Marketing and Promotional Initiatives

[Ezeikial]

What good marketing and promotional initiatives have your club run to promote extra attendances at matches?

What worked, what didn't?

Here's one that Dundalk is running for Dundalk V Drogheda for Mothers Day -

http://dundalkfc.com/news/100302_MothersDay.asp

[Mr A]

Gave Danny Ventre captaincy for Shamrock's game. Almost three thousand attended. Great success.

http://m2.wnymedia.net/files/2009/08/Borat_Great_Success.jpg

[Onefootednopace]

Mansfield Town tried this idea a few weeks ago
http://www.mansfieldtown.net/page/NewsDetail/0,,10325~1948012,00.html

Biggest attendance in years, but it appears the team got stage fright
http://www.mansfieldtown.net/page/MatchReport/0,,10325~50322,00.html

However I see the attendances for the next two home games reverted back to the normal levels.

[ltfc_2004]

That Mansfield idea looks interesting even if people paid nothing to enter the ground surely they spent money in the shop, clubhouse etc I wonder how much extra Mansfield made off the gate that day compared to a normal match day.

[Ezeikial]

So thats the sum total of promotional wisedom in LoI?

Danny Ventre and Mansfield Town?

I think Roddy is ex Mansfield - maybe we could get him to share his experiences here?

[MariborKev]

LOI clubs don't do promotion.

They do endless cycles of bust and emotional statements from whoever the new chairman of the time is. They plead with people to "come out and support the team" but don't apply any of the tested techniques used in other facets of business.

The idea of spending money not on players appears to leave boards in a cold sweat.

[Mr A]

I think the Harps Revive and Thrive campaign was fairly successful for the first game. We received great coverage in the local media (both papers and radio) and I don't think we'd have got near the 1000 mark for a game against Salthill without it.

[Ezeikial]

Here is an interesting promo - Free drink for students at next Fridays Dundalk V UCD game!!!

http://dundalkfc.com/posters/ucdposterapril.pdf

[Iorfa2MaccaJim]

This is just an idea.

If we were to vot on the top ten programmes in the league. Then the top ten programmes' editors' would unite it an team
to produce a fortnightly magazine, either caalled, Airtricity League Match or Airtricity League Shoot or something to that
effect. This magazine would be for kids of say age group between 9 and 16 - 17. It would have all the usual stuff an E.P.L.
Shoot or Match magazine would have, with reports, and posters.

I just personally think, if we are going to promote the league, why not look to the supporters of the future.

[SkStu]

This is just an idea.

If we were to vot on the top ten programmes in the league. Then the top ten programmes' editors' would unite it an team
to produce a fortnightly magazine, either caalled, Airtricity League Match or Airtricity League Shoot or something to that
effect. This magazine would be for kids of say age group between 9 and 16 - 17. It would have all the usual stuff an E.P.L.
Shoot or Match magazine would have, with reports, and posters.

I just personally think, if we are going to promote the league, why not look to the supporters of the future.

as a wise woman once said Iorfa, "i believe the children are our future, teach them well and let them lead the way."

sticker album might be better idea though. Or Top Trumps.

[Dundalkjames]

Was there not a LOI magazine around 2 yrs ago?

[brianw82]

sticker album might be better idea though.

That could be made even more fun for the kids by making them learn too:

"How many weeks wages did Dan Murray miss last season?"
"How many red cards did Dundalk get under Sean Connor?"
"How many career-threatening challenges did Paul Keegan get away with?"

It'll be a hit. Learn with the LOI.

[fionnsci]

This is just an idea.

If we were to vot on the top ten programmes in the league. Then the top ten programmes' editors' would unite it an team
to produce a fortnightly magazine, either caalled, Airtricity League Match or Airtricity League Shoot or something to that
effect. This magazine would be for kids of say age group between 9 and 16 - 17. It would have all the usual stuff an E.P.L.
Shoot or Match magazine would have, with reports, and posters.

I just personally think, if we are going to promote the league, why not look to the supporters of the future.

Wuh ja ever go away with your "Airtricity League".....It's not going to catch on!

There was a magazine calle OnSide two years ago that went bust after one issue. There's not a market for it.

[peadar1987]

That could be made even more fun for the kids by making them learn too:

"How many weeks wages did Dan Murray miss last season?"
"How many red cards did Dundalk get under Sean Connor?"
"How many career-threatening challenges did Paul Keegan get away with?"

It'll be a hit. Learn with the LOI.

