03/01/2012 : WWOYTB : WWOYTB Survey No.1 Report : Ratings On Commercial Attributes
3 January 2012 : WWOYTB Survey No.1 Report : Ratings On Commercial Attributes
5. Ratings On Commercial Attributes

Ratings On Commercial Attributes
Ratings On Commercial Attributes


5a. Marketing Ideas

In terms of commercial activities the area with the largest perceived shortfall is ‘Marketing Ideas’. This is perhaps unsurprising at a time when seemingly little is being done to arrest the alarming drop in attendances year on year. The club would be advised to look at what other clubs on smaller budgets and indeed other SMEs are doing to maximise customer potential.

Sample comments from supporters include:

As a marketing professional, I am personally amazed by the very poor marketing efforts from the club. So much of the clubs future is based on cash turnover, and non-existing or poorly executed marketing will have a very negative impact on revenue generation. The club needs to move away from using external factors for poor performance, and focus on innovative marketing ideas and engagement to get people back to matches (47)

…the abysmal marketing and communications of the club. If anyone wanted to write an article on how not to market a football club YTFC would be a perfect case study (and I write this as someone who has spent almost 40 years at a high level in Sales & Marketing roles) (54)

I feel the club should be doing more to enhance its reputation and expand beyond Yeovil and the surrounding villages. In theory the club has a catchment area covering most of Somerset, and decent amounts of Dorset and Devon, and we should be doing more to encourage people from these areas to come and support the club (59)

But I my opinion the Marketing Department should advertise in a big way in all the towns and villages in a 20-mile radius of Yeovil. (72)

This club is thinking far too small town and should be reaching out to a large area covering parts of Somerset, Wilts and Dorset. So much potential, so few ideas. (79)

Feel the club could promote events better, for instance a lot of people are unaware of the Sunday carvery, evening events at club etc. which are very good and should be promoted. (82)

Marketing ideas are very poor attendance need addressing they need to be inventive; the stadium needs to be filled. Look what other clubs are doing kids free with adults, season tickets for competitive prices, fill seats encourage a new generation of supporters so many clubs out there are thinking outside of the box to get bums on seats ... except for us. (116)


5b. Customer Relations

For Martyn Starnes, as CEO, it should be of great concern that ‘Customer Relations’ are rated so poorly. One third of those who expressed an opinion rate ‘Customer Relations’ as terrible. The club needs to understand what is driving this and act quickly, before more goodwill is lost.

It is clear from replies that the theme of customer relations exists strongly throughout as a recurring and prominent frustration. Many comments voice concern at a lack of appreciation of the grass-roots view, and the club seeming to alienate rather then embrace the support. Such comments are numerous but the way they are spread over the responses makes it appropriate to identify them as a series of 'snippets' collated from all responses to show how widespread supporters perceive this to be a problem:

... a shocking relationship between the club and its supporters ... so far removed from the grass roots supporters ... club don't seem bothered to listen to supporters and change when there is an obvious issue. This will continue to alienate fans ... this doesn't happen any more ... a lack of trust between the fans and the Board and that must be addressed at the earliest opprotunity ...dont trust the board, their motives ... if the club doesn't understand what the fans want how can they effectively take this club forward ... uncertainty with what is going on at the club leads to fan unrest! ... feels like we hear nothing from the board ... too "clicky" ie: the VIPs tend to be looked after more than the ordinary supporter ... Make your supporters feel they are the strength of the club not a nuisance ... Unless the club engage better with supporters there is very little point anybody making any comment ...the future of the club depends of keeping existing fans enthusiastic ... I feel that the club is not interested in me and my family, and certainly not bothered about encouraging the fans of the future ... need exists for honesty ... Even shareholders of the club were not given a meeting to discuss the change in structure ... officials need to learn to say nothing or be specific ... If you look at the impact of a supporters trust, similar to the likes of Arsenal, it has proven to help the fans feel like they are a part of the club ... With Fry it is his way or the highway from seeing him speak in public at THe Bridport Glovers CHristmas dinner... club needs to understand that a constructive and positive relationship between itself and it's fans would be fruitful for all ... PLEASE PLEASE PLEASE LISTEN TO YOUR FANS ... I would dearly love to see greater enthusiasm from the top down ... leaves supporters sceptical ... no longer a connect between players and fans ... resulted in a real loss of connection between the fans and the club, and added a level of dis-trust ... just putting off fans ... no longer feel a part of the club. You are losing thousands of "customers" but refuse to engage with them ...fans of YTFC are no longer at the heart of the club ... erosion of this relationship ... without engaging with the fan base ... more and more disenfranchised from the club ... need to get back in touch with supporters ... feel totally disengaged from the Club ...The club should also be doing more to make supporters feel involved ... help the supporters feel valued ... Don't take the fans for granted; involve them and make them feel wanted, appreciated and part of the club ... improve communication to fans(which to be frank is bad beyond belief!) ... the club need to listen ... I no longer feel a part of the Yeovil "family" ... club continually treat the fans with contempt ... Listen to the fans and act ... relationship that used to be there between the fans and the club is no longer there ... motto of unity at the club is a laugh ... owners of the club are no longer interested in the supporters and it is shown by how we are treated ... major concern I have is the relationship with the fans ... I would like to feel the welcome of a club the embraces and wants ME ... have never felt so disconnected to the club. i feel the club have no respect whatsoever for the average "fan" ... fans need to feel closer to the club ... I feel excluded from 'my' club ... the relationship between the board and fans has gone stale ... treated with no dignity or respect ... dialogue between club and fans is desperately missing ... main problem with YTFC at the moment is the lack of communication ... so many disaffected fans ... the impression that it runs solely for the benefit of it's owners without regard for, or inclusion of, the views of it's supporters ... link between the supporters and board of YTFC has continued to erode ...I used to feel a part of the Yeovil Town family ...the supporters need to be more involved in club decisions, directly involved in some cases ... Get us supporters on board ... you do not listen to your customers ... seem to assume all supporters are ignorant or negative or both ... Problem is, no-one is listening ... feel unwanted and undervalued ...

