The fan base is probably split between those that would be thrilled with a Disney channel documentary about a ‘rivalry’ between us and Wrexham and those that think it would be an embarrassment.
It’s not arrogant or self entitled to think tagging Ryan Reynolds on our kit launch is a cringe fest.
I agree with you about the importance of the business side of things but too often the new breed of football club owners mistake short term noise for long term advantage.
Football is a ‘business’ where the two things are often very separate.
There seems to be little differentiation between customer acquisition in the US for example and locally. In fact, more emphasis is placed on the former (there’s a reason those tweets were put out at a time to catch a US audience rather than local). Obviously it’s a far bigger market. But it’s also a far more temporary market.
If you acquire a US customer because of an association with Snoop for example, what does that mean for the club? A shirt, some merchandise, possibly a subscription to Swans TV until the enthusiasm wears off.
If you acquire a ‘customer’ in Swansea, that could mean a lifetime of going to matches, introducing family to the club by taking kids along, them becoming ‘customers’ for their lifetimes and so on.
Businesses when looking at the commercial side of things look at customer acquisition but more importantly should look at customer lifetime value. What that customer spends with you over the lifetime of their association. A local customer could end up spending thousands more over the lifetime of their association than a US customer.
Wrexham have obviously done hugely well with their Tv contract. Good luck to them. But I am glad it’s not us. It’s a circus. And interestingly they seem to be finding it harder than they perhaps thought to attract players at the moment. And if they don’t, whet will that TV audience do if the success falters for a few seasons. If they don’t continue to enjoy success but stagnate or even get relegated. The audience will, I suspect, begin to melt away and turn to the next thing.
As an aside, the involvement of Modric is positive in my view. The involvement of Snoop will depend on what it is. If he is actually going to be involved as an investor for example, that’s great. If he’s just been paid to wear the shirt, that’s not so great.
Still doesn’t mean involving Wrexham in our kit launch (and I do think we probably put out tweets in the wrong order) and having the pinned post on our site showing a picture of Ryan Reynolds in a Wrexham shirt isn’t crass.
www.bbc.co.uk
“haircut not included”
