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

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!

The post Interview with Matt Potter, RVP of Partnerships for EMEA at Movable Ink appeared first on dotdigital blog.

Reblogged 2 weeks ago from blog.dotdigital.com

Darryl, the man behind dotmailer’s Custom Technical Solutions team

Why did you decide to come to dotmailer?

I first got to know dotmailer when the company was just a bunch of young enthusiastic web developers called Ellipsis Media back in 1999. I was introduced by one of my suppliers and we decided to bring them on board to build a recruitment website for one of our clients. That client was Amnesty International and the job role was Secretary General. Not bad for a Croydon company whose biggest client before that was Scobles the plumber’s merchants. So, I was probably dotmailer’s first ever corporate client! After that, I used dotmailer at each company I worked for and then one day they approached a colleague and me and asked us if we wanted to work for them. That was 2013.  We grabbed the opportunity with both hands and haven’t looked back since.

Tell us a bit about your role

I’m the Global Head of Technical Solutions which actually gives me responsibility for 2 teams. First, Custom Technical Solutions (CTS), who build bespoke applications and tools for customers that allow them to integrate more closely with dotmailer and make life easier. Second, Technical Pre-sales, which spans our 3 territories (EMEA, US and APAC) and works with prospective and existing clients to figure out the best solution and fit within dotmailer.

What accomplishments are you most proud of from your dotmailer time so far?

I would say so far it has to be helping to turn the CTS team from just 2 people into a group of 7 highly skilled and dedicated men and women who have become an intrinsic and valued part of the dotmailer organization. Also I really enjoy being part of the Senior Technical Management team. Here we have the ability to influence the direction and structure of the platform on a daily basis.

Meet Darryl Clark – the cheese and peanut butter sandwich lover

Can you speak a bit about your background and that of your team? What experience and expertise is required to join this team?

My background is quite diverse from a stint in the Army, through design college, web development, business analysis to heading up my current teams. I would say the most valuable skill that I have is being highly analytical. I love nothing more than listening to a client’s requirements and digging deep to work out how we can answer these if not exceed them.

As a team, we love nothing more than brainstorming our ideas. Every member has a valid input and we listen. Everyone has the opportunity to influence what we do and our motto is “there is no such thing as a stupid question.”

To work in my teams you have to be analytical but open minded to the fact that other people may have a better answer than you. Embrace other people’s input and use it to give our clients the best possible solution. We are hugely detail conscious, but have to be acutely aware that we need to tailor what we say to our audience so being able to talk to anyone at any level is hugely valuable.

How much of the dotmailer platform is easily customizable and when does it cross over into something that requires your team’s expertise? How much time is spent on these custom solutions one-time or ongoing?

I’ll let you in on a little secret here. We don’t actually do anything that our customers can’t do with dotmailer given the right knowledge and resources. This is because we build all of our solutions using the dotmailer public API. The API has hundreds of methods in both SOAP and REST versions, which allows you to do a huge amount with the dotmailer platform. We do have a vast amount of experience and knowledge in the team so we may well be able to build a solution quicker than our customers. We are more than happy to help them and their development teams build a solution using us on a consultancy basis to lessen the steepness of the learning curve.

Our aim when building a solution for a customer is that it runs silently in the background and does what it should without any fuss.

What are your plans for the Custom Tech Solutions team going forward?

The great thing about Custom Technical Solutions is you never know what is around the corner as our customers have very diverse needs. What we are concentrating on at the moment is refining our processes to ensure that they are as streamlined as possible and allow us to give as much information to the customer as we can. We are also always looking at the technology and coding approaches that we use to make sure that we build the most innovative and robust solutions.

We are also looking at our external marketing and sharing our knowledge through blogs so keep an eye on the website for our insights.

What are the most common questions that you get when speaking to a prospective customer?

Most questions seem to revolve around reassurance such as “Have you done this before?”, “How safe is my data?”, “What about security?”, “Can you talk to my developers?”, “Do I need to do anything?”.  In most instances, we are the ones asking the questions as we need to find out information as soon as possible so that we can analyse it to ensure that we have the right detail to provide the right solution.

Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

We talk a lot about working with best of breed so for example a customer can use our Channel Extensions in automation programs to fire out an SMS to a contact using their existing provider. We don’t force customers down one route, we like to let them decide for themselves.

Also, I really like to emphasize the fact that there is always more than one way to do something within the dotmailer platform. This means we can usually find a way to do something that works for a client within the platform. If not, then we call in CTS to work out if there is a way that we can build something that will — whether this is automating uploads for a small client or mass sending from thousands of child accounts for an enterprise level one.

What do you see as the future of marketing automation technology?  Will one size ever fit all? Or more customization going forward?

The 64 million dollar question. One size will never fit all. Companies and their systems are too organic for that. There isn’t one car that suits every driver or one racquet that suits every sport. Working with a top drawer partner network and building our system to be as open as possible from an integration perspective means that our customers can make dotmailer mold to their business and not the other way round…and adding to that the fact that we are building lots of features in the platform that will blow your socks off.

Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m a dyed in the wool Gooner (aka Arsenal Football Club fan) thanks to my Grandfather leading me down the right path as a child. If you are still reading this after that bombshell, then food-wise I pretty much like everything apart from coriander which as far as I’m concerned is the Devils own spawn. I don’t really have a favorite band, but am partial to a bit of Level 42 and Kings of Leon and you will also find me listening to 90s drum and bass and proper old school hip hop. My favorite holiday destination is any decent villa that I can relax in and spend time with my family and I went to Paris recently and loved that. Guilty pleasure – well that probably has to be confessing to liking Coldplay or the fact that my favorite sandwich is peanut butter, cheese and salad cream. Go on try it, you’ll love it.

Want to meet more of the dotmailer team? Say hi to Darren Hockley, Global Head of Support, and Dan Morris, EVP for North America.

Reblogged 2 years ago from blog.dotmailer.com