"There's a truth in the world of business marketing, know yourself, know your customers."

"The so-called knowing the customer is to understand what the customer wants. To understand ourselves is to ask, what can we give to our customers? ”

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

None of Tottenham Hotspur executives could have imagined that the monthly meeting would not only surprise them, but also make them feel as if they had been in the school for a makeshift check, only when they were the teachers who had been spot-checking them at the time, and now the club's chief executive, who had been in office for less than half an hour.

Peter Kenyon's big bald head is indeed very bright, but the Chinese have an idiom called being extremely smart, and he is indeed very smart and speaks very organized, and this also makes Ye Qiu on the side always very strange, why is such a guy who can calm this group of executives not know how to speak in front of the media?

It's really not pretending, this guy doesn't seem to be good at talking to microphones and lenses by nature.

For a team to be effective on the pitch, the manager needs to make sure all the players know what the team's goals are, what their philosophy is, what kind of game they are going to play, and in the same way that as the CEO of a company, Peter Kenyon has to make sure that all the executives and staff know what path he wants to take Tottenham Hotspur.

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

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

'I think we were able to give them the best football and score more goals than any other team'

"Win it, I think, because all the fans like to see their team win."

Several executives in the marketing department answered Peter Kenyon's questions separately, but these answers may not even feel confident to them, because when they look back at what Peter Kenyon just said about the truth of the marketing world, it seems that they don't know the customer.

Eliza Moon certainly knows a lot about football, and her business ability is indeed second to none, but in terms of marketing, although this is not her weakness, it is also not her strong point, especially in football marketing, compared to a master like Peter Kenyon, she is still a lot worse than the team she has formed.

Peter Kenyon shook his head and asked with a smile, "So, I would like to ask you a question, do you have any way to get our head coach to guarantee that every game has a lot of goals, all play good football, and all win?" We just lost 0l to Manchester United at White Hart Lane."

Everyone present was a little overwhelmed, this guy stammered in the face of reporters, but he was a little aggressive in the face of his own people, which also had something to do with his new arrival and wanted to establish his prestige as soon as possible.

"Maybe if I say that, people will think that I am an iconoclastic betrayer, but I have always felt that the entertainment element of football matches has completely exceeded the game itself for all the fans who come to the stadium, which means that the vast majority of fans who come to White Hart Lane Stadium value entertainment the most."

"Of course, this kind of entertainment is multifaceted, it may be a common hobby between couples, it may be the relationship between family members, or even an emotional vent during busy work and leisure."

"Another important phrase in the world of marketing is to never let your customers down

Peter Kenyon succeeded in becoming the star of the boardroom, and everyone stared at the bare head and listened to him.

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

"We can't guarantee that fans will be able to enjoy beautiful football every time they come to White Hart Lane, they will enjoy a hearty goal shootout, and there is no way to guarantee that every game will be a win, these are not things that we can control, so from a marketing point of view, these are additional points, and they can't be the core selling point to attract fans."

Ye Qiu believes that there must be many fans in the conference room who want to refute Peter Kenyon's assertion at this moment, because this guy's statement is too unconventional, and the fans come to the stadium and don't pay attention to the game itself, but to what

But Ye Qiu believes in Peter Kenyon's analysis, because the price of football tickets has been rising over the years, especially in London, coupled with the long-term recession of the British economy, so that the fan base that can enter the consumption is no longer the very simple and loyal fans of the past, but more of an entertainment consumption.

Some might say that he has been following Tottenham Hotspur all his life, and for him, it is an emotional entertainment.

"I'll give you the simplest example, just like the movie theater, now the technology is so developed, the whole world is so serious piracy, HT downloads are flooded, everyone as long as they know how to use a computer or watch TV, sitting at home can watch it, why do so many people go to the cinema to watch movies?"

