Lausanne offers a digital match program

Lausanne has been offering a digital match program to its fans for 13 months. An offer which could still exceed expectations, this Friday against the Dragons, and which is unique in French-speaking Switzerland, even if Genève-Servette and Ajoie have decided to get involved too.

The LHC made its mark against Zug last week at home. First because he beat a candidate for the title (6-3), then because during this evening, its supporters have downloaded the digital match program more than 3,500 times. “A record,” relishes Antoine Gauci, digital marketing specialist within the club. And since records are made to be broken, it could well be that even more Lausanne fans will read the program for the match against Fribourg-Gottéron, this Friday in a packed Vaudoise arena.

If the Lions public impatiently awaits the brochure, pushed via the LHC application shortly after 6 p.m. each night of a home match, it is because it exclusively informs readers of the Vaudois alignment.

In addition to the team composition, supporters will find numerous editorial pages in the digital program, including an interview with a player. “We don’t want this to become a collection of advertisements,” notes Antoine Gauci. We always said that the program would never exceed 29 pages, of which no more than a third would be devoted to self-promotion and advertising inserts.”

An ecological burst

This digital brochure replaces the paper version which was distributed to fans for a long time, but which the club decided to abandon several years ago for ecological reasons. Ajoie, Genève-Servette and Bienne have also decided to go without paper, while Fribourg-Gottéron continues to print a succinct program (it contains the contingent of the two teams as well as the poster of a player) in 1500 copies during National League matches.

Fribourg-Gottéron does not intend to focus on a more extensive and digital program, preferring to concentrate on social networks, in particular Instagram, a platform on which the club is a hit thanks to interactions with its public.

425 francs per match

HC Bienne simply refers its audience to the digital game plan on its website, unlike Genève-Servette and Ajoie, who also decided to embark on the creation of a digital match program. But if Lausanne has had time, for 13 months now, to improve its offer, the garnet club is still in its infancy. The first version of its digital brochure will appear on October 18 and will coincide with the new GSHC application.

At HC Ajoie too, a project is about to be born:

Geneva and Ajoie will perhaps be as happy as Lausanne HC, which only sees advantages in this solution. One of them concerns responsiveness: if a player is injured during warm-up, the match program is instantly updatedand the injured man came out of the team’s lineup.

Digital also appeals to advertisers. They no longer hesitate to pay 425 francs per Lions match to appear on a full page, especially when a link is integrated into each advertisement in the match program, as is the case at the LHC. The user then just has to click on the image to go directly to the sponsor’s website.

The Swiss vice-champion found a formula that is almost unanimous (94% of readers of the program go at least to page 10) and which could in the future give ideas, in form or content , to other French-speaking National League clubs.