TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows

 
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TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
„Running events changing with the times
                  –
  Challenges and consequences for the
 running market on the example of the
   BMW BERLIN-MARATHON“

 TaiSPO 2018
 Marathon and Sports Marketing
 Forum

 March 09, 2018, Taipei
TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
OVERVIEW

1   IMPRESSIONS

2   FACTS/ ABOUT US

    CHALLENGES FOR RUNNING
3   EVENTS

4   THE RUNNING MARKET

    CONSEQUENCES FOR RUNNING
5   EVENTS
                               2
TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
IMPRESSIONS
TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
IMPRESSIONS
TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
FILM

       5
TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
OVERVIEW

1   IMPRESSIONS

2   FACTS/ ABOUT US

    CHALLENGES FOR RUNNING
3   EVENTS

4   THE RUNNING MARKET

    CONSEQUENCES FOR RUNNING
5   EVENTS
                               6
TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
WORLD RECORDS

                The World‘s fastest course
                Ten world records, seven since 2001.

                                                       7
TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
MARATHON OF THE DECADE

                         In 2009 the BMW BERLIN-MARATHON received
                         the AIMS* award “Marathon of the decade“.

                         *Association of International Marathons and Distance Races
                                                                                      8
TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
LARGEST MARATHON IN GERMANY

                       One million spectators and more than 80 music bands
                       along the course.
                       The BMW BERLIN-MARATHON is under the
                       patronage of the German Federal Chancellor.
                                                                     9
TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
BMW BERLIN-MARATHON COURSE

                             • Course through the city of
                                Berlin
                             • Highly attractive and passing
                                all significant places of interest
                             • Inner city closed to traffic for
                                almost 8 hours

                                                             10
THE BMW BERLIN-MARATHON WEEK

                       The BMW BERLIN-MARATHON is a four-day
                       event featuring multiple competitions and supporting
                       programs.

                                                                      11
OVER 58,000 PARTICIPANTS FROM 122 COUNTRIES
      ABOUT 1 MILLION SPECTATORS ALONG THE COURSE

              Runners       41,283                  107         SCC-Skating Kids Cup

    Inline Skaters      5,445                   approx. 11,000 Breakfast Run

mini-MARATHON           10,010                            185       Handbiker

             Bambini        1,836                   37          Wheelchairs
                                                                                       12
                                                                                SCC EVENTS 2016
SCC EVENTS GMBH
WE MOVE MORE THAN 185,000 PARTICIPANTS EVERY YEAR!

         Organisation and execution of 20 events in the field of running, skating, swimming and
         cycling in Berlin and Brandenburg

             Comprehensive services: e.g. sports medicine services, corporate health
             management, training groups.

         57 permanent employees, 3 student assistants, 2 trainees, interns and many volunteers

                                                                                                  13
EVENT CALENDER SCC EVENTS 2018
1ST HALF YEAR

      Event                                         Date

      Berlin New Year‘s Run                         01 January

      BERLIN VITAL expo                             06 – 07 April

      Berlin Half Marathon                          08 April

      Airfield Run                                  22 April

      AVON Women‘s Run                              26 May

      GERMAN MANAGEMENT RUN                         07 June

      Berliner Wasserbetriebe 5 x 5 km TEAM-Relay   06 – 08 June

      AOK TEAM-Relay Brandenburg                    28 June

                                                                    14
EVENT CALENDER SCC EVENTS 2018
2ND HALF YEAR

        Event                                                   Date

        SwimRun Rheinsberg                                      01 July

        adidas Runners City-Night                               28 July

        BERLIN VITAL expo                                       13 – 15 September

        BMW BERLIN-MARATHON                                     15/16 September

        Cross Days                                              27/28 October

        New Year‘s Eve Run Berlin                               31 December

Other events as co-organiser or service providers:
Velothon Berlin 13-05-2018 / BARMER Women‘s Run 23-06-2018 / SportScheck RUN BLN 26-08-2018

                                                                                              15
ABBOTT WORLD MARATHON MAJORS
IN ICONIC CITIES

                                       LONDON   BERLIN
                   CHICAGO    BOSTON
                        NEW YORK                         TOKYO

                                                                 16
ABBOTT WORLD MARATHON MAJORS
     MISSION

• ABBOTT World Marathon Majors is a series of six of the largest city
  marathons in the world: Tokyo, Boston, London, Berlin, Chicago and New
  York
• ABBOTT World Marathon Majors has a total of about 200,000 participants
  and 800,000 registrations annually
• The races are broadcasted on TV to international spectators in over 150
  countries
• ABBOTT World Marathon Majors has set its goal to be a leader in the area
  of professional and amateur sports worldwide and considers itself to the
  Grand Slam of amateur running
                                                                             17
ABBOTT WORLD MARATHON MAJORS
      MISSION

• “The organizers of these six events are united in their effort to advance the
  sport, raise awareness of its elite athletes, and increase the level of
  interest in elite racing among running enthusiasts.”

