1. Introduction
Integrated marketing communication
involves the use of traditional and non-traditional communication channels.
Integration is done to ensure that communication is effective where the
organisation is able to reach the targeted recipients effectively (Johansen and
Sophie, 2012). Football clubs in the English Premier League tend to combine
traditional communication approaches with the latest technological developments
in the market. The clubs tend to tailor their marketing communications to suit
their target audience. The English Premier League has over 4.7billion fans
around the world (Moorhouse, 2013). Most of the clubs therefore tend to have a
large fan base globally.
Liverpool FC is one of the largest
football clubs in the English Premier League. It is renowned for having one of
the most loyal fan bases in the league (Research in Motion, 2010; LFC, 2014;
Glenday, 2014). This report evaluates the club’s approach to marketing
communication where it gauges the different communication approaches strategies
used, the choice of target market, choice of media, and the effectiveness of
the marketing communications. The report also identifies challenges of the
integrated marketing communication and how such challenges can be overcome.
2. Target marketing strategies
2.1 Identification of the target
market
Collectively, the English Premier League
(EPL) has an estimated global audience of 4.7billion people around the world
(Moorhouse, 2013). This gives individual football clubs in the league a
substantial level of exposure internationally and is often the motivation for
brands to seek sponsorship deals to enhance their exposure to the global
markets. For individual clubs, the EPL exposure makes it easy for them to
attract and maintain a stable fan base internationally (Kelly, Lewis and
Mortimer, 2012). This is done through strategic communication targeting specific
countries and population segments.
Consciousness for marketing has been
high by football clubs with the main targeting tools being the choice of
message, the choice of medium, and the choice of sponsor (Moore and Levermore,
2012). In theory, marketing communication is most effective when the marketer
is able to understand the information needs of the target audience and
structure marketing communications that conform to them. Research indicates
that most football clubs in Europe target the youthful population as their
niche market (Moore and Levermore, 2012). Even though there is focus on keeping
the older fans, focus is on exploiting emerging technologies and trends to keep
remain relevant with the highly dynamic youthful population. Apart from age,
targeting can be done along demographic characteristics such as language and
geographical location (Kelly, Lewis and Mortimer, 2012). Country-specific
targeting is the most common form of targeting with most clubs aiming at the
youthful populations within the specific countries.
The target market largely comprises of
individuals that are very keen on technological developments. This is evident
in the usage trends of the internet and smartphones as well as related
applications (Nufer, 2013). This informs the decision by Liverpool to target
smartphone and tablet users in India, with the expectation that the youthful
populations would be the main targets.
2.2 Key messages
The key message projected by most
football clubs is the promotion of a sense of belonging. For instance,
Liverpool’s slogan remains “you shall never walk alone”, a slogan that affirms
the undying loyalty and sense of community among their supporters (Soccerex,
2014; Margalit, 2008). This is a reflection of a sense of community. In line
with this need to build a sense of identity and community, football clubs tend
to focus on providing information on club activities, information of the
transfer of players, financial status, and other pieces of information that the
fans may be interested in (Cleland, 2011).
The marketing communications by football
clubs tend to be dominated by the theme of fun, dynamism, and enjoyment. More
importantly, the marketing communications project a theme of unity among the
existing fans with an aim to attract new members to be part of their group
(Alonso and O'Shea, 2012). Many of the leading football clubs in the English
Premier League tend to have a very loyal support base. This base tends to be
maintained even where the performance of the clubs decline temporarily. The
sense of unity and belonging is promoted through projection of messages that
are in line with the expectations of the fans. At Liverpool, successful
communication is attributed to its ability to capitalise on data analysis and
be able to engage in direct marketing based on an understanding of the
interests of their fans (Taylor, 2011). The football club focuses on engaging
directly with its fans through online platforms and this helps them to
understand their fans better for purposes of creating effective marketing
messages.
2.3 Appropriateness of the key
message
Solidarity, a sense of community, and
enjoyment are the main themes projected by Liverpool (Margalit, 2008). The core
message is very appropriate when the characteristics of the target market are
considered. Focus on a sense of identity strengthens the bond. The football
club avoids pegging its fan base growth goals on its performance in the Premier
League (Margalit, 2008). This means that the fans do not need to decline each
time there is a poor performance by the football club. In addition to this, the
strong sense of community is expected to inspire more people to join the solid
fan base. Studies indicate that the youthful populations, especially those in
the social media tend to seek a sense of belonging. They’d want to identify
established interest groups and be part of them, especially where such groups
project themes that are attractive to them (Whitworth and Doloriert, 2011).
