CASE STUDY - MANCHESTER UNITED
The biggest football club in the world. A huge brand. Why would they need voice products?
Voice is the next search engine. People will use voice devices to discover, to learn, to be entertained and to feel smarter. Eventually we will move from smart speakers to personal voice assistants.
The Voice Strategy is about existing in this new space while everyone else is years behind.
When someone asks Alexa about Manchester United from all over the world, it has to give more information that a Wikipedia briefing.
When someone wants to learn about Manchester United, it would be a huge opportunity if your skill was what they used.
If people wanted to kept updated about Manchester United, your voice skill could provide scores, commentary, alerts, interviews, analysis, transfer news, sponsor deals and so much more. Now imagine this in multiple languages. The more value and depth you create, the better the connection to the supporter will be. Listening to them is where the gold is.
How do you get their attention? Content. Lots of content and it has to go on the Socials where people are spending their attention, like Instagram and Facebook. Instagram is huge for this type of business right now and they should be putting out 10 pieces of content per day. I know of one local coffee shop that didn’t even have an Instagram profile. Without it, soon you won’t even exist.
I’d build a voice skill that acts like a club specialist for the people who want it at home. Got a question about a United or a player, history or a future fixture? Ask the specialist on Alexa. Your own United specialist on Alexa. I’d create lots and lots of content that answers questions on United and when its a natural fit, Id talk about things that the supporters might want to buy. If the club had general sale tickets, can you imagine a zero click option on Alexa where the supporter can say “i’m interested”, “yes purchase” and 2 tickets are delivered the next day.
You could also create games where fans can replay legendary matches or moments and create that environment in their living room. Imagine young kids playing commentary in their living room and pretending they’re Rashford or Pogba. The opportunities here are endless.
Id create a voice flash briefing and create content that people can listen to every morning about Manchester. Think of it like “did you know”, “how to”, “something new”, “have you heard about” “you should try”, “a new interview from”, “latest news“, “the club has signed…”.
I’d run Instagram Story Ads against Manchester United fans.
I’d create a few 7 second videos for a YouTube pre roll ad against people who type specific searches about Manchester United into Google.
Then we study what happens and kick on from there. We refine the whole process until we master your market and then innovate even more.