“There is a truth in the field of business marketing, know yourself and understand your customers.”

"The so-called understanding of customers means understanding what customers want? And understanding ourselves means asking what we can give to customers?"

"So, now anyone can tell me what you can provide to all the fans who walk into the White Hart Lane Stadium?"

All Tottenham Hotspur executives probably wouldn't have imagined that a monthly meeting would not only surprise them, but also make them feel like they were back to the feeling of temporary random inspections of teachers in school. However, at that time, the teacher was the one who was randomly inspected, and now the club CEO who has just taken office for less than half an hour.

Peter Kenyon's big bald head is indeed very bright, but the Chinese have an idiom called "Smart" and he is indeed very smart and speaks in an orderly manner. This also makes Ye Qiu, who is always wondering why such a guy who can suppress this group of executives doesn't know how to speak in front of the media?

It's really not a pretense. This guy seems to be born not good at facing microphones and cameras.

If a team wants to show combat effectiveness on the court, the head coach must let all players know what the team's goals are, what the philosophy is, and what kind of game they are preparing to play. By the same token, as the CEO of a company, Peter Kenyon must let all executives and employees know what path he wants to take Tottenham Hotspur on.

As support, Eliza Moon made a special trip back to London this morning to attend this meeting. She is now the vice chairman of the club. She is under Ye Qiu in terms of position, but she does not have much real power, because her next focus will be on the United States.

"There is a set." After hearing Peter Kenyon's question about everyone present, Eliza Moon secretly gave Ye Qiu a thumbs up and whispered that she had just read the plan that Ye Qiuse gave him.

"I think we can give them the best football and score more goals than other teams."

"Victory, I think, because all the fans like to watch their team win."

Several executives in the marketing department answered Peter Kenyon's questions separately, but even they themselves felt unconfidant in these answers, because when they reviewed the truth about the marketing industry mentioned by Peter Kenyon just now, they seemed to have no idea about customers.

Eliza Moon must be very familiar with football. Her business operation ability is indeed second to none, but in terms of marketing, although this is not her weakness, it is not her strength. Especially in terms of football marketing, compared with a master-level figure like Peter Kenyon, she is still much worse than the team she formed.

Peter Kenyon shook his head and asked back with a smile, "So, I would like to ask you a question, are there any way for our coach to ensure that there are many goals in every game, they all scored well, and they all won? We just lost to Manchester United at the White Hart Lane Stadium 0l."

Everyone present was a little overwhelmed. This guy stuttered when facing the reporter, but he was a little aggressive when facing his own people. This also had something to do with his new arrival and wanting to establish his prestige as soon as possible.

"Maybe if I say that, everyone will think I am an anti-traditional betrayer, but I always think so, that is, for all the fans who come to the scene, the entertainment elements have completely exceeded the game itself. In other words, most of the fans who come to the White Hart Lane are the most valued by entertainment."

"Of course, this kind of entertainment is multifaceted. It may be a common hobby between couples, a relationship between family members, or even a feeling venting in their busy work and leisure time."

“There is another important saying in the marketing field, that is, never let your customers down

Peter Kenyon successfully became the protagonist of the conference room, and everyone stared at this bare big head and listened to him.

Oh, no, it looks more like being a professor in college.

"We have no way to ensure that fans can enjoy beautiful football every time they come to the White Hart Lane Stadium, enjoy a hearty goal battle, and there is no way to ensure that every game will be a victory. These are not something we can control. Therefore, from a marketing perspective, these are additional points and cannot be the core selling points that attract fans."

Ye Qiu believes that at this moment, there must be many fans in the conference room who want to refute Peter Kenyon's statement, because this guy's statement is too anti-traditional. Fans come to the stadium and do not pay attention to the game itself.

But Ye Qiu believed in Peter Kenyon's analysis, because the price of tickets has been rising over the years, especially in London, and the long-term economic downturn in the UK has made the fan group that can enter and consume no longer the simple loyal fans of the past, but more of an entertainment consumption.

Some people may say that he has been chasing Tottenham Hotspurs’ game all his life, and that for him, it is an emotional entertainment.

"Let me give you the simplest example. It's like a cinema. The technology is so advanced now, and piracy is so serious all over the world. HT downloads are rampant. As long as everyone knows how to use a computer or watch TV, they can watch it at home. Why are there still so many people going to the cinema to watch movies?"