With a theme of solidarity and enjoyment as is projected by Liverpool, it would
be expected that the target fans would like to be associated with the football
club. This makes this message very appropriate.
One weakness in the choice of message is
that it tends to leave out fans looking for excellence. It could therefore
remove the motivation that players need to ensure that their performance is at
the best. This could lead to declining performance.
The message can either be implicit or
explicit where the former is characterised by activities undertaken by the organisation
with an aim to project some meanings in the market (Castronovo and Huang, 2012).
The importance of implicit communication is that they are more credible and
demonstrate commitment to a cause with greater effectiveness than explicit
communication. For instance, an organisation that seeks to market itself as a
good corporate citizen would tend to simply undertake the exercise and let the
target customers perceive its commitment to social sustainability. Cause
marketing is used by football clubs where matches could be played to raise
money for charity and other causes that benefit the society (Abosag, Roper and
Hind, 2012). This approach to marketing targets population segments which are
sympathetic to the causes in focus. In its 2014 partnership with Standard
Chartered Bank, Liverpool seeks to participate in the company’s “seeing is
believing” campaign which is aimed at securing financial help for children
suffering from blindness (Glenday, 2014). Part of the campaign was a face-off
Match between Liverpool and Tottenham Hotspur (Glenday, 2014).
2.4 Communication tools and media
The main form of communication is the
internet, especially the social media. Liverpool operates over 18 international
twitter handlers and over 10 Facebook handlers (Soccerex, 2014). They allow the
club to be able to communicate internationally with its fan base in different
languages which include English, French, Arabic, Indonesian, Thai and Spanish
among others (Soccerex, 2014). This makes it easy for the club to interact freely
with its fan base across different countries and across cultures. This approach
to communication exploits the growth in the use of the social media as a medium
for communication. It also exploits the need for social identity where online
users engage in online activities as a means of identifying with online
interest groups. The presence of the football clubs online therefore helps
promoting a sense of community which in turn helps in promoting their brand
(English Football, 2006).
Liverpool also projects marketing
communication through applications and videos which can be projected through
multiple channels such as computers, phones and tablets (Murphy, 2011; Glenday,
2014). These are emerging forms of marketing communication that are known to
yield great results among targeted fans. In 2011, Liverpool FC launched a
football game application (Shoutout) that could be played by users using their
iPads (Murphy, 2011). The use of interactive applications such as games
provides a platform for enhanced interaction. In the Liverpool football game,
the iPad users test their skills against Liverpool’s goalkeeper Pepe Reine
(Murphy, 2011). There is also a platform through which they can connect with
friends and compare scores. This interactive platform is reinforced by a
revamped online video communications which allow viewing across multiple
platforms including smartphones and tablets (Joseph, 2011). The only weakness
of the game applications is that they do not emphasise any central message that
could be designed to inspire certain actions by the users. However, providing
for a platform through which the game results can be shared encourages
comparison and competition and this is expected to solidify a sense of
community (Joseph, 2011). This is very important for purposes of solidifying a
fan base for the football club.
Exploiting modern technology is very
strategic in organisations around the world today. The social media is emerging
as one of the most important platforms for communication with marketers increasingly
acknowledging its potential (Johansen and Sophie, 2012). The increased use of
the social media has led to heightened expectation that brands will involve the
customers/consumers more significantly by providing platforms through which
feedback can be provided and such feedback responded to. By providing
multi-lingual accounts on different social media platforms, Liverpool is able
to communicate effectively with fans in different parts of the world (LFC,
2014). This is strategic for purposes of targeting the youthful population. In
Asia, the use of smartphones is on a steep rise. This makes digital
communication very appropriate for purposes of attracting a loyal fan base. In
areas such as rural India where infrastructure development is still low, the use
of mobile applications is very strategic. It makes the rural populations easily
accessible.
On the online platforms, Liverpool’s
strategy for targeting the Asian market is pegged on the growing use of the
internet in the region (Soccerex, 2014). The company seeks to combine club news
and cultural events in different online platforms to increase awareness and
grow its fan base within the Asian region. Targeted email campaigns are also
planned for use as the club seeks to target specific fans. In India, Liverpool
has partnered with a regional marketing partner to facilitate marketing over
smartphones where digital marketing is to be used to specifically target the
youthful Indian populations (LFC, 2014). Using cultural platforms gives the
club easy access to a large pool of people who are already accustomed to
visiting such sites on a regular basis.
