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

Why it Matters If the Rich Have Less

The annual Sunday Times Rich List was published on 26th April, with steelmaker Lakshmi Mittal topping the list with a £10.8 billion fortune. Chelsea football club owner Roman Abramovich was second, with the Duke of Westminster in third place. The fortunes for those in the list, though, have taken a big drop in a recession hit economy.

The total fortune for the 1000 listed has fallen by over a third. In 2008 the total fortune was a record high £413 billion. However a 37% fall has seen this amount drop by £155 billion to £259 billion. Mittal is top of the list despite loosing more than anyone else. The last year has seen his fortune drop from £27.7 billion, a fall of 61% and £17 billion. Abramovich's fortune has decreased by 40%, from £11.7 billion to £7 billion.

So why does it matter if the rich have lost some of their vast fortunes? Business tycoons making less money, means they will take decision that could affect many industries around the country. They may well cut down on their business interests, especially those not making the profits they are looking for. This will have the knock on effect of more people loosing their jobs.

In a recession even the super rich are likely to be more careful with their money, and this will affect many industries. The wealthy are often known for their love of extravagant cars. This is less likely to be a priority in the current financial climate. The motor industry is one the areas that has been most affected in the recession, both at the top and bottom ends. People are more likely to wait until times are better before they purchase a car.

High end products are likely to suffer. If there is a cheaper option available, it is more likely to be taken up when times are tough. Somebody who needs a new suit, is less likely to go to a Savile Row Tailors to have a suit made for them, and more likely to pay the sales a visit.

With the super rich loosing money, expensive luxury products and services are less likely to be sought after. There will be less demand for Luxury Yachts, for example. Yachting is an area the wealthy like to indulge in, but they are less likely to see this as an essential activity in the current situation.

The average person may not think that the rich are the people who will suffer most in a recession, and they are probably right. If they spend less though, and cut down on their business interest, that doesn't just affect them, but many others who work in all sorts of industries.

Andrew Marshall ©

Premier League FIFA WORLD CUP