Revolutionizing Sports Advertising With a 3x Surge in Brand Awareness

Overview

During the pandemic, the sports industry faced unprecedented disruption, highlighting an urgent need to adapt. Tagboard emerged as a solution, empowering sports networks to revitalize advertising and content. As Head of Product Marketing, our objective was to leverage Tagboard's Emmy-nominated audience experience platform to build a foundation for long-term, product-led growth.

Amidst pandemic-driven change, sports broadcasters struggled with disrupted advertising. Tagboard aimed to establish its brand as essential for immersive, real-time audience engagement.
As the Head of Product Marketing, I implemented a targeted four-part strategy focused on market research, growth modeling, brand building, and strategic pricing.
1. Market Research & Insights
  Conducted in-depth research to understand evolving sports advertising dynamics, identifying opportunities where Tagboard’s platform could drive unique value.
2. Product-Led Growth Model
  Developed a product-centric growth framework that highlighted Tagboard’s core value propositions, enabling rapid, scalable adoption within the sports sector.
3. Brand Awareness & Voice Development
  Revamped brand messaging, particularly across digital and social media, to strengthen Tagboard's voice and connect with global sports brands.
4. Strategic Pricing & Packaging
  Designed tailored marketing strategies and pricing models to engage major sports broadcasters like NBC Sports, Apple, and Google, aligning campaigns with major events, including the FIFA World Cup.
Our GTM super-team achieved:
- 2.75 Billion Impressions for the FIFA World Cup 2022
- 12% Growth in Sales Conversions
- 4x Year-Over-Year Brand Recognition

35% increase

in conversion rate

2.75 Billion Impressions

Over 300 stories

shared to Congress

Industry

Sport & Entertainment

Matt Hogan

Director of Business Development, Tagboard

“Antoinette’s Expertise and insights helped us rebrand and develop go-to-market strategies.”

Results that stand out.

Triggered 12% growth in sales conversion rates, exceeding 10% goal, by introducing comprehensive training plan.
Orchestrated data-driven campaigns & messaging tailored to 4 key verticals, improving site traffic by 12% and growth rate 8% based on recommendations from quarterly digital marketing learnings.
Integrated campaigns with events and on-ground brand initiatives, leading to a 300% increase in brand awareness within 6 months.
Influenced upsurge of 2K+ social media followers by optimizing data driven campaigns and messaging for key sports verticals based on quarterly digital marketing data.