The digital communication approaches are
in addition to traditional means of communication such as the mass media (Finne
and Strandvik, 2012). Being a part of the English Premier League which is often
highly publicised, Liverpool benefits substantially from the high level of
publicity that the league receives globally. In addition to this, Liverpool
maintains strategic relationships with television channels which also provide
live streaming to enable fans across the world watch their matches in real time
(LFC, 2014; Soccerex, 2014; Glenday, 2014). Publicity campaigns are also implemented
through tours in different parts of the world. This has been done in regions
such as the USA. In the Asian region, sponsorship of fans who win in specific
contests is done where the fans visit Anfield to watch Liverpool matches live
and get the Liverpool experience.
2.5 Key similarities and
differences between UK and Indian approaches
Liverpool’s marketing communications are
standardised across the world. Since 2011, the company has been pursuing a
global approach aimed at gaining more fans across the world (Moorhouse, 2013).
The marketing channel mix has largely combined online and traditional channels.
The use of the social media is common in both countries with regular updates on
developments in the football club provided through its official website. Implementing
a globalised approach is very important for purposes of ensuring that
ideologies are maintained across the world (Theodorakis, Alexandris and Ko,
2011). This is very necessary in fields such as football where social
interaction is likely to be very high with fans of the club being able to
interact on a regular basis across national boundaries.
The difference is very slight. For
instance, in India, competitions are often organised where the winners are
sponsored to visit the UK to watch Liverpool matches (LFC, 2014). This is done
with an aim to attract more fans to the club. This is rarely done in the UK
where the football club already has an established fan base. Emphasis on the
use of mobile communication and direct marketing is also higher in India in
cognisance of the poor infrastructure and access to rural populations in the
country.
2.6 Impact of communication
activities
The impact of communication approaches
is possible to determine by observing the trends in the number of customers or
followers that the organisation gets. For Liverpool, it can be concluded that the
marketing communications have been successful. This is due to the strong
support base that Liverpool enjoys. However, football clubs like Arsenal and
Manchester United are believed to fare better in terms of the number of fans
and their level of solidarity with their clubs (Ekmekci, 2013; Kelly, Lewis and
Mortimer, 2012). In spite of the differences, Liverpool is hailed as having one
of the most loyal fan bases among the English premier league clubs.
3. Key challenges for practising
IMC
3.1 Internal and external
challenges
Integrated marketing communication (IMC)
is an approach to communication where the traditional and modern communication
channels are used (Holm, 2006). The success of IMC is dependent on the extent
to which a common theme is advanced across the different communication
channels. This is due to the ability of the channels to bring about synergy in
projecting the intended message. The television remains one of the most
influential media of communication for football clubs. This is especially
during matches where fans visit the stadia or watch the matches from the
comfort of their houses and offices (Keillor, 2007). The media that are
commonly used by football clubs include the television, online televisions, FM
stations, bill boards, the internet, and mobile marketing.
The main challenge for IMC in most
football clubs is the multiplicity of the target markets that are sought
through the different channels (Blakeman, 2009). The television is watched by a
larger number of people than those who are reachable through the internet and
mobile marketing applications. This is especially the case where the
communication is targeted for specific regions. For instance, while the
television may be watched simultaneously across the world, social media
strategies are implemented separately for each country (Keillor, 2007). This
brings out issues of articulation where it may be difficult to project meanings
in different cultures.
For Liverpool, the theme projected is
the same across the world. The club runs social media accounts in 10
international languages where the aim is to ensure that communication is
frequent and meaningful (Moorhouse, 2013). However, the demand by different
cultures and their interpretation of what is of value in terms of solidarity
and identity may be different. This makes it difficult to implement an
integration strategy between the different media that are implemented by the
organisations.
Internal challenges are common in
frustrating the implementation of effective IMC. These may be related to
inadequate mastery of marketing communication and mastery of the emerging
technologies for marketing communication (Castronovo and Huang, 2012).
Technological advances have been rapid in recent years and the speed with which
new technologies have been emerging have made it difficult for organisations to
master them. This challenge is evident at Liverpool with the company being
forced to enter into partnerships with other parties to bolster its marketing
communication initiatives, especially through emerging platforms such as
phablets (Joseph, 2011; LFC, 2014).
There is also a challenge in terms of
being able to trace targeted fans across different communication channels.
Research indicates that most media consumers access several forms of media.
