Being innovative in football is something you have to constantly be. Finding new ways to promote yourself, your club, your brand has to be done in order to avoid stagnation unless that’s something you’re happy with.
Since the interruption of non-league football over the past two seasons there is a clear eagerness from top to bottom inside clubs to play, to enjoy things a bit more and just as importantly to attract not just the loyal supporters from before but new blood as so to speak to ensure clubs keep on surviving.
There are many ways depending on the size of the club that you can attract new supporters but at times also rewarding those who’ve been coming for a long time, it’s not just about getting new support, retaining what you have is just as important.
I’m picking up on this with a range of different things I’ve seen, witnessed myself and heard from supporters of other clubs over the opening couple of months of the season.
A quick start at National League level and back to the summer, Bromley trying to over-extend their season ticket prices and after much disgruntlement quite rightly amongst their fanbase given the huge rise, they backed down and not surprisingly the price went to a point supporters were comfortable with.
I take my club Barnet charging £22 to sit down, no terrace option, it’s that price or nothing. Personally I believe £20 is more than enough, throw in the £8 parking as well and that’s me seeing almost three Isthmian League matches for that price only two levels lower.
Whilst the club might argue it’s reasonable for the level etc, lack of communication meant no reasons were delivered and quite understandably supporters start to shun and vote with their feet, it’s so easy now to find something else to do which no doubt some people did over the course of the last 16 months.
Effective communication is the bottom line, so many channels available these days there is almost no excuse. Clubs raising beer prices which can be understandable if the brewery has done so, but not finding out until you buy that first pint of a new season is likely to come as a shock, again look after your regulars via a membership scheme or something similar, if new supporters want to come more often and save money they’ll join it trust me!
Just over a week ago I saw National League South Hungerford Town come up with a fantastic offer. £20 got you match entry, a programme, a meal deal of either chicken, sausage or pie with chips and a pint, now it’s impossible to follow every single football club on Twitter, but please tell me if you can find a better deal than that, it’s superb!
Now, not content with rolling it out last weekend which then prompted me to mention it on our Premier Non-League Podcast (available to listen to on all the usual listening platforms twice a month) they’ve gone for it again this weekend in the FA Cup and during next week I will try and catch up the Town chairman Patrick Chambers to find out how much of an impact it’s had on attendances.
I’m not implying here every club has to do the same nor bankrupt themselves whilst doing so, it’s not something you can repeat every single game but surely offers are worth a try throughout the season are they not?
Simple things like a free hot drink as the weather begins to turn, kids for a quid over half term week or the Xmas holidays, small but effective if marketed well.
I did see as well during the past week Dorking Wanderers in the same division offering a family of four (2 adults, 2 kids) FA Cup football for £20 which was available all week until midnight on Friday, again great value to try and get a few more in through the door.
Going back to Barnet once again I would like to see a £2 reduction if you buy a match ticket before matchday, with £22 being the price being bought on the day, Hungerford have this option at least for their FA Cup match thankfully not at that price to begin with. That way you’re committed to going and it might only be a couple of quid but the next time it might encourage you to buy earlier.
Another one I’ve seen is Wealdstone offering match tickets for £5 for their BT Sport live game against Solihull Moors next Tuesday if you buy online with Under 14’s free with a paying adult; a great idea to see a packed stadium while the nation’s camera’s are watching instead of 200 sitting at home on the sofa seeing the game. You can almost guarantee it will attract some floating fans and pretty sure they’ll spend more once inside the ground too.
The key is looking after the newbies whilst not getting the backs up of those who regularly attend, but it’s easy to do and if marketed right then you’re onto a winner and hopefully some bigger attendances going forward.
As I’ve noticed since the season began crowd figures have been very impressive and have continued to maintain themselves at most clubs which is fantastic to see, but why not go that one step further and gain a few extra, that should keep the club treasurer with a smile on their face………..