The events of 2020 altered consumer behaviors, prompting companies to reassess their business models. One emerging trend in the sports sector is the widespread adoption of mobile apps. This had lead to rethinking of how services are offered inside venues and expansion of in-seat ordering platforms. While in-seat ordering and mobile apps are closely associated with in-stadium food and beverage, they tend to have large friction and much of it has to do with not understanding fans and fan experience. In short, going from in-seat ordering to becoming full in-seat experience (ISX) is also shifting the need and requirements on sponsors and is where the value is for fans and venues. ISX simply goes further and is able to unlock the value of mobile device sponsorship, multi-modal sales, and mobile engagement. According to Clowder, native mobile ads are predicted to drive 74% of ad revenue by 2021. Now is the best time for sports venues and arena managers to adopt mobile event sponsorship.
What is sponsorship for mobile activation?
Mobile activation leverages the numerous digital touchpoints provided by mobile-based apps to deliver sponsored content into the hands of users. With in-seat ordering apps like XcooBee, sports venues can offer sponsors placement in their mobile news feeds, event tabs, food & beverage ordering, and more. For example, if you display the sponsored content on the big screen during events, you can promote it via your in-seat ordering experience as well. Event sponsorships allow users to like, comment, and share experiences with others instantly, increasing viewer engagement and driving desired actions. As a venue owner, you can use the XcooBee platform to unlock new opportunities and maximize the value derived from sponsorships.
How to implement mobile device sponsorship
Mobile-based in-seat ordering systems like XcooBee allow venues to create new revenue streams. You can display sponsor banners via an in-seat ordering app to capture users’ attention and link them to your sponsors’ sites or content. Display multiple banners in rotation to increase your ad revenue or your sponsors’ experience. Sports venues can offer sponsored posts, tweets, polls, and event sessions to their sponsors. This can be as part of an expanded inventory available to sponsors or standalone. For example, sponsors can post promotional content directly to sports fans in the stadium using your ISX. You can, of course, create a fully immersive and customized experience for your fans and sponsors by constantly adjusting the fan and sponsor interaction as the event, such as a football or baseball game, unfolds. Other sponsorship opportunities unlocked by in-seat ordering experience include multi-sponsor modules and in-venue scavenger hunts.
Benefits of Sponsorship with XcooBee
Traditional advertising methods like static signage are restricted to a specific sports event or venue. They can only target in-person attendees. In the post-pandemic period, health-conscious sports fans may avoid congested sports venues. Also in venue placements do not allow for digital tracking that has become the norm with online based approaches, thus, impressions and CPM are not available. XcooBee ISX sponsorship system bridges the gap between online and in-venue for sponsors. As a sports venue owner or manager, you can now offer access to mobile device sponsorship to attract sponsors who have come to expect more in-depth data-analysis and engagement measurements. Simply, sponsorship through mobile activation can help you avoid post-pandemic marketing challenges. With XcooBee, sports venues can streamline sponsorship with social media, online games, lead generation, and online marketing extensions. These sponsorship elements connect fans to a larger sponsorship campaign. Here are five benefits of sponsorship activations with XcooBee in-seating ordering:
Expanded Reach: Unlike traditional advertising methods, mobile screen sponsorship is not restricted to a specific sports event or venue. Attendees can opt-in to receive discounts and digital offers via email, SMS, mobile app, and social media. This allows sponsors to interact with the online audience of your venue long after the event. So, the footprint of sponsors’ marketing campaigns goes beyond the sporting event and your stadium or arena creating high value and impactful sponsorship opportunities.
Quantifiable Results: According to Forbes research, 78% of brands report increased pressure to validate the financial results of sponsorship initiatives. Mobile device sponsorship is trackable with the data to justify the spending and measure ROI. Sponsors can analyze engagement metrics like clicks, likes, shares, and comments to quantify the effectiveness of specific campaigns.
Increased Site Traffic: With an in-seat ordering experience like XcooBee, you can embed links in sponsored content like banners to direct users to sponsors’ sites. This can increase site visits and store traffic for sponsors. Of course, the app also allows sponsors to track the source of site visits and store traffic on their end.
Boost Sales: The ultimate goal for any sponsor is to increase sales. Today’s consumers are health conscious and seek contactless channels to reduce the risk of infection. The demand for mobile-based shopping has increased drastically since the start of the health crisis. Mobile activation with ISX is the best way to increase direct sales. With mobile device sponsorships, you can combine promotion tactics like dynamic discounts, push notifications, and timed interactions to attract buyers.
Automate Sponsor Marketing: Mobile device sponsorship integrates with other solutions used by sponsors. The app provides actionable data, such as clicks, views, and conversions. It automates sponsors’ marketing efforts by allowing sponsors to implement outputs from events into their campaigns.
According to a recent IEG report, sponsors need help from event organizers and rightsholders to understand the ROI of sponsorship. Another research by Forbes and MASB found that 60% of CMOs are under pressure from the CEO to measure the financial impact of sponsorship portfolio investments. XcooBee in-seat ordering platform can help you fulfill these requirements and exploit sponsorship benefits through mobile activation.
At XcooBee, we provide a robust platform to help small and large event venues build innovative contactless payment solutions. Our in-seat ordering systems unlock the value of sponsorship via mobile activation. You can rely on XcooBee to create new revenue streams, grow your ad revenue, and attain high ROI. To exploit the benefits of mobile device automation, contact us today!