Tendances 2011 du marketing sportif: L’expérience in-stadium

Vous avez tous dû lire des articles et notes sur les tendances 2011 dans différents domaines, soit très énériques sur la consommation et le comportement du consommateur (TrendHunter par exemple ou JWT), à des notes plus précises sur le digital (notamment celle de Vanksen que je vous conseille fortement), mais il en manquait dans le domaine du marketing sportif.

J'ai donc décidé à ma manière, avec mes mots de rédiger une série d'articles mettant en avant les tendances ou thématiques fortes de l'année 2011.

Je ne cherche pas l'adhésion totale avec cet article, au contraire cela risque de soulever des interrogations, de donner des envies de s'exprimer, donc n'hésitez pas que vous soyez d'accord ou contre ce que j'ai dit..

Bon on démarre, pour 2011, avec la première des tendances : 

STADIUM-articleLarge-525x297L'expérience "in-stadium"

Avant, on se disait que mettre un écran géant dans un stade allait créer une réelle expérience pour les spectateurs, après on s'est dit que des pom pom girls et autres concerts d'avant-match, le tout ponctué d'un feu d'artifice pour le peuple et des loges avec un repas gastro pour les plus chanceux. Maintenant, il est important et nécessaire de passer à l'étape suivante, où on ne sera plus dans un échange unilatéral (moi, organisateur d'événements, j'apporte 

Le développement des applications de géolocalisation comme FourSquare, Gowalla, Facebook Places, SCVNGR va changer la donne dans l'expérience "in-stadum". Imaginez, vous arrivez au stade et en s'enregistrant sur le lieu, vous avez la possibilité de débloquer du contenu additionnel et/ou d'obtenir des promotions dans les points de vente. Votre journée passée au stade est un tant soit peu différente car à ce petit coup de pouce du club – ou d'une marque d'ailleurs (cf. mon article sur Orange et le rugby). Je ne parle pas de faire dans l'intrusif mais les possibilités sont là et quasi infinies pour apporter une vraie valeur ajoutée, transformer l'expérience du consommateur et gagner en préférence lorsque vous êtes une marque (fort potentiel bouche à oreille + fidélité en renouvelant l'activation de semaine en semaine et donc en créant un rendez-vous);

Pepsi_qr_code Outre les applications de géolocalisation, le développement de la technologie "Near Field Communication" et le scan de QR Code pourront aussi contribuer à l'amélioration de l'expérience in-stadium. Je vous passe les détails mais le NFC permet à une marque d'envoyer un message lorsqu'un consommateur passe à côté d'une borne, intéressant pour une communication ultra ciblée (car on peut savoir le mobile et donc le propriétaire) et le QR Code a déjà fait son apparition. Tous les deux montrent des points forts, notamment dans la mise à disposition de contenu supplémentaire

Point important, le support. Les évolutions, ou en tout cas technologies, que je mentionne doivent se faire, selon moi, sur le smartphone de l'utilisateur (si tant est qu'il en possède un) et je pense que tenter d'imposer un nouvel appareil (comme la Kangaroo TV chez les Dolphins) ne fait qu'empêcher l'adoption par le grand public.

 

Au final, tout le monde y gagne :

  • le consommateur vit autrement sa journée au stade, peut bénéficier de réductions au mégastore ou à la buvette, découvrir du contenu exclusif (vidéos, programme du match interactif, stats en direct pourquoi pas?). Bref une nouvelle expérience et une nouvelle relation avec son club et son stade
  • MCFC Foursquare2le club ou propriétaire du lieu trouve un nouveau relais de croissance en créant des opportunités de consommation à travers des promotions ou la mise à disposition de contenus (sur un modèle freemium par exemple). Du coup, en trouvant de nouvelles sources de revenus, les clubs ont la possibilité de freiner voire stopper l'envolée du prix des places et abonnements et donc potentiellement faire revenir du monde dans le stade. Certains clubs ou certaines marques ont déjà commencé à emprunter cette voir comme Manchester City avec FourSquare ou la NBA et son appli iPhone Turnstile et le New MeadowLands Stadium aux US

Plus qu'une tendance, l'amélioration de l'expérience "in-stadium" devient presque une nécessité pour les détenteurs de droits mais aussi les sponsors pour tirer à profit le temps de présence d'un spectateur au stade (+/- 2h autour du match) et donc atteindre leurs objectifs business et de communication. 

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