Eleven Sports Network OTT Strategy
Eleven Sports Network is an emerging sports broadcast network expanding rapidly across multiple territories, primarily via Over The Top (OTT) delivery and partnerships.
- Launched 4 diverse countries in 3 months: Belgium, Poland, Singapore, Malaysia.
- Websites, Apps and Social Media were in various stages of launch or development
- Limited social or digital marketing strategies were in place
- Little research on, or understanding of, audience/s, markets and product needs
Seven League were engaged for market research and to produce a digital marketing strategy.
What We Did
- We provided actionable insight on market and audience via two phases of qualitative and quantitative in-market audience research:
Detailed analysis of interest, packages, pricing & propensity to pay
Recommendations on audience profiles, segmentation, product and pricing
- We conducted a digital marketing audit, delivering recommendations and strategy, including:
Analysis of online penetration, platforms and behaviours in-country
Analysis of all existing digital and social media output in Belgium
Benchmarking of Google Analytics, Twitter, Facebook analytics
Analysis of available CRM and email marketing services
Mini-workshop on digital strategy
- Provided immediate action for Eleven Sports Network Belgium management team
- Re-defined product pricing and product content package – investigating other rights
- Co-ordinated approach to partnership with Telenet (now announced)
- Co-ordinated plan with Eleven Sports Network’s corporate digital properties
- Improved social media strategy
ESN Belgium’s management team have confidence in their way forward with robust planning, detailed plan of action and solid foundation of market/ audience understanding.