• Under the theme “Life. To the fullest” Abbott attempts to build a bridge
  – from a healthier life through every day exercise, to the “queen of the
  distances”: the marathon.

                                                                                  18
ABBOTT WORLD MARATHON MAJORS
      MISSION

• The AWMM is not just about elite athletes
  but also honors non-elite runners who
  complete all six of the AWMM races in Tokyo,
  Boston, London, Berlin, Chicago and
  New York City
• Medal introduced in 2016
• No. of current 6-star-finishers: about 2,700

                                                 19
ABBOTT WORLD MARATHON MAJORS
       KEY TOPICS

     Anti-Doping:
     - dealing with WADA/ NADA/IAAF
     - new technologies, endeavours
     - laws, own responsibilities, “blood pass“
     Standards that go beyond the AIMS and IAAF gold labels
     Security:
     - new technologies
     - new demands since 2013, administrative requirements,
     athletes & spectators
     Costs / Setting Pricing / Investments / Innovations:
     - different models of financing the events
     - visibility of the costs

     Creating a brand:
     - marketing                     - charity
20   - reputation                    - global communication
OVERVIEW

1   IMPRESSIONS

2   FACTS/ ABOUT US

    CHALLENGES FOR RUNNING
3
    EVENTS

4   THE RUNNING MARKET

    CONSEQUENCES FOR RUNNING
5
    EVENTS
                               21
CHALLENGES
     SECURITY CONCEPTS FOR LARGE EVENTS

22
TEMPORARY ON-SITE COORDINATION POINTS
     BERLIN HALFMARATHON, CHICAGO MARATHON

23
UTILISATION OF TECHNOLOGY – REAL TIME MANAGEMENT

24
SECURITY CONCEPTS FOR LARGE EVENTS
   SECURITY CONCEPT IN BERLIN

SCC EVENTS has
   independently         The Berlin Marathon    Gold Standard
 developed its own        security concept is
security concept for     over 120 pages long        in Berlin
     many years

                                                                25
SECURITY CONCEPTS FOR LARGE EVENTS
BMW BERLIN-MARATHON

                                     26
OVERVIEW

1   IMPRESSIONS

2   FACTS/ ABOUT US

3   CHALLENGES FOR RUNNING
    EVENTS

4   THE RUNNING MARKET

5   CONSEQUENCES FOR RUNNING
    EVENTS
                               27
MARKETING AND COMMUNICATION

                              28
MEDIA COVERAGE
              TV

                      Broadcasting
                                      Number of           Range
TV national           Time
                                      programmes          (million)
                      (h:mm:ss)
                                                                         Live-Coverage   Live -Coverage
Total of spectators   16:08:01        139                 59,98
                                                                         3 hours         5 hours
TV International: Coverage and recaps in over 140 countries worldwide.                               29
                                                                                         ValuMedia Report 2016
MEDIA COVERAGE
PRINT

                 Comprehensive coverage in regional, national
                 and international print media.
                 • Total number of publications: 6,750 (national)
                 • Total circulation of copies: 128.74 M.
                    (national)                                  30
                                                     ValuMedia Report 2016
MEDIA COVERAGE
MEDIA PARTNER

                 Cover, special inserts, result list
                 Circulation on weekends: 107,000+ copies
                 Reach 238,000+ readers in
                 Berlin/Brandenburg                     31
                                                      mediaimpact
MEDIA COVERAGE
            RADIO

Main target group:     Main target group:     Main target group:     Main target group:
age 20 to 49           age 40 to 59           from age 40            age 30 to 59
Listeners per hour ø   Listeners per hour ø   Listeners per hour ø   Listeners per hour ø
Mon-Sat 6 am - 6       Mon-Sat 6 am - 6       Mon-Sat 6 am - 6       Mon-Sat 6 am - 6
pm: 109,000            pm: 113,000            pm: 176,000            pm: 52,000
                                                                                         32
                                                                            media sales and services
MEDIA COVERAGE
INTERNET & SOCIAL MEDIA

