More than 90 minutes…
I joined 100 marketers at an event organised by the Marketing Society last night to hear how Aston Villa’s change in vision and values has brought the brand back to life, both on and off the pitch.
Paul Faulkner, Chief Operating Officer shared how and why they had evolved their marketing strategy by focusing on their unrivalled facilities, supporter engagement and local community projects.
The key insights that I took from their success story were:
1. There’s a genuine passion for the club, it’s history and it’s future that you can see, feel and touch
They had a clear plan for how they going to “win” Birmingham - reaching out to, involving and growing the club with the fans and communities locally.
2. They see their business as a simple one, and do everything they can to keep it simple.
3. Having relaunched the brand, they are fiercely protecting it and are taking a cautious approach to sponsorship, ensuring that any associations with their brand are the right ones for the brand, rather than most attractive financially.
4. Their partnership with Acorns, the children’s hospice is flourishing and benefiting both organisations - it’s not Aston Villa and Acorns, “it’s just us”.
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