The Fans The life blood of any sport. An estimated 40million Nigerians love football. With access to satellite TV, football lovers are increasingly supporting clubs, continents away. The need to harness this love directly and profitably for brands other than the clubs, has arisen and the time to do so is now. The Fan Base is an ambitious yet simple plan to attract, track and target the fans of the English premiership .
Strategic Fit Football and alcohol offer a passionate and inseparable union. In the UK most games are viewed in pubs and in Nigeria the trend has caught on. The Fan Base thus offers the opportunity to support these fans and their passions without running the gauntlet of huge sponsorship fees. While the sales numbers are shooting through the sky, the fans are rewarded for their loyalty to their clubs and Gulder. This strategically delivers all the passion and excitement of the Premiership to Gulder without the cost of sponsorship.
Mechanics Driven by media and other benefits football supporters are encouraged to register via SMS. On registration, they receive a universal password that allows them to go selected bars and buy Gulder at the RRP or at a specified discount. Parameters include Name, Age, Location and Gender. Registration will occur twice in a season. A twice a season registration module lowers entry barriers and encourages increased registration. All registrations will be location tied to avoid logistic hassles. All registrations will cost N100. This may however be reduced to attract more volume to N50 There will also be weekly predictions at N30 per SMS to increase sales volume and service patronage. This guarantees weekly revenues for the service in addition to registration income This service will be provided by Cypress Blue The Fan Base administrators in partnership with 3WC a VAS provider.
Brand Benefits Specific targeting and marketing windows. Positive association with the Premiership and without sponsorship costs. Targeted visibility and access to a core market and demographic. Added visibility from www.fanbaseonline.com fan communities. Improved brand loyalty and brand adoption. Exclusive brand presence on all fanbaseonline web pages and return SMS plus in all bars of course! Greater sales figures from increased consumption.
Premiership Delivered Strategically this will be achieved by winning the hearts of the fans. This is will be ensured through access to affordable drinks and rewarding the fans for being loyal to their clubs and the brand. These rewards can only be enjoyed by being part of the brand’s reward system. This is only possible when fans use the brand in question. Tapping into the passion of the fans and showing equal commitment to each set will further drive home the brand’s love for the fans and improve theirs for Gulder. The result is the EPL on a platter!
Reward System The fans will be rewarded for correct predictions. These rewards include: Stickers jerseys, Wristbands, Posters Autographed match day jerseys Game tickets Club centered events and parties The fans’ brand will be exclusively present and co branding opportunities will be explored.
The Fan Numbers An estimated 1million football fans are expected to register per season. Driven by the benefits provided by the brand, the numbers will rise to 2 million by 2009. Projected gross earning are N100million per annum. This will be shared between the brand and the Fan Base administrators in an agreed upon ratio.
Fan Registration There are two distinct income streams. These are Registration Prediction. There will also be weekly predictions at N30 per SMS to increase sales volume and service patronage. Registration will come in two trenches pre and mid season. Prediction income will be season long and will cover over 380 league games and may get fans from the FA cup and the champions league. This income stream will be the recurrent income stream and will ensure constant visibility and mind presence for Gulder.
Value Offering Projected additional sales of over 1million additional bottles of Gulder per season. Sponsorship savings of $50million from indirect sponsorship. Subtle daytime advertising windows to increase brand visibility. This allows Gulder to be on air in the prohibited time belts and increases overall brand presence on electronic media. Projected additional gross sales of N240million per season. These numbers reflect nationwide purchases in all selected bars at RRP.
The Money Trail N100million from fan registrations N240million additional discounted sales revenues from Gulder bars. N50million from annual prediction incomes. Total estimated revenue is N390million.