Just after Peter Kenyon finished speaking, an employee who should be a movie fan spoke in the marketing department, "For a blockbuster with box office appeal, the launch of DR is generally delayed by about half a year. Although there are HT downloads, they are usually vague and seem unsatisfactory. And watching in a cinema is different from watching at home."

"That's right, I call the feeling you said an experience, and don't forget that the thing that football matches are worse than movies is that we have live broadcasts, so we don't have the time difference of movies to play. The only thing we can do is to attract more fans to the stadium, there are only two elements, live experience and sense of participation in the game. I summarize it as a stadium experience, which is the core selling point of trend fans entering the stadium."

After he said this, everyone present understood.

You can't control the victory and loss of the game, or even the beauty of the game, but the experience of the game can be created with great effort, so that all fans who come to the scene will praise the service and atmosphere on the scene, thinking that they have not vain for the ticket price.

After Peter Kenyon's words made everyone present chew for a while, there was a burst of applause on the spot. This marketing master is really not simple at all, and it made everyone feel his ability.

"Strive to create the best stadium experience for customers, which requires a lot of details, such as seat comfort, whether it is damaged, whether the stand toilet is clean or smelly, etc. These are all very subtle things. I'm even thinking that what we attract fans shouldn't be just ninety minutes."

"It was an entertainment game. Many fans were not used to entering the stadium early, but we should try to attract more fans to enter the stadium early because they could not sit when they enter the stadium. They would want to drink and eat, and our sales of alcohol and food will also be greatly improved."

"It's not impossible to attract fans to enter the stadium early. For example, we can arrange live performances before and after the team warms up, such as rock band performances, or some band concerts, and so on. At the same time, we can create a fan restaurant on the stadium, providing delicious fan packages and some other snacks and snacks."

"In short, we will give them whatever fans need."

Peter Kenyon's words received applause from many people present again. From his queries to his own answers, everyone has to admire him. At least in the field of game day marketing, he is indeed a master, but with Peter Kenyon's more in-depth analysis, he wants to express more than just these.

"I dare swear that all Premier League teams, even all football clubs in Europe and the world, their marketing is mainly focused on male fans, because football has always been a sport for men, and male fans are generally more loyal, while female fans are usually not very interested in sports, but, I want to say, these are all over."

After a pause, Peter Kenyon spoke again, "I said before that the entertainment elements of football games are very heavy now. Male fans have always been the focus of marketing, but female fans are in a vacuum. But I think female fans will be an important treasure house we will dig out next."

This is indeed a bit amazing, because whether it is from the fans who walk into the stadium or from the fans who pay membership fees, it is obvious that men occupy the vast majority, but Peter Kenyon said that the potential market for women is very large, which was really unexpected.

"Female fans also need entertainment. The key is how we transform our stadium experience or becoming an important fan of the team into a way of entertainment they can accept, because we should not forget that women are becoming increasingly high in society. They not only affect their children, but also their husbands and boyfriends, and those around them."

Peter Kenyon's words were correct. Many people present smiled tacitly. The woman's pillow style is indeed quite powerful.

"In fact, it is very simple to attract female fans. We provide a series of thoughtful services. For example, we specially designed some exquisite small commodities such as scarves and bracelets for female customers. They are all cheap, but they are very popular among women. Whenever female fans come to the scene, we give gifts. Whenever female members have a birthday, we also give flowers and gifts. Think about it, over time, what image will we be in their eyes?"

"Gentleman" said someone blurted out.

Everyone present burst into laughter, but this is true. In Europe, America, and even the whole world, treating women with such thoughtfulness represents a gentleman. This will not only be appreciated and sought after by the female group, but will also attract more men to approach Tottenham Hotspur, because they will naturally feel that following Tottenham Hotspur represents a kind of gentleman.

Peter Kenyon was also laughing, "But gentlemen outside the court are just a life attitude, but we have to show our bloodiness on the court, because all women have a feeling of being protected in their bones. You are too weak and too weak, they don't like it, and men also like bloodiness and passion, so we have to strive to create two different images on and off the court."

This time, everyone in the conference room was filled with applause. If someone now said that Peter Kenyon did not understand football, he would definitely be criticized by them, because those who do not understand football could not formulate such a marketing concept.

"There is another saying in marketing that the cost of developing a new customer is five times the cost of retaining an old customer, so we will set up a fan service department to provide services to fans. At the same time, we will also strive to integrate into the lives of fans, actively enter various communities in London, and carry out various interactions and communications with fans to maintain the feelings between the club and the fans and enhance the fans' sense of identity and belonging to the club."

