Leeds Tykes marketing Strategy? Anyone?
By Markc on 4/11/2003
November 4 2003
After Friday's on pitch debacle, which was played (sic) in front of yet another agrophobia-inducing gathering, one really and worryingly once more has to ask the question "Is there a future for ZP Rugby in Leeds?"
Of course, it may be that ostrich-like we trot out the old excuses - it was cold and wet, there were few Quins supporters etc. But I believe that these no longer hold sway. The simple fact is that in a conurbation of several million people we could only attract less than four thousand souls through the gate. There has already been a worrying trend of lower gates this season, perhaps caused by floating fans in the south of our region switching their allegiance to Rotherham. I also believe that, like the religious divides in Northern Ireland, in West Yorkshire 'League is League and Union is Union and ne'er the twain shall meet'. Even though some enlightened people know this is nonsense it is grist to the mill of the masses. Then, once more, we run into tribal location. No self-respecting Bradfordian would be seen dead in Headingley, etc etc....
So where DO the Tykes fans come from? And where can the club focus its marketing strategy on? All over the place, if those I have the pleasure of making acquaintance of are typical. And if that is the case, is the club doing more to promote itself in those areas? There are some simple ways in which the club can ascertain its supporter base location. The first and easiest way is to interrogate the database of season ticket holders addresses. There are other ways, many of which are highlighted in an excellent article in this weeks "Rugby Times". Reduced admission tickets printed in local papers, targeting a different area each week and on which the redeemer would write their name and address would be another good way of building up the marketing database. "Two for One" beer tokens is another, again with space to fill in the users details.
As has also been mentioned before, Headingley is bang in the middle of "Student City" and more must be made of this. To this end, I would suggest that the price of drinks is reduced in the ground before the game starts in order to attract more students in, and that a BIG PUSH is made to make them aware of this, and that also they are entitled to reduced admission. Carry out some good old-fashioned market research in Leeds/Bradford city centres. Ask people if they're aware of the Tykes, do they come to watch them, and if not, why not? Give away some free tickets. Be more adventurous with the marketing; don't limit it to Leeds itself. As well as Bradford there's Dewsbury, Wakefield, Pontefract, Halifax, Harrogate and York all within easy travelling distance. Hell, if the club becomes more family friendly and ditches Friday night games then there's Hull as well. A Sunday Saunter across the M62 isn't exactly the road to Mandalay, is it?
It's really becoming time to stand up and be counted for the club. After witnessing last night's poor turnout we now know why the Equal Funding campaign is becoming more critical. Anything we can do to help should be encouraged, but the club must not expect all the burden to fall upon our shoulders, it should be seen to be doing more throughout the whole region, and not just the city that bears it's name.
EDITOR'S NOTE: So what should be done? has Mark got it right? Have your say! Post on the message board, or, even better, write me another article!