柏林馬拉松 berlin marathon · 2018. 3. 14. · event calender scc events 2018 2nd half year...
TRANSCRIPT
March 09, 2018, Taipei
�Running events changing with the times–
Challenges and consequences for therunning market on the example of the
BMW BERLIN-MARATHON“
TaiSPO 2018
Marathon and Sports Marketing Forum
IMPRESSIONS
FACTS/ ABOUT US
CHALLENGES FOR RUNNINGEVENTS
THE RUNNING MARKET
CONSEQUENCES FOR RUNNINGEVENTS
OVERVIEW
1
2
3
4
5
2
IMPRESSIONS
IMPRESSIONS
FILM
5
IMPRESSIONS
FACTS/ ABOUT US
CHALLENGES FOR RUNNINGEVENTS
THE RUNNING MARKET
CONSEQUENCES FOR RUNNINGEVENTS
OVERVIEW
1
2
3
4
5
6
The World‘s fastest course
Ten world records, seven since 2001.
WORLD RECORDS
7
In 2009 the BMW BERLIN-MARATHON receivedthe AIMS* award “Marathon of the decade“.
*Association of International Marathons and Distance Races
MARATHON OF THE DECADE
8
One million spectators and more than 80 music bandsalong the course.
The BMW BERLIN-MARATHON is under thepatronage of the German Federal Chancellor.
LARGEST MARATHON IN GERMANY
9
BMW BERLIN-MARATHON COURSE
• Course through the city of
Berlin
• Highly attractive and passing
all significant places of interest
• Inner city closed to traffic for
almost 8 hours
10
The BMW BERLIN-MARATHON is a four-dayevent featuring multiple competitions and supportingprograms.
THE BMW BERLIN-MARATHON WEEK
11
OVER 58,000 PARTICIPANTS FROM 122 COUNTRIESABOUT 1 MILLION SPECTATORS ALONG THE COURSE
Runners
Inline Skaters
mini-MARATHON
Bambini
SCC-Skating Kids Cup
Breakfast Run
Handbiker
Wheelchairs
41,283
5,445
1,836
10,010
107
approx. 11,000
185
37
SCC EVENTS 201612
SCC EVENTS GMBHWE MOVE MORE THAN 185,000 PARTICIPANTS EVERY YEAR!
Organisation and execution of 20 events in the field of running, skating, swimming andcycling in Berlin and Brandenburg
Comprehensive services: e.g. sports medicine services, corporate healthmanagement, training groups.
57 permanent employees, 3 student assistants, 2 trainees, interns and many volunteers
13
EVENT CALENDER SCC EVENTS 20181ST HALF YEAR
Event Date
Berlin New Year‘s Run 01 January
BERLIN VITAL expo 06 – 07 April
Berlin Half Marathon 08 April
Airfield Run 22 April
AVON Women‘s Run 26 May
GERMAN MANAGEMENT RUN 07 June
Berliner Wasserbetriebe 5 x 5 km TEAM-Relay 06 – 08 June
AOK TEAM-Relay Brandenburg 28 June
14
EVENT CALENDER SCC EVENTS 20182ND HALF YEAR
Other events as co-organiser or service providers: Velothon Berlin 13-05-2018 / BARMER Women‘s Run 23-06-2018 / SportScheck RUN BLN 26-08-2018
Event Date
SwimRun Rheinsberg 01 July
adidas Runners City-Night 28 July
BERLIN VITAL expo 13 – 15 September
BMW BERLIN-MARATHON 15/16 September
Cross Days 27/28 October
New Year‘s Eve Run Berlin 31 December
15
ABBOTT WORLD MARATHON MAJORSIN ICONIC CITIES
CHICAGO
NEW YORK
BOSTON
LONDON BERLIN
TOKYO
16
ABBOTT WORLD MARATHON MAJORSMISSION
• ABBOTT World Marathon Majors is a series of six of the largest city
marathons in the world: Tokyo, Boston, London, Berlin, Chicago and New
York
• ABBOTT World Marathon Majors has a total of about 200,000 participants
and 800,000 registrations annually
• The races are broadcasted on TV to international spectators in over 150
countries
• ABBOTT World Marathon Majors has set its goal to be a leader in the area
of professional and amateur sports worldwide and considers itself to the
Grand Slam of amateur running17
ABBOTT WORLD MARATHON MAJORSMISSION
• “The organizers of these six events are united in their effort to advance the
sport, raise awareness of its elite athletes, and increase the level of
interest in elite racing among running enthusiasts.”