5c. Media, Press And General Communications

The previously much-maligned media department, while not the worst performing area, remains in the firing line with more than two-thirds of respondents rating its activities as ‘poor’ or ‘terrible’.

Sample comments from supporters include:

Our PR and media manager should not have posters of another team on open display in his office. This sends out a very poor image of our club to visiting media and opposition supporters. (40)

Ciderspace has been absolutely brilliant in letting me know news and gossip, information and news some of which I would have expected to hear from the club direct. The Club website is shockingly bad and uninteresting and it would not be difficult for the manager, players of Chairman to send out regular newsletters and enable ways of fans coming together so that we can meet each other. (59)

Also they need to get the Club featured on the local TV and Radio stations regularly, BBC Bristol does not have much on about Yeovil Football Club,at all, ITV neither, (That is probably down to poor media promotion from with in our Club (72)

Players visiting schools/clubs etc. would go a long way to improving things. If this already happens then they need to improve their publicity machine (93)

With respect to communications we all survive through Ciderspace. Without Ciderspace out there, communications would be much more of an issue. (119)


5d. Commercial Sponsorship and Merchandising

Sponsorship and merchandising are relatively high performing areas, although less than 1 in 5 rating them as ‘good’ or ‘brilliant’ is hardly a ringing endorsement of a successful commercial department.

Sample comments from supporters include:

Merchandising - if the club invested in quality merchandise I'd buy a lot. I bought the tie clip and cuff link set once - first time I went to use a cuff link the badge fell off. Cheap rubbish (46)

OTHER PAGES IN THE SURVEY REPORT:
Sections: 1-3: Introduction And Background ; 4: Overall Off The Field Performance ; 5: Ratings On Commercial Attributes ; 6: Ratings Of Matchday Experience ; 7: Feelings About The Direction Of The Club ; 8: Transparency Of Information From The Club ; 9: Relationship Between Supporters And Club ; 10-11: Other Issues For Discussion ; 12: Conclusions And Next Steps.

Appendix: A: Statistical Survey Results ; B: Additional Comments Made.


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Other Entries In The WWOYTB Section.
Date Title Author Link
09/01/2012 Update Bulletin No.2 WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Appendix B : Additional Comments Made WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Appendix A : Statistical Survey Results WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Conclusions And Next Steps WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Other Issues For Discussion WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Relationship Between Supporters And Club WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Transparency Of Information From The Club WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Feelings About The Direction Of The Club WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Ratings Of Matchday Experience WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Ratings On Commercial Attributes WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Overall Off The Field Performance WWOYTB Link
03/01/2012 WWOYTB Survey No.1 Report : Introduction And Background WWOYTB Link
22/12/2011 Update Bulletin No.1 WWOYTB Link
08/12/2011 Food Store Exhibition Feedback WWOYTB Link
17/11/2011 Food Store Exhibition WWOYTB Link
03/11/2011 Supporters Survey No.1 WWOYTB Link
31/10/2011 We Want Our Yeovil Town Back! - An Introduction WWOYTB Link
Other Entries By WWOYTB.
DateTitleAuthorLink
1/9/2012Update Bulletin No.2WWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Appendix B : Additional Comments MadeWWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Appendix A : Statistical Survey ResultsWWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Conclusions And Next StepsWWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Other Issues For DiscussionWWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Relationship Between Supporters And ClubWWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Transparency Of Information From The ClubWWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Feelings About The Direction Of The ClubWWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Ratings Of Matchday ExperienceWWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Ratings On Commercial AttributesWWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Overall Off The Field PerformanceWWOYTBLink
1/3/2012WWOYTB Survey No.1 Report : Introduction And BackgroundWWOYTBLink
12/22/2011Update Bulletin No.1WWOYTBLink
12/8/2011Food Store Exhibition FeedbackWWOYTBLink
11/17/2011Food Store ExhibitionWWOYTBLink
11/3/2011Supporters Survey No.1WWOYTBLink
10/31/2011We Want Our Yeovil Town Back! - An IntroductionWWOYTBLink
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