Spurs missing an opportunity
The Audi Cup in August is a chance for Tottenham to rub shoulders with elite clubs and have the Spurs brand exposed to the markets these clubs have.
Brand advertising is an essential part of business and marketing a brand is equally as important as marketing a product. Know a brand and you'll keep going back to that brand, you'll try new products because you trust the brand.
When choosing a new head coach it was important to have one who would play a style of football that fits with the Tottenham brand of 'Flair, Style and Adventure'.
We associate ourselves with entertaining attacking football, something people want to watch in a league people worldwide want to watch, every game we are marketing ourselves and our name. We have a domestic and European history that football fans can bond with, some of us remember the glory years when football wasn't so financially dominated as it is today.
There are more Tottenham supporters outside the UK than there are in it and despite what many a season ticket holder will tell you, they matter just as much. From a marketing perspective they probably matter more and they are a resource that clubs under use. I am all for looking for an edge for Tottenham, something the club can do that other clubs are not, steal a march on the competition and help us punch above our weight.
Using sports psychology to a greater degree and improving players mentally is relatively quick, cheap and easy, a must but utilising the fan base is another. Communication is a two-way process, it is no good Spurs simply talking to an audience, they have to engage with the audience and have the audience actively promote the club. If you email the club on the email addresses they provide for instance you will not always get a reply, that is a totally unacceptable way to deal with your own fans. It is another element of the club that needs addressing.
The internet is a vast resource that connects the globe and there is a world outside of Tottenham and the mainstream media. It is that world Spurs need to target and devise a strategy for engagement and growth. There is only so much a single person can do just as there is only so much a club can do. Spurs are marketing to the Denver community undertaking various events but are we engaging the community to market to the community?
Fans can help the club build local fanbases around the world, America is currently the land of opportunity in this respect so perhaps Spurs should have a marketing expert helping local supporters clubs boost their membership, give them some expert help they may not have.
With some 25 or more Official Supporters Clubs travelling to Denver to watch the MLS All-Star game it would be an ideal time to hold a marketing event specifically for those who want to boost their membership, I'd have an online and offline marketing expert in the party for certain.
Any Official Supporters Group travelling to the game or anyone who has had a difficult journey I'd want to know about as a marketing man, there is a story for a press release to their local papers in everyone so why not have someone at Tottenham write them. You add contact details for the club and you have a simple piece of marketing to help bring fans together, which in turn aids growth as they become more noticeable.
People are the best promoters of a product or cause you can have, a club who grasp that and find a way to use that will see a massive growth in their fan base, which makes them commercially attractive to sponsors and brings in bigger deals. Perhaps it's not just the playing staff that needed a shake-up, perhaps off the field we need also need a fan-based marketing strategy in addition to our other efforts.
A new four-part series begins tonight (9pm GMT), a Mauricio Pochettino interview given to a Spanish radio station.
Further Tottenham Reading
Villarreal not Sevilla strong favourites for Soldado
Brad Friedel to be expert analyst for the MLS All-Stars vs Tottenham game
A motivated team is a successful team
You can help support THBN by buying your sporting goods through the following links.
If you need football boots for the new season try the SALE NOW ON at Lovell Soccer
If you need a new Tottenham shirt or sportswear try Kitbag Ltd
If you want an authentic autographed shirt or memorabilia try Icons
Brand advertising is an essential part of business and marketing a brand is equally as important as marketing a product. Know a brand and you'll keep going back to that brand, you'll try new products because you trust the brand.
When choosing a new head coach it was important to have one who would play a style of football that fits with the Tottenham brand of 'Flair, Style and Adventure'.
We associate ourselves with entertaining attacking football, something people want to watch in a league people worldwide want to watch, every game we are marketing ourselves and our name. We have a domestic and European history that football fans can bond with, some of us remember the glory years when football wasn't so financially dominated as it is today.
There are more Tottenham supporters outside the UK than there are in it and despite what many a season ticket holder will tell you, they matter just as much. From a marketing perspective they probably matter more and they are a resource that clubs under use. I am all for looking for an edge for Tottenham, something the club can do that other clubs are not, steal a march on the competition and help us punch above our weight.
Using sports psychology to a greater degree and improving players mentally is relatively quick, cheap and easy, a must but utilising the fan base is another. Communication is a two-way process, it is no good Spurs simply talking to an audience, they have to engage with the audience and have the audience actively promote the club. If you email the club on the email addresses they provide for instance you will not always get a reply, that is a totally unacceptable way to deal with your own fans. It is another element of the club that needs addressing.
The internet is a vast resource that connects the globe and there is a world outside of Tottenham and the mainstream media. It is that world Spurs need to target and devise a strategy for engagement and growth. There is only so much a single person can do just as there is only so much a club can do. Spurs are marketing to the Denver community undertaking various events but are we engaging the community to market to the community?
Fans can help the club build local fanbases around the world, America is currently the land of opportunity in this respect so perhaps Spurs should have a marketing expert helping local supporters clubs boost their membership, give them some expert help they may not have.
With some 25 or more Official Supporters Clubs travelling to Denver to watch the MLS All-Star game it would be an ideal time to hold a marketing event specifically for those who want to boost their membership, I'd have an online and offline marketing expert in the party for certain.
Any Official Supporters Group travelling to the game or anyone who has had a difficult journey I'd want to know about as a marketing man, there is a story for a press release to their local papers in everyone so why not have someone at Tottenham write them. You add contact details for the club and you have a simple piece of marketing to help bring fans together, which in turn aids growth as they become more noticeable.
People are the best promoters of a product or cause you can have, a club who grasp that and find a way to use that will see a massive growth in their fan base, which makes them commercially attractive to sponsors and brings in bigger deals. Perhaps it's not just the playing staff that needed a shake-up, perhaps off the field we need also need a fan-based marketing strategy in addition to our other efforts.
A new four-part series begins tonight (9pm GMT), a Mauricio Pochettino interview given to a Spanish radio station.
Further Tottenham Reading
Villarreal not Sevilla strong favourites for Soldado
Brad Friedel to be expert analyst for the MLS All-Stars vs Tottenham game
A motivated team is a successful team
You can help support THBN by buying your sporting goods through the following links.
If you need football boots for the new season try the SALE NOW ON at Lovell Soccer
If you need a new Tottenham shirt or sportswear try Kitbag Ltd
If you want an authentic autographed shirt or memorabilia try Icons
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