• Under the theme “Life. To the fullest” Abbott attempts to build a bridge
– from a healthier life through every day exercise, to the “queen of the
distances”: the marathon.
18
ABBOTT WORLD MARATHON MAJORSMISSION
• The AWMM is not just about elite athletes
but also honors non-elite runners who
complete all six of the AWMM races in Tokyo,
Boston, London, Berlin, Chicago and
New York City
• Medal introduced in 2016
• No. of current 6-star-finishers: about 2,700
19
Anti-Doping: - dealing with WADA/ NADA/IAAF- new technologies, endeavours- laws, own responsibilities, “blood pass“
Standards that go beyond the AIMS and IAAF gold labelsSecurity:- new technologies- new demands since 2013, administrative requirements, athletes & spectators
Costs / Setting Pricing / Investments / Innovations: - different models of financing the events- visibility of the costs
Creating a brand:- marketing - charity- reputation - global communication
ABBOTT WORLD MARATHON MAJORSKEY TOPICS
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IMPRESSIONS
FACTS/ ABOUT US
CHALLENGES FOR RUNNINGEVENTS
THE RUNNING MARKET
CONSEQUENCES FOR RUNNINGEVENTS
OVERVIEW
1
2
3
4
5
21
CHALLENGESSECURITY CONCEPTS FOR LARGE EVENTS
22
TEMPORARY ON-SITE COORDINATION POINTSBERLIN HALFMARATHON, CHICAGO MARATHON
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UTILISATION OF TECHNOLOGY – REAL TIME MANAGEMENT
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SCC EVENTS hasindependently
developed its ownsecurity concept for
many years
The Berlin Marathon security concept is
over 120 pages long
Gold Standard in Berlin
SECURITY CONCEPTS FOR LARGE EVENTSSECURITY CONCEPT IN BERLIN
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SECURITY CONCEPTS FOR LARGE EVENTSBMW BERLIN-MARATHON
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IMPRESSIONS
FACTS/ ABOUT US
CHALLENGES FOR RUNNINGEVENTS
THE RUNNING MARKET
CONSEQUENCES FOR RUNNINGEVENTS
OVERVIEW
1
2
3
4
5
27
MARKETING AND COMMUNICATION
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MEDIA COVERAGETV
TV national Broadcasting Time(h:mm:ss)
Number ofprogrammes
Range (million)
Total of spectators 16:08:01 139 59,98 Live-Coverage3 hours
Live -Coverage5 hours
TV International: Coverage and recaps in over 140 countries worldwide. ValuMedia Report 201629
Comprehensive coverage in regional, national and international print media.• Total number of publications: 6,750 (national)• Total circulation of copies: 128.74 M.