If you divide the number of red cards Dundalk accumulated by the number of times Bohemians sold Dalymount, is it greater or less than the number of times Bray got relegated multiplied by Sporting Fingal's average attendance?

[Spudulika]

Many moons ago when I was an innocent young student we used to get free season tickets for UCD games. They stuck them, mainly, on Thursday nights and linked with Budweiser in order to sell out the old ground. I went to 3 games out of interest, including one game with Limerick (in a previous guise) that made me realise that I should really consider taking up drinking.

Throughout my time in UCD I'd go to the odd game, about 5 in 94/95, and figure that the simple promotion they made helped. It was disappointing that with such a massive source of fans they don't get more out.

A magazine would be good for the league, but no promotion is going to make a difference while clubs are constantly on the brink.

[pineapple stu]

I went to 3 games out of interest, including one game with Limerick (in a previous guise) that made me realise that I should really consider taking up drinking.
Alas, that's why such drinks promotions are now banned on campus. Of course, you'd never have taken up drinking any other way.

Who do you support now, out of interest?

Also for Ezeikal - what constitutes a student? :p

[Ezeikial]

but no promotion is going to make a difference while clubs are constantly on the brink.

Maybe clubs will be constantly on the brink, unless there is effective promotion?

[Spudulika]

@ Pineapple Stu - I still watch out for UCD and when I'm home still get to the odd game of theirs, but it's been 2 years now. As time has passed I've asked many former college mates why they didn't follow the team (these would be people who went every week or two to the UK for games) and they simply replied - "sure it's not a real club". I still can't fathom this out.

@ Ezekial - I agree, solid and consistent promotions are the way forward. Just try getting a club to think beyond the immediate and you're already half way there to success. In my experience most clubs rarely look beyond the end of the day, good ones get to the end of the week, while the best clubs go season to season. Only unique ones look more than a year ahead. To have successful promotions means stability, a 3-4 year plan and an aim for them all.

[Ezeikial]

Also for Ezeikal - what constitutes a student? :p

For the pre-match Free Drink promotion the poster says - "3rd level student with Concession Match ticket; with Student ID card and over 18 years old" http://dundalkfc.com/posters/ucdposterapril.pdf

As regards concession admission for students - Concession tickets are available to full time students with photo ID (technically there is no concession for 2nd level student without photo ID, although discretion tends to be applied by ticket office and style operators)

[Battery Rover]

For the pre-match Free Drink promotion the poster says - "3rd level student with Concession Match ticket; with Student ID card and over 18 years old" http://dundalkfc.com/posters/ucdposterapril.pdf

As regards concession admission for students - Concession tickets are available to full time students with photo ID (technically there is no concession for 2nd level student without photo ID, although discretion tends to be applied by ticket office and style operators)


Just hope this lot don't try and stop it

http://www.newstalk.ie/news/news-headlines/athlone-nightclub-reprimanded-over-drinks-promotion/

[pineapple stu]

Boo! Student ID... I don't support UCD to have to show student ID!

[Ezeikial]

Boo! Student ID... I don't support UCD to have to show student ID!

You can still avail of the €3 drinks/€2 soft drinks available from 5.30pm - 7.45pm.

All the UCD team are also invited!!!

[pineapple stu]

I might indeed partake of cheap stuff. Ta!

[Spudulika]

While I'm not decrying one off promos and efforts made to drum up more numbers through the turnstiles, the greatest problem (even more than facilities or what takes place on the field) is gameday experience. Anyone with experience of North American sports or German football/sports can testify to the fact that what takes place in Ireland is so far behind the mark that our clubs need to be ashamed of themselves. And what I'm talking about doesn't take much or any money, in fact it makes money! However it takes a little bit of bravery and stick-to-it-ness in order for it to work long term.

[Magicme]

Hit us with a few of your ideas spudulika! Am all ears coz have to do something drastic soon before we continue to hemorrage crowds.

[dong]

something like getting the squad to do a calender, a few women might go to watch the players they saw in it and not the football.



There are some serious heads in the LoI for that carry on.;)

[peadar1987]

I remember I was at a summer soccer camp a few years back, and two or three of the Pat's players who were friends with one of the coaches came by, did some tricks and so on. I don't think they were even officially there, just visiting their mate at work. We all thought they were the greatest footballers we'd ever seen, as impressionable 8 year olds, and for at least a year afterwards, none of us wanted anything but to play for Saint Patrick's Athletic. Imagine what a proper visit to one of those camps could do if it was done properly.