Tottenham Hotspur has been doing this, but before it has only been around several communities around the Tottenham District in the north, because this is the gathering place for Tottenham Hotspur fans, but Peter Kenyon feels that the team will go south next, so it is very important to develop several communities around the new stadium in the future, especially the financial district and the east of Hyde Park.

There are indeed many teams in London, but there are also many fans in London, and the consumption capacity of London fans is unmatched by fans in other cities. The key is how you transform them from fans to customers and identify with you.

This can not only enhance the fans' recognition, but also enhance the players' recognition of the team, because players can also personally feel the fans' support and affirmation of them from this interaction, and thus enhance the players' recognition of the team.

For all professional teams in the Premier League, the three pillars of income are game day income, commercial development and broadcast fee sharing. Among them, for Premier League teams, broadcast fee sharing has little potential, at most, they are trying to enter the Champions League more games or go further in the Champions League. Therefore, in Peter Kenyon's plan, game day sharing and commercial development are the key.

Tottenham Hotspur has a strong media attention, which mainly comes from Ye Qiu and Tottenham Hotspur's football. Especially as the team enters the Champions League knockout this year, its influence will also increase. If we can guarantee to continue to participate in the Champions League next season and have good performance, the team's influence will inevitably be consolidated.

In this case, how to maximize the team's business potential has become a key issue that Peter Kenyon must consider after taking over the team.

At this point, Peter Kenyon also gave his own idea, which is to classify the team's sponsors.

The first level is the official sponsor, generally speaking, there are two major sponsors: jersey sponsorship and chest advertising. However, Peter Kenyon proposed that the team can actually develop another sponsor, that is, training sponsorship

Tottenham Hotspur is currently doing a good job in interacting with fans. It releases the team's public training videos almost every day, which will attract some fans to the Theobord training base. The team's training situation will also attract the attention and interviews of some media. The sale of training sponsorship will become another major source of income for the team.

In addition, the team will also form a second-level main sponsor to attract some interested parties to cooperate with Tottenham Hotspur and use the Tottenham Hotspur platform to showcase their own businesses, such as the team's car and bus sponsors, as well as beer sponsors and franchises at Tottenham Hotspur team and White Hart Lane Stadium, as well as wine sponsors, or some food sponsors.

They can obtain billboards for White Hart Lane Stadium through sponsorship, and at the same time, alcohol and food can obtain the corresponding franchise for White Hart Lane Stadium. Of course, the selling point of White Hart Lane Stadium is still Tottenham Hotspur’s own, but they can only sell food from these sponsors in similar products.

I believe that as Tottenham pays attention to and develops the stadium operations, such sponsorship activities are still very attractive to some companies. After all, Tottenham's influence is rising steadily, and the attendance rate of the game is also full. So far this season, the average attendance rate of the Premier League has reached 98, and the Champions League is even full. Even in the cup matches, the attendance rate remains around RU%.

It is not difficult to see the business potential of Tottenham Hotspur in this regard.

Another key point is the advertising sponsorship of Theobord Training Base. The training base can also conduct commercial operations on advertising, because with the improvement of Tottenham's performance and the reputation of Theobord Training Base outside, tourism revenue is rising steadily, and the youth team's game always attracts many fans, plus the media.

It can be said that sponsoring the advertising of the training base is also very valuable.

Next, Tottenham Hotspur will launch tickets directly through the official website and mobile AP to further improve the types and styles of the fan store, so that all fans who enter the fan store can buy what they like, instead of just fan supplies such as jerseys and scarves like now.

Not only that, Peter Kenyon also revealed that he had a strong desire and idea for expanding global marketing, because now is completely different from the environment in the early 21st century. Now is the era of high-speed informationization and the era of global villages where everyone surfs the Internet. This has also created great convenience for marketing, especially Tottenham Hotspur has a core attraction.

That's Ye Qiu

For the various ideas listed by Peter Kenyon and the complete detailed and meticulous management system he organized and planned for this, everyone in the conference hall was both amazed and admired in just over an hour. I believe that many people present would even want to knock on this big bald head and see what was inside.

Ye Qiu never doubts the bald man's ability. He has read this plan by Peter Kenion. He has to admire Kenion's ideas. He is not only very familiar with football, but also very proficient in marketing. This makes Ye Qiu very confident that Kenion can help him build the Tottenham Hotspur brand in the future.
Chapter completed!