Quote: wire-quin "Got your 20 point plan at hand, maybe a Wimbledon version !'"
Can't be bothered editing it, but the premise is the same
Quote: wire-quin "20 Point Plan for Harlequins Rugby League for the 2010 season of Superleague.
1. Obtain the name and contact details (Postal, email, Mobile) for every single recipient of a “discounted/offer” ticket in 2010. This should start with every ticket sold for the WCC warm up game in February and be a requirement all season.
2. The moment that a game has taken place, these people should be asked to answer a short survey about the experience in return for a repeat discounted ticket to the next game. This database should also be used virally, with regular offers for 4 for 2 offers if you bring 3 new friends etc......and the data must be managed correctly.
3. Every company employing more than 50 people in the Borough should be offered a free family ticket for each MD with corporate Hospitality (Food, not booze). Everyone who takes up this offer should also receive 10 free match day tickets for the next home game for their staff. They should also be sent a questionnaire asking if they enjoyed the day and if they would ever consider using the Stoop for corporate hospitality.
4. Australians! Love them or hate them, they are important to our crowds. I have heard it said that TW2 is a “bugger to get to”, but find it hard to believe that a nation that thinks nothing of driving hundreds of Km’s has a problem with jumping on 2 trains from the Bush or a couple of buses. I know that the Walkabout in the Bush is an AFL pub, but surely it is in the publicans’ interest to promote all sports to his customers. The Redback in Acton offered a free shuttle bus from the Kings Bar to the venue for a few games this season, so it can be done.
5. Above the line advertising is risky, but you really can’t make an omelette without cracking eggs and I believe that the safest bet for the club is Arcadia Magazine. Some form of ATL needs to be attempted, as our existence is unknown outside of our own fan base.
6. Arcadia is the residents' magazine from the London Borough of Richmond upon Thames, produced up to six times a year and distributed to 80,000 homes and selected organisations in Barnes, East Sheen, Ham, The Hamptons, Heathfield, Kew, Mortlake, Petersham, Richmond, St Margarets, Teddington, Twickenham and Whitton. The rate-card for a 1 page advert is £1,400, but anyone in marketing/advertising will tell you that rate-card is rarely achieved. I believe the offer in this magazine should be either for £5 a ticket or £12 for a family of 4. Again, data must be collected and the reaction of these visitors assessed with further offers being sent to them. If 93 people of the 80,000 circulation came to a game after the initial offer and paid £15 for a ticket, the ad will have paid for itself..........that’s 0.0011625% response. No Brainer!
7. On the subject of family tickets, I believe that the South Stand should be designated a family stand. No away fans should be allowed here and Buck’n’Dusty together with 3 cheerleaders should be based at the front of it. As Arcadia goes to every school in the area, head teachers/sports masters should also be offered free tickets to certain age groups throughout the season.
8. Local radio. I have been informed that radio stations charge a hefty sum to broadcast competitions so I would make them an offer, if we are to persist down the “dance/yoof” market that they get co-branding of the event, plus competition winner prizes for any such event.
9. Communication between the club and its fans has improved out of all recognition this year but needs to be more regular. The e-zine should be delivered at the same time on the same day (Wednesday) every week, with a second email once the 19 man squad is announced and a third on match day. The club should also run weekly competitions on the web site with jerseys, shop vouchers etc offered as prizes. The internet is the future of communication and marketing and needs to be utilised to the full. It is the most cost effective route to market.
10. Current fans need to be canvassed for their thoughts on a regular basis. I don’t mean that the club should open the East/West can of worms fortnightly, but the general feelings of the long term fans should be listen to as these are the people who have followed the club over the years and who have all brought “newbies” to the games......they know what the reactions have been from previous attempt to convert people.
11. Twickenham Station
