Ecitizen live

1
E-citizen live

• Roger Munby

SMRC, ChildWise, SportsWise CIM Norwich City
Football Club
Public Sector
2
FANS COME FIRST
Lets start with football

• It doesnt just have to depend on team
  performance

3
Content

• Active Marketing in football?
• - Ridiculous!
• Norwich City - who?
• The road to sell outs
• Impact on revenue
• Relationship with fans and customers
• 06/07 prospects

4
Who are we?

• Joint Majority Shareholder Delia Smith

Regional Icon at the heart of the community
4,462 Family Seats in prime locations
Stadium capacity 26,016 78 of last 85 home games
sold out
4
5
League Performance since relegation from the FAPL
in 1995
6
Increased Season Ticket sales

• Season Ticket Sales have increased by 1,000
  despite relegation
• 1,500 Supporters paid to join Season Ticket
  Waiting List for 2006-07

6
7
www.canaries.co.uk

• First and official voice of club
• Constant innovation news
• Competition from private sites
• 3-5 fresh stories per day
• Facts only - no speculation
• Balance of news and information
• Registrations 35488
• Context FL average 11850

8
Factors Influencing Growth

• Team performance since 2002
• Stretch Pricing throughout stadium
• Creative approach to families
• Early launch of season tickets
• Interest free payment scheme
• Investment in MIS
• Footballs only outbound telesales department
• Investment in the Community
• Investment in Market Research
• Consultation with fans
• Culture

9
Understanding Supporters Customers

• Market Research
• Qualitative
• Quantitative
• Customer / Supporter Insight
• Customer Tracking Studies
• Service Measurement
• New Ideas
• Ranking of Important Drivers
• Further Insight
• Supporter Consultative Group
• Supporter Roadshow

10
Season Ticket Volumes FAPL Relegated Clubs
2003-04
2003-04 FAPL 21,500 2004-05 Div 1 16,000 2005-06
Div 1 14,200
2003-04 FAPL 21,000 2004-05 Div 1
20,900 2005-06 Div 1 18,000
2003-04 FAPL 22,040 2004-05 Div 1 17,873 2005-06
Div 1 11,773
11
Increased Season Ticket sales
20000
March

• Web impact
• gt 500 Season Ticket renewals
• 65 mail order

13
12
Stating the obvious

• Like fans, residents are customers
• Like club, Local Authority is a brand

13
In a changing world
TV Viewing shares BBC1 BBC2
ITV1 C4 FIVE OTHERS 1982
38 12 50
- - - 2005
23 9 22 10
6 30

• Interactive services 2005
• 55 UK Households Internet access
• 60 UK adult population used Internet
• 91 search engine
• 81 sent e-mail with attachment
• 23 posted message to chatrooms
• 13 created web page
• More households (30) with Broadband than not
• 61 Households receive digital television
  Source e-consultancy

14
Challenge model - and the tipping point?

• The segment of greatest benefit could be those
  least disposed to using

e-citizen potential benefit
Internet use / comfort
15
YELL.COM - 2006 Posters
16
YELL.COM

• UKs preferred search directory for goods and
  services
• 1 million searches per day
• Integrated with Yellow Pages
• Skill is building sites with the right content
  and easy navigation
• And communicating the facilities and benefits

• Sales 66 since 2001
• Expected to double next few years

17
Positioning e-citizen

• Brand architecture
• Internal consensus External effectiveness

BRAND ESSENCE
PRODUCT PERSONALITY
EMOTIVE BENEFITS
FUNCTIONAL ATTRIBUTES
PRODUCT
E-CITIZEN APPLICATIONS
CUSTOMER
DEFINED USER SEGMENTS

• Building product, usage and communications
  together

18
E-citizen marketing strategy
Ansoff Matrix
Applications Existing
New
EARLY ADOPTERS
Users
Residents
Non- Users

• Where to apply investments?
• Narrow-cast, intense, to early adopters,
  introducing new applications
• Prompting word of mouth to non-users
• Viral Marketing, using existing communications
  to build awareness generally

19
SMRC case study - Local Authorities

• How do you prefer to contact the authority?
• 1st mentions All mentions
• 04 05 04 05
• By phone [phone]
• By website 0 10 5 15
• Benefits of website - saves time
• - faster turnaround
• - easier access to information
• - saves money
• But age correlates with diminishing benefit
• Drawbacks of website - equipment problems -
  errors
• - confidentiality
• - no help with process
• - difficult to use
• - too impersonal
• 82 of 65 years dont use Internet

20
Market Research Applications

• Tracking penetration
• Awareness Prompted - Discovery
• Spontaneous - Adoption
• Ever tried - Which Service
• Currently use - Services / frequency
• Adult and child
• Hard to reach segments

21
Marketing things to take out

• Useful content, fit for purpose, easily
  navigable
• Related to users and narrow-cast to them
• Whilst driving general awareness through
  every means possible, gradually proclaiming
  benefit to residents and cost-effectiveness to
  authority
• Plan the evolution of product and
  communication over time
• Measure and report effectiveness

• Useful content, fit for purpose, easily
  navigable
• Related to users and narrow-cast to them
• Whilst driving general awareness through
  every means possible, gradually proclaiming
  benefit to residents and cost-effectiveness to
  authority
• Plan the evolution of product and
  communication over time
• Measure and report effectiveness