Swedish Ice Hockey Association
The Swedish Ice Hockey Association gathers information about supporters, players, clubs and sponsors in Sweet CRM and sends targeted mailings with Sweet Automation. The result is an 80% larger customer database, over 10,000 new club members and more than 2.5 million marketing emails sent.
Effect
Many target groups and information spread across systems
The Swedish Ice Hockey Association needs to continuously communicate with players, coaches and clubs, as well as effectively reach sponsors and hockey enthusiasts.
To increase engagement around hockey, personalized, interactive and relevant communication is required. The association also runs sales activities, both ongoing and intensively in connection with tournaments and events. Sales take place through the webshop and via sponsorships, among other channels.
In short, there are many stakeholders, and communication has different purposes and content. A technical platform that supports all these needs is therefore essential.
As for many companies and organizations, it is a challenge to collect and manage data from different systems. But it is not just a matter of technology. It is equally important to manage information with completely different characteristics, in this case customers, sponsors, supporters, clubs, teams and volunteers. Handling sensitive information securely is an absolute must, as is managing consent and personal data.
Another challenge was to gather information in one place. A player can also be a supporter or a coach. A customer can be a sponsor. Detailed “customer profiles” are therefore needed to give a complete view of the whole relationship, including history and memberships. This was crucial to understanding and meeting each customer’s individual needs and preferences.
One complete view of every supporter and more precise marketing
With Sweet, the Swedish Ice Hockey Association can now collect and refine information from various sources. The solution provides a clearly structured overview of engagement, purchase history and where the information comes from.
Segmenting target groups effectively makes the marketing more precise and personal.
The customer profiles in the system show purchases and communication, and how customers interact.
This makes the entire marketing effort easier and provides valuable insights into customer engagement, click rates, conversion rates and the overall effectiveness of marketing campaigns.
Implementation
The Swedish Ice Hockey Association has implemented:
- Sweet Automation: works both as an integration engine and as a process engine that creates workflows and compiles information. It is also used for email campaigns and personalized marketing. Ready-made workflows for each target group make it quick and easy to send targeted mailings. Even more specific mailings are quick to produce because all the data is in one place.
- Sweet CRM: stores all customer information, including source, customer engagement and completed purchases. It also shows what communication each customer has received and how each customer has interacted.
Looking ahead
The Swedish Ice Hockey Association and Sweet share a common goal: to create more personal and better customer experiences. With data from Sweet Automation, customer journeys can be tailored to each individual. The plan is also to make more use of the marketing module to strengthen the association’s marketing. The overall goal is to increase engagement and deepen the relationship between the association and its customers.
Jesper Björck
Marketing Manager at the Swedish Ice Hockey Association
About the Swedish Ice Hockey Association
The Swedish Ice Hockey Association was founded in 1922 and has since been a leading force in Swedish sports, promoting ice hockey at all levels. The core values Togetherness, Passion and Responsibility reflect a commitment to collaboration, a passion for ice hockey and a responsibility for inclusive and fair play. The goal is to make ice hockey Sweden’s most engaging sport and to maintain its position as one of the most successful ice hockey nations. The association emphasizes the importance of creating joy and community for everyone involved, from players to fans.
- Industry: sports (national sports federation)
- Solution: Sweet CRM and Sweet Automation
- Results: 80% larger customer database, over 10,000 new club members and more than 2.5 million marketing emails
