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Everton kicks off mobile membership

Monday October 18 2010

Subscription service will deliver premium content and drive ROI

Subscription service will deliver premium content and drive ROI


Mobile agency, InfoMedia Services has been chosen to deliver and manage Club EvertonMobile, a new Mobile Membership programme for Barclays Premier League Football Club Everton.


Launched earlier this month, Club EvertonMobile will offer Everton greater return on investment (ROI) by generating more subscriptions rather than isolated, one-off purchases and increase conversion rates of visitors to the mobile internet site.


The programme is designed to deliver premium content including videos, unlimited ringtones and wallpapers to Everton fans for a fixed subscription. The subscription service, alongside apps and SMS text alerts, will become the focus of Everton marketing via mobile throughout the season.


Rewarding fan commitment


Mark Rowan, head of media and communications at Everton, explained: “When fans make the commitment of membership, Everton wants to make sure they get the best possible deal. Club EvertonMobile allows members to download all the ringtones and wallpapers they like and get access to the video action, without having to worry about individual purchases.


“For the club it means we can make the revenue stream more robust and integrate our web and mobile presence to drive uptake and conversion.”


Everton will promote the new service via a growing database of fans, as well as using social media, the club magazine The Evertonian and the match day programme. Existing subscribers will automatically be upgraded at no extra charge.


Putting members in control


Tim Satchell, InfoMedia Services commercial director, said: “Premier League teams are beginning to realise the possibilities of mobile. By streamlining the offering and putting strong content into the hands of the fans, they can not only make money but make sure that the product they are delivering is the best it can be.


“A membership model means the club gets stronger revenue streams and a solid base for work with advertisers and sponsors, while the fans get incredible value and the best possible content right into their pocket.”