With the World Cup underway, and Wimbledon starting up in a couple of weeks, it’s an opportune time for brands to reach out and generate some engagement with fans. At first blush, the dining and drinking habits of football and tennis fans in the United Kingdom might seem a bit trite: Football fans are far more likely than tennis aficionados to drink beer, and spectators across both sports love a BBQ.
But, when drilling deeply into the preferences of each, new research from customer engagement platform creator autoGraph finds important revelations for brands: British football enthusiasts, who spend up to £1.12bn on World Cup food and drink, are five-times more likely to experiment with new recipes, methods and ingredients when cooking. Thirsty tennis fans, on the other hand, are twice as likely to choose soft drinks, and nearly half of them eat on the go.
Makers and sellers of diverse food and drink offerings, for example, can see they have a massive opportunity to reach potential British customers during the World Cup, particularly since the average Brit is two times more likely to be a football fan. Soft drink and fast-food brands, meanwhile, have heightened odds of connecting with targeted consumers in July during Wimbledon, the world’s most prominent professional tennis tournament.
Creating easy opt-in options are key for engagement
With new GDPR requirements, UK brands know that they must first get targets to opt-in to receive their marketing materials, and potential customers positively respond to invitations to share data about themselves when asked transparently and efficiently. When people willingly agree to share their information, it signals trust. And when people trust a company, they are far more likely to provide candid, accurate and useful information.
The smartest brands see customers opt-in with marketing permissions because consumers are able to understand their profile and opt-in quickly—in just a matter of seconds. Opt-in rates among brands that use platforms like autoGraph increase up to 700 percent.
These platforms allow customers the ability to build and maintain their own profile and to control and choose what they share with a brand. Confidence in privacy substantially bolsters the trust that is paramount for all brands to deliver true customer value, and drive real business results such as increased revenues, loyalty and brand affinity.
The data findings are according to an analysis of 500,000 autoGraph profiles in the UK. It showcases how autoGraph, which leverages artificial intelligence to deliver personalized content, powers the capabilities of brands to better interact and engage with their consumers.
