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I hope you like our new direction...

Comments (15)

I feel that the way we (and all other football clubs) are set up is, to say the least, a bit old-fashioned, and if we were operated with more vision, we could set ourselves up to be more successful. The question is how.

One of the main things which I feel is holding us back is the lack of ability to control our TV product. I know that the Sky income is what is paying for our players but I don?t feel that this is the future. If we could gain greater control over live and archive footage, I think this would be the key to generating significant income.

Here are a few ideas that I think would be a useful starting point in taking the club forward.

1. The internet: We need to produce something different in terms of our internet product. The initial idea was ok from the club, I joined for a while myself, but outside of pre-season the product isn?t really there. I think we need live games on the internet. If necessary, we should lobby MPs to bring this about.

To fill the stadium we can discount seats and improve the type of football on the pitch. If I have the choice I much prefer going to the match, and also with pirate internet channels, it?s not as if it will make any difference to those determined not to pay.

2. Differentiate the product. Different prices and products for UK and Rest of the World, and different marketing strategies to hit these two markets.

3. Raise the brand profile. I may be living in the past, but it does seem that reality TV still has some life in it. If we could team up with a production company and create a strong enough soap opera type narrative, this could raise the profile. Also a gritty no holds barred documentary detailing the things that go on behind the scenes, either at playing, boardroom level preferably both, could be an idea.

4. The new stadium. We need to make a choice and stick with it. For my money, marketing wise, sticking with Goodison is the better option. Tastefully redevelop it and make it part of the story of the club. This could also be a good idea for a reality TV show/documentary.

The BBC might be interested in running a Great British Architecture style show to find a suitable design. We could farm out the corporate facilities separately for investment and take a slice of the gross income. We should set out a tender for making them the best corporate facilities in the world.

5. When I grew up on Merseyside, there was a great deal of kids football played on pitches all over. The club should get volunteers and help organize local level football all over Merseyside. Maybe also look at producing our own range of football books, coaching manuals etc?

So those were the ideas that I came up with. Maybe not the best in the world, but I would be interested in what ideas other people had in taking the club forward and where they think football will be in 20/30 years time>


ps: COYB tomorrow.
Gavin McGarvey, Puebla, Mexico     Posted 13/02/2011 at 04:16:47

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Dave Wilson
1   Posted 13/02/2011 at 07:04:13

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Nice one, Gavin.

So refreshing to see a few ideas to improve our situation.

I`d pay good money to make number three happen.
Trevor Skempton
2   Posted 13/02/2011 at 08:52:41

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And, Gavin, point Number 4.... A long-term phase-by-phase conservation and expansion of Goodison, as a central part of the Everton identity ('brand', if you like), could be a source of continual interest, excitement and involvement of supporters. Goodison is unique and our opportunity is unique.

This is the practical alternative to waiting for a fairy godmother or a win on the lottery. A long-term stage-by-stage business and development plan, in a genuine partnership with the club's supporters. We could start tomorrow.

And, with LFC now looking as though they are going to redevelop Anfield, this could be the right time to give the idea of the 'Football Quarter', in and around Stanley Park, a further push. Two separate historic stadia, but a shared transport, tourist and community infrastructure, bringing in private development money, under Council leadership, in the manner of Liverpool One but not retail-led.

Who would not support (or vote for) the prospect of raising visitor numbers in the Stanley Park area, from two million at present, to three million in a few years' time?
Robbie Muldoon
3   Posted 13/02/2011 at 09:59:48

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Our new direction should involve buying a quality centre-forward in the range of £8m this summer.

Here's the name I would love to see pull on an Everton shirt: Marcus Berg. If you've never heard of him then look him up:

If Andy Carroll is £35m then so is this lad, oh and he was originally a replacement for Luiz Suarez at Groningen as well.

I really hope he is on our scout list.
Norman Merrill
4   Posted 13/02/2011 at 11:49:30

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Gavin, you have raised some very interesting points. The article should receive some good for and against from the fans.

Thanks for the effort.

Jamie Rowland
5   Posted 13/02/2011 at 12:12:44

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What kind of revenues does this bring? If it was valuable, would n't one of the big European clubs have done it?

