diva-e was live: In Digital Touch With Your Fanbase

Opportunities and challenges for brands

diva-e was live at the Allianz Arena Munich

Did you know that brand loyalty is currently at its lowest level in 30 years?

Together with Stefan Mennerich (Director Media and Communications at FC Bayern Munich), Ulrike Wortmann (Chief Marketing Officer at Best4Tires), Alexander Graf (CEO & Founder Spryker, Founder Kassenzone Blog), Paul Keuter (Member of the Management Board Hertha BSC GmbH & Co. KGaA) and Andreas Glänzer (CRO and Co-Founder of Adverity), diva-e Frank Rauchfuß (Managing Director Consulting & Data at diva-e) talked about the topic "In Digital Touch With Your Fanbase: Opportunities and Challenges for Brands".

Never before has it been so important for companies to build up a fan base. Fans are the best customers, because they ensure the economic success of companies. They have purchasing power, are loyal in times of crisis and give honest feedback. And they inspire and convince their environment of products and services, thus ensuring additional sales in both B2B and B2C environments.

Your contact person
Julia Miksch
Senior Marketing Manager

With the kind support of

Aftermovie 🎥

Digital touchpoints are becoming increasingly important

The fact is that the number of digital touchpoints is continuously increasing. Capturing and connecting fragmented customer journeys remains a challenge for brands and a consistent brand experience. The result: high brand switching frequency among consumers or fans, fueled by periods of limited physical presence in the stadium or flagship store. So this is exactly where the key to the fan principle lies. The solution: Intelligent data analysis! If you use insights cleverly and know your target group and their preferred touchpoints, you can prevent brand erosion and successfully increase brand magnetism.

In digital touch with your fanbase

Be there live when experts from Hertha BSC and FC Bayern Munich provide exclusive insights into the world of soccer clubs and explain the role individual players play in fan engagement and brand loyalty. You can also find out how companies are using a data-driven approach to create a cross-channel brand experience on the playing field of digital transformation - and turn customers into fans. You are cordially invited, whether on site or in the livestream. Seats on site at the Allianz Arena are limited. Please tick whether you want to be there on site or via livestream. We will then notify you in good time whether you have been able to secure a place in the fan lounge.

Impressions of the event

Watch now on demand (german only)

About our speakers

As co-founder and CEO of Spryker, Alex is a commerce industry visionary with more than 20 years of experience analyzing commerce business trends and author of numerous articles and books, including the industry benchmark The E-Commerce Book. Prior to founding Spryker, Alex co-founded numerous companies in the digital space, including Germany's leading digital consultancy Etribes, Europe's leading Amazon agency Factor A and Hamburg's first Unicorn AboutYou.
Alexander Graf
CEO & Co-Founder Spryker, Founder Kassenzone Blog
Stefan Mennerich has held various positions at FC Bayern Munich since 1997, where he is currently Director of Media, Digital and Communications. He has developed all of FC Bayern's media offerings, from the website and all social media platforms to the club's own TV station and all club TV offerings that are broadcast worldwide online, on mobile and on TV. Mennerich is also responsible for communications at the record champion.
Stefan Mennerich
Director and authorized officer Media, Digital & Communications FC Bayern München
As CMO, Ulrike brings extensive automotive expertise from more than 20 years of experience at well-known companies in the areas of retail and marketing. As Chief Marketing Officer (CMO) of Best4Tires Holding GmbH, she is responsible for the digital transformation of the company into a leading European B2B tire trading platform. Prior to that, she was responsible for marketing & brand, end customer communication and e-commerce at A.T.U.. At BMW, she established loyalty/CRM programs for the BMW and MINI brands in Europe.
Ulrike Wortmann
Chief Marketing Officer (CMO) Best4Tires Holding GmbH
Paul Keuter has been a member of the management team at Hertha BSC since January 2016. Prior to that, the Hamburg native was Global Sports Chair, responsible for strategy in the sports division of Twitter Inc. In total, Keuter served as Head of Sports DACH at the US company for three years. Prior to that, the married family man had been in charge of marketing and business development at a TV production company, among other things. As a TV producer for ITV Studios, he developed and planned the opening ceremony for the 2006 World Cup at the Brandenburg Gate and thus the birth of the world's largest fan mile.
Paul Keuter
Member of the Management Board Hertha BSC GmbH & Co. KGaA
As Managing Director Business & Data Consulting, Frank Rauchfuß is responsible for diva-e's consulting and data services. Frank has been active in e-commerce since 1998 and has been instrumental in shaping the rapid developments of online business in start-ups and various companies. Online marketing, online sales, new product development and digital transformation are his areas of expertise. As a long-time executive in companies, he knows exactly what potential the networked control of online and offline channels brings with it. Frank knows the opportunities along the customer journey and increases the performance of customers with his expertise. He supports advertisers in successfully leveraging their treasure trove of data. Frank is also a sought-after speaker in the areas of digital transformation, product innovation and performance marketing.
Frank Rauchfuß
Managing Director Business & Data Consulting diva-e
In more than 10 years in high-growth marketing and technology companies, including as a consultant for Google and in various leadership positions at iProspect, Andreas has developed a great passion for data-driven decisions, so it was only logical to found Adverity 8 years ago with his co-founders. Today, as Chief Revenue Officer (CRO) at Adverity, Andreas is responsible for the growth of the global provider of the leading intelligent data and analytics platform for marketing, sales and e-commerce organizations.
Andreas Glänzer
CRO & Co-Founder Adverity

About our guest footballer

Melissa Hannawald played in the first women's soccer Bundesliga for Rheine, Wattenscheid and Wolfsburg and ended her ten-year professional career in 2015, working for TV station Sport1. In 2016 she married Sven Hannawald and both started their family in Munich. The popular athlete appears in TV shows (Ninja Warriors RTL), charity games and corporate events.
Melissa Hannawald
former professional soccer player

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