ToffeeWeb - Season 2007-08

The Mail Bag

Asian Blueprint

I was wondering if anyone had any ideas on the supposed Everton blueprint for Asia? Other than this TV show what are they doing in Thailand, China etc in terms of marketing and sales...

Basically an Italian consortium have formed a partnership with AC Milan to market the A.C brand in Asia. They are looking for someone to come in and basically run with the ball and seem impressed with some basic ideas i have--just wondering how I could compare my thoughts with what Everton have already done etc...
Mark Cassin, Singapore Posted 23/06/2008 at 04:56:50

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Alex Baker
1 Posted 23/06/2008 at 09:57:01

AC Milan are in the same european competition as us next season, so it’s the results on the pitch that are more important than marketing ’the brand.’

Andy Callan
2 Posted 23/06/2008 at 13:10:02

Alex - I don’t agree bud.

If we had a fraction of what the Mancs earn from Asia then we might be able to afford the best players. That in turn would make the results on the pitch improve.

It is all about cash these days and unless we get LOADS more we, as a club, will not be going forward in the ways that all us Evertonians would like / hope.

We need the Everton ’brand’ to be bounced all over the planet, which in turn would bring more cash in.

Ste Kenny
3 Posted 23/06/2008 at 13:40:32

Isn't the Asian blueprint to sign a sponsorship deal with a brand that no one has heard of and then renew it for a pittance when you?re flying and could have secured a deal with a far more visible brand thus increasing the visibilty of your?e brand.

I could be wrong I?ll have to ask Keith Wyness!!

Alex Baker
4 Posted 23/06/2008 at 17:45:29

Andy Callan, I can see your point, but it is winning matches consistantly that sets the advertising gravy train wheels in motion. ALL clubs have to win matches and be successful on the pitch before they get the big money from advertising.

Steve Pugh
5 Posted 23/06/2008 at 19:26:09

Alex, I’m with Andy. Even when Man U where struggling all those years ago they were still the biggest club outside of the UK. Even bigger than the RS. They have always been a marketing club and a very good one at that.

Alex Baker
6 Posted 23/06/2008 at 20:41:10

I suppose you guys are right... but even Man Ure had to win big competitions before they got international recognition. They were NOT world famous as Newton Heath!!!!

Eric Myles
7 Posted 24/06/2008 at 02:24:03

The problem with the ’Asian Market’ is the proliferation of copy / fake merchandise that’s available here.
Both the RS and ManUre have had own brand original merchandise shops in the city I live in and they have both closed down due to lack of business. People will rather buy a Baht 300 fake shirt than a Baht 3,000 original.
The one Asian country where I have seen a demand for original gear is Korea, but only for gear that comes from a team with a Korean player, and 99 times out of 100 for ManUre.
So any marketing and brand promption has to be aimed at attracting sponsorship rather than retail sales.

Mark Cassin
8 Posted 25/06/2008 at 07:26:18

@Eric-- I know this mate but as you are the only person who posted something sensible I kust thought to say cheers.

Cheers :)