Success or Discounting

The goal of all marketing in sport is to create grab attention and create an action. The primary goals are to get people through the door, bums on seats and products sold whether that be food and beverage or shirts and retail plus more.

I have said many times that consistency of experience is key to your fan, but also to your marketing strand.

Marketing is perceived to be very front-loaded we grab someone’s attention we create an action then we move on to the next.

We sold the shirt lets move on!

These actions are stimulated by a marketing campaign based around success or discounting.

Over the long term the team win we put the prices up the team lose we put them down.

Encouraging fans to a call to action is only the start, the bum on the seat is the beginning of the story and not the end.

We need to continue to grab their attention and repeat and action and how is that done.

I can tell you not by the success of discounting, but by earning the trust and building a relationship.

Four key elements for me fan experience, trust, loyalty and reward.

We have to put more time care and effort into our fans to provide a great experience build the confidence, recognise loyalty and reward it. Develop a strong relationship and the strength of this relationship isn’t about money or results it is about belonging, belief and values.

So don’t prescribe to hope marketing based on manipulation build your club, your business around experience and relationship marketing.

Success and discounting have no longevity.

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