New Everton Stadium

[marty mcfly]

It's simple economics though. The Asian market is HIGHLY competitive right now, because the money is there and is proven to be interested in spending it. This means every English club is competing in Asia, many of which are in much better positions to do so than us (whether it's due to success, or the cultural connotations of red vs blue).

The intelligent business does not position itself to compete with the dominant firms but finds a new area to exploit. Everton (and Tottenham, and WHam, etc.) need to stop aiming for China/Thailand/etc. and start aiming for other wealthy markets that are more exploitable. Australia and the US are the first that come to mind, that don't have any cultural baggage with blue (in fact blue is America's favorite colour http://www.huffingtonpost.com/2012/08/29/house-beautiful-2012-color-report_n_1840383.html ... these things matter to the new market).

The thing is, Everton is NOT an intelligently run business. It has no ideas for progress, it is overly negative in it's forecasts for the future. Everton's executive team do not believe that they can succeed with the club. They are defeatist. And we will pay for that in the future if nothing changes.

There's a reason for that. They're trying to build market share. It's what business does.

If we fail to build market share there while everyone else is doing it and just concede then we'll never be able to do it meaning we'll never be able to compete with the likes of Utd, Liverpool or even the smaller teams that are building market share.

I'm not saying it will work. It probably won't and the odds are greatly stacked against us but you can certainly understand why they just don't want to give up.

As for other markets. Why can't they do both? There's probably a better reason than for his performances Howard has been given 4 years. Hopefully Tim Cahil will come back and be an ambassador to the club for Australia plus didn't we recently link up with another team there.

However we aren't Utd. We can't offer success and trophies and that's what fans want.

Everything is going to be like swimming against the tide.

 

[RaleighBlue]

There's a reason for that. They're trying to build market share. It's what business does.

If we fail to build market share there while everyone else is doing it and just concede then we'll never be able to do it meaning we'll never be able to compete with the likes of Utd, Liverpool or even the smaller teams that are building market share.

I'm not saying it will work. It probably won't and the odds are greatly stacked against us but you can certainly understand why they just don't want to give up.

We already are failing to build market shares, even with the Chang deal. It's not working for us. That's the argument to trash them, and refocus on other markets we stand more of a chance in. The Asian market is one we've 'courted' for over 10 years, seeing little gains. It is not a wise business strategy to continue attempting something forever with no results at the expense of trying new strategies.

As for other markets. Why can't they do both? There's probably a better reason than for his performances Howard has been given 4 years. Hopefully Tim Cahil will come back and be an ambassador to the club for Australia plus didn't we recently link up with another team there.

However we aren't Utd. We can't offer success and trophies and that's what fans want.

Everything is going to be like swimming against the tide.

Tim Howard and Tim Cahill have certainly helped us in the US and Aus markets. However, from my own experience as an American football fan, it's really the only thing that has. We don't have any deals with American companies that have an incentive to market Everton, as compared to United and Liverpool. And while trophies would certainly help us in that area, it's not the only way to market to those cultures. There are loads of Americans that would not want to follow Utd, precisely because of their success (glory-hunting has negative connotations). Obviously there are plenty that will for that reason, but it's not a monolithic group by any means (see the number of people that want to see anyone win in baseball except the Yankees, or revel in Duke's failures).

It's an emerging market that can and will pay dividends for any team that can promise two things:
1) Omnipresence in the PL.
2) Flirtation with success

Example of many casual American fans (although I do not like this particular writer, his readership is crazy high...he ended up choosing Tottenham over Liverpool):

Anyway, can you imagine knowing a foreigner in their mid-30s who was looking for a baseball team and announced, "I'm going with the Yankees!" Wouldn't you hate that person? I don't want to be that guy.

http://sports.espn.go.com/espn/page2/story?page=simmons/060719

There is a clear market here. Spending our time competing with Utd and Liverpool in Asia has less chance of success than spending that effort in America (and I'm guessing Australia).

We need to prioritize, and we clearly have not done a good job for the past 15 years.

 

[marty mcfly]

We already are failing to build market shares, even with the Chang deal. It's not working for us. That's the argument to trash them, and refocus on other markets we stand more of a chance in. The Asian market is one we've 'courted' for over 10 years, seeing little gains. It is not a wise business strategy to continue attempting something forever with no results at the expense of trying new strategies.



Tim Howard and Tim Cahill have certainly helped us in the US and Aus markets. However, from my own experience as an American football fan, it's really the only thing that has. We don't have any deals with American companies that have an incentive to market Everton, as compared to United and Liverpool. And while trophies would certainly help us in that area, it's not the only way to market to those cultures. There are loads of Americans that would not want to follow Utd, precisely because of their success (glory-hunting has negative connotations). Obviously there are plenty that will for that reason, but it's not a monolithic group by any means (see the number of people that want to see anyone win in baseball except the Yankees, or revel in Duke's failures).

It's an emerging market that can and will pay dividends for any team that can promise two things:
1) Omnipresence in the PL.
2) Flirtation with success

Example of many casual American fans (although I do not like this particular writer, his readership is crazy high...he ended up choosing Tottenham over Liverpool):

http://sports.espn.go.com/espn/page2/story?page=simmons/060719

There is a clear market here. Spending our time competing with Utd and Liverpool in Asia has less chance of success than spending that effort in America (and I'm guessing Australia).

