Regardless of your view on who should be the next manager, it has to be said that the club has scored a spectacular own goal in terms of PR in the last week or so. This tendency is not new as we all know, and in their efforts to remain aloof and be seen as squeaky clean, the board also succeed in looking to the general public, as well as to some of their own fans, as being monumentally incompetent. I'm certain they are not, at least no more than any other club and probably much less than most, but the difference is in portraying the image. In today's world, image is increasingly important and a well managed image is vital to success. How else would a company selling a not very attractive brown coloured fizzy pop be the world's most successful and famous brand.
Some other premier league clubs are beginning to recognise this fact of life and are taking marketing seriously, but our PR so often has a negative effect and in this increasingly sophisticated world we appear to be mere amateurs.
From this week's edition of "Marketing Week."
Manchester City signs head of marketingManchester City has appointed a new head of marketing to help expand the brand overseas and help grow the football club’s “digital expansion”. Julian Pate joins the football club having held several senior agency roles, most recently at AKQA, looking after clients including Nokia, Sky and Telegraph Media Group.
Pate will be charged with building the Manchester City brand across new territories, starting with the club’s three game pre-season US tour in July. The club already has a dedicated US site and there are plans for further local marketing actitivy around the tour. Manchester City secured a UEFA Champions League place for the first time in its history this year after finishing third in the English Premier League and winning the FA Cup, which will help build its presence in Europe.
Pate will also be responsible for the club’s “digital expansion” strategy, working alongside head of digital Richard Ayers. Last month the club introduced the first augmented reality membership cards and an app that allows fans to virtually lift the FA Cup.
Pate says: “I feel privileged to be part of a club which regards digital innovation as a core component to its marketing and communications disciplines.” He replaces Chris Kay, who joined Australian marketing agency BMF in November last year, and will report to chief brand and commercial officer Ian Cafferky.
http://www.marketingweek.co.uk/sectors/sport/manchester-city-signs-head-of-marketing/3027150.article(Apologies for the long link)
