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If the goal is to connect, that is, leaving an emotional trail with fans, clubs, brands and players, women football gathers all the necessary ingredients. Who cares about making an impact to the more people as possible, when who follow you are irreplaceable, loyal and heavy users of your product, brand, content or membership.
Some weeks ago, I attended to a Spanish women football league game, the Liga Iberdrola, where the Miniestadi was the venue for an interesting FC Barcelona – UD Levante. With a record-season attendance, 1,200 fans watched the blaugrana’s 4-0 victory. However, what impressed me the most happened at the end of the match. The majority of the fans in the stadium impatiently awaited for an improvised meet&greet with the footballers. The stars, far from heading to the showers, stayed for more than 20 minutes to take pictures, sign autographs and talk with the crowd. In that moment, I realized women football is followed by a smaller but, regarding fan engagement, more connected and passionate social base than other sports.
In a reality where creating human and close relationships has become a vital requirement to create positive results, the potential which women football entails for the industry stakeholders is much more than interesting. According to insurance company Accenture, it costs a 70% more to capture a client than making a current one more profitable. Then, why some brands focus blindly on throwing constant messages to potential new customers instead of asking existing ones how they feel.
Some of the thoughts which could bring your club, footballer o brand closer to connect in a more effective way might be:
- Why would they miss you if you did not exist?
- Do they care about giving useful feedback?
- Are they your customers because there is not real alternative?
It is time to tell stories that strengthen relationships among players, brands, clubs and fans through truly human marketing actions. Would you be capable of telling a story about your product or service which want to be heard?
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