                     2,400,000+   1,500,000+
                     SESSIONS       USERS

                     9,400,000+     88,500+
                    IMPRESSION     LIKES ON
                         S        FACEBOOK

                                                              33 Analytics
                                                          Google
                                               Oct 1, 2015 – Sept 27, 2016
EFFECTIVE SPONSORSHIP
BRANDING ALONG THE COURSE

                            Start/ leading cars, hot spots, finish carpet,
                            split time pylon, endless banners
                                                                        34
EFFECTIVE MARKETING

• Viral Marketing – Authenticity is important
• Emotional Marketing – It is key to transmit information in a positive way
  - for both sides: particpants and the sponsors/partners
• Example: online pop-ups (advertising, spam) on an internet page while you
  read an article versus hindersome advertising along the course while the
  crowd is cheering

                                                                              35
EFFECTIVE SPONSORSHIP
PRINT

                        Logo integration on all event relevant print
                        material

                                                                   36
EFFECTIVE SPONSORSHIP
ONLINE

                        Logo integration on website, internet banner,
                        newsletter, social media

                                                                 37
EFFECTIVE MARKETING
PROMOTION

                      Participant bag, clappers, expo, promotion, VIP
                      tickets
                                                               38
EFFECTIVE MARKETING
EXPO

                      Participant bag, clappers, expo, promotion, VIP
                      tickets
                                                               39
EFFECTIVE MARKETING
      INFLUENCER MARKETING

• Influencers already play a major role in helping form opinions
  – for everyone
• By using the networks of influencers, one can greatly increase the marketing
  reach of a brand or a company in a short time

                                                                            40
EFFECTIVE MARKETING
      ADVANTAGES OF INFLUENCER MARKETING

Advantages:
• Cost-effective advertising options
• Transfer of marketing messages through a level of trust
• Great effect through multipliers
• Better networking by taking advantage of the influencers‘ followers
• Increased reach of the marketing efforts

                                                                        41
EFFECTIVE MARKETING
      CUSTOMER MONITORING

• The BMW BERLIN MARATHON has a new motto for the runners every year
  (2018= #berlin42)
• Every marathon in the AWMM still has its own unique profile
  (e.g. Berlin:“flat, fast, unforgettable“)
• This unique profile is essensial for
  customer retention and
  successful marketing

                                                                   42
EFFECTIVE MARKETING
      CUSTOMER MONITORING

• Databanks are essential not only as an administrative tool, but also to gain
  information about the participants
• In addition, solid and continuous market research is necessary
• The goal is to have frequent contact with the customers, before, during
  and after the event (from A-Z)
• Examples: Newsletters, prize drawings/competitions, campaigns,
  websites, social media, app, charity

                                                                                 43
EFFECTIVE MARKETING
      CUSTOMER MONITORING

• Every year, a detailed survey is conducted among the participants and
  spectators
• The goal is to steadily increase the reach of the brand
• There are benefits from the global effects and from the cooperation
  within the AWMM
• There is already clear interaction between the measures taken by the
  individual 6 marathons and the measures taken by the AWMM as an
  association

                                                                          44
EFFECTIVE MARKETING
      CUSTOMER MONITORING

• Berlin has by far the highest number of participants from abroad
• The smartphone app is now being utilized by every second visitor, and
  more frequently by foreign visitors
• The social media buzz about the BERLIN MARATHON has almost tripled
  compared to the previous year
• This strong growth is mainly due to Instagram posts

                                                                          45
TOP-10-NATIONALITIES
               INCLUDING SKATERS

  Germany                                                                         57%
        UK                   6%
Switzerland                  6%
                                          • Location of the events is crucial for marketing
      USA               3%
    France                                • Connection to public transport and
                    2%
Netherlands         2%                      international airports
       Italy        2%                    • Berlin is waiting for the completion of the BER
     Spain         2%
                                            (new and larger international airport)
  Denmark          2%
   Sweden          1%

               0                  5,000   10,000       15,000        20,000      25,000          30,000

                                                                                                 46
                                                                                          SCC EVENTS 2017
DEMOGRAPHICS
              PARTICIPANTS

                   AGE                            GENDER
            Ø-Age: 42.5 years old                              •   Quota of women
                    35%                                            participants slightly
           30%                                                     increases
                                               Female
                                                26%
                                                               •   The shorter the courses,
                             18%
                                                                   the more women do take

                                                        Male       part
 14%
                                                        74%
                                      3%

U29 y.o.   30-39   40-49    50-59   60+ y.o.
            y.o.    y.o.     y.o.

