Please find answers to initial questions. Hope these are helpful. Perhaps we could look to do something like this on a regular basis - similar in some ways to what the General used to do? If the readers of H&V are interested then perhaps someone could compile the 'hot topics' once every month?
Below are a series of questions formulated after a trial period in the GM section of H&V and the associated responses from the club. Please provide constructive feedback as well as anything else you would like to have considered:
Match day Experience1. more use of the chequered flag at games.
2. We've lost the razzmatazz; the pride thing has gone; Villa Park needs to start rocking again.
Answer:
Improving the match day experience for everyone attending Villa Park is very important to the club. We realise that we need to cater for many different types of fan (young adults, couples, older fans, disabled, families etc) but the basics of good customer service remain vital for us all. We continue to work very hard on having the best possible facilities and a safe environment for supporters to enjoy.
In direct answer to the question raised, the giant Holte End flag will be back for Man U and Liverpool.
Russell Jones, Head of Marketing
The Walk out music1. The bells sound like a funeral procession and just sets totally the wrong tone for proceedings. The bells are the wrong type. It should be the type you hear in celebration (wedding type ones?). Instead you have what seems like several minutes of deafening funeral type ones. So by the time everyone can join in the singing the match is ready to kickoff.
2. - the Bells need to go. It just doesn't work, so some alternative needs to be found: something that is anthemic, instantly recognisable and can become synonymous with Villa over the next 2-3 seasons.
3. Bring back hi-ho silver lining, the bells don't work
4. One thing I would do is turn off the music 15 minutes before kick off. It does nothing to enhance the atmosphere, quite the opposite in fact. I'd much prefer to hear the fans singing, a bit of banter than some poxy pop songs through a dodgy PA. If the place is buzzing before kick off, Villa Park will once again be a very special and traditional place to be. Also, the impact of the music as the teams come out will be far greater.
Answer:
We realise that the walk out music continues to be a hot topic – it was highlighted again at the last Supporter Consultation Group (SCG). The truth is that the walk out music, or club theme, remains one of the hardest subjects to solve - there doesn’t appear to be a right answer or an easy fix.
As many fans will be aware, The Bells Are Ringing campaign, was driven by a large group of supporters towards the end of last season. The song, which includes fan vocals and the actual bells from Aston Parish church, was launched at the Newcastle game.
We acknowledge that the solitary bell wasn’t to everybody’s taste which is why it has been removed from the track.
We are very open to discussing this subject in more detail. If readers of Heroes and Villains want to come up with alternative songs, we are more than happy to listen.
Russell Jones, Head of Marketing
Tribute1. A proper tribute to Tony Barton, a plaque will do near to the McGregor statue, just something to commemorate the man who led us to our finest hour and a half.
2. Maybe some kind of tribute to Rinder as well.
3. How about a comemorative shirt next season in honour of McGregor? In the original chocolate colour we first played in? Get Nike to design it for us.
Answer:
We are always keen to look for ways to honour heroes from our illustrious past. We have recently been working with the Aston Villa Supporters Trust (led by Peter Warrilow and Dave Woodhall) on a project to restore and re-dedicate the grave of William McGregor at St Mary's Church in Handsworth, and there will be a service to mark the culmination of this on Tuesday 20th December – the 100th anniversary of his death..
We have also recently unveiled a plaque at Villa Park to commemorate people involved with the club who have lost their lives during armed conflict.
In terms of future ways in which we can honour our history in and around Villa Park, this is certainly something we will be keen to hear more about from supporters and to work with them to make it happen.
Paul Faulkner, Chief ExecutiveTicket queries1. Ticket pricing. In 'premium' parts of the ground you can't buys concession tickets. I know from those I have spoken to in the Trinity middle that it puts off friends, children etc coming to the game as they can't sit near their friends and family. The club are also in danger of losing fans as once they reach pension age, to get a discounted season ticket they have to move - and what if there are a group of 5 or 6 who sit together? If the club want to give the season ticket holders they have an excuse to say 'sod it' they are going the right way.
Answer:
We regularly review ticket prices and endeavour to offer sensibly-priced tickets in all areas of the ground. Extensive concessionary priced tickets are offered in most areas of the ground. Central premium ticket prices are under review ahead of the 2012-13 season.
Nicola Keye, Head of Consumer Sales2. I'm sure that I'm not alone in thinking that ticket prices generally are way out of kilter with everyday life and play a large part in deterring casual supporters from attending games. Maybe they wouldn't be so casual if they could afford to go more often. I mean, what's the point in saving a couple of quid every week by buying your groceries in Lidl if a ticket to see 90 minutes of football is going to cost you £40?
The fact is, that we rarely come close to filling the ground, so why don't the club reduce the ticket prices sufficiently to fill the ground? I realise that this would entail a significant reduction in the price of a ticket, but done correctly, the revenue could still be the same and there would be additional advantages for the club in increased sales of the extras - food, drinks, programmes etc., as well as more chance of generating a winning atmosphere.
It seems to me that the club has already embarked on a strategy of doing something like this, but in a piece-meal kind of way, which seems to me to be on the slippery slope akin to the way you buy a rail ticket which for me anyway, is as irritating as it is unfair. I really don't believe that tinkering with confusion marketing is the long term answer.
