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diva-e was live: In digital connection with your fan community

Opportunities and challenges for brands

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 of 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) spoke about the topic "In Digital Touch With Your Fanbase: Opportunities and Challenges for Brands".

It has never been so important for companies to build a fanbase. 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 those around them about products and services, generating additional sales in both B2B and B2C environments.

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"The top priority should be authenticity - in everything you do via your own channels."

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Paul Keuter on the question of how to create a strong emotional bond with the brand.

Digital touchpoints are becoming increasingly important

The fact is that the number of digital touchpoints is constantly increasing. Capturing and connecting fragmented customer journeys remains a challenge for brands and a consistent brand experience. The result: a high frequency of brand switching among consumers or fans, fueled by times of limited physical presence in the stadium or flagship store. This is precisely 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

Join us live as experts from Hertha BSC and FC Bayern Munich provide exclusive insights into the world of soccer clubs and explain the role of individual players when it comes to 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 digital transformation playing field - and turn customers into fans. You are cordially invited, whether on site or in the livestream. Seats at the Allianz Arena are limited. Please indicate whether you would like to attend on site or via livestream. We will then inform you promptly whether you have been able to secure a place in the fan lounge.

Impressions of the event

Foto einer Kamera
Rote Plätze im Stadion
Innenraum in der Allianz Arena
Mehrere Personen in einem Gespräch
Personengruppe im Stadion

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About our speakers
Foto von Paul Kreuter
Paul Keuter | Member of the Management Board Hertha BSC GmbH & Co. KGaA

Paul Keuter has been a member of the Hertha BSC management team since January 2016. Previously, the Hamburg native was Global Sports Chair and responsible for strategy in the sports division of Twitter Inc. Keuter spent a total of three years as Head of Sports DACH at the US company. Prior to this, the married family man was in charge of marketing and business development at a TV production company. 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.

He can also look back on a series of successful format developments as an editor and producer in the TV sector. As an advisor to Arne Friedrich, the Berliner-by-choice played a key role in his involvement in the US soccer league MLS. During this time, he also became a member of the German American Chamber of Commerce in Chicago.

Paul Keuter is a founding member of the Junge Helden e.V. association and a member of the board of trustees of the Arne Friedrich Foundation.

Frank Rauchfuß | Managing Director Business & Data Consulting diva-e

As Managing Director Business & Data Consulting, Frank Rauchfuß is responsible for diva-e's consulting and data services. Frank has been working in e-commerce since 1998 and has been instrumental in shaping the rapid development of online business in start-ups and various companies. Online marketing, online sales, new product development and digital transformation are his specialties. As a long-standing manager in companies, he knows exactly what potential the networked management of online and offline channels entails. Frank knows the opportunities along the customer journey and uses his expertise to boost customer performance. He supports advertisers in successfully leveraging their wealth of data. Frank is also a sought-after speaker in the fields of digital transformation, product innovation and performance marketing.

Foto Stefan Mennerich
Stefan Mennerich | Director and authorized officer Media, Digital & Communications FC Bayern München

Stefan Mennerich has held various positions at FC Bayern Munich since 1997 and 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 channel and all club TV offerings, which are broadcast worldwide online, mobile and on TV. Mennerich is also responsible for communications at the record-breaking champions.

The business graduate is also a member of the UEFA and DFL media rights working groups. Stefan Mennerich is also Chairman of the Management Board of FC Bayern Digital & Media Lab GmbH and an "Observer of the Advisory Board" at OneFootball.

Foto Alex Graf
Alexander Graf | CEO & Co-Founder Spryker, Founder Kassenzone Blog

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.

Ulrike Wortmann | Chief Marketing Officer (CMO) Best4Tires Holding GmbH

As CMO, Ulrike brings with her 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.

Foto Andreas Glaenzer
Andreas Glänzer | CRO & Co-Founder Adverity

In more than 10 years in high-growth marketing and technology companies, including as a consultant for Google and in various management positions at iProspect, Andreas has developed a great passion for data-driven decisions, so it was only logical to found Adverity with his co-founders 8 years ago. 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.

Melissa Hannawald | former professional soccer player

About our guest soccer player

Melissa Hannawald played in the first women's Bundesliga for Rheine, Wattenscheid and Wolfsburg and ended her ten-year professional career in 2015, working for the TV channel Sport1. She married Sven Hannawald in 2016 and they started their family in Munich. The popular sportswoman appears in TV shows (Ninja Warriors RTL), at charity matches and corporate events.

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