Greg Simpson, founder of Press for Attention PR, reflects on a wasted marketing opportunity.
As the final whistle blew, I let out a huge sigh of relief. Not euphoria. Sheer relief. Here’s why.
Now, trigger warning, I’ve followed Manchester United for 36 years now. There’s nothing that will change that unless we reintegrate Mason Greenwood, so if either of these facts puts you off working with me, well, I’ll get over it.
I actually remember the first goal that made me feel triumphant, it was Gordon Strachan bursting through against Liverpool in 1988. Our arch rivals to this day, whatever City might think!
Why relief? Well, even the most rose-tinted of spectacle wearers would admit we’ve been pants all season. As the relief turned into a gradual sense of comfort, then joy, then finally, excitement (all in 10 seconds) my phone pinged!
I assumed it would be my mates on the United WhatsApp group. No, it was a text. From…Manchester United.
Had they been made aware of my punderful analysis on the group chat? Did they agree that Antony is a better LB than RW? Maybe they wanted to ask me to reconsider turning out for them after I bottled an invitation to play in front of the cameras that time. Trust me, this happened. Ask me about it!
No, they were offering me, wait for it…£5 off membership for 2023/2024 season. Given I’m already a member this is smart timing marketing wise and normally I would be professionally tipping my United branded beanie hat to them BUT…£5! It’s pathetic. Not so much in terms of the discount, more the creativity.
I’m already a customer, I was going to renew anyway, now was the perfect time to do something more creative and get me to buy something BIGGER. Why not give me a chance to renew AND get an upgrade? Or renew and buy a prize draw ticket for a VIP Match Day experience?
You can never predict the score or whether you are going to win the game but you absolutely CAN have a range of options lined up to fire as soon as something is known.
Man of The Match? Confirmed within seconds of the final whistle. Use that name as a code to access something special.
The winning goal from the youngster Amad? You know he is in the squad, create a contingency, however unlikely, that if it is him who nabs the glory, that’s your code.
This is a billion pound enterprise operating with a bargain basement marketing mentality. Did I renew? No. I went to the hospitality pages and scanned hopefully for semi final tickets. Hundreds of times more valuable to them than buying my £60 annual membership with a £5 offer.
Have they spotted this or reached out given I’ve enquired before? No. Talk about missing an open goal!
A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press for Attention PR in 2008.
He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective.
See this column in the April issue of East Midlands Business Link Magazine here.