[fionnsci]

I was coached at a camp not so long by Sean Dillon and Stephen Paisley. They weren't at the camp one day because Longford had an Intertoto game to play! Anyway, it might have been what first *****ed my interset in the LOI. It's a great idea.

edit - pr icked....censorship gone mad.

[Dodge]

I remember I was at a summer soccer camp a few years back, and two or three of the Pat's players who were friends with one of the coaches came by, did some tricks and so on. I don't think they were even officially there, just visiting their mate at work. We all thought they were the greatest footballers we'd ever seen, as impressionable 8 year olds, and for at least a year afterwards, none of us wanted anything but to play for Saint Patrick's Athletic. Imagine what a proper visit to one of those camps could do if it was done properly.
last year Pats set up summer camps for certain age groups. FOr something like €60 they got coaching for a week and some kit

Roaring success apparently and it's to be expanded this year

[Mr A]

Harps latest effort (http://www.finnharps.com/site/index.php?option=com_content&view=article&id=183:finn-harps-announce-coach-service-from-donegal-town-and-letterkenny-to-finn-park-on-match-nights&catid=39:news-from-finn-park&Itemid=101)

[Martinho II]

I was coached at a camp not so long by Sean Dillon and Stephen Paisley. They weren't at the camp one day because Longford had an Intertoto game to play! Anyway, it might have been what first *****ed my interset in the LOI. It's a great idea.

edit - pr icked....censorship gone mad.
town never played in the intertoto cup but they would have played in the UEFA cup instead!

[osarusan]

Harps latest effort (http://www.finnharps.com/site/index.php?option=com_content&view=article&id=183:finn-harps-announce-coach-service-from-donegal-town-and-letterkenny-to-finn-park-on-match-nights&catid=39:news-from-finn-park&Itemid=101)
Good luck with it. Are you trying to cater for existing fans out there or trying to generate new fans?

I know we tried the same thing in Limerick a few years ago, and had to stop mid-season due to lack of numbers.

[Mr A]

Good luck with it. Are you trying to cater for existing fans out there or trying to generate new fans?

I know we tried the same thing in Limerick a few years ago, and had to stop mid-season due to lack of numbers.

Bit of both I guess. Hopefully it will be supported but much, as always, depends on the performance of the team.

[dong]

last year Pats set up summer camps for certain age groups. FOr something like €60 they got coaching for a week and some kit

Roaring success apparently and it's to be expanded this year

There's been those camps going on at the showgrounds for years. I remember going to them years ago.
Some players and coaching staff do the training. Still see them advertised in the Champion. Its one of the best ways to get youngsters into their local team imo.

[Youths4Ever]

last year Pats set up summer camps for certain age groups. FOr something like €60 they got coaching for a week and some kit

Roaring success apparently and it's to be expanded this year

Wexford have had these as well with players as the coaches and other making appearances during the week give out some t-shirts season tickets for the u12 seems to generate an interest and the kids can watch the players that coach them and have something more achievable to aim for than playin in the premier league

[artane-shels]

Harps latest effort (http://www.finnharps.com/site/index.php?option=com_content&view=article&id=183:finn-harps-announce-coach-service-from-donegal-town-and-letterkenny-to-finn-park-on-match-nights&catid=39:news-from-finn-park&Itemid=101)

Interesting idea. Would there be many that'd take the bus though? Still, at least ye're doing something!

[Ezeikial]

Harps latest effort (http://www.finnharps.com/site/index.php?option=com_content&view=article&id=183:finn-harps-announce-coach-service-from-donegal-town-and-letterkenny-to-finn-park-on-match-nights&catid=39:news-from-finn-park&Itemid=101)

Whats the normal admission charge for adults and children - i.e. whats the cost of the bus?




An Adult Ticket (inc Match Ticket and return Journey ) cost €18 while a Child Ticket (inc Match Ticket and return Journey) costs €10.

[SkStu]

something like getting the squad to do a calender, a few women might go to watch the players they saw in it and not the football.

best leave Bobby Ryan out of this one...

