Marketing of sports clubs should be the most important part of all their activities , higher even than the playing side
Unfortunatley the management of most clubs are there because they are fans at heart , they like the hard core support ' believe ' that if they get things right on the pitch the fans will turn up to watch
But unfortunatley these days that is not the case , basically they are 20 years behind the times , still thinking we are in the 80,s
Most fans started going to the matches as juniors either taken by family members or on free tickets given out at school [ because I played for the school team I got complimentary tickets ]
But back then juniors would go to the game on their own and didn't cause any trouble because there were enough adults there who would make sure little Johnny down the street behaved
These days the kids have much more to keep them in the house and their parents have much more to keep them occupied as well
Just putting up signs [ while very neccessary and should be automatic ] will not bring them to the ground , you need to be getting into the town centres / shopping centres and supermarkets with offers of free and or heavily discouted family based tickets
You need to communicate with the potential fans , actually asking " Have you been down , why havent you been down , we want to invite you down , it's great at the moment " , aim for the mothers /grandparents rather than the dads , they are the ones who will buy his Fax shirt for xmas or his birthday
One of the hardest parts is then checking out how successful you have been , you need to monitor how many take up your offer and how many end up finding there way into the hands of stupid fans who think because they have managed to get a free ticket that was meant for somebody else they are clever
This can be done and will be much easier for you when the new stand is finished , you could then put all these potential new fans in the old Skircoat stand , you have a steward on the gates asking why somebody has a family ticket but no family , no kids , no entry
This also helps you to preach to the converted , send a letter to all your S/T holders and give out leaflets,programme notes explaing to your regular fans that the people in the Skircoat are there on free tickets as part of your marketing to increase your future fan base which will result eventually in more paying fans , more merchandise sales , which means more sponsorship , which means more income which means better players , which means better team
Which eventually /hopefully will mean SL RL back in Halifax
The problem then comes how do you get into the town centres,shopping centres,supermarkets , volunteers can only achieve so much , you need a dedicated team of people who will be there week on week with plenty of organisation and a well thought out strategy
But clubs as ours just dont have the resources and finance to achieve this and also put out what we hope are competitive teams
This is what gets me so unhappy with the RFL and their obsession with trying to bring corporate support to clubs at our level rather than helping us at the basement level of getting fans through the doors [ which will eventually get you more coporate support via sponsorship as a businessman will more likely tip up if he sees a stadium with 4/5,000 people in and a good atmosphere rather than a stadium with 2 stand half empty
The clubs should be pushing the RFL to get direct funds to pay for localised teams of ' marketeers ' , working for clubs in the lead up to their home games
A roadshow type event held on the town square and on the cap park of the local superstore on the tuesday and wednesday before a sunday match giving out tickets and ' freebie marketing stuff like flags,hats even fax coloured t shirts to the kids and parents with a personnal invite to the game
Any willing fans wanting to help could then go down and lend a hand for 1/2/3/4 hours or whatever they can as the ' event ' is there
As I posted earlier , get together with the 4 other clubs in your area and buy whatever you need and share [ maybe a signage trailer with removable boards for each club ]
Get hold of a local van hire co and ask if they could supply a vehicle to tow it round when your event is on , even have a player wearing a funny wig driving it round or just get Frank to do it
, a few years ago at Leigh we had one of my vans driving round towing one of our trailers signed up with the next 2 games
Lee Hansen was driving it round wearing a ' Rasta ' wig , it got noticed
Between the clubs buy a portable PA system like they use on election day driving round telling everybody that your ' roadshow ' is at asd/tesc/lid/ald/nett/morriso or wherever and get down for your free tickets
We are never going to attract fans from far and wide so you must concentrate on getting as many people from your local borough through the gates of the SHAY at least once every year
I'll give my fingers a rest now while you read what I'v posted