Interview with Matt Potter, RVP of Partnerships for EMEA at Movable Ink

Movable Ink works with dotdigital customer Southampton F.C. to create personalized fan experiences.

Matt will be speaking at our sports seminar on Wednesday 7th August at Lord’s Cricket Ground, along with Partnerships Manager Chelsea Warrington. We interviewed him to get a flavor of what Movable Ink will be talking about. 

Tell me a bit about the relationship between Movable Ink and Southampton F.C.

We entered into our partnership with Southampton F.C. late last year and have already executed some exciting campaigns with them. There are a couple that spring to mind. Firstly, we have worked with the club on season ticket renewal emails that utilize data about the renewal and layer it onto creative – reminiscent of match-day programs – with the fan’s name and seat information on, using a club specific font.  

The second campaign was a year-in-review email which takes data from the season’s games and creates a truly personalized experience, detailing the number of games they have been to, home and away stats, goals seen, minutes viewed, and much more.  This enriching visual experience is designed to give back to the fans and remind them what an exciting season they were just a part of.

What is your talk going to be about?

We are aiming to address two areas where we think we can add real value to club communications:

1. What can sports marketers learn from other more established sectors? 

We understand that clubs are much more than a match day activity.  They are retail organizations for merchandising, travel organisations for ticketing and match day experiences, media companies for news and brand, and more like gaming companies for statistics and team updates. We will take the best from these sectors and show how they dovetail into the sporting world.

2. What can incredible sports organizations in the UK learn from the US?

This is not a new theory though. We have many sports teams in the US as customers and their governing bodies. These teams are driving huge engagement, filling stadiums, and creating worldwide fans using Movable Ink content.  There is a lot the UK can learn from this model and we aim to show the most innovative examples.

What’s the most important thing people are going to take away from the presentation? 

Our aim is to demonstrate how valuable the fanbase for a team can be and how Movable Ink can help clubs to really engage with those fans. It doesn’t matter whether they are hyper-engaged life-long partisan fans or a global audience who may never be fortunate enough to go to a match, but still consider themselves devout followers.

What are the three things to get right when marketing to fans? 

  1. Create experiences for fans around match day.  The build-up to the game, travel to the stadium, where to go beforehand, what concessions are available, the team updates, the game itself, and the post-match follow-up.
  2. Not all fans can attend matches, some may be thousands of miles away, but they can be equally passionate and will want to feel part of the club by wearing merchandise and living the club’s brand.
  3. Push engagement with the club, encourage people to engage and share on social media, use AR to put the person ‘in’ the club so they feel part of the team! Use interactive surveys and polls to allow people to give back to the club and vote on things that matter to them as fans.

What are you most looking forward to about the event?

The opportunity to get different clubs and sports marketers in one place at one time. There aren’t many marketing events set up for sport. Retail, travel, media, gaming, NFP etc., yes. But not sport. I’m excited to get my hands on all the knowledge and insight in the room!  

As you know, the sports seminar will take place at Lord’s. Do you like cricket?

People should be interested in cricket after our world cup win on that golden sporting Sunday. It was a tough choice between the Wimbledon men’s final and the Cricket World Cup. 

Cricket definitely highlights the richness of our English heritage, and we’ve certainly got many impressive players. I think we’ve re-gentrified the sport in the last few years. Yes, matches can take a long time, like golf, but they can actually be very fast-paced too and have some nail-biting conclusions. There’s definitely a big opportunity for marketing to have an impact on the new generation of cricket fans. It’s a great sport to get into, but like most sports, there needs to be more of a push for young players and women players in the clubs. 

So, to answer your question in short: Yes, I’m really growing to like cricket! 

Don’t miss Movable Ink’s inspiring talk on fan personalization!

Join us at Lord’s Cricket Ground on Wednesday 7th August for an empowering event followed by an exclusive behind-the-scenes tour of the grounds and the ashes.

We have a great line-up of speakers from Southampton Football Club, Science in Sport, Swansea City AFC, Movable Ink, and Othermedia.

There’s a hot breakfast and lunch provided for all delegates, too!

Get your fans closer to the action – register here!