The Everton Board Thread 2015/16 [ Not takeover related ]

[Foot Long Hot Dog]

Vibrac loan is still outstanding according to the companies house website.

https://beta.companieshouse.gov.uk/company/00036624/charges

Not yet updated.

 

[Foot Long Hot Dog]

I am not trying to suggest that commercial gains alone will bridge the gap. I am suggesting that they are absolutely necessary to bridge the gap in the long term.

They are a very important piece of a much larger puzzle. And to me, it's the piece that sees the least movement. Everton need to sell themselves, and do a lot of other things to bridge the gap. But it is doable. We should not accept being an also-ran.

Shirt sales aren't going to bring the gap and their relative potential impact don't make them an important piece of the puzzle for us as we stand today. Our appeal is limited, on field success would change that, but that'll be driven by capital investment on the playing staff. We need to hatch the egg before the chicken will lay.....

 

[RaleighBlue]

Shirt sales aren't going to bring the gap and their relative potential impact don't make them an important piece of the puzzle for us as we stand today. Our appeal is limited, on field success would change that, but that'll be driven by capital investment on the playing staff. We need to hatch the egg before the chicken will lay.....

See, this is where you and I diverge.

On field success would change that. Absolutely. I don't believe it's the only thing that would change it though. A strong marketing push driving home the huge amount of marketable content in this club would also see a significant bump in appeal. I don't believe winning is the end all be all to marketing a sports club. You market the culture, history, and significance of the club. You market the emotions of the club. It is never going to be as successful as winning loads of hardware - but it will still be successful and it's much cheaper.

So I'd break it down this way:
Market the club to hell and back
Come out with more merchandise (not just shirts, those are expensive and of limited appeal anyway - toys, flags, t-shirts, coffee mugs, lunch boxes, wine stoppers, whatever.
Continue growing the club on the pitch

I guess I just don't understand why a club has to win everything to be marketable...it really doesn't work like that here, so it may just be a cultural barrier...lucky for Everton more and more Americans are tuning in...ready to buy all kinds of goofy stuff.

 

[Foot Long Hot Dog]

See, this is where you and I diverge.

On field success would change that. Absolutely. I don't believe it's the only thing that would change it though. A strong marketing push driving home the huge amount of marketable content in this club would also see a significant bump in appeal. I don't believe winning is the end all be all to marketing a sports club. You market the culture, history, and significance of the club. You market the emotions of the club. It is never going to be as successful as winning loads of hardware - but it will still be successful and it's much cheaper.

So I'd break it down this way:
Market the club to hell and back
Come out with more merchandise (not just shirts, those are expensive and of limited appeal anyway - toys, flags, t-shirts, coffee mugs, lunch boxes, wine stoppers, whatever.
Continue growing the club on the pitch

I guess I just don't understand why a club has to win everything to be marketable...it really doesn't work like that here, so it may just be a cultural barrier...lucky for Everton more and more Americans are tuning in...ready to buy all kinds of goofy stuff.

People buy into winners mate, see Chelsea and Man City for details. It's how it works, trying to reverse the cycle is swimming against the tide. Commercial retail revenue alone isn't going to return us to the elite level of the game, not a chance. We need to buy our place at the table before the retail revenue aids the sustainability of staying there.

 

[RaleighBlue]

People buy into winners mate, see Chelsea and Man City for details. It's how it works, trying to reverse the cycle is swimming against the tide. Commercial retail revenue alone isn't going to return us to the elite level of the game, not a chance. We need to buy our place at the table before the retail revenue aids the sustainability of staying there.

I think this is a defeatist attitude.

People buy winners. But people love Rocky...Rocky lost. They love Rocky's story. People root for the underdog all of the time - it's like the basis of every sports movie ever. The Boston Red Sox built a HUGE following largely on the back of the fact that they hadn't won in 80+ years. The Chicago Cubs still do it.

It's all about shaping a narrative in a way that people want to be a part of that narrative.

It's not as good as winning all the things and being Real Everton, but it would do a much better job bringing in revenue than what we're currently doing, and in the grand scheme of things, would do it quite cheaply.