3. Value for money football, 43 quid to watch us go 1 up then sit back til we lose 2 1 or draw 1-1? No thankyou
In fact 43 quid in general is completely ridiculous
Answer:
We recognise the need to offer affordable, sensible ticket prices throughout the season. We have introduced an early bird discount this season for every game as well as the new special weekly Thursday offer.
There are always a good selection of adult tickets priced at under £30 for every game in selected areas of the stadium as well as family offers and special rates for season ticket holders to bring friends to games and earn 'Recruit a Villan' tokens.
We endeavour to openly promote discounted tickets effectively, while ensuring our season ticket holders secure our lowest guaranteed ticket price across the season.
Nicole Keye, Head of Consumer Sales
Comms from Board1. Better communication with the fans by the board would be a good start, be it via the OS or otherwise. Seems to be a constant gripe on here. I think the club do a lot of things right, but they get it wrong on how they convey it. The club has become really quite reclusive of late and as fans we need to have something to really get behind. I think most of us can appreciate a rebuilding process but we want to hear that the long term goal isn't all about cutting costs and living within our means. Football is fantasy and the job of the club via the marketing department is to help use realise our dreams of players that become our heroes and ultimately winning things. Over the past 12-18 months, as fans we've had a lot of the spirit knocked out of us. The promise of the early MON years washed away. The club need to realise that even in a time of economic retrenchment you can still paint a pretty picture of where the club wants to be in a realistic and tangible timeframe.
The combination of selling our best players, not replacing them, appointing a manager who has just seen his team relegated whilst playing rubbish football, sending fans a communication stating that our goal is to be in some accountancy firm's list of top 20 clubs by revenue, having the General state that Randy would back McLeish and then not do so; all of this has sown the seeds of the apathy at Villa Park, and it's going to take a huge effort to get the missing fans back, and belief in the fans who have carried on going to the games. We're passed the time for short term quick and easy marketing gimmicks like free scarves.
2. Our chairman coming out and speaking to the fans, showing that they are in it for better or worse
Keeping our best players
3. Positivity, the message for the past 18 months has been about about realism and pragmatism and that is never going to woo the floating support. I understand why it has been done but how do you market the benefits of a disciplined wage structure?
4. much more proactive / effective PR: we seem to allow the media to walk all over us. Let's get on the front foot and remind the world about the Villa heritage, all the good things that have happened since RL took over. Let's counter some of the negatives out there.
Answer:
Hopefully the chairman's recent interview with the club’s official website demonstrates that the board are aware of the importance of communication with our fans, and that this is something we do want to work on and continue to improve. I equally hope that those who have read the interview would agree that the board do feel very positive about the club's future and have aimed to convey why that is the case.
The board also communicated directly with every season ticket holder during the summer in a letter aiming to address the events of the past season, the appointment of Alex McLeish and our goals going forward. Saying that it simply stated 'our goal is to be in some accountancy firm's list of top 20 clubs by revenue' is wrong and unfair. I appreciate that every piece of communication isn't always going to answer every question that people have, or go into the level of detail that some people may want, but achieving that isn't always possible or even appropriate, and shouldn't take away from the fact that there has been direct communication.
In addition, over the past 12 months I have been interviewed by Football Focus, 5Live, local radio and the press, and even by Dave Woodhall for an edition of H+V, as well as attending Supporters Club meetings and SCGs, so there certainly is an awareness and desire to be 'out there' communicating with our fans, and, as stated above, this is something we will continue to work at and seek to improve.
Paul Faulkner, Chief Executive
Other comms1. more consistent Comms to current / would-be / lapsed STH. It seems that some people here get texts / letters / Comms whilst others don't.
Answer:
We are always looking at ways in which we can improve communication with supporters. The challenge for us is balancing sales communication with operational updates from senior management and the board. The official websiute, www.avfc.co.uk is our primary communication channel, and we would urge supporters to visit it regularly to stay up to date with the latest news, offers, fixture changes etc. Social media (Official Facebook and Twitter pages) and our interaction with unofficial sites are also growing channels of communication. We also host regular Support Consultation Groups.
For those fans who would like to receive direct communication (email/post/text) or would like to join us at the next SCG, please contact the ticket office (0800 612 0970). They will add your details to our communication lists.
Russell Jones, Head of MarketingAcornsMan U's recent deal with DHL for their training/subs gear made me think Villa should do similar with Acorns. I think Genting could get positive exposure for generously allowing such a gesture whilst Villa would get some positive press for publicly supporting a charity. I realise that this will not make a jot of difference to most fans but numerous little gestures, if supported by a good PR machine, will improve Villa's image. Whilst we may not be champions on the pitch having a Corinthians type spirit could be an achievable unique selling point that will earn us some kudos and maybe attract new fans to the club.
Answer:
Our current agreement with Genting Casinos means they are entitled to this inventory. However, this is a nice idea and one that we will certainly consider in the future. We would like to stress that our relationship with Acorns continues to go from strength to strength, and we are very proud to have them on-board as our official charity partner.
Gary Birch, Head of Partnership Activation
