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Japan Rugby Marketing Boosts Fan Engagement with New CRM

In a significant move to enhance its marketing strategies and strengthen its connection with rugby fans, Japan Rugby Marketing Co., Ltd. (JRM) has integrated the advanced cloud-based CRM system, "Synergy!" from Synergy Marketing Inc., based in Osaka. This integration aims to elevate data-driven fan marketing efforts and deepen engagement with rugby enthusiasts across Japan.

Background and Purpose of the Integration

Challenge of Sustaining Rugby Popularity
As rugby continues to gain popularity through international tournaments like the World Cup, JRM faces the challenge of transforming this excitement into a sustainable fan base. The organization is committed to leveraging digital marketing to strengthen its fan engagement. However, they have encountered several obstacles that need to be addressed:

1. Expanding and Retaining Fan Base: Maintaining interest after major events has proven difficult, leading to the need for a system that fosters regular viewing habits.
2. Personalized Content Delivery: Catering to both casual viewers and core fans with relevant content has been a challenge.
3. Optimizing Data Utilization: Current systems have lacked centralized management of ticket purchase and merchandise sales data, hindering effective data usage.
4. Marketing Workload: Existing tools were limited in usability, resulting in extended time frames for executing effective marketing strategies.

Goals of Using 'Synergy!'
To tackle these challenges, JRM has set clear objectives with the adoption of the "Synergy!" CRM system:

• - Lightening Operational Load: The intuitive interface of 'Synergy!' is expected to enhance marketing efficiency significantly.
• - Advanced Segment Delivery: By utilizing fan behavior data, JRM can deliver tailored information directly to target audiences.
• - Improving Accuracy via Data Integration: Unifying ticket purchase, attendance, and merchandise data will allow for enhanced personalized marketing measures.
• - Strengthening Fan Engagement: Integration with social media and digital advertising will create more compelling fan experiences.

Expected Outcomes from 'Synergy!'

With the incorporation of 'Synergy!', JRM anticipates several key improvements:
1. Efficiency in Marketing Operations:
The enhanced CRM capabilities will enable real-time analysis of fan interests and behaviors, significantly cutting down on the time needed for targeted marketing efforts.
2. Enhanced Email Targeting:
The ability to create specific segments, like fans who bought tickets for a particular match but haven't purchased for the next, can lead to increased communication effectiveness.
3. Strengthened Information Sharing Among Clubs:
Visualization of successful strategies from various clubs will improve the overall quality of marketing efforts across the board.

Future Outlook

Looking ahead, Synergy Marketing and JRM will work closely to implement advanced strategies further enhancing fan marketing. Their future initiatives include:

• - Strengthening Lead Nurturing: Developing programs that improve engagement for new fans.
• - Optimizing Ticket Sales Strategy: Utilizing purchase history data to refine targeted marketing campaigns for specific matches.
• - Diverse Fan Engagement Strategies: Introducing real-time measures linked to attendance data on match days.

Together, JRM and Synergy Marketing aspire to lead the digital transformation of the rugby scene in Japan, creating an environment that allows more fans to enjoy the sport.

For more insights into this partnership, an interview article detailing the collaboration has been published here.

About Japan Rugby Marketing Co., Ltd.

Established in December 2022, Japan Rugby Marketing is dedicated to fan engagement initiatives surrounding the national rugby team and the Japan Rugby League One. Their efforts focus on enhancing stadium experiences, merchandise sales, and digital content offerings to promote the allure of rugby matches and players, with the ultimate goal of broadening their fan base and ensuring ongoing enjoyment of the sport.

Company Information:

• - Name: Japan Rugby Marketing Co., Ltd.
• - Location: 1-1-1 Minamiaoyama, 5th Floor, Shinhonkan Building, Minato, Tokyo
• - Representatives: Kensuke Iwabuchi (Japan Rugby Football Union), Hajime Tokairin (Japan Rugby League One)
• - Established: December 28, 2022
• - Business Areas: Fan marketing, event promotion, product commercialization and EC services, community initiatives, and digital content production.
• - Website: JRM Official Site

About 'Synergy!'

Launched in 2005, 'Synergy!' is a Japanese cloud-based CRM system that supports over 5,100 businesses. It’s designed to handle extensive web forms and targeting parameters, ensuring robust security and scalability through Amazon Web Services. The solution not only furthers marketing efficiency but also partners with businesses to address unique challenges, evolving continuously as the market requires.

For those interested in the digital marketing landscape, visit Synergy Marketing for more information.