The point is more or less the same.
Nothing lasts forever and sooner or later, the things that make clubs unique disappear. Star players move on, performance wanes, foundation members get old, venues shift; the list goes on. Clubs have to position themselves on a higher level.
See, if you think sports marketing is unique, think again. Clubs are brands, nothing more and the players/staff are actors with a temporary job to do.
It’s actually more akin to a good TV series; just make sure you’re Home & Away and not Two & A Half Men….
Keep the stands full and the merch sales high in 9 steps.
1. Diagnose your brand annually (heritage, founders, assets, codes),
2. Conduct research (qual & quant, owned data),
3. Segment the market & be choiceful in your targeting,
4. Select your brand’s positioning (differentiate & articulate),
5. Set business objectives (make them smart & profitable),
6. Decide on tactical executions (creative & media),
7. Set Budgets (preferable zero-based),
8. Conduct brand tracking (quant research & owned data analysis) and,
9. Review performance based on objectives.
10. It’s linear, strategic & repeatable. It’s scientific and it DOESN’T involve the word “digital”. It’s what well-trained marketers do!
Good brands evolve; great brands understand why, how, and for who.
Australian sporting clubs can, and should do better and with the tough time you’ve all been facing, Murmur wants to be a part of that change. Talk to a well-trained marketer today by reaching out to our qualified, highly experienced and friendly team by clicking the link below and starting that change today!
