Success or failure of a marketing effort can be greatly influenced by what your employees do. It does not matter whether they are front or back office employees, because marketing is everything you or your people do that comes to the attention of customers (fans).
Your front office people could be rude, aloof, or may not have pertinent information at their finger tips. Any thing that will annoy the fan will lead to that fan bad mouthing your club. It does ข่าวบอล not matter what your materials or advertising say, it is the “moment of truth” that matters most. The “moment of truth” is that moment when your people come into contact with the customer (in this case the fan) directly or indirectly.
The back office people, like the accounts, coaches, administrators or any one in football club that does not come into direct contact with the fan should also be involved in the marketing effort of the club. If for example the accountant does not pay the front office people in time (does not communicate reasons for the delay), this may lead to front office people taking out their frustration on the fans by being rude to them. The actions of the accountant have indirectly let down the marketing effort of your club.
It is very important for the club to put fans at the centre of its activities. A fan may send in a complaint or a communication of any nature to your football club offices. If this communique goes unanswered, your football team will have failed at the “moment of truth”.
A popular tabloid carried a letter from a fan of football club here in South Africa. The fan had been part of a group that escorted his beloved team for an away match at the behest of the club. The match was played at night and when it came to sleeping the club officials had made no arrangement for the traveling fans. Be that as it may have been, the officials were outright rude to the fans as narrated by this fan. He swore never to ever escort his team again. This letter was read by thousands of people and surely had a negative impact on the public profile of the club. This club failed at the “moment of truth”.
You may not have answers to all your fans’ problems, but your employees at worst should show empathy. That is the least fans expect from you. It goes a long way in cementing all your other marketing efforts. Football marketing will never be effective, until fans fill they belong.
Marketing therefore starts with your employees. Market to them first and let them buy into your overall mission. Let them know their roles and how they impact on the football team’s fan relationship management and marketing efforts.
Robert K Sebbale is a football marketing specialist. His main focus is fan marketing and fan – club relationships with an aim of getting the best out of fans, such as filling of stadiums.