Arsenal and CRM returning £150 million from sponsorship deal

CRM, Football, Sport, Tech, Thought Provoking

It seems that Arsenal are already making back what they invested in their CRM system and Marketing Week reports that it was a key factor in the decision by Emirates to sponsor Arsenal.

he Premier League club announced plans to put a new CRM system at the heart of its marketing activity this year. Emirates, which will receive a number of additional marketing rights from Arsenal as part of its new deal, says the system will lead to more “effective” marketing campaigns through the club’s customer shop, Facebook page and stadium on match-days

It shows the increasing use of CRM by major football clubs in England and this will grow for the increasing amount of revenue that could be generated by fans who don’t attend games.

“If we stop associating members with ticket access that will change the game; it’s about fan experiences. We are investing in a CRM system to register interests and passions so we can then send those people on appropriate journeys of affinity and provide access at an appropriate level.”

The club is looking to pull together customer data from its customer shop, its 10.5 million Facebook fans and official Twitter account’s 1.5 million followers and target them with different offers and membership options as it changes its definition of club “membership”. It will also introduce social sign-ins across its digital platforms to help drive additional value through Facebook.

It would be interesting to know which CRM application they used. Probably not Siebel with all of the links to social networking that the system needs to work.

The Irish Times on engagement with Irish expatriates

Ireland, Thought Provoking

Even though I’ve been living outside Ireland too long to be suitable to have a vote myself, I still think that expatriates who have an Irish passport should be allowed to vote for around 7 years after they leave. That’s why the editorial in today’s Irish Times makes good sense.

Ireland is one of the few European countries that denies emigrants even a restricted vote in local and national elections. In situations of forced migration, that represents a double rejection. Some expatriates may resent being asked to help a society that failed them. If the Government wishes to value these citizens and establish a creative relationship with them, it could begin by extending the franchise.

Biking with headphones

Fitness, Health, Thought Provoking, Travel

Being a regular cyclist every day that doesn’t heavily rain or snow, I’m shocked when I see fellow cyclists ride around wearing earphones in both ears. It was nice to read this article in Slate about why it’s stupid to do so, especially missing the cues about vehicles that are not in your line of sight that only come from hearing.

But even a burbling sonata can prevent you from picking up on subtler cues, and cyclists need all the cues they can get. Cars have air bags and crumple zones. Bikes do not. Cars have side and rearview mirrors. Most bikes don’t. Cyclists must crane their necks and look backward constantly. If your head and your front reflector aren’t pointing in the same direction, then auditory signals are essential to staying upright.