(national)
MEDIA COVERAGEPRINT
ValuMedia Report 201630
Cover, special inserts, result listCirculation on weekends: 107,000+ copiesReach 238,000+ readers in Berlin/Brandenburg
MEDIA COVERAGEMEDIA PARTNER
mediaimpact31
Main target group: age 40 to 59Listeners per hour ø Mon-Sat 6 am - 6 pm: 113,000
MEDIA COVERAGERADIO
Main target group: from age 40Listeners per hour ø Mon-Sat 6 am - 6 pm: 176,000
Main target group: age 20 to 49Listeners per hour ø Mon-Sat 6 am - 6 pm: 109,000
Main target group: age 30 to 59Listeners per hour ø Mon-Sat 6 am - 6 pm: 52,000
media sales and services32
2,400,000+SESSIONS
1,500,000+USERS
9,400,000+IMPRESSION
S
88,500+ LIKES ON
MEDIA COVERAGEINTERNET & SOCIAL MEDIA
Google AnalyticsOct 1, 2015 – Sept 27, 2016
33
Start/ leading cars, hot spots, finish carpet, split time pylon, endless banners
EFFECTIVE SPONSORSHIPBRANDING ALONG THE COURSE
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EFFECTIVE MARKETING
• Viral Marketing – Authenticity is important
• Emotional Marketing – It is key to transmit information in a positive way
- for both sides: particpants and the sponsors/partners
• Example: online pop-ups (advertising, spam) on an internet page while you
read an article versus hindersome advertising along the course while the
crowd is cheering
35
Logo integration on all event relevant printmaterial
EFFECTIVE SPONSORSHIPPRINT
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Logo integration on website, internet banner, newsletter, social media
EFFECTIVE SPONSORSHIPONLINE
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Participant bag, clappers, expo, promotion, VIP tickets
EFFECTIVE MARKETINGPROMOTION
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Participant bag, clappers, expo, promotion, VIP tickets
EFFECTIVE MARKETINGEXPO
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EFFECTIVE MARKETINGINFLUENCER MARKETING
• Influencers already play a major role in helping form opinions
– for everyone
• By using the networks of influencers, one can greatly increase the marketing
reach of a brand or a company in a short time
40
EFFECTIVE MARKETINGADVANTAGES OF INFLUENCER MARKETING
Advantages:
• Cost-effective advertising options
• Transfer of marketing messages through a level of trust
• Great effect through multipliers
• Better networking by taking advantage of the influencers‘ followers
• Increased reach of the marketing efforts
41
EFFECTIVE MARKETINGCUSTOMER MONITORING
• The BMW BERLIN MARATHON has a new motto for the runners every year
(2018= #berlin42)
• Every marathon in the AWMM still has its own unique profile
(e.g. Berlin:“flat, fast, unforgettable“)
• This unique profile is essensial for
customer retention and
successful marketing
42
EFFECTIVE MARKETINGCUSTOMER MONITORING
• Databanks are essential not only as an administrative tool, but also to gain
information about the participants
• In addition, solid and continuous market research is necessary
• The goal is to have frequent contact with the customers, before, during
and after the event (from A-Z)
• Examples: Newsletters, prize drawings/competitions, campaigns,
websites, social media, app, charity
43
EFFECTIVE MARKETINGCUSTOMER MONITORING
• Every year, a detailed survey is conducted among the participants and
spectators
• The goal is to steadily increase the reach of the brand
• There are benefits from the global effects and from the cooperation
within the AWMM
• There is already clear interaction between the measures taken by the
individual 6 marathons and the measures taken by the AWMM as an
association
44
EFFECTIVE MARKETINGCUSTOMER MONITORING
• Berlin has by far the highest number of participants from abroad
• The smartphone app is now being utilized by every second visitor, and
more frequently by foreign visitors
• The social media buzz about the BERLIN MARATHON has almost tripled
compared to the previous year
• This strong growth is mainly due to Instagram posts
45
1%
2%
2%
2%
2%
2%
3%
6%
6%
57%
0 5,000 10,000 15,000 20,000 25,000 30,000
Sweden
Denmark
Spain
Italy
Netherlands
France
USA
Switzerland
UK
Germany
TOP-10-NATIONALITIESINCLUDING SKATERS
SCC EVENTS 2017
• Location of the events is crucial for marketing
• Connection to public transport and
international airports
• Berlin is waiting for the completion of the BER
(new and larger international airport)
46
DEMOGRAPHICSPARTICIPANTS
Male74%
Female26%
GENDER
14%
30%
35%
18%
3%
U29 y.o. 30-39y.o.
40-49y.o.
50-59y.o.
60+ y.o.
