This week, let’s talk about the crucial skill of navigating the highs and lows of a football season. A team’s performance on the pitch is often unpredictable, and a great marketing strategy is one that can weather any storm and maximize every triumph.
The Art of Marketing in Tough Times
A losing streak can be demoralizing for fans, but it’s also a time for a club’s marketing team to shine. When the team isn’t winning, the focus must shift from performance to passion. This is when you double down on content that celebrates the community and history of the club.
Instead of just posting match reports, create content that reminds fans why they fell in love with the club in the first place. Share throwback photos and videos of historic victories, featuring legends of the past. Spotlight the unwavering loyalty of the supporters themselves, with content that shows fans traveling to away games or celebrating together in the stands, regardless of the score. Use this time to humanize the club. Share stories of the players’ and staff’s commitment and passion, showing that everyone is working hard to turn things around. Transparency is key; a direct and honest message from the club’s leadership about the challenges faced can build immense trust and respect.
Creating a Crisis Communication Plan
Unfortunately, crises happen, from on-pitch incidents to off-field issues. Having a clear, well-rehearsed crisis communication plan is non-negotiable. The modern media landscape moves at an alarming speed, and a slow or misguided response can cause lasting damage to the club’s brand.
The plan should outline who the designated spokesperson is, what the key message will be, and how it will be delivered across different platforms. The key principles are speed and accuracy. It’s better to release a short, honest statement quickly than a detailed but delayed one. The message should be empathetic and take responsibility where necessary. A well-managed crisis can actually demonstrate the strength of a club’s leadership and its values, turning a negative situation into a chance to show integrity.
Maximizing the Moments of Victory
When the team does win, every marketing channel should be used to celebrate. This is the time to go all out and reinforce the emotional connection between the club and its fans.
The moment the final whistle blows on a big win, your social media accounts should be flooded with high-quality, dynamic content: behind-the-scenes videos of the dressing room celebration, high-energy photos from the pitch, and fan-generated content from the stands. Encourage fans to share their own celebration photos using a dedicated hashtag.
A victory is a shared experience. Your marketing should reflect this. Create a feeling that the win belongs not just to the players but to everyone who supports the club. This collective celebration creates powerful, positive memories that will sustain fans through the inevitable tough times.
#GettingOnside