This means that accessing them through more than two media may be more
fruitful. For instance, a consumer of television may also have a smartphone
through which text messages and applications can be shared. They’d also have a
social media account on more than one platform and an email address. Using only
one approach to reach them may not bear much fruit. It is when they are exposed
to the brand using more than one channel that effectiveness is assured.
3.2 Level of integration at Liverpool
FC
In spite of the challenges, the level of
integration marketing communication at Liverpool is quite high.
The level of integration of marketing
communication at Liverpool can be evaluated using the model below which
emphasises on different levels of the communication process.
Adopted from: Johansen and Sophie, 2012;
Castronovo and Huang, 2012; Finne and Strandvik, 2012
The level of integration at Liverpool is
strongly strategic. The football club stresses on the overall level of
solidarity among the fans as christened on the slogan “never walk alone”
(Margalit, 2008). The strategy is balanced between being image oriented and
behaviour. This is done through a number of communications. For instance, the
football club’s involvement in social responsibility activities to raise funds
for the blind helps bolster its image (Li et al., 2011). The strong brand is
also advertised through frequent and consistent advertisements.
On the behaviour orientation, Liverpool
invests in data analytics. Its constant communication with its fans is
converted into useful data that is analysed to understand what the fans care
about and the kind of messages that they’d like to receive from the club
(Soccerex, 2014). The messages across the channels tend to be consistent hence
indicating a high level of integration. There is synergy in the marketing
communication approaches embraced. For instance, participation in social
responsibility affirms the club’s position as a responsible corporate citizen.
This position reinforces its commitment to solidarity with the society or fan
base (Alonso and O'Shea, 2012). The social media and the internet are used to
advance the theme of solidarity through regular updates and responses to
individual queries. In other words, each aspect of communication by Liverpool
brings out this theme of solidarity and undying loyalty.
4. Recommendations on further use
of the tools/media
Liverpool concentrates on subtle
approaches to advertising where communication is overt and devoid of the
explicit messages commonly associated with advertisements of products and
services. The club mainly focuses on bringing out the best of their supporters:
the level of solidarity enjoyed between them and their fans (Glenday, 2014;
LFC, 2014; Margalit, 2008). The covert advertisements would therefore be
disguised under the form of provision of information on plans for the club and
latest developments. Effectiveness may be improved if the organisation can
embrace an explicit approach to marketing where the brand values are publicised
and sold to the market using different marketing channels which would include
online and offline media (Castronovo and Huang, 2012).
There is an emerging practice in the
marketing field where an organisation is able to work with an agency which
implements marketing communication strategies involving different marketing
channels (Johansen and Sophie, 2012). With such a system, it would be possible
to ensure that a common message is sent across the different marketing
channels. This means that a recipient being accessed using more than one
channel would easily perceive the core message.
Cultural limitations are also expected
to inhibit the global branding efforts of Liverpool FC. This is a challenge
that can be overcome by investing in brand ambassadors in the cultures in
question. Celebrity branding can work even in football. The challenge can also
be overcome by hiring locals from the cultures targeted where they are trained
to ensure that they can project the marketing communication as intended (Kelly,
Lewis and Mortimer, 2012). The other approach would be carrying out extensive
world tours where teams can play in friendlies with clubs in targeted
countries. In spite of the cultural differences, it is expected that the
influence of the social media would help in reducing the cultural differences
between the cultures.
The direct marketing initiatives are
mainly concentrated on email and the mobile phone platforms. Even for the two
approaches, there is little assurance that it is the same recipients that are
reached by the marketing communications. The data mining and analysis
capabilities could be exploited to collate more contact information about the
target recipients. The direct marketing initiatives would then target 2 to 3
channels accessed by the intended recipient. This recommendation based on the
theory that random to exposure is often less effective, and it is only when a
recipient has been exposed to a message several times that they begin to take
note of it (Johansen and Sophie, 2012). This is related to the further
integration of latest technological developments in the market.
5. Conclusion
Liverpool’s marketing communications are
carried out in different channels. These include the social media, official
websites, mobile advertisement platforms, mobile applications, publicity
campaigns, traditional TV and through video sharing platforms available over
the internet. The theme emphasised in these communications are common: the need
to build a strong level of solidarity with their fan base. This approach to
strategy keeps them popular even in cases where its performance in the League
is low. Nevertheless, there is room for improvement through enhanced data
analysis allowing for a multichannel approach to direct marketing. The organisation
can also embrace the use of one agency to coordinate marketing communication
across all channels to ensure that there is synergy in the market.
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