AGEØ-Age: 42.5 years old
SCC EVENTS 201747
• Quota of women
participants slightly
increases
• The shorter the courses,
the more women do take
part
• After experiencing two decades of increasing numbers of finishers, in 2013
a peak was reached on the US market
(overall)
• In 2015, there was a decrease of 9% in the number of finishers
(Source: USA research running group, Sports one source )
RUNNING MARKET 3.0
48
• More than ever, well-established marathon events have experienced a
drastic reduction of finishers or stagnation for years
• More than ever, marathons like Abbott World Marathon Majors, but also the
Paris Marathon, are still in high demand, and when possible from an
organisational standpoint, increase their numbers of finishers
• Marathon as the „supreme discipline“ should be highlighted as such,
also from the marketing point of view
RUNNING MARKET 3.0
49
RUNNING MARKET 3.0CHANGING WITH THE TIMES
Inspiration
Inspiration
FitnessFitness
Healthiness
Healthiness
Charity
Charity
Emotion
EmotionCompetitio
nCompetitio
n
IndividualityIndividuality
Men/ WomenMen/ Women
Goals
Goals
ClubClubExpectation
sExpectation
s
Religion
Religion Entertainmen
tEntertainmen
t
The Extraordinar
y
The Extraordinar
y
Self-Awareness
Self-Awareness
TimeTimePassionPassion
MythMyth
Community
Community
LifestyleLifestyle
50
"I don't run 5Ks because I'm a runner. I run 5Ks because I like to be fit. "
"The fun-running space is going througha little bit of an identity crisis,"
„HUNGER FOR VARIETY“ -MULTISPORTS VS. TRADITIONAL RUNNERS
51
• The participants‘ demands are changing
• Running market is dwindling and becoming harder to monitor
• More and more “players“ in the game: independent running communities,
employers, sporting goods companies, gyms, etc. provide services and offers
• What role do clubs and associations play now and in the future?
• The running scene is creating more and more networks of information
(newspapers, online), health, fitness
• The focus is changing from a “race for a personal best“ to an “active lifestyle“
RUNNING MARKET 3.0CHANGES IN THE RUNNING MARKET
52
The health and fitness expo BERLIN VITAL at the STATION Berlin: On three days more than160 national and international exhibitorswelcome more than 95,000 visitors
BERLIN VITAL FALL EXPOSTATION BERLIN
53
• The entertainment-factor is playing an increasing role
• This requires a new approach
• Berlin is offering participants and spectators more experiences outside of the
race itself:
Expo, merchandising, child care, professional warm-up at the start, monitors
throughout the entire pre-start and starting area, starting block entertainment
with several moderators and fan TV
54
RUNNING MARKET 3.0CHANGES IN THE RUNNING MARKET
RUNNING MARKET 3.0ENTERTAINMENT
55
• The race as an “all-around“ experience(=activities before andafter the race)
• Sport as a part of a lifestyle
• High technical expect-ations (= Simultaneousbroadcasting on socialmedia and other online media)
• Entertainment at thestart, finish and alongthe course
RUNNING MARKET 3.0PARTICIPANT EXPECTATIONS
56
INNOVATION3D COURSE ANIMATION
57
IMPRESSIONS
FACTS/ ABOUT US
CHALLENGES FOR RUNNINGEVENTS
THE RUNNING MARKET
CONSEQUENCES FOR RUNNINGEVENTS
OVERVIEW
1
2
3
4
5
58
• 3 large marathon races in the top 50 in the world: Hamburg, Frankfurt a.M., Berlin
• Marathon events are subject to the temporary implementation of more difficult
conditions and prerequisites than indoor events (including stadiums), which must
heed the general regulations for large gatherings
• The requirements presented by local administrations are becoming increasingly
greater (and even within Germany the requirements differ)
CONSEQUENCES FOR THE RUNNING MARKETORGANISATION OF RUNNING EVENTS
59
• The form of organisation of events will change in the future
Specialisation and implementation of multiple areas of expertise
• Marketing: “Everyone is cooking his own little soup“ (A German phrase)
