The Wimbledon brand is revered globally as one of the most prestigious events in the tennis calendar and has remained so for nearly 150 years. Over the years Wimbledon has embraced change, with innovative, engaging and highly successful tactics to keep audiences watching. So, what can this world-renowned event teach us marketers about a great marketing strategy? Take a look below as we explore.
Analyse your competitors
Of course, no Wimbledon champion will have stepped onto the court without analysing their opponent beforehand, they will have watched countless hours of match footage to see what they’re up against on the day.
For marketers, analysing your competitors should be done in the same way, but on a much larger scale. Whilst a tennis player will have one player to analyse, marketers will have many competitors. Take a look at what your competitors are doing in terms of their marketing, what can you see is working well? What isn’t working as well? Who are they working with? Who are they targeting?
Adapting to the times
Arguably this consistent popularity is in part down to its ability to evolve with the times. The use of emerging technologies and trends to not only market the tournament but to use them to enhance the audience’s experience and develop how a user engages with the tournament has been highly successful. In recent years Wimbledon has fully embraced the power of social media and even AI to track the most exciting moments of any match by analysing crowd noise, the movement of players, amongst a number of other features.
Marketing is a rapidly changing industry, with new technologies, trends, strategies and platforms all the time. Looking back just a few short years and we see the mass adoption within the marketing industry of social media and more recently we are seeing the rise of voice recognition technology within the industry. Businesses that fail to adapt to these features will find themselves ultimately falling behind their competitors.
Both Wimbledon itself as well as the tennis players fully understand the significance of an effective partnership. One of the longest-standing sports partnerships is between Wimbledon and Robinsons. With an astounding 83 year history behind them it is clear to see that this particular partnership has been highly successful for both parties. Robinsons is just one of many partners that Wimbledon has established over the years with brands including Slazenger, IBM, Lanson champagne, Ralph Lauren and many more.
Partnerships in the marketing industry can provide significant value. They may come in many different forms, from the partnership between client and marketing company, to a marketer partnering with a particular software or technology business and even partnerships between fellow marketers. The main objective within marketing partnerships is to ensure that the best possible service is provided to a client, and having a great network of people behind you will make all the difference.
Is your marketing in need of some inspiration? The team here at Entyce have extensive experience in supporting our clients’ own marketing team to help them implement and carry out an effective strategy that gets results. Get in touch today to start your next project.