ETA:
@ijjysmith

 

[Foot Long Hot Dog]

I think this is a defeatist attitude.

People buy winners. But people love Rocky...Rocky lost. They love Rocky's story. People root for the underdog all of the time - it's like the basis of every sports movie ever. The Boston Red Sox built a HUGE following largely on the back of the fact that they hadn't won in 80+ years. The Chicago Cubs still do it.

It's all about shaping a narrative in a way that people want to be a part of that narrative.

It's not as good as winning all the things and being Real Everton, but it would do a much better job bringing in revenue than what we're currently doing, and in the grand scheme of things, would do it quite cheaply.

ETA:
@ijjysmith

Rocky?

You've officially lost me mate

Have a good day

 

[Kiwi]

Rocky?

You've officially lost me mate

Have a good day

Americans don't choose clubs just on winners is what he's getting at. There's far more to market our club on, the past success, the relationship with the fans w/ "the people's club", Goodison, Everton as a team of firsts, playing attractive footy with a young manager and team. Financially striken and under achieving in comparison to our status in the game.
.
Plenty of marketing points for the club to push should it chose.

 

[Aar_the_Toffees]

See, this is where you and I diverge.

On field success would change that. Absolutely. I don't believe it's the only thing that would change it though. A strong marketing push driving home the huge amount of marketable content in this club would also see a significant bump in appeal. I don't believe winning is the end all be all to marketing a sports club. You market the culture, history, and significance of the club. You market the emotions of the club. It is never going to be as successful as winning loads of hardware - but it will still be successful and it's much cheaper.

So I'd break it down this way:
Market the club to hell and back
Come out with more merchandise (not just shirts, those are expensive and of limited appeal anyway - toys, flags, t-shirts, coffee mugs, lunch boxes, wine stoppers, whatever.
Continue growing the club on the pitch

I guess I just don't understand why a club has to win everything to be marketable...it really doesn't work like that here, so it may just be a cultural barrier...lucky for Everton more and more Americans are tuning in...ready to buy all kinds of goofy stuff.

I think this is a defeatist attitude.

People buy winners. But people love Rocky...Rocky lost. They love Rocky's story. People root for the underdog all of the time - it's like the basis of every sports movie ever. The Boston Red Sox built a HUGE following largely on the back of the fact that they hadn't won in 80+ years. The Chicago Cubs still do it.

It's all about shaping a narrative in a way that people want to be a part of that narrative.

It's not as good as winning all the things and being Real Everton, but it would do a much better job bringing in revenue than what we're currently doing, and in the grand scheme of things, would do it quite cheaply.

ETA:
@ijjysmith

Americans don't choose clubs just on winners is what he's getting at. There's far more to market our club on, the past success, the relationship with the fans w/ "the people's club", Goodison, Everton as a team of firsts, playing attractive footy with a young manager and team. Financially striken and under achieving in comparison to our status in the game.
.
Plenty of marketing points for the club to push should it chose.

If its Americans were targeting, if we become a top 5 club regularly, much of them will take a liking to us. Americans hate teams like the Yankees or Dodgers (overspending others to buy success) so basically the two Mancs and Chelsea. With us they'd see us an underdog with potential to improve, and let's be honest Everton are an emotional rollercoaster.Almost like a dark horse.

 

[Kiwi]

If its Americans were targeting, if we become a top 5 club regularly, much of them will take a liking to us. Americans hate teams like the Yankees or Dodgers (overspending others to buy success) so basically the two Mancs and Chelsea. With us they'd see us an underdog with potential to improve, and let's be honest Everton are an emotional rollercoaster.Almost like a dark horse.

It's a fresh market or was a little while ago. You can't wait to get top 5 to do the groundwork + marketing, by the time you get there regularly the market will be gone.
Plenty of people were picking a team off the back of the world cup, the club needed to show some ambition and foresight and market to those fans, piggybacking Howards popularity as well as what I mentioned above.

 

[marty mcfly]

The main reason the Kitbag deal was signed was not so much revenue, but it freed up capital on the balance sheet. For example, Tottenham carried nearly £5m of stock (in their commercial activities) in their last accounts. We could not afford to carry that amount of stock nor have the potential liabilities of a loss making operation.

