Firstly, I work in a very junior marketing position having fallen into it really, but it's marketing just the same. I know the importance of maintaining good relationships with customers and the ways in which these can be facilitated.
Typing up all the match threads, I got curious as to how many away matches I'd gone to this year, so went to have a look at the online sales thingy... every ticket I have bought this year fits on one page... four months into the season. One match I missed through choice (Derby), two away matches were on Tuesday nights (college nights for me) and at Scunny, we were in the home end (eventually).
Now what United should be doing, is looking at my previous buying history and making an effort to ask me why the downturn is. They don't know I go to college on Tuesday nights, or that I think £27 to go to Pride Park is ridiculous. For all they know, they could be losing me and they aren't doing a thing about it. And they should be looking at everyone's buying history and finding out why they don't buy any more.
Perhaps they've moved away? Perhaps they think the prices are too expensive? Maybe they don't like what's going on with the club? Surely United should be gathering this information?
United may think they have a captive audience so don't have to bother with all this measurement and research malarky, but really, they should. Times are hard for some people and with Christmas coming up, more and more people will prioritise expenditure other than football. United seem to realise this, having moved away from the loyalty points scheme for a few fixtures but that insinuates that they think people are turning away merely due to ticket availability.
Maybe they don't care, because they don't see the money at away matches, but the figures could be indicative of greater apathy.
What I want to know is whether anyone on here has ever been approached by Sheffield United to take part in market research about anything to do with the club? Ticket prices, facilities... anything like that.
United have a customer database of what must be upwards of 30000 people but do nothing marketing-orientated to keep those people coming through the door. Seems a very big shame that a bit of research and small gestures could maximise profits for the club while galvanising support.