As soon as Peter Kenyon's words were finished, an employee in the marketing department who should be a movie fan spoke, "For a blockbuster with box office appeal, the DR listing is generally delayed for about half a year, although HT downloads are also available, but they are generally blurry and don't look enjoyable, and watching it in the cinema is different from sitting at home." ”

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

When he said this, everyone present understood.

You can't control the outcome and process of the game, or even whether the game is beautiful or not, but the stadium experience can be created with great effort, so that all the fans who come to the scene will be full of praise for the service and atmosphere of the scene, regardless of whether the game process is good or not, and think that they have not paid a ticket price in vain.

Peter Kenyon's words made everyone present chew for a while, and there was a burst of applause at the scene, this marketing master is really not simple at all, and everyone felt his ability as soon as he came.

"Trying to create the best possible experience for our customers requires a lot of details such as the comfort of the seats, whether they are damaged, whether the toilets in the stands are clean or smelly, etc., these are very small things, and even I am thinking that we should attract fans for more than just 90 minutes."

"It's an entertainment, a lot of fans are not used to entering the stadium early, but we should try to attract more fans to enter the stadium early, because they can't enter the stadium to sit, they want to drink, they want to eat, then our sales of alcohol and food will also increase a lot."

"It's not impossible to get fans into the stadium early, for example, we can arrange some live performances before and after the warm-up, such as rock band performances, or some band concerts, and we can create a fan restaurant in the stadium with delicious fan menus and other snacks and refreshments."

"All in all, what the fans need, we give them"

Peter Kenyon's words were once again applauded by many people present, from the two questions he asked, to his own answers, everyone had to admire, at least in the stadium matchday marketing, he is indeed a master, but with Peter Kenyon's more in-depth analysis, he wants to express more than that.

"I swear that all the Premier League teams, even all the football clubs in Europe and the whole world, their marketing is mainly focused on targeting male fans, because football has always been a men's sport, and male fans are generally more loyal, and female fans are usually not very interested in sports, but, I would say, that's all in the past."

After a pause, Peter Kenyon spoke again, "As I said before, football games are very entertaining, and male fans have always been the focus of marketing, but female fans are a vacuum, but I think female fans will be an important treasure trove for us to dig next." ”

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

"Female fans also need entertainment, and the key is how we can turn our experience on the field or being a big fan of the team into a form of entertainment that they can accept, because we must not forget that women are getting higher and higher in society, and they are not only influencing their children, but also their husbands and boyfriends, and the people around them."

Peter Kenyon's words were correct, and many people present laughed tacitly, a woman's pillow wind is indeed quite powerful.

"In fact, it is very simple for us to attract female fans, provide a series of intimate services, such as we design some delicate small goods such as silk scarves and bracelets specifically for female customers, they are very cheap, but they are very popular with women, and whenever female fans come to the scene, we give gifts, and whenever female members have birthdays, we also give flowers and gifts, you think, over time, in their eyes, what image will we have?"

"Gentleman," someone blurted out with a smile.

Everyone present burst into laughter, but it is so, in Europe and the United States, and even in the whole world, such intimate treatment of women represents a gentleman, and this will not only be appreciated and sought after by the female group, but 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 being a gentleman off the pitch is just an attitude to life, but inside the pitch we have to show our blood, because all women have a sense of being protected in their bones, you are too weak, too weak, they don't like it, and men also like blood and passion, so we have to try to create two different images on and off the pitch." ”

This time, everyone in the conference room burst into applause, and if someone said that Peter Kenyon didn't know football, he would definitely be sprayed to death by their group, because people who didn't know football couldn't come up with such a marketing concept.

"There is also a 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, and 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 communication with fans, so as to maintain the relationship between the club and fans, and enhance the fans' sense of identity and belonging to the club."

Tottenham Hotspur has been doing this, but it has only been around a few neighborhoods around Tottenham in the north, because this is a 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 side of Hyde Park.

There are a lot of teams in London, but there are also a lot of fans in London, and the spending power of fans in London is unmatched by fans in other cities, and the key is how you convert them from fans to customers and identify with you.