• Drastic changes in the world political situation
• Internationally, hardly anyone (only Berlin) puts on a “pure“ marathon
Tendency to include other distances in addition to the marathon
CONSEQUENCES FOR THE RUNNING MARKETORGANISATION OF RUNNING EVENTS
60
• In the future, regulations (especially regarding safely and liability) will increase
nationwide in conjunction with the size of the event
• The danger of an event having to be cancelled entirely or in part will increase =
added costs
• There is a great responsibility for event organisers to support young talents and
top athletes from the national pool
61
CONSEQUENCES FOR THE RUNNING MARKETORGANISATION OF RUNNING EVENTS
• Young talents from the national pool are currently being neglected, but it is a big
reason that events are attractive to sponsors, spectators, media and reporting –
a “norm discussion“ is counterproductive
• “Myth of the Marathon“: It is an obligation of event organisers to further the
development of the idea that the marathon is the king of popular running sports
62
CONSEQUENCES FOR THE RUNNING MARKETORGANISATION OF RUNNING EVENTS
• The Asian market is just forming, and there is more potential for expansion and
growth there
• International elite sports
• Marketing and financing will become increasingly more difficult
GOAL: events should be able to pay for themselves through the participant
fees, the sponsor money should be “on top“
• Running series/partnerships = create and profit from synergies
• Asian marathon league, IAAF marathon league and more running series are
counterproductive as they dilute the market
RUNNING MARKET 3.0CHANGES IN THE RUNNING MARKET
63
RUNNING MARKET 3.0
The 25 largest marathons in 2016
DATE VENUE Finisher
06 NOV TCS New York City 51360 03 APR Schneider Electric Paris 4170809 OCT Bank of America Chicago 4060824 APR Virgin Money London 3907228 FEB Tokyo International 3615025 SEP BMW Berlin* 3599930 OCT Osaka 2943118 APR Boston 2660628 AUG Ciudad de Mexico 2274813 MAR Yokohama 2259414 FEB Skechers Performance LA 2061711 DEC Honolulu 20222
*39.101 finisher in 201789.
02 JAN Xiamen International 1998010 JAN Walt Disney World 1983830 OCT Marine Corps 1972413 MAR Nagoya Women's 1911220 NOV Kobe 1881413 MAR Zurich Barcelona 1692030 OCT SSE Airtricity Dublin 1681220 NOV Valencia Trinidad Alfonso 1583207 DEC Shonan International 1566710 JAN Nanohana 1492721 FEB Kyoto 1486904 DEC Naha 1413820 MAR Itabashi City 13935
18 DEC Taipei 5560
64
• New AWMM age group ranking installed starting in 2018
• Within the AWMM series, participants in the mass races can now earn points
throughout the year
• Within each appropriate age group, points are collected for every run;
the age-group winners are determined after the last run of the series
• This creates another incentive to be part of the AWMM family
RUNNING MARKET 3.0AWMM AGE GROUP RANKING
65
• The percentage of women participants is growing
• Lists of best times no longer play a role
• Multisports will become a key element over the next few years of sporting
events
OUTLOOK AND CONCLUSION
66
• There is a tendency for people to now avoid large events
• Consequence: only safe events will be successful in the long run
• What we have learned from the Abbott WMM: It is good for top athletes,
amateurs, sponsors and spectators when elite sport and sport for the general
public are combined
• In the future, it will be essential for a successful event to have:
1. International top athletes
2. A “national colour“
3. An interesting, moving, and well-told story relating to the race
OUTLOOK AND CONCLUSIONS
67
Building blocksfor a successful
event
Community
Emotional ConnectionCommunication
ChannelsAdditional Offers
Series Marketing
Associations betweenrunning event
organisers, creatingsynergies
Standards
Anti-DopingSecurity
Markting / Costs
RunningExperience
Event CharacterAdditional Distances
Innovations
68
OUTLOOK AND CONCLUSIONS
69