FFC article in FC Business Nov 09

FCB Page 72-73 10/16/09 11:28 AM Page 1 72 Research Partner Hammering out a growth plan By Jon Busk N ow more than ever clubs need to get closer to their customers if they are to survive, never mind grow. That is the stark message from The Football Fans Index certainly provides a revealing portrait of West Ham fans. Far from a chirpy cockney salt of the earth stereo type, West Ham’s fans are as diverse and as upwardly Tim Gentles, who heads up the mobile as they come. They are behind Football Fans Census, the industry’s only bespoke marketing research company, “West Ham’s only Portsmouth and Fulham in the Premier League table of the average fan’s personal income. Attitudinally they It’s a message that is beginning to sink in – with West Ham United being the fans are as are 15% more likely than the average fan to pay more for organic food, 19% latest high profile club to sign up the Football Fans Index as clubs seek to diverse and more likely to pay a premium for quality wine, 23% more likely to buy from the keep their heads above water in the internet and 30% more likely to have current choppy economic waters. “Maybe in the past clubs were in bit as upwardly three cars in their household. Their top ranked car brands are Jaguar, complacent in terms of marketing to and understanding their fans and mobile as Mini and Saab, their favourite airline is British Airways and they are 21% more customers…but not anymore. They are they come. likely than the average to be educated seeking out more rigorous ways of at degree level. Humble Minty from understanding their customer base, Eastenders they are not. much like any other blue chip organisation. And the Football Fans They are It’s clearly a resource that the management at West Ham have taken Index represents the most sophisticated research resource yet for the football industry.” behind only to heart. Alaine McNamee, the Hammers’ Partnership Manager comments “FFI data has enabled us to The Football Fans Index joint venture with TGI is the FFC’s response to the Portsmouth get a better picture of our fans – who they are, their purchase behaviour, their demand for more information, offering clubs the largest available database of fans’ consumption patterns, and Fulham media consumption habits and also what they do in their spare time, allowing us to tap into their mindset and demographic profile and brand affinity on a club by club basis. in the fully engage with them…. In the current economic climate, having FFI data is Advertising guru Bill Bernbach once said ‘Know your audience better than they know themselves’ and the index Premier essential for us to drive new revenue and also defend existing partnerships. Advertisers need reassurances that they seems to have taken the principles to heart. The survey brings to life the fans League table are spending money with the right club, and FFI data provides these.” of every club, from brands to demographics to attitudes consumption. Information that can to of the While a cross promotion between Jaguar, BA and Laithwaites wine might inform decisions on what sponsorships to engage in, what brands to sell space average seem far fetched, clearly West Ham and the Football Fans Index will change the to, what products and merchandise to way Hammers fans are marketed to. market. West Ham are the latest advocates of fan’s Just don’t mention it to Minty. the value of the index, according to Ian Tompkins, Head of Corporate Affairs. personal For more information on football research please “FFI data represents a giant leap forward in the data we have available, income.” contact Tim Gentles on + 44 (0)20 7665 4127 enabling us to market the club more tim@footballfanscensus.com effectively, both in terms of marketing to or Russ Budden our existing fanbase, but also +44 (0)20 8433 4094 identifying potential partnership Russell.Budden@BMRB.Co.Uk opportunities across many different categories.”

FCB Page 72-73 10/16/09 11:28 AM Page 2 Research Partner 73

FFC article in FC Business Nov 09

by Tim Gentles on Nov 06, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 165

Statistics

FFC article in FC Business Nov 09 — Document Transcript

http://www.footballfanscensus.com	158
http://www.lmodules.com	7