The Everton Board Thread 2014/15

[Foot Long Hot Dog]

This was historically not a very solvable problem as the fanbase was directly drawn from Liverpool and the surrounding areas. This is no longer true, however, thanks to television and internet. Everton's fanbase can grow into areas that do buy loads of merchandise - it may never help with attendance figures, but attendance income is becoming less and less important when compared to sponsorship, merchandising, and television incomes.

If the board were to focus heavily on growing the clubs overseas, in America, Asia, and Africa, then merchandising and sponsorship deals would begin to bring in far more income than we currently do. The failure on the part of the board to attempt to break into those markets beyond the superficial is a catastrophe that could haunt the club for a very long time if a few things don't go our way.

We are brilliantly poised for these sorts of inroads right now - if the results turn we'll find it much more difficult in the future, not to mention that America in particular is just waking up to the Premier League and hasn't picked its teams yet, if we wait a decade that may no longer be true - we simply must strike while the iron is hot.

The club needs to expand it's sponsorship portfolio on a Worldwide basis. The current team don't appear to have the ability to do so effectively, so why not look to outsource the entire function to a specialist organisation?

 

[magicjuan]

The club needs to expand it's sponsorship portfolio on a Worldwide basis. The current team don't appear to have the ability to do so effectively, so why not look to outsource the entire function to a specialist organisation?

Why not indeed? There have been occasions in the past where we have failed to capitalise in interest. The signing of Li Tie and erm, the other one, plus the Chang deals, have been opportunities to promote the club's status abroad, but little seems to have come of it.

Australia too, when Cahill was here, wasn't played upon as much as it could have been. the reports of Irish blues of not being able to buy kits shows disregard or bad practice in the kitbag deals.

All these things and more have shown poor marketing at the least. The club seem reticent to do things in a more proactive manner and don't seem opportunity where even us as just basic fans can see no brainer chances to improve and increase turnover.

The big question is why don't the board see them? Or, why do they choose lacklustre deals that leave us lagging behind?

 

[Jxg]

The club needs to expand it's sponsorship portfolio on a Worldwide basis. The current team don't appear to have the ability to do so effectively, so why not look to outsource the entire function to a specialist organisation?

Didn't we have something going with this American firm who were supposed to get us investment?

 

[chicoazul]

The club needs to expand it's sponsorship portfolio on a Worldwide basis. The current team don't appear to have the ability to do so effectively, so why not look to outsource the entire function to a specialist organisation?

While they're at it they may want to outsource someone to sell the club, since it's up for sale.

 

[chicoazul]

Didn't we have something going with this American firm who were supposed to get us investment?

The thing is for someone to invest it would need for them to receive some sort of dividend on that investment or marketing pay off, such as a named stadium. I doubt anyone would invest in Everton unless the current owners dilute their shares so the dividend would be selling the club in future at a higher price due to the effectiveness of their invested money.

Can you see the current owners diluting their share price? Me neither. So I find it a bit mad when I hear talk of looking for investment all of the time when they really should be looking for new owners who have ambition for the club and can back it with the necessary resources.

 

[Steve Wigan]

This was historically not a very solvable problem as the fanbase was directly drawn from Liverpool and the surrounding areas. This is no longer true, however, thanks to television and internet. Everton's fanbase can grow into areas that do buy loads of merchandise - it may never help with attendance figures, but attendance income is becoming less and less important when compared to sponsorship, merchandising, and television incomes.

If the board were to focus heavily on growing the clubs overseas, in America, Asia, and Africa, then merchandising and sponsorship deals would begin to bring in far more income than we currently do. The failure on the part of the board to attempt to break into those markets beyond the superficial is a catastrophe that could haunt the club for a very long time if a few things don't go our way.

We are brilliantly poised for these sorts of inroads right now - if the results turn we'll find it much more difficult in the future, not to mention that America in particular is just waking up to the Premier League and hasn't picked its teams yet, if we wait a decade that may no longer be true - we simply must strike while the iron is hot.

Good post. I appreciate that you are unavoidably looking at the situation from an American perspective, and we all are aware of the power of television and the internet, but I don't feel that we are brilliantly poised to make inroads just yet...I think we have to win at least one, probably two or three trophies to be in a position to make television or internet coverage count as much, or close to the way it counts to the 'top four' in the Prem...parity in global terms with these clubs should be the marketing departments first aim, but there main ammunition will be trophies in the cabinet, and they are at a disadvantage until then. Someone above mentioned Newcastle 'nutters' who buy tons of merchandise...well we need to find the Everton 'nutters' who can spend in the same way. I don't think 'history' has much selling power until you are currently winning trophies..pushing 'history' too much at this point can have a negative effect, suggesting that your best days are behind you. I think one mistake that was made a few years ago, was not proceeding with 'Everton TV' on the Sky satellite TV platform. Everton had been designated a channel, but it was decided not to go forward with the project, and have Everton TV online only. If youre on Sky, the channel is in the programme listings and everyone who scrolls the listings sees 'Everton', like they see Chelsea, Man U and Liverpool. If a trophy winning team tours Asia or the US, the marketing opportunities can be great. Opportunities are less great if interest in Everton does not go much beyond Everton ex pats. Thats why the RS had 90 odd thousand watching them in Australia, and Everton a lot less. For the same reasom the Prem 'top four', if they play in the US, will attract close to sell out crowds....trophyless Prem sides will not. A winning product is easier to market than an also ran, even the best of the also rans(we are however getting closer to the winners) Despite what some may say, the Kitbag deal was an improvement on the deal it replaced, and in every area, there have been improvements, sometimes small improvents, in marketing strategy.. there need to be more improvements next time round, and I expect there will, but the process needs to accelerate.

