#57 - 24th April 2024

Author

Michael Bochel
April 24, 2024

Email #57

It is that time of year in the UK when the sporting action and tension finds another level.

With that comes some interesting social media activity. For those on the outside, it is easy to sit back and smile at some of the madness.

For those on the coal face, many will be empathetic while thinking thank f*** that is not us.

Let’s get into it,

Digital and Content Marketing Agency, 8 Million Stories continue to be fantastic supporters of the newsletter.

If you are looking for support and assistance on paid digital advertising or want to make more of your data and analytics then I highly recommend getting in touch with 8MS. You won't regret it.

And I say this as a former client of theirs.

FIND OUT MORE HERE

“…eventually you need to stop reading Shoot, because your knowledge and sophistication develops. It’s called being an adult.

And yet, in the modern internet and digital publishing era, that process seems deliberately upended by the belief that all content needs to be marketed towards children, and we’re reaching a tipping point.”

An interesting look at why broadcasters in particular seem to be going down a route that puts a lot of people off.

Warning: contains references of IShowSpeed.

All fans are not created equal.

The quest to recruit new fans seems to take the priority for many organisations.

In many ways there are similarities to the previous article.

At what point do you get too focused on chasing that elusive new fan, that you forget to concentrate on understanding your existing, core fan base that are willing to spend their money on you?

I will be honest, Caitlin Clark was not a name I was familiar with until this year.

Now, I can’t stop hearing about her and for good reason.

She has generated an unprecedented interest in US women’s college basketball and now as she enters the WNBA, she is breaking records for shirt sales and it is only just the beginning.

This article was written in 2018 and look backs at something from 1914, but it is a hearty reminder that it is easy to get blinded by shiny tactics or new platforms and deviate from the fundamentals of marketing.

I highly recommend giving this some time and having a think about your own strategy.

THIS CAITLIN CLARK ANIMATION

A double-helping of Caitlin Clark in this newsletter.

I am a big fan of this animation. It is not an original concept, plenty have done something similar before.

However, it works so well because when you might not have access to the talent, it doesn’t mean you can’t do something that features the talent.

THIS MASTERS PAR 3 SIGN-UP SHEET IMAGE

I have talked about it before in the newsletter, but providing a simple glimpse behind the curtain can really provide something exciting to core fans.

On paper (deliberate pun), a sign-up sheet is a mundane thing. To golf fans, the Par 3 Contest sign-up sheet at the Masters is a whole lot more and begs to be zoomed into.

THESE SALFORD CITY SIGNATURE BOOKS

In a digital age this jumped out to me as a lovely bit of merchandise that I could see being popular with kids.

My only suggestion is, I would have included player names under the pictures, so younger fans can help to learn the players and build a closer affinity.

THIS VALUE-ADD FROM ST ANDREWS LINK TRUST

Playing the Old Course in St Andrews is the ultimate bucket list item for many golfers. It is certainly still on my bucket list.

How do you make a special day even more special? Get an official photographer and your own photobook of the day of course.

I love the explanation and simple yet so effective idea of the naming concept being centred around being a featured group.

PODCAST: HOW SWEDISH FOOTBALL PUT FANS FIRST & MADE MONEY

The list of things even in the past week or two that seem to have no consideration of fan sentiment is pretty high, let alone the past few years.

This podcast with chief communications officer for Svensk Elitfotboll talks about how their strategy to put fans first made the Allsvenskan the most popular competition in Swedish football, after decades of being behind the Premier League and Champions League.

Results include record attendances and tripling revenues.

Oh and the fans voted against implementing VAR.

PODCAST: HOW CADBURY UNITED 14 CLUBS TO BUILD A PITCH FOR GRENFELL ATHLETIC FC

Purpose-driven marketing requires shared values, authentic connections and a commitment to deliver beyond the storytelling.

Cadbury have successfully utilised partnerships in football to deliver on values such as generosity and kindness.

No more so was this evident, than with the brand's partnership with Grenfell Athletic FC, which has led to 14 different clubs across the UK helping to create a common ground for the community organisation.

This podcast delves into the campaign.