This can not only enhance the recognition of the fans, but also enhance the identification of the players with the team, because the players can also feel the support and affirmation of the fans from this interaction, which in turn enhances the players' identification with the team.

For all professional teams in the Premier League, the three pillars of revenue are matchday revenue, commercial development and broadcast fee sharing, among which, for Premier League teams, broadcast fee sharing has little development potential, at most it is to strive to play more Champions League games, or go further in the Champions League, so in Peter Kenyon's plan, matchday sharing and commercial development are key.

Tottenham Hotspur has a strong media attention, which is mainly from Ye Qiu and Tottenham Hotspur's football, especially with the team reaching the knockout stage of the Champions League this year, the influence has also increased, if next season can ensure that they can continue to participate in the Champions League and have a good performance, then the team's influence is bound to be consolidated.

In this case, how to maximize the commercial potential of the team has become a key issue for Peter Kenyon to consider when he takes over the team.

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

The first level is the official main sponsor, which is generally the two major sponsors of the jersey and the chest advertisement, but Peter Kenyon suggested that there is another sponsorship that the team can develop, and that is the training sponsorship

At present, Tottenham Hotspur has done a good job of interacting with fans, releasing the team's public training videos almost every day, and will also attract some fans to the Theobald training base, and the team's training situation will also attract some media attention and interviews, and the sale of training sponsorship will become another major source of income for the team.

In addition, the team will also form a second tier of main sponsors to attract some interested people who want to cooperate with Tottenham Hotspur and use Tottenham Hotspur as a platform to showcase their businesses, such as the team's car and bus sponsorship, as well as beer sponsors and franchisees for the Tottenham Hotspur team and White Hart Lane, as well as wine sponsors, or some food sponsorship partners.

They can get billboards at White Hart Lane through sponsorship, and at the same time, they can get the corresponding franchise rights to White Hart Lane for drinks and food, of course, the sales point of White Hart Lane Stadium is Tottenham Hotspur's own, but they can only sell food from these sponsors in the same kind of products.

I believe that once Tottenham Hotspur attaches importance to the development of stadium management, this kind of sponsorship is still very attractive to some enterprises, after all, the influence of Tottenham Hotspur is rising, 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 full, and even if it is a cup match, the attendance rate has remained around RU%.

From this, it is not difficult to see the potential of Tottenham Hotspur in this regard.

Another important point is the advertising sponsorship of the Theobald training base, which can also be commercially operated, because with the improvement of Tottenham Hotspur's results, coupled with the reputation of Theobold training base outside the country, tourism revenue is rising, and the youth team games always attract a lot of fans, plus the media.

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

In the future, Tottenham Hotspur will continue to launch direct ticket booking through the official website and mobile APp, further improving the variety and style of the fan store, so that all fans who walk into the fan store can buy what they like, instead of only fan items such as shirts and scarves as they do now.

Not only that, Peter Kenyon also revealed that he has a strong desire and idea to expand global marketing, because the environment is completely different from the beginning of the 21st century, and now is the era of high-speed information technology and the global village where everyone is online, which also creates great convenience for marketing, especially Tottenham Hotspur has a core attraction.

That is Ye Qiu

For the various ideas listed by Peter Kenyon, as well as the complete set of detailed and meticulous management systems that he organized and planned for this purpose, everyone in the conference hall listened to them with admiration and admiration in just over an hour, and I believe that many people present really want to knock on this big bald head to see what it contains.

Ye Qiu never doubted the ability of this bald guy, he had already read Peter Kenyon's plan, and he had to admire some of Kenyon's ideas, he was not only very familiar with and understood football, but also very proficient in marketing, which made Ye Qiu very confident that Kenyon could help him build a good Tottenham Hotspur brand in the future.

With Peter Kenyon in marketing, Robert Milson in dealing with the news media, and Peter Devisel in scouting, Ye Qiu can rest assured to concentrate on the team's competitive level.