 

[Jxg]

The thing is for someone to invest it would need for them to receive some sort of dividend on that investment or marketing pay off, such as a named stadium. I doubt anyone would invest in Everton unless the current owners dilute their shares so the dividend would be selling the club in future at a higher price due to the effectiveness of their invested money.

Can you see the current owners diluting their share price? Me neither. So I find it a bit mad when I hear talk of looking for investment all of the time when they really should be looking for new owners who have ambition for the club and can back it with the necessary resources.

I honestly wouldn't mind a sponsored stadium for a decade or so (like the Emirates), but given the huge calamity over a change in club crest I don't think the majority of people would agree with me, which I guess gives the board even more of an excuse not to try harder.

 

[Sharpys top lip]

I find it very difficult to believe anything that comes from Kenwright an this board. All the failings and bullsh1t we are spoon fed, means for me it's the club that needs to change their stance not us.

Someone spoke before about keep going about things the same way but expecting a different result. Well we've tried over many years to open dialog with the club, softly an a bit firmer and nothing ever comes from it. Kenwright an his P.R machine in the media, churn out the same proper gander time an time again.

Once fans smell a rat there going to react the way we do time and time again. To much water under this bridge, the board have come up short every single time. There's no alternative, they must be replaced. That includes Kenwright, who has overseen the worst period of our clubs history.

I applaud people for trying to change there stance. But I'm going over old ground here, I've seen it all time an time again. The line is drawn in the sand, and I know where I stand. We NEED change at the top, infact it's vital to out survival at the top table.

 

[RaleighBlue]

Good post. I appreciate that you are unavoidably looking at the situation from an American perspective, and we all are aware of the power of television and the internet, but I don't feel that we are brilliantly poised to make inroads just yet...I think we have to win at least one, probably two or three trophies to be in a position to make television or internet coverage count as much, or close to the way it counts to the 'top four' in the Prem...parity in global terms with these clubs should be the marketing departments first aim, but there main ammunition will be trophies in the cabinet, and they are at a disadvantage until then. Someone above mentioned Newcastle 'nutters' who buy tons of merchandise...well we need to find the Everton 'nutters' who can spend in the same way. I don't think 'history' has much selling power until you are currently winning trophies..pushing 'history' too much at this point can have a negative effect, suggesting that your best days are behind you. I think one mistake that was made a few years ago, was not proceeding with 'Everton TV' on the Sky satellite TV platform. Everton had been designated a channel, but it was decided not to go forward with the project, and have Everton TV online only. If youre on Sky, the channel is in the programme listings and everyone who scrolls the listings sees 'Everton', like they see Chelsea, Man U and Liverpool. If a trophy winning team tours Asia or the US, the marketing opportunities can be great. Opportunities are less great if interest in Everton does not go much beyond Everton ex pats. Thats why the RS had 90 odd thousand watching them in Australia, and Everton a lot less. For the same reasom the Prem 'top four', if they play in the US, will attract close to sell out crowds....trophyless Prem sides will not. A winning product is easier to market than an also ran, even the best of the also rans(we are however getting closer to the winners) Despite what some may say, the Kitbag deal was an improvement on the deal it replaced, and in every area, there have been improvements, sometimes small improvents, in marketing strategy.. there need to be more improvements next time round, and I expect there will, but the process needs to accelerate.

Have to disagree.

Many Americans certainly will support clubs that win loads of trophies, but America has a pretty enormous population and a fascination with the underdog and with not being labelled as a 'glory-hunter'. Just because we haven't won doesn't mean that you can't make huge inroads through good marketing and drawing attention to the reasons we all became supporters.

But I'm rehashing arguments I've made in the past in relation to this, so I'll stop here. I think attempting to win trophies and expanding our portfolio must happen in parallel, not in sequence.

 

[Royal Blue Jersey]

I agree. And if we want real pressure on the board then we need to not be wrote off as a small percentage of trouble makers as they currently try and slur against those opposing them.

Indeed.
Let's face it, we are for one reason or another one of the least proactive group of fans in the country. My personal belief is that our traditionalism is in this sense holding us back: Evertonians came from purity, and desire purity. We go the game for football and frankly the financial end of things takes us out the magic of the game and into the mire of reality. And if you know your history... isn't just some stock phrase, it's a genuine creed. The modern world has never been kind to us, and it's easier to hide from that fact than confront it.