[Spudulika]

I know it sounds heretical, however we can all appreciate this as sports supporters - have a look at what the GAA does and borrow/steal a few things! The IRFU did and look how they have increased their numbers and standing. One very simple thing that comes out from GAA dictat (as well as being bred/beat - pronounced 'bet' into trainee teachers) is get into the Primary schools. It can be laid down from on high (FAI) or in a concerted effort from the local club, and co-ordinated with amateur clubs. Send in players to give free coaching lessons in local schools and give out prizes of tickets etc, then you have a link to the next generation and grab the parents in too. If clubs already have football camps that's good, but those families are looking for low cost babysitting or are committed to football anyway. You need to tap into the masses too. We did it with a rugby club I worked with, where the local football club sat on their haunches as the only game in town, within a year we had 80 kids training each weekend, almost all from the schools, and it's maintained the momentum. It was tough to begin with but you need to stick at it.

[Mr A]

Whats the normal admission charge for adults and children - i.e. whats the cost of the bus?

€10 for an adult and €3 for U12, so bus is €8 and €7. Given the time for 'refreshments' before and after the game though I guess this is mostly aimed at adults.

[foxx92]

I remember I was at a summer soccer camp a few years back, ....
I ended up supporting Galway United for a similar reason.

[micls]

I know it sounds heretical, however we can all appreciate this as sports supporters - have a look at what the GAA does and borrow/steal a few things! The IRFU did and look how they have increased their numbers and standing. One very simple thing that comes out from GAA dictat (as well as being bred/beat - pronounced 'bet' into trainee teachers) is get into the Primary schools. It can be laid down from on high (FAI) or in a concerted effort from the local club, and co-ordinated with amateur clubs. Send in players to give free coaching lessons in local schools and give out prizes of tickets etc, then you have a link to the next generation and grab the parents in too. If clubs already have football camps that's good, but those families are looking for low cost babysitting or are committed to football anyway. You need to tap into the masses too. We did it with a rugby club I worked with, where the local football club sat on their haunches as the only game in town, within a year we had 80 kids training each weekend, almost all from the schools, and it's maintained the momentum. It was tough to begin with but you need to stick at it.

Completely agree.

Sciath na scol is huge in primary schools but the majority of primary school kids prefer soccer from my experience.

A similar, properly run competition/blitzes would create huge interest. When you've that set up you can bring in the LOI teams. Have them do coaching sessions, give out tickets.

Was always surprised at how difficult it seemed to be to have a school soccer team at primary level because of lack of organisation.

[Ezeikial]

Latest promo poster from Oriel promoting the next 2 home games. The first of these is for the visit of Bohs.

I can only assume that the "Bring a Buddy" line is aimed at Pat Fenlon!

1606

Full poster-

http://dundalkfc.com/posters/BohsBray.pdf

[sean r]

how about fancy dress contest at the match? the winner get a free match ticket to a future match or a free jersey from the club shop or something like that the winner can be announced at half time and he gets into the next club program.

[ClaretnBlue]

LOI clubs don't do promotion.

They do endless cycles of bust and emotional statements from whoever the new chairman of the time is. They plead with people to "come out and support the team" but don't apply any of the tested techniques used in other facets of business.

The idea of spending money not on players appears to leave boards in a cold sweat.

Absolutely bang on there ! Spelling the word promotion would be a problem for those in charge.
And as far as comuing up with new ideas and initiatives - Phew!

[Ezeikial]

Absolutely bang on there ! Spelling the word promotion would be a problem for those in charge.
And as far as comuing up with new ideas and initiatives - Phew!

What about your ideas and initiatives - have you got any?

[MariborKev]

Did the €10 in @ Richmond have any effect tonight?

[Dodge]

Did the €10 in @ Richmond have any effect tonight?

Only saw this now Kev. Not at all. Poor crowd. Well, usual crowd for Setanta on a Tuesday night but a good bit down on league crowds

[MariborKev]

On the point of marketing initiatives(and dragging it off topic).

I was on a bus in Fairview this evening and there were people in Leinster jerseys giving out leaflets to people in the parked traffic. Was this some sort of promotion for the Magners League games?

[marinobohs]

On the point of marketing initiatives(and dragging it off topic).

I was on a bus in Fairview this evening and there were people in Leinster jerseys giving out leaflets to people in the parked traffic. Was this some sort of promotion for the Magners League games?
Leinster are trying to broaden their market and are promoting games now given their current "European Champions" status. Fairview would not remotely be a rugby area but is a through point for traffic going to Clontarf/Sutton/Howth which would be slightly more rugby orientated.
That the local football clubs (Shels, Bohs and even Sporting Fingal) have never tried such an initiative comes as no surprise (perhaps waiting until they are european Champions ?:rolleyes: