Diverging marketing tacticsMarketing will always be a key element to business success, but when you’re in the wearable technology space, you have an additional element to worry about. People are still cautious about what happens when their steps are monitored. As a result, Catapult ensures teams know they are fully GDPR compliant. “Safeguarding the players or club data privacy and security is certainly a core pillar of our strategy,” Simeray said. “We have to combine this with the concept of changing behaviour through technology – a complex topic on its own. ” Technology aside, Catapult’s marketing strategy branches off into two threads – the elite and consumer audience – both of which use the products in vastly different ways. While, as Simeray explained, elite products are geared towards coaches, they are also much more granular, measuring over 1,000 different metrics.
“You don’t target the player as they aren’t the primary users,” He said. “However, PLAYR has been designed and engineered with the player and athlete as the core user and customer.”
“Marketing towards those personas is much more digital and social led, currently focusing on growing both the category and product awareness to this audience of amateur football players.”Evidently, knowing how people use your tools and which key players are involved, will truly help you market products. In this case, being able to showcase which athletes use the elite products, helps Catapult sell its PLAYR range. “Catapult’s technology is seen so frequently on elite players, that players of all levels are recognising the ‘black sports bra’,” Simeray explained. “It’s not such a foreign object anymore. “Younger players especially are keen to wear the technology that their idols are using, and recognise that tracking their data is a way to accelerate their performance.”
Changing the sports world in the processWhen amateur players are able to analyse their own data, we’ll surely be seeing a revolution in the sports industry. Can you imagine what would happen when amateur footballers can see what training methods help improve their skills the most? Injuries could decrease and individual players could gauge whether they’re ready for the professional sphere. – The competition would be even more fierce. But it would be akin to receiving employees that don’t need upskilling.
“Of course, helping them advance their game and skills is a long journey,” Simeray added. “So this will remain our core focus for the next years as we want to help millions of football players get better.”For more information about PLAYR, visit www.playrsmartcoach.com.
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