In an effort to enhance the experience for the millions of fans that attend motoring events throughout their various motorsports venues, Speedway Motorsports, Inc. (SMI) has partnered with Sporting Innovations, to enhance the fan experience throughout their enterprise.
Sporting Innovations will help SMI by implementing their FAN360 platform to address the challenges of taking full advantage of each SMI venue in terms of events, markets and audience while also maximizing the benefits of informational scale afforded in operating those venues.
FAN360 is an operating system designed to centralize and consolidate fan touch points and data systems across SMI’s venues and provide an understanding of fans’ interests and behaviors. This will eventually lead to more tactful sales, marketing, and operations.
What is interesting though is how SMI is utilizing the FAN360 in three crucial ways. The operating system’s core serves as the epicenter of all the fan data. This means that it will integrate current systems like ticketing, social media, and point of sale, for example, into a single profile for each particular fan.
That same information is then usable by FAN360 Dimension, which are tools that permit data visualization, sales, marketing outreach and fan insight, to provide more accurate and efficient ways to analyze data sets while also giving SMI insight based on fan’s individual demographics, preferences, and behaviors for true relationship management.
The final component of this new partnership is Uphoria, who is providing a mobile experience that delivers personalized communications, offers, and content that is designed to enhance the fans experience. This means that fans will receive up-to-the-minute event schedules, facility maps, driver and celebrity appearance information, and real time offers that are specifically tailored to each specific person.
“During an event weekend, our speedways are full of fans, each with a variety of allegiances – different drivers, different sponsors, different manufacturers, different brands, different foods,”said Mike Burch, senior vice president of national sales and marketing for Speedway Motorsports, Inc. “As we learn more about where a fan’s passions lies, we can provide them customized information based on what they are interested in. We can also use those interests and responses to determine what other types of experiences and entertainment they would prefer. Our challenge isn’t as much providing something for everyone, but more about letting them know when and where that thing they love is happening.”
SMI’s partnership with Sporting Innovations will prove to be essential in improving the overall fan experience by giving fans special offers personalized to them. Sporting Innovations and their FAN360 platform will be interesting to monitor as this new joint effort with SMI plays out.