We need to sort it out though, because we can't live on past glories forever - much as I'd love us to - soon enough we'll be in no position to even enjoy our football. The financial situation is untenable. It will catch up with us one day, and we could so easily find ourselves down a division.

 

[detroiturk15]

As it pertains to merchandise, I think the board realize the Kitbag deal was a bit of a massive failure. The current deal is a weight on their shoulders in terms of income lost, and the next deal should rectify that. The current way the finances are, it's a bit of a precarious position for the club to be in. If things go well, things could go VERY well. If there's a dip it could have astounding consequences.

 

[Foot Long Hot Dog]

Why not indeed? There have been occasions in the past where we have failed to capitalise in interest. The signing of Li Tie and erm, the other one, plus the Chang deals, have been opportunities to promote the club's status abroad, but little seems to have come of it.

Australia too, when Cahill was here, wasn't played upon as much as it could have been. the reports of Irish blues of not being able to buy kits shows disregard or bad practice in the kitbag deals.

All these things and more have shown poor marketing at the least. The club seem reticent to do things in a more proactive manner and don't seem opportunity where even us as just basic fans can see no brainer chances to improve and increase turnover.

The big question is why don't the board see them? Or, why do they choose lacklustre deals that leave us lagging behind?

I think the club needs a proactive, forward thinking and strong CEO to lead the change that the organisation needs.

As you say, you don't need to be Einstein to look at aspects of our clubs business, compare it to some of our peers and see that we could be doing better in certain areas.

I think the club is far too 'cosy' in certain areas, and maybe far too accepting of poor performance. You need a CEO with balls to drive performance and genuine change, and based on his own performance, I don't think that's Elstone. I suspect your repost to this will be - that the board don't want the person I'm describing, but for the life of me, I don't understand the logic of why that might be.

 

[SerenityNigh]

@RaleighBlue has a good thread on this elsewhere, but I think expanding shirt sales isn't going to be a major part of increasing turnover. Increasing turnover comes from butts in seats (at Goodison and more importantly, via TV) watching Everton. Some of this will come from telling Everton's story. Some will come from watching amazing play on the pitch. This is where increased turnover will be found.

 

[Sharpys top lip]

I think the club needs a proactive, forward thinking and strong CEO to lead the change that the organisation needs.
.

100% On the business side of Everton, he is probably the worst thing that could ever of happened to us.

He's comparable to Gary Megson getting the job after W.Smith....

Some of the deals signed under him are mind boggling.

 

[Steve Wigan]

Have to disagree.

Many Americans certainly will support clubs that win loads of trophies, but America has a pretty enormous population and a fascination with the underdog and with not being labelled as a 'glory-hunter'. Just because we haven't won doesn't mean that you can't make huge inroads through good marketing and drawing attention to the reasons we all became supporters.

But I'm rehashing arguments I've made in the past in relation to this, so I'll stop here. I think attempting to win trophies and expanding our portfolio must happen in parallel, not in sequence.

As I said...you say that you disagree and then confirm that you're looking at the situation from an American perspective. As you say, America has a pretty enormous population and therein lies the difference. 'Things are different over here'...Supporters are largely parochial, and only the 'top four' have been able to court high volumes of income from outside of the UK. I don't know to what extent financial survival for many American sports teams relies on TV income, but in the UK it is a big slice of every clubs financial pie...the difference between profit and breaking even and unsustainable loss. American sports events can be a 'family day out'...something that there should be more of over here, and indeed Everton are at the forefront in this respect. It hardly makes an impression on turnover. Our turnover is what it is because we have limitations within the stadium and although we have a high 'historic profile' we are not currently seen as successful on a global basis. There is a common saying on here that 'Evertonians don't buy merchadise'...thats needs to change , thats why I said we need our own 'nutters'who buy loads, like Newcastle fans. But the poster who originally used the phrase 'Newcastle nutters' is typical...he thinks these people are crazy because they buy their clubs stuff. Our suporters are amongst the best in the world...thousands follow Everton all over the country and all over Europe when neccessary, but they don't buy enough gear. And as I said previously..its consistently winning trophies that puts you amongst the merchandising,marketing elite...history doesn't sell that much. Manchester City were 'also rans ; a few years ago...a large injection of cash has got them two Championships, regular CL footbaal, and a cup. Thats one of the main elements to raising their profile globally. We are making a start...Europa league is a chance to improve profile, but its only a small beginning. And despite posts on here occasionally which say that they went into such an such a shop in such and such a town and couldn't get a shirt, theres usually one reason why shirts are not available...sales are so low they're not worth the display space. Win some trophies, and SOME kids everywhere will want a Everton shirt and other gear.
Incidentally I do agree with an earlier poster about poor representation in Ireland...Ireland, and Northern Ireland, have been tradinal Everton strongholds for many years, and a shop in a good position over there might well be a good thing.