We need to prioritize, and we clearly have not done a good job for the past 15 years.

I still don't see why one excludes the other but I don't disagree with any of the rest.

That said there's more glory hunters than not, and less teams able to offer glory than not. Therefore it's still a huge advantage being able to offer glory.

 

[RaleighBlue]

I still don't see why one excludes the other but I don't disagree with any of the rest.

That said there's more glory hunters than not, and less teams able to offer glory than not. Therefore it's still a huge advantage being able to offer glory.

Hasn't stopped Liverpool from picking up American fans over the past decade.

I agree we should still keep the Asian market in our sights, I just highly question whether it should be the focus of one of our primary marketing aspects (shirt sponsor), when that has failed to pay dividends for the past decade. We should be sounding out a mid-sized American or Australian company for that deal to see if that can get us a push in those markets that has failed to materialize with Chang in the Asian market.

Find some midsized partner of NBC that has some sway with the television company that shows the matches and owns the PL rights here...or the equivalent in Australia.

 

[Toffeelover]

Hasn't stopped Liverpool from picking up American fans over the past decade.

I agree we should still keep the Asian market in our sights, I just highly question whether it should be the focus of one of our primary marketing aspects (shirt sponsor), when that has failed to pay dividends for the past decade. We should be sounding out a mid-sized American or Australian company for that deal to see if that can get us a push in those markets that has failed to materialize with Chang in the Asian market.

Find some midsized partner of NBC that has some sway with the television company that shows the matches and owns the PL rights here...or the equivalent in Australia.

I think the info you provide about our neighbours was helped enormously by the fact they had American owners just like Man U have as well.

 

[RaleighBlue]

I think the info you provide about our neighbours was helped enormously by the fact they had American owners just like Man U have as well.

Sure, but it's not that the owners are American that anyone cares about. It's that they're marketed in America by the American owners (for obvious reasons). No one gives a damn who owns the team, so long as they aren't evil (and if they're evil it's ok if they're successful). Liverpool partnered with Dunkin' Donuts, for example - a major east coast American chain. It was an obvious partnership because FSG is Boston based, as is DD, but I think the important difference is that FSG market Liverpool in America.

Villa (with an American owner) has not, and have no foothold to speak of here.

 

[riddick]

As for other markets. Why can't they do both? There's probably a better reason than for his performances Howard has been given 4 years.

I love football, i watched the World Cup with a lot of people who knew about most of the national team but that was about it. I asked a LOT of them if they knew what club Howard played for during the World Cup and i would say about 75% of them had literally no idea what Everton even was and another 20% followed the premier league so that wasnt really important.

If keeping Howard was meant to grow our American presence, man, they failed just about as spectacularly as you possibly could.

 

[Brennan]

People continue to flog the dead horse that is expanding Goodison.

 

[Goat]

People continue to flog the dead horse that is expanding Goodison.

We could stick another tier on the Park End lad.

 

[bizzaro]

We could stick another tier on the Park End lad.

Is that just so they can fit Chicomelt's head in?

 

[Chang Elephant]

Hopefully the Toshack consortium redevelops the ground and starts a period of organic growth

 

[BiggyRat]

The Asian market is one we've 'courted' for over 10 years, seeing little gains. It is not a wise business strategy to continue attempting something forever with no results at the expense of trying new strategies.

Don't forget our time with Kejian.

Hasn't stopped Liverpool from picking up American fans over the past decade.

Surely Doomsday preppers don't count though?

As an aside, my kids had a sports themed day where they could wear their favourite top. Without realising it, they both wore their Everton kits, which made me proud as punch but...there was another kid there in an Everton top! Ok, it's taking a long time, but we're getting there!

 

[mccole]

On sponsorship, why are we with Chang when it is clear we haven't made a dent in the Asia market plus they pay near half as much to advertise then most Premiership clubs.

Surely any sponsorship would be happy to be attached to "the biggest league in the world" so just to attempt to attracting a certain market is useless as the Premiership is shown around the world?

Chang and Kitbag are another reason this board is useless. The revenue we must have lost over the years.

 

[Ralphie Boy]

On sponsorship, why are we with Chang when it is clear we haven't made a dent in the Asia market plus they pay near half as much to advertise then most Premiership clubs.

Surely any sponsorship would be happy to be attached to "the biggest league in the world" so just to attempt to attracting a certain market is useless as the Premiership is shown around the world?

Chang and Kitbag are another reason this board is useless. The revenue we must have lost over the years.

We are with Chang for one reason and one reason alone - on renewal they make an offer that the board think is adequate to finance what the sponsorship is collected for, this helps Everton by not having to employ someone to get a better deal but also gives just enough to keep us happy!!

Ever decreasing circles with Everton, it is just something we as supporters have learnt to live with, be it right or not we do not protest, we are Everton and apparently if we protest it upsets the players etc etc etc.....

 

[Lifelong-Toffee]

I think people are looking at the Chang thing the wrong way round, Chang want to break into the British / European market,and I don't think people choose a football team to support based on any affiliation with a sponsor...the PL has blanket coverage in Thailand and SE Asia and people follow the game and know what's going on. Sponsors come and go, and fans of whatever nationality aren't stupid

We should have played up the Landon Donovan Tim Howard thing as the MLS has expanded, and esp since Howard's success at the World Cup