Salernitana, Rari Nantes Salerno, Virtus Arechi, activate a winning project of “fan loyalty“towards your favorite team to transform sports relegation into a new one”business opportunity”. Setting aside the disappointment of the “sporting relegation“, in addition to a new corporate project, it will be necessary to implement a strategy of “lovemark” that brings enthusiasm back to a passionate fan base which has an indissoluble bond with the city of Salerno and with its team.
In sports marketing, the winners are those who aim straight at the hearts of their fans, offer intense emotions and are capable of establishing “consumer fan” a special and authentic bond, based on loyalty towards one’s favorite team. One “love story towards the brand of one’s favorite team”, turns out to be an inseparable bond that rests on the main pillars that support any type of sports marketing strategy.
These are the corporate strategies which, thanks to an effective marketing and empathetic communication strategy, approach the “fan customer” with loyalty, sincerity and involve him in their sporting project of Lovemark.
Lovemark sports projects, leaving aside the brand, reach the heart and mind of the fan, creating emotional connections that increase the loyalty of supporters towards their favorite team.
The substantial difference between brands And Lovemark, lies in the strong emotional connection that the latter creates with the fans, through a great work of listening, understanding, integrity, performance, innovation and reliability. The brand and the shirt of your favorite team constitute identification and loyalty for your fans, for this reason they could be involved in strategies of “customer satisfaction”, marketing and merchandising that the company intends to activate.
On the occasion of the organization of sporting events in the city of Salerno, the project of “brand fidelity”could be aimed at determining a new governance model, which in terms of social phenomenon, can involve the territory, the institutions, the stakeholders, the sponsoring companies, the trade associations, to define a positive quality sports tourism asset that in turn, can improve the city’s loyalty towards “better sports”.
Salernitana, Rari Nantes and Virtus Arechi: “lovemark strategy”, a new corporate opportunity to put sports relegation “out of play”.
Antonio Sanges – Chartered Accountant