If we were adequately capitalised we could bring these activities in-house, the fact is we are not and will not be without significant investment in the future.

That makes sense but it doesn't explain why Kitbag is so unprofitable for us.

I'm I wrong thinking that if there was more demand for our kits then Kitbag would want to sell them in more shops and hence make more money or is the problem that Kitbag don't want to take on the risk of having unsold stock and if that's the case I doubt we would be any more likely to unless it is for market awareness.

Or is there some other reason Kitbag is such a bad deal for us?

Basically I think the picture I'm getting is the board are broke, barely able to keep our position in the league, spend all the money on wages and as a result don't want to risk a penny in case it doesn't work and we would have to start making cuts to the squad.

Which is what I imagined. I hate to say it but now we have lost out on Yarmolenko we probably should sell Stones.

 

[Kiwi]

That makes sense but it doesn't explain why Kitbag is so unprofitable for us.

I'm I wrong thinking that if there was more demand for our kits then Kitbag would want to sell them in more shops and hence make more money or is the problem that Kitbag don't want to take on the risk of having unsold stock and if that's the case I doubt we would be any more likely to unless it is for market awareness.

Or is there some other reason Kitbag is such a bad deal for us?

Basically I think the picture I'm getting is the board are broke, barely able to keep our position in the league, spend all the money on wages and as a result don't want to risk a penny in case it doesn't work and we would have to start making cuts to the squad.

Which is what I imagined. I hate to say it but now we have lost out on Yarmolenko we probably should sell Stones.

Why is that? We won't be able to bring in a player better with the time left or the money let alone the same kind of quality with out being quoted stupid money. It won't solve our cashflow and debt problems without being a detriment to our team on the field which in turn would lead to a decrease in the value of the only assets we hold in the players. In addition he is an appreciating asset and will be worth more after an added season of experience and with the new TV monies. It makes no financial sense or indeed footballing sense to sell him, at least in this window.

 

[marty mcfly]

Why is that? We won't be able to bring in a player better with the time left or the money let alone the same kind of quality with out being quoted stupid money. It won't solve our cashflow and debt problems without being a detriment to our team on the field which in turn would lead to a decrease in the value of the only assets we hold in the players. In addition he is an appreciating asset and will be worth more after an added season of experience and with the new TV monies. It makes no financial sense or indeed footballing sense to sell him, at least in this window.

I've explained my thinking on this thread why we should but basically it's because we could use the Stones money to strengthen the squad without touching the extra TV money and then use that to build a stadium. I thought if we got Yarmolenko we would have a realistic chance of getting top 4 and CL money. I know he is jut one player but one world class player does makes that much of a difference. It's a bit like Liverpool with and without Suarez. With Suarez they almost one the league and without him they finish 6th or 7th.

I accept the argument that Stone probably won't decrease in price but again 38m is a lot of money for a 21 year old CB. There's a good chance we won't get that offer again.

Maybe i'm just a bit gutted losing out on Yarmolenko. I'm sure Martinez is feeling the same.

 

[Kiwi]

I've explained my thinking on this thread why we should but basically it's because we could use the Stones money to strengthen the squad without touching the extra TV money and then use that to build a stadium. I thought if we got Yarmolenko we would have a realistic chance of getting top 4 and CL money. I know he is jut one player but one world class player does makes that much of a difference. It's a bit like Liverpool with and without Suarez. With Suarez they almost one the league and without him they finish 6th or 7th.

I accept the argument that Stone probably won't decrease in price but again 38m is a lot of money for a 21 year old CB. There's a good chance we won't get that offer again.

Maybe i'm just a bit gutted losing out on Yarmolenko. I'm sure Martinez is feeling the same.

I think you should be posting this in the Stones thread mate.

 

[marty mcfly]

I think you should be posting this in the Stones thread mate.

It's not specifically a Stones issue. It's a board issue because it's about the strategy the club should have.

 

[The Esk]

@Adversus you are way off topic now, go to the transfer thread if you want to continue that line.