In Football Marketing What Matters is Getting the Basics and Fundamentals Right

I have watched armature teams spending hours on end training day in day out. They do not have holidays, no weekends and no weekdays. Everyday is a football day. When two armature teams meet it is very difficult to see the difference for an untrained eye. Each team stands its ground. But, every time these armature teams meet the professional outfit that is when you see the gulf in abilities. They lick goals in dozens. These armature teams spend equal time some times more time training than the professionals. But why can't armature outfits hold their own when they meet professionals? Why do they get beaten convincingly? Michael Jordan deciphered this mystery for us, he said:

"It comes down to a very simple saying: there is a right way and a wrong way to do things. You can practice shooting eight hours a day, but if your technique is wrong, then all you become is very good at shooting the wrong way.

Chelsea Fanclub

Get the fundamentals down and the level of everything you do will rise."

All the armature teams are doing through these hours of training day in day out is practicing the wrong techniques, they get the fundamentals wrong and become experts in doing the wrong things. That is why the get a pasting every time they play professional outfits.

This is true with football marketing as well. I have seen clubs doing TV adverts, setting up street posters, opening supporter branches and doing all kinds of things with little or negligible difference. The stadiums continue to be empty on match days. The support base continues to be lukewarm and the benefits from fans continue to elude these clubs.

These clubs have got the fundamentals and basics wrong. They have simply become experts at doing the wrong things.

In football marketing fundamentals involve getting fan relationships right and putting in place community activities that keep you in the mind of the fans. When you get these fundamental down the level of everything you do will rise vis-à-vis filling your stadium and fan growth.

In Football Marketing What Matters is Getting the Basics and Fundamentals Right

Getting Used to Monovision

Monovision is the contact lens technique for presbyopia that involves fitting a corrective lens for distance on a patient's dominant eye* and a near-vision one on the other. As with bifocal or multifocal lenses, it is an option that allows the same pair of contacts to be used whether one is driving or reading a book.

On the surface, this method may seem odd and one questions how clear vision can be achieved with the eyes working at different powers.

Chelsea

So, how does monovision work?

As we look into the distance, our dominant eye commands the brain's attention as vision information is transferred. The non-dominant eye still works, of course, but the dominant eye is in the 'driver's seat'. Even though the non-dominant eye is corrected for near vision, it does not interfere with the 'communication' going on between the brain and the distance eye. In successful applications, the brain learns to adapt to the two extremes, minimizing any overwhelming dizzying sensation following an adjustment period. Monovision also works if the dominant eye sees distance clearly with no aid, leaving the non-dominant one to be corrected for close sight. The technique is more successful with contacts than with eyeglasses since glasses sit away from the eyes. By their design, contacts are more attuned to natural eye function.

Monovision provides effective correction for presbyopes in nearly 75% of cases; but because the method is a compromise, there are some issues that have to be dealt with. Diminished depth perception is a result of the technique, as well as possible mild headaches until one becomes used to the differing lens powers. There is also the possibility of having less distinct sharpness when viewing distance. In successful instances, the period of adaptation is approximately one to three weeks.

Contact lens [http://www.contactlensking.com/index.aspx] applied monovision does not permanently alter eyesight, unlike refractive surgery that incorporates the technique. Contacts can be removed if a trial is not successful and vision will return to what it was before the therapy.

If you are presbyopic and want to depend less on reading glasses, then ask your eye care provider about monovision to determine if you would be a good candidate.

*Much like being right or left-handed, eyes are similarly coordinated. The dominant eye focuses for distance while the non-dominant eye handles near vision. A simple test to determine which eye is dominant involves keeping both eyes open as you raise your right arm to point at an object in the distance (approximately 20 feet away or more). Focus on the object as you continue to point and cover first your left eye and then the right. In one of these instances, your pointing finger will seem to shift to one side. Your dominant eye is the one that does not cause the shift. Your eye doctor can confirm which eye is dominant.

Getting Used to Monovision

Liverpool FC Getting Used to Mediocrity?

There was a time in the not too distant past when a trip to Anfield was regarded by every opposing fan as a highly stressful affair where coming away with a point was a moral victory. In those days English football drew most of its talent from the home countries and that was true of management as well. Liverpool had a succession of strong managers who created a legacy of winning which, today, weighs heavily like a millstone around the necks of players and supporters alike. They have in recent years tasted limited success under the tutelage of Rafe Benitez, but his failure to secure the premiership and their general lack of consistency has been his ultimate undoing.

English football has undergone a major revolution since the advent of Sky TV and their millions. Suddenly the world's best saw the premiership as the place to play. It is no coincidence that the last Liverpool title win in the 1989-90 season was the first year that Sky began broadcasting as BSkyB. It was their inability to adapt to the new era in football that has seen them lagging behind Manchester United, Arsenal and latterly Chelsea. In effect Liverpool's intransigence and unwillingness to change has seemingly meant that they have missed the boat. Now their past success has become a point of ridicule by, in particular, Manchester United fans who had to stand by as title after title headed towards Anfield in the seventies and eighties.

Chelsea Football Club

Today Liverpool were beaten by their arch rivals Everton and they sit humiliatingly at the foot of the table with West Ham and Wolves. This has been the worst start to the season for the Reds for 57 years and has made the task of lifting the players and the club a daunting task for incumbent manager Roy Hodgson. Matters off the field regarding the ownership of Liverpool FC Limited have also added to the unsettling atmosphere at the club. It begs the question whether a club floundering at the foot of the premiership can possibly hold on to world class talent like Fernando Torres and Steven Gerrard? In the case of Gerrard he could not be blamed if he decided to move on from a club he has shown great, yet fruitless, loyalty to over many years. It just goes to show that nothing is forever. No club has the right to be at the top and they certainly cannot use the past as a sign of pedigree. You are only as good as your last result and Liverpool lost 2-0 to the club from across the city. Judging by their current league position the only way is up for the Reds. I wish them well.

Liverpool FC Getting Used to Mediocrity?