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Monthly Archives: November 2015

Capitalising on Christmas Retail

11/26/15 / Chris Samson / Leave a comment / In Depth / celtic, christmas retail, christmas retail market, christmas sales, hearts, inverness, retail experience, scottish football, scottish premiership, scottish professional football league

The UK Christmas retail market contributed around £70bn of sales last year. The month countdown is on and so begins the most important period of trading for retail businesses across the country. It also gives football clubs the opportunity to fight head on against these retailers for their fans hard-earned money. Celtic have gone down the John Lewis route in producing their own advert, aside from featuring Scott Brown as a young Celtic fans imaginary friend (or ghost of Christmas present depending on your opinion of Brown and Celtics season so far!), it very cleverly showcases a vast range of Celtic merchandise. We take a look at a selection of clubs and investigate what they’re doing to capitalise on the Christmas retail rush. The three main things we’re looking out for here are:

  • Christmas jumpers – sales of these previously embarrasing-to-wear jumpers started to rise in the early 2000s, and they’re now as much of a Christmas tradition as leaving carrots out for Rudolph. They’re also a piece of merchandise that can be easily customised with any clubs colours or crest. Instant profit is really a no brainer.
  • a retro or vintage collection of merchandise – it was recommended in the October issue of FC Business magazine that introducing a vintage range near to Christmas would really drive sales and give fans the ideal thing to put on their Christmas list.
  • all products can be easily purchased and delivered – improving fans experiences shouldn’t just be happening in the stadium on a matchday. If the online and ordering experience isn’t of the standard fans (/consumers) expect these days, they won’t buy.

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Out with the old: Promoting Scottish Football

11/12/15 / Chris Samson / 1 Comment / In Depth / fan engagement, lean startup, promoting scottish football, scottish football, scottish professional football league, spfl, startup, startup mentality

You’ve all seen the photos. You know what I’m talking about, right?

Kieran Tierney

It’s these almost weekly images we see appear on Twitter, Facebook and in our daily newspapers that I’m questioning here. [Insert player or manager here] poses with a bit of cardboard promoting [insert Scottish football match here]. These pieces of printed cardboard more often than not contain information on them regarding tickets to attend the match. My question is, have you been indecisive about whether to attend your clubs match and then been swayed to go because you open up the paper on a Friday or a Saturday and see your promising young left back posing for pictures with a piece of cardboard? I know that this enables the papers to fill their pages with a big image (maybe they could devote more inches to other clubs or the lower leagues, but that’s for a different day) and it gives the clubs free ‘advertising’ space, which businesses in other sectors would potentially pay thousands of pounds for. My question following on from that point is, how do the clubs know that this method of promoting Scottish football works?

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