                                                                                       47
                                                                                SCC EVENTS 2017
RUNNING MARKET 3.0

• After experiencing two decades of increasing numbers of finishers, in 2013
  a peak was reached on the US market
  (overall)

• In 2015, there was a decrease of 9% in the number of finishers
  (Source: USA research running group, Sports one source )

                                                                               48
RUNNING MARKET 3.0

• More than ever, well-established marathon events have experienced a
  drastic reduction of finishers or stagnation for years
• More than ever, marathons like Abbott World Marathon Majors, but also the
  Paris Marathon, are still in high demand, and when possible from an
  organisational standpoint, increase their numbers of finishers
• Marathon as the „supreme discipline“ should be highlighted as such,
  also from the marketing point of view

                                                                          49
RUNNING MARKET 3.0
       CHANGING WITH THE TIMES

                                                                          Charit
                Individuality                     Myth
                                                               Goal         y
Lifestyle                              Self-
                                                                s
                                     Awareness
            Time     Communit                     Inspiratio          Healthines
                        y                             n                   s
Passion
                                    Expectation
                   The
                                        s                               Club
               Extraordinar                              Fitness
  Religio           y
    n                           Entertainmen
                                      t                                Emotio
            Competitio                         Men/ Women                n
               n
                                                                                50
„HUNGER FOR VARIETY“ -
   MULTISPORTS VS. TRADITIONAL RUNNERS

 "I don't run 5Ks because I'm a runner.
    I run 5Ks because I like to be fit. "

"The fun-running space is going through
     a little bit of an identity crisis,"
                                            51
RUNNING MARKET 3.0
           CHANGES IN THE RUNNING MARKET

     • The participants‘ demands are changing
     • Running market is dwindling and becoming harder to monitor
     • More and more “players“ in the game: independent running communities,
       employers, sporting goods companies, gyms, etc. provide services and offers
     • What role do clubs and associations play now and in the future?
     • The running scene is creating more and more networks of information
       (newspapers, online), health, fitness
     • The focus is changing from a “race for a personal best“ to an “active lifestyle“

52
BERLIN VITAL FALL EXPO
STATION BERLIN

                         The health and fitness expo BERLIN VITAL at
                         the STATION Berlin: On three days more than
                         160 national and international exhibitors
                         welcome more than 95,000 visitors
                                                               53
RUNNING MARKET 3.0
           CHANGES IN THE RUNNING MARKET

     • The entertainment-factor is playing an increasing role
     • This requires a new approach
     • Berlin is offering participants and spectators more experiences outside of the
       race itself:
       Expo, merchandising, child care, professional warm-up at the start, monitors
       throughout the entire pre-start and starting area, starting block entertainment
       with several moderators and fan TV

54
RUNNING MARKET 3.0
ENTERTAINMENT

                     55
RUNNING MARKET 3.0
     PARTICIPANT EXPECTATIONS

                                • The race as an “all-
                                  around“ experience
                                  (=activities before and
                                  after the race)
                                • Sport as a part of a
                                  lifestyle
                                • High technical expect-
                                  ations (= Simultaneous
                                  broadcasting on social
                                  media and other online
                                  media)
                                • Entertainment at the
                                  start, finish and along
56
                                  the course
INNOVATION
3D COURSE ANIMATION

                      57
OVERVIEW

1   IMPRESSIONS

2   FACTS/ ABOUT US

3   CHALLENGES FOR RUNNING
    EVENTS

4   THE RUNNING MARKET

5   CONSEQUENCES FOR RUNNING
    EVENTS
                               58
CONSEQUENCES FOR THE RUNNING MARKET
      ORGANISATION OF RUNNING EVENTS

• 3 large marathon races in the top 50 in the world: Hamburg, Frankfurt a.M., Berlin
• Marathon events are subject to the temporary implementation of more difficult
  conditions and prerequisites than indoor events (including stadiums), which must
  heed the general regulations for large gatherings
• The requirements presented by local administrations are becoming increasingly
  greater (and even within Germany the requirements differ)