I think we just need to box clever. Our club shops are good now but still inadequate compared to Liverpool's. They produce more variety, more souvenirs etc and they push everything that has potential. If Lucas is flavour of the month, they push it like crazy ? magazines, souvenirs... you get the point.

Liverpool get similar attendances yet they nearly triple our turnover? Yes, they get more exposure on TV etc ? they are also brilliant at marketing every opportunity. We are not.
Matt Traynor
6   Posted 13/02/2011 at 12:36:06

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Paul Collyer, if you're watching, start developing a game called Championship Chairman.

Now there's a scary thought.

Gavin, good on you for thinking outside of the box, but without going into each point, I fear EFC in its current phase is hanging on to the coat-tails of the EPL product. There was a time when we were pioneers. That time has for now passed.
David Hallwood
7   Posted 13/02/2011 at 12:37:41

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Some good points, Gavin; I also agree with point 4, but it would need Liverpool City Council to be a lot more proactive... mmmmmm let's think about that one... Nah! Also, you used the unfortunate phrase 'for my money', because it probably would have to be your money, as everyone else is skint.

But 5 is a good point, and we should look at the Ajax model as a basis and incorporate your ideas to include anyone and everyone to be a part of the club.
Paul Moorhouse
8   Posted 13/02/2011 at 12:51:11

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Would the reality TV show be called "I'm An Evertonian ? Get Me Out Of Here!"
Christine Foster
9   Posted 13/02/2011 at 13:11:27

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Trevor, great minds think alike.. I have just posted an article with Michael outling an alternative strategy, one whereby the club utilises the biggest resource they have, the fans themselves.

I believe we are NOT up the creek without a paddle, but the longer the club refuse to acknowledge the problems and possible solutions, the more dangerous and life threatening our situation will become.
Dan Sedlak
10   Posted 13/02/2011 at 14:22:51

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Number 1 would be a disaster for us, and for all clubs outside the global brands (Man U, Arsenal etc).

Having the PL rights sold collectively is the only financial leveller out there. (And even now it is adjusted for success in league and number of games shown.) If it was sold individually then the gap would get much bigger ? imagine how much Man U would get for their rights vs ours?

I think Scotland maybe negotiate separately? ? see Rangers and Celtic vs rest. Italy do too ? and Juve and two Milans are much richer than others chiefly for this reason.
Gavin Ramejkis
11   Posted 13/02/2011 at 15:33:35

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Trevor and Christine, Rangers did just that with Ibrox and have made it a worthy stadium, retaining its architectural features and with the named bricks (a simple plaster face stuck to existing brickwork) have involved their grass roots fans. To the original article, innovative ideas and because no-one has thought of them doesn't automatically make them a dead rubber. What we really need is willing from the current custodians to try.
James Stewart
12   Posted 13/02/2011 at 18:19:16

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Barking up the wrong tree I am afraid... no-one at Everton is interested in innovative business ideas or strategies. We are run by idiots who have no idea when it comes to even basic marketing or web design.
Chad Schofield
13   Posted 13/02/2011 at 19:30:41

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Have to agree that number one is an issue given the running costs of production, serving and regulating payment given the amount of p2p sites etc... it would end up costing us more in legal fees than anything.

However, I think your other ideas are good and not only that, it's positive ideas like yours that will help us in the medium and long term - nice one Gavin.
Eric Myles
14   Posted 14/02/2011 at 01:16:42

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The Sky 4 already have control over their own archive coverage and TV broadcacsts outside the EPL.
Over here in Thailand the telly (satellite) is full of ArsenalTV, UnitedTV, ChelseaTV and LiverpoolTV showing past games, profiles of players past and present, reserve games, etc. etc.
All produced in-house and sold to the broadcasters directly by the clubs.
James Flynn
15   Posted 14/02/2011 at 02:16:34

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(Likely approaching a mantra from me, which Jamie Crowley will understand completely) Please Mssrs. Steinbrenner, buy EFC. A massive Cash Cow in-waiting. AND an instant, global extension of Yankee-Red Sox rivalry.

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