In this edition of the Sportego Fan Engagement Podcast, we spoke with Mark Bradley of The Fan Experience Company. Mark has years of experience working with many different organisations, particularly the Football League. In this podcast he shares how he got started in the business, as well as what he feels are the key aspects of great Fan Engagement.
Mark makes a lot of great points, and we highly recommend you dedicate 50 minutes to listen to it. One critical aspect which he brings up is the importance of understanding a club’s unique culture, which is often ignored when looking to improve a club’s Fan Engagement and Experience.
Many executives don’t understand the culture of the club they run/own. Understanding only comes through real, two-way dialogue with people who do know what makes their club different, and even unique. Clubs have enormously strong identities, and yet they don’t let that shine through as part of the match experience. It becomes just another football match at just another stadium, which is counter-intuitive to any marketing strategy. Business brands have to decide what they want their identity to look like, but clubs have that innately as part of their DNA. They need to use it to guide every initiative they undertake as they strive to improve the fan experience.
Improve the Fan Experience by:
Walking in the fan’s shoes. From travelling to the game, to the interaction with stewards and use of amenities, to the enjoyment of the game itself and leaving the stadium. Look at the full experience from their perspective.
Facilitating real dialogue with people who have the club at the heart of their own identity.
Understanding and embracing the club’s unique identity… which is what differentiates it from other clubs.
Improving the experience for supporters, using the knowledge and insight gained.
Care for and train your matchday staff so that they deliver the service you want your fans to have.
We hope you enjoy the show and gain valuable insights from it. We want to thank Mark very sincerely for his time in recording the podcast. Please reach out to us on Twitter @WeAreSportego with your feedback and any suggested guests for future episodes. Thanks for listening!