                                                                              59
CONSEQUENCES FOR THE RUNNING MARKET
       ORGANISATION OF RUNNING EVENTS

• The form of organisation of events will change in the future
    Specialisation and implementation of multiple areas of expertise
• Marketing: “Everyone is cooking his own little soup“ (A German phrase)
• Drastic changes in the world political situation
• Internationally, hardly anyone (only Berlin) puts on a “pure“ marathon
  Tendency to include other distances in addition to the marathon

                                                                           60
CONSEQUENCES FOR THE RUNNING MARKET
            ORGANISATION OF RUNNING EVENTS

     • In the future, regulations (especially regarding safely and liability) will increase
        nationwide in conjunction with the size of the event
     • The danger of an event having to be cancelled entirely or in part will increase =
        added costs
     • There is a great responsibility for event organisers to support young talents and
        top athletes from the national pool

61
CONSEQUENCES FOR THE RUNNING MARKET
            ORGANISATION OF RUNNING EVENTS

     • Young talents from the national pool are currently being neglected, but it is a big
       reason that events are attractive to sponsors, spectators, media and reporting –
       a “norm discussion“ is counterproductive
     • “Myth of the Marathon“: It is an obligation of event organisers to further the
       development of the idea that the marathon is the king of popular running sports

62
RUNNING MARKET 3.0
           CHANGES IN THE RUNNING MARKET

     • The Asian market is just forming, and there is more potential for expansion and
       growth there
     • International elite sports
     • Marketing and financing will become increasingly more difficult
       GOAL: events should be able to pay for themselves through the participant
       fees, the sponsor money should be “on top“
     • Running series/partnerships = create and profit from synergies
     • Asian marathon league, IAAF marathon league and more running series are
       counterproductive as they dilute the market
63
RUNNING MARKET 3.0

The 25 largest marathons in 2016

DATE         VENUE                      Finisher

06 NOV       TCS New York City          51360         02 JAN    Xiamen International        19980
03 APR       Schneider Electric Paris   41708         10 JAN    Walt Disney World           19838
09 OCT       Bank of America Chicago    40608         30 OCT    Marine Corps                19724
24 APR       Virgin Money London        39072         13 MAR    Nagoya Women's              19112
28 FEB       Tokyo International        36150         20 NOV    Kobe                        18814
25 SEP       BMW Berlin*                35999         13 MAR    Zurich Barcelona            16920
30 OCT       Osaka                      29431         30 OCT    SSE Airtricity Dublin       16812
18 APR       Boston                     26606         20 NOV    Valencia Trinidad Alfonso   15832
28 AUG       Ciudad de Mexico           22748         07 DEC    Shonan International        15667
13 MAR       Yokohama                   22594         10 JAN    Nanohana                    14927
14 FEB       Skechers Performance LA    20617         21 FEB    Kyoto                       14869
11 DEC       Honolulu                   20222         04 DEC    Naha                        14138
                                                      20 MAR    Itabashi City               13935
*39.101 finisher in 2017
                                                   89. 18 DEC   Taipei                      5560

                                                                                                    64
RUNNING MARKET 3.0
           AWMM AGE GROUP RANKING

     • New AWMM age group ranking installed starting in 2018
     • Within the AWMM series, participants in the mass races can now earn points
       throughout the year
     • Within each appropriate age group, points are collected for every run;
       the age-group winners are determined after the last run of the series
     • This creates another incentive to be part of the AWMM family

65
OUTLOOK AND CONCLUSION

     • The percentage of women participants is growing
     • Lists of best times no longer play a role
     • Multisports will become a key element over the next few years of sporting
       events

66
OUTLOOK AND CONCLUSIONS

     • There is a tendency for people to now avoid large events
     • Consequence: only safe events will be successful in the long run
     • What we have learned from the Abbott WMM: It is good for top athletes,
        amateurs, sponsors and spectators when elite sport and sport for the general
        public are combined
     • In the future, it will be essential for a successful event to have:
        1. International top athletes
        2. A “national colour“
        3. An interesting, moving, and well-told story relating to the race
67
OUTLOOK AND CONCLUSIONS

                                         Building blocks
                                         for a successful
                                               event

                                                                               Running
     Community               Series Marketing            Standards
                                                                              Experience

      Emotional Connection       Associations between       Anti-Doping          Event Character
        Communication                running event
                                                              Security          Additional Distances
            Channels              organisers, creating
                                       synergies           Markting / Costs         Innovations
        Additional Offers

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