Allie’s Marketing Mix - Listen!

By Allie Crone, Vice President at TurnkeyZRG

As a leader, and more specifically a marketing leader, there is an essential skill that must be mastered - listening.  Marketers must understand their target audiences in order to engage, improve fan satisfaction, build relationships that is authentic and better direct your marketing efforts.  

Listening to the consumers, viewers, attendees, and fans, can be one of the most important aspects of successful marketing and can be done through social listening, analytics/data, active listening and surveys or attending events.

As ridiculous as it may sound, marketing should serve as the listening hub as listening impacts retention, product, go to market strategy, customer satisfaction and experience, and loyalty, all of which are impacted by Marketing’s point of view and communication strategy. 

Sports Marketers need to understand their fans deeply.  Social listening matters more and more daily with every innovation and is providing more and more value to brands. These tools allow you to not only analyze what is being said on social channels but can help develop insights for future actions. 

Although it is essential to listen prior to a campaign or initiative, the instant reaction culture, has made it equally important to listen in real time and respond or pivot, which can make all the difference in the future success of the brand.  Brands must also stay relevant by tapping into real time experiences and cultural moments. 

The audience must be at the center when creating a marketing campaign.  Adapting to the feedback, both negative and positive, can go a long way in future success. Although it takes time, listening to our audiences is vital to the success of your brand. 

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ABOUT TURNKEYZRG

Founded in 1996, TurnkeyZRG is a highly specialized talent recruitment/executive search firm filling C-level, senior-level and mid-management level positions throughout sports, entertainment and media. Over the past 25 years, TurnkeyZRG has filled more than 1,400 positions throughout sports, entertainment and media. TurnkeyZRG helps teams, leagues, stadiums, arenas, theaters, college athletic departments, events, sponsors, agencies, media companies, private equity companies and other clients identify, recruit and hire the very best management talent. Turnkey now benefits from ZRG’s global footprint, full array of industry practice groups, data-driven, analytical search tools, and technology investment in changing the way executive search/talent recruiting is done. TurnkeyZRG becomes a tech-enabled disrupter of the prior executive search model. For more information about TurnkeyZRG, visit www.turnkeyzrg.com.