DIRECT AND INTERACTIVE MARKETING

Direct and Interactive Marketing

Direct and Interactive Marketing Situation Analysis

In the current year, the FA has conducted a profiling exercise to engage with its member. The aim is to reach, energise and monetise its wide fan base. The current relationship building is concentrating on making the vast amount of football news more accessible and relevant by personalising emails to its fan base including engaging content and driving sales and ROI. For better communication with the fans FA has re-designed its website that includes editorial, multi channel access, social media and FATV - which has achieved 42 m viewers on you tube in last 2 years. This paper identifies different aspects of direct interactive marketing regarding the FA.

Market size and trend

The football industry is unique, its customer (the supporter) is a central part tothe development of the individual brands and the customer often adds value andstrength to the organisation. It is a risky industry one which is subject to onthe field success and thus related to the fitness of those who partake with the onthe field activities. All other products/services offered by the industry help to augment the core product. (Shank, 2011: 201-209)

The latest Virgin Money Football Fans Survey is worrying reading for clubs in the Premier League. Published in March 2010, the Survey shows that an average of one in four season ticket holders is considering not renewing their season ticket for the 2010/2011 season.

It is the Manchester United statistic that perhaps provides the clearest example of supporter disengagement. In recessionary times, Manchester United was the only club to increase its season ticket price for the 2009/2010 season, with the owners failing to show sufficient sensitivity to the financial circumstances of the club's fans. (Beech, 2010: 89-93)

Currently football is under a revolution, from the1980's image to the now more respectable 'modern' image. As discussed earlier,Hills borough created a substantial change in football, especially its temples (thestadiums), and the football restructure came in 1992, following the formation ofthe Premier League. The fabrication helped the Sky satellite company to survive (and it too to became a catalyst to the image change), following the televisiondeal with the Premier League.

SWOT Analysis of FA

Strengths

The major strength of FA is their brand consciousness, FA is exceptionally recognized globally, and if advertised as the nationalteam with international sponsors. This consequently implies that any merchandisethat they put in the market, with the team name and emblem will be immediatelyidentified by their fans which could arrive to a million.

Weaknesses

The major weakness that has been identified based on their website is their products and product variety. It is obvious that they have introduced lot ofdiverse products at numerous different occasions. (Tapp, 2010: 203-215) There is an issue though whetherthe fans were consulted in this context. It seems that FA has introduced a broadvariety of products from jerseys to Credit Cards. It has been recommended that the FA has merely exploited the more noticeable income channels, and consequently money-wise it would be more valuable to perform ...