More than a European Championship• Connection to Glasgow• DAS SPORT FESTIVAL
Market research
21%
22%
23%
24%
28%
28%
28%
29%
31%
32%
35%
36%
39%
64%
Gymnastics
Basketball
Tennis
Cycling
Handball
Ice Hockey
Alpine Skiing
Swimming
Biathlon
Boxing
Athletics
Motor Racing
Football
Top-2-Box: „very interested” + „interested“
very interested
12%
interested24%
less interested26%
not interested38%
Top-2-Box:
36%
(19,99m)*
Top-3-Box:
62%
(34,18m)*
*representative sample: 1.000 person between 14 und 65 years | *ca. 55,219 Mio.(Source: MA Radio 2015 I)
MARKET RESEARCH & DERIVATION
Strategic derivationDirector
Claus Frömming
▪ Set an intense focus on communications!
Market research
26.90%
41%
32.30%
21.70%
18.40%
17.80%
11.40%
7.40%
6.30%
others
TV
Private recommendation
Newspaper
Internet
Club Information
Radio
Sports Magazines
Magazines
Co
mm
un
ica
tio
n m
ediu
m
*multiple answers possible
Main target market
Strategic derivation
Start sales early to allow referral marketing!
Create a strong brand identification!
DNA of Berlin 2018▪ Our communicative goals and principles:
▪ valuable – surprising – different – in love with detail
▪ Berlin 2018 is NOT just another big sporting event
▪ Berlin 2018 will be a live entertainment experience
▪ Development of a CD / CI at the beginning of the ticket sales process
phase I: Berlinstart of ticket sales and online communication| Focus: Berlin & awareness
phase II: Germanyonsite acquisition | Focus: awareness & penetration
phase III: Europeintl. media & fans, influencer, new target groupsFocus: awareness, retargeting, penetration, involvement
phase IV: eventvisitors, tourists, intl. media & fans | Focus: involvement
Strategic Derivation
22/08/2016
02/2017
04/08/2017
07/08/20182016 2017 2018
Early start of the ticket sales,Influencer marketing &
creation of multiplicators
Market research
51 %See Ticket- and Hotelprices
as most crucial for theirbuying decision
4,8 DaysAverage duration of stay
during WC 2009
40 %Consider high prices as
obstacle
14 of 16States in Germany have
school holidays
Ticketing
▪ Develop a highly attractive ticketing concept and approach to the travel market!
Ticketing
Family-TicketEvening sessions starting from €16.50 per capita
Special group offer (7-18 years)15 or more person = 35% discount on
cat. 3 Tickets +1 free ticket for an accompanying person
Combined Events Tickets€140 for cat. 2
individual choice of seats per session
London special
Market research
For 60 %of the respondents outside Berlin
the Events’ attractiveness increases through Berlin as
hosting city
Strategic derivation
▪ Create a strong brand identification!
Branding
Market research
21%
22%
23%
24%
28%
28%
28%
29%
31%
32%
35%
36%
39%
64%
Gymnastics
Basketball
Tennis
Cycling
Handball
Ice Hockey
Alpine Skiing
Swimming
Biathlon
Boxing
Athletics
Motor Racing
Football
Top-2-Box: „very interested” + „interested“
very interested
12%
interested24%
less interested26%
not interested38%
Top-2-Box:
36%
(19,99m)*
Top-3-Box:
62%
(34,18m)*
*representative sample: 1.000 person between 14 und 65 years | *ca. 55,219 Mio.(Source: MA Radio 2015 I)
COMMUNICATION & EXPERIENCES
▪ Be creative, Be innovative, Be brave and inspirational
▪ Improve the image of athletics
▪ Support the city marketing of Berlin
▪ Bring the diverse, easy-going and sophisticated Berlin lifestyle to the global public
▪ Impress with emotions, stories and insights
▪ Create and “experience for all senses” of the sport and the atmosphere
Communication Concept
StrategiesBerlin 2018 cooperates with external events
StrategiesBerlin 2018 creates own events
StrategiesBerlin 2018 has innovative appearances
StrategiesBerlin 2018 cooperates with external media
StrategiesBerlin 2018 cooperates
with external media
StrategiesBerlin 2018 produces own content
40.000 per edition 100.000 per edition
StrategiesBerlin 2018 interacts with athletes
Market research
21%
22%
23%
24%
28%
28%
28%
29%
31%
32%
35%
36%
39%
64%
Gymnastics
Basketball
Tennis
Cycling
Handball
Ice Hockey
Alpine Skiing
Swimming
Biathlon
Boxing
Athletics
Motor Racing
Football
Top-2-Box: „very interested” + „interested“
very interested
12%
interested24%
less interested26%
not interested38%
Top-2-Box:
36%
(19,99m)*
Top-3-Box:
62%
(34,18m)*
*representative sample: 1.000 person between 14 und 65 years | *ca. 55,219 Mio.(Source: MA Radio 2015 I)
RESULTS
Ticketing15/03/2018
157.000
Ticketing
03 / 2018
Ranking – International ticket purchasesRanking Country Ticket purchases
1. United Kingdom 5695
2. Switzerland 3528
3. France 2482
4. Finland 2318
5. Norway 1962
6. Netherlands 1921
7. Sweden 1010
8. Belgium 942
9. Czech Republic 798
10. Poland 763
Average ticket price
Average price / ticket
Ticketmaster 44,24 € 43,44 €
Eventim 43,24 € 42,93 €
Berlin 2018 35,81 € 37,69 €
Total 43,61 € 43,01 €
331.995
Ticketing goal
Retargeting – Campaign
Costs Purchases Conversion Value
Lookalike Audience 1.381,24€ 228 22.138,33€
Shopping cart dropouts 1.152,71€ 1.113 116.521,56€
Total 2.533,95€ 1.341 138.659,89€
Strategic derivation
▪ Set precise focus on target markets!
▪ Increase investments in retargeting !
▪ Act more as a live entertainment advertiser and not as pure organiser!
How does the target group look like?
Berlin is spoiled!
More Showdown.
More Medals.
More Thrill.
More Fun.
More Variety.
Athletics is…
Athletics is more than two goals in 90 minutes!
European Championships
2 Cities
7 sports
Berlin | Glasgow
DAS SPORT FESTIVAL
Next steps / opportunities▪ Cooperation with DFL regarding TV spots
▪ Cooperation with Berlin professional clubs
▪ The News Market (EPC)
▪ European Mile
▪ Connect first week of Glasgow with BERLIN 2018
▪ Consistent TV branding
▪ Consistent venue dressing
145 days to go!
