New board members are strong supporters of the club with many experiences from the client perspective (f.e. Mr. R.Majchrzak who has been beaten by the police in 1993 is responsible for stadium sercurity).
After 2000 Iniciative of the Fans (appointments on the Internet Forum) Management Board invites them to the CoV (dialogue-discussions-meetings, planning, cost-shearing, monitoring the results, taking multilateral advantages) Management Board refunds up till 100% of the proposed projects Management Board support inside the CoV (f.e. links to companies for in-kind raising and direct cooperation) Role in CoV Stadium show direction&performance (fireworks, songs, biggest flag - 147m, compositions of cartoon squares, plastic rain-covers, ...) Local and charity actions (Local action against parasite of the chestnut tree) &quot;My School Supports Lech Poznań&quot; - Footballists visit schools in Poznań Area Internet Services Multimedia productions (screen-savers, presentations, videos, music) Why do they do it? (Motivation for actions/ attitute) Local patriots & fans of football Cometition with other ULTRAS Admiration of colleages Promotion of once jobs, self-promotion Effects of cooperation Stadium filled on average of 80% in the season. Increase of 100% (before 2001). Great performance. Active attandence of spectators during the game. Poznań Stadium is preferable by TV Broadcasters
Transcript of "Lech In Reims 2007 (FROM 2002)"
Key themes <ul><li>case study of football club </li></ul><ul><li>relationship marketing & relationship strategy </li></ul><ul><li>customer management & customer co-production </li></ul><ul><li>value constellation </li></ul><ul><li>loyalty development </li></ul>
Milestones in History of LECH - sporting achievements
Lech in Crisis <ul><li>On the Pitch (relegation to the 2nd division) </li></ul><ul><li>Off the Pitch (hooligans) </li></ul><ul><li>Finance (debt of 3mln Euro) </li></ul><ul><li>Organization (no management) </li></ul><ul><li>Pressure for change </li></ul><ul><li>Sports Association dismiss old board </li></ul><ul><li>New type of management board established </li></ul><ul><li>KKS Lech Poznan SSA is being founded </li></ul>
New Strategy of Lech <ul><li>Short-term fire-fighting strategy </li></ul><ul><li>V alue Constellation (VC) </li></ul><ul><li>Supporters as co-producers </li></ul><ul><li>Adding value off the pitch </li></ul><ul><li>Image re-building </li></ul><ul><li>Public mission </li></ul>Key Issues of RM Strategy
Short-term F ire-fighting S trategy <ul><li>Peace! Let’s talk about it... </li></ul><ul><li>New consensus found </li></ul><ul><li>DIY security – poacher becomes a game-keeper </li></ul><ul><li>Supporters club – Folks of Lech </li></ul><ul><li>Cost reduction </li></ul><ul><li>Debt restructuring </li></ul><ul><li>Active fundraising & in-kind raising </li></ul><ul><li>Outcomes </li></ul><ul><li>Lech stadium becomes safe. </li></ul><ul><li>Attendance figures shoot up </li></ul><ul><li>Improved cash-flow </li></ul>Taking the Bull By the Horns
Lech Management Board As Founder and Leader of VC Initial Statements of VC We All Play in One Team Lech is Our Pride and Our Common Goal Is to Make Our Lech Family No.1 Mission Statement of VC claim: „ We Want to Be Better ”
Value Constellation Subjects of Lech Poznań VC KKS Lech Poznan Sport Assoc . KKS Lech Poznan SSA Support . Club - Folks at Lech Lech Business Club Authorities in National Gov. Authorities in Local Gov . (City & Regional) Firms providing supporting or complementary services Supporters & Spectators Media Strategic Sponsors
Educat e Entertain Involve Reward Organize Treat as capital Segment Change attitu d e
It works! Average audience on Polish stadiums * * First Division stadiums were considered. Lech Poznań was not included into average of the Polish Stadiums
It works! Att e ndance vs. league position 20000 15000 18000 9000 9000 12000 7000 17000 12000 18000 20000 18000 21000 18000 14000 11 11 13 11 12 10 9 9 12 15 10 11 9 11 5000 7000 9000 11000 13000 15000 17000 19000 21000 23000 1 3 5 7 8 10 12 14 17 19 21 24 26 28 30 Audience 1 3 5 7 9 11